C.C. Gilbert, J.C. Pfeiffer
Campden & Chorleywood Food Research Association, UK
Children form a popular target market for today’s food and drink products and the number of products marketed to children is constantly increasing. There is a need to develop products that appeal to this population in terms of sensory characteristics while also bearing in mind global health concerns regarding increasing rates of childhood obesity. To tackle these challenges appropriate methods are required to capture children’s food choices and preferences. The objectives of this research were to investigate the applications and limitations of various consumer research techniques with children while simultaneously exploring their food choices, preferences and reactions to ‘healthy’ labels.
The first study investigated food choices and preferences using three different research methods: food frequency questionnaires (FFQ), 3-day food diaries and on-line surveys, which included single choice questions and a conjoint testing exercise. This research involved 437 children aged 5-10 years. Results from the FFQ and diaries correlated well. Children were capable of performing the online survey but the amount of information generated depended on age and cognitive ability. Children aged 8 and above were felt to perform better on the conjoint exercise than their younger classmates and had a slightly higher consistency of responses.
The second study examined food choices and attitudes towards healthy options in a simulated canteen situation. A picture selection exercise was used to elicit intended food choice for 5 categories of items: meat/fish, side dish, dessert, drink and snack. Children were randomly divided into 2 groups: one where items in a category where completely randomised, the other where certain items were labelled as ‘healthy options’. Displaying a healthy options sign did not have a significant impact on the selections made by the children. Although there were some fluctuations within the responses, there were no consistently observed differences between the choices made by the two groups.
