F OCUS- BAL KANS Co nsume r study o n fruit - I n de pth inte rvie ws - Ga ljina Og nja no v, PhD Je le na F ilipo vic , MSc 1
Surve y o n fruit c o nsumptio n in Se rb ia • T he surve y pe rio d: Oc to b e r-No ve mb e r 2009 • T o ta l: 30 pa rtic ipa nts Sa mple struc ture a c c o rding to g e nde r, a g e , type o f the se ttle me nt a nd c o nsumptio n le ve l o f pa rtic ipa nts Gender Type of settlement Males 11 Urban 16 Females 19 Rural 14 Age Consumption level 2 Heavy consumption 6 15-25 9 Moderate consumption 21 26-45 11 3 Light consumption 45+ 10
T he first re sults • Sponta ne ous a ssoc ia tions of he a lthy life style a nd we ll ba la nc e d die t • F ruit c onsumption in g e ne ra l • Motiva tion for fruit c onsumption • Pe rc e ive d ima g e of e a te rs a nd non e a te rs of fruit • Informa tion on nutritive va lue of fruit a nd its role in a we ll ba la nc e d die t • Shopping ha bits 3
Sponta ne ous a ssoc ia tions of he a lthy life style a nd we ll ba la nc e d die t HE AL T HY L I F E WE L L BAL ANCE D DI E T Ge ne ra ly: • He a lthy life style = • F ruit+ve g e ta b le s he a lthy fo o d + physic a l • Va rie d a nd b a la nc e d a c tivity die t Spo ra dic a lly: • Me n usua lly me ntio n • He a lthy life style = fruit + me a t inta ke ve g e ta b le s + va rie d die t + usua l rhythm o f • Wo me n spo nta ne o usly da ily a c tivitie s (me a ls, me ntio n ha ving mo re g o ing to b e d a nd me a ls a da y (3-5) g e tting up a t the sa me 4 time e ve ry da y)
Ge ne ra l c o nsumptio n o f fruit: fre sh fruit • T • he most ofte n T he fa vourite fruit c onsume d fruit me n 5
Ge ne ra l fruit c o nsumptio n: pro c e sse d fruit a nd drie d fruit • Pro c e sse d fruit • Drie d fruit • Ja m is usua lly c o nsume d a s • T he le a st c o nsume d o f a ll me a l, swe e ts o r a s a n studie d fruit c a te g o rie s ing re die nt fo r c a ke s a nd • Asso c ia te d to winte r, fa st de se rts a nd ho lida ys (Christma s) • T he mo st o fte n a re • Pe o ple drink juic e s a t ho me , c o nsume d: plums, ra isins a t frie nds’ ho use , a t wo rk o r a nd fig s a t c a fe s • Ca nne d fruit (pine a pple ) is ra re ly e a te n (wo me n, 40+) 6
Mo tiva tio n fo r fruit c o nsumptio n Sponta ne ously me ntione d motive s He a lth RURAL Ple a sure URBAN Ple a sa nt ta ste 7
T he mo st a nd the le a st impo rta nt mo tive s fo r fruit c o nsumptio n: fre q ue nc y a nd a ve ra g e ra nk o f sig nific a nc e Motives The most important (f) Average rank (f) The least important Taste 27 2.18 0 Health and disease prevention 27 2.22 0 Pleasure 20 3.35 2 Diet habits 19 2.56 5 Convenient for eating 12 4.25 8 To be in a good shape 12 3.17 12 The appearance of the fruit 11 3 18 Convenient for preparation 6 3.83 16 Tradition 5 4.4 18 Convenient for storage 4 4.5 19 Convenient for purchase 3 3.33 21 Out of home 3 5 15 Body shape and beauty 2 3 15 DIF F E RE NCE S BE T WE E N URBAN/ RURAL AND ME N/ WOME N: urba n popula tion is ma inly 8 c onsiste d of he donists (sa tisfa c tion a nd ta ste ); rura l popula tion is more c onc e rne d a bout he a lth; me n e mpha size sa tisfa c tion, while wome n pre domina ntly think of he a lth
T he ma in b a rrie rs fo r fruit c o nsumptio n Othe r sig nific a nt Spo nta ne o usly re sults: me ntio ne d b a rrie rs F ruit is mo stly e a te n a t T he la c k o f time the ho me No n e xiste nc e o f the Pe o ple e a t fruit ha b it to e a t o n the impulsive ly – whe n mo ve the y se e it o n the 9 ta b le
T he ma in b a rrie rs fo r fruit c o nsumptio n a c c o rding to fre q ue nc y a nd a ve ra g e ra nking Barriers The most important (f) Average rank Availability 25 2.16 Price 22 2.68 Safety (pesticides) 20 3.3 Inconvenient for storage 15 3.87 Inconvenient for consumption 13 3.46 Inconvenient for preparation 11 3.18 Taste 10 2.5 Out of home 10 2.8 Allergies 9 3.44 Inconvenient for purchase 6 3.33 DIF F E RE NCE S BE T WE E N URBAN/ RURAL AND ME N/ WOME N: rura l popula tion ra nk a va ila bility on hig he r pla c e tha n urba n popula tion with re g a rd to ba rrie rs; ma n c onside rs a va ila bility slig htly more importa nt tha n wome n do 10
