Stimulating UK Adolescents’ Seafood Consumption

Authors: Birch, D., Memery, J., Johns, N. and Musarskaya, M.

http://eprints.bournemouth.ac.uk/29793/

Journal: Journal of International Food and Agribusiness Marketing

Publisher: Haworth Press Inc.

ISSN: 1528-6983

The health benefits of seafood consumption are well known, however average per-capita consumption levels in the UK remain below recommended levels of two servings per week, despite an abundant availability of fresh seafood. In particular, seafood consumption is beneficial for adolescents, as it is associated with physical and mental well-being, lower levels of obesity, and improved cognitive performance and academic achievement. However, based on research which reveals low consumption of other healthy foods such as fruit and vegetables, consumption of seafood is anticipated to be low among UK adolescents. This study aimed to investigate current consumption, preferences and attitudes toward seafood among UK adolescents and identify strategies for increasing their seafood consumption. Seven focus groups were conducted in two schools with diverse socio-economic student profiles to explore the research aims. Findings revealed that while many of the students like seafood, consumption levels vary considerably among individuals and preparation typically takes a less healthy form (e.g. fried and battered fish and chips). Key drivers of seafood consumption included health and taste, while barriers were typically associated with the sensory qualities of seafood including dislike of taste, bones, smell and texture. A range of intervention strategies were identified and new product ideas students identified as potentially increasing their consumption ranged from fun, fast-food, snack-style products to healthy meal options.

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Authors: Birch, D., Memery, J., Johns, N. and Musarskaya, M.

http://eprints.bournemouth.ac.uk/29793/

Journal: Journal of International Food and Agribusiness Marketing

Volume: 30

Issue: 1

Pages: 61-69

eISSN: 1528-6983

ISSN: 0897-4438

DOI: 10.1080/08974438.2017.1382423

© 2017 Taylor & Francis Group, LLC. The health benefits of seafood consumption are well known, however, consumption levels in the UK remain below recommended levels of two servings per week. Seafood consumption is beneficial for adolescents, as it is associated with physical and mental well-being, lower levels of obesity, and improved cognitive performance and academic achievement. This study investigated current consumption, preferences, and attitudes toward seafood among UK adolescents. Seven focus groups were conducted in two schools with diverse socio-economic student profiles. Findings revealed that seafood consumption levels vary considerably among individuals and typically takes a less healthy form (e.g., fish and chips). Key drivers of seafood consumption include health and taste, while barriers were typically associated with the sensory qualities of seafood including dislike of taste, bones, smell, and texture. A range of intervention strategies were identified and new product ideas ranged from fun, fast-food, snack-style products to healthy meal options.

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