I ma g e o f pe o ple who c o nsume fruit – pro je c tive te c hniq ue Domina nt ste re otype re fe rring to pe ople who e a t fruit is tha t the y a re slim a nd he a lthy, g ood looking a nd a ttra c tive – the y ha ve be a utiful c omple xion, ha ir a nd skin T he y a re a thle te s, fitne ss instruc tors, the y work in be a uty industry or the y 11 produc e a nd se ll fruit
I ma g e o f pe o ple who do no t c o nsume fruit – pro je c tive te c hniq ue Domina nt ste re otype c onc e rning pe ople who do not e a t fruit is tha t the y a re obe se , a ne mic , the y do not ha ve be a utiful skin or ha ir, the y like to e a t me a t a nd me a t produc ts, the y c onsume a lc ohol a nd c ig a re tte s T he y do not e a t fruit ofte n be c a use the y live in the ba d e c onomic situa tion, the y a re dissa tisfie d a nd disa ppointe d 12
K no wle dg e o f nutritive va lue o f fruit a nd its ro le in a we ll b a la nc e d die t Pa rtic ipa nts a re we ll informe d a bout be ne fits of fruit c onsumption a nd the y a re a wa re of its sig nific a nc e for he a lth a nd dise a se pre ve ntion 13
Purc ha se o f fruit • I n ma rke ts, • Wo me n like to b uy o n supe rma rke ts, dire c tly g re e n ma rke ts fro m fruit pro duc e rs • I n c itie s the y b uy fruit • T he y sho p mo st o fte n o n mo st o fte n in g re e n ma rke ts a nd tha t supe rma rke ts is the ir fa vo urite pla c e fo r purc ha sing fruit • I n little c itie s the y mo stly b uy dire c tly fro m fruit • Ma le s te nd to b uy fruit pro duc e rs mo re o fte n in sto re s o r in 14 spe c ia lise d sto re s
Purc ha se o f pro c e sse d a nd drie d fruit • Pe o ple usua lly b uy pro c e sse d fruit in supe rma rke ts (urb a n po pula tio n) o r in c o nve nie nt sto re s (rura l po pula tio n) o r the y pre pa re the m b y the mse lve s • All pa rtic ipa nts like ho me -ma de ja m • Drie d fruit is usua lly b o ug ht in spe c ia lise d sho ps (so c a lle d “he a lthy-fo o d sto re ”), supe rma rke ts o r g re e n ma rke ts (in c itie s) • I n rura l a re a s a ll c ha nne ls o f distrib utio n a re e q ua lly 15 pre se nt
F ruit fro m the ir o wn fa rms • Se rb ia n c o nsume rs use • T he re a re sig nific a nt fruit g ro wn a t the ir o wn diffe re nc e s in ma le s o rc ha rds a nd vine ya rds a nd fe ma le s re spo nse s to g re a t e xte nt • F e ma le s sta te le ss sha re • Mo re tha n a ha lf o f o f fre sh fruit g ro wn pa rtic ipa nts indic a te do me stic a lly in o ve ra ll tha t the sha re o f the ir fruit c o nsumptio n a nd do me stic a lly g ro wn fruit b ig g e r sha re o f ho me - in the ir o ve ra ll ma de pro c e sse d fruit, c o nsumptio n is mo re in o ppo site to ma le s 16 tha n a third
Co nc lusio ns • Se rb ia n c o nsume rs c o nside r fruit to b e he a lthy a nd de lic io us fo o d a nd the y usua lly link it to he a lthy life style a nd we ll b a la nc e d die t • Due to the ir a va ila b ility a nd ta ste , the y usua lly e a t a pple s, b a na na s a nd o ra ng e s, a nd b e side tha t, the y like stra wb e rrie s the mo st • With re g a rd to pro c e sse d fruit, the y c o nsume ja m a nd juic e s • Drie d fruit is the le a st pre se nt in the ir c o nsumptio n a mo ng a ll fruit c a te g o rie s 17
Co nc lusio ns • T he mo st impo rta nt mo tive s fo r fruit c o nsumptio ns a re : he a lth, ple a sa nt ta ste a nd ple a sure • T he mo st impo rta nt b a rrie rs a re : a va ila b ility, pric e a nd time c o nstra ints • T he re a re so me ste re o type s c o nc e rning pe rso ns who c o nsume o r do no t c o nsume fruit • T he y a re we ll a wa re o f he a lth a nd o the r b e ne fits o f fruit 18
Co nc lusio n • E duc a tio n o f c o nsume rs o n va rio us situa tio ns fo r fruit c o nsumptio n (o n mo ve , o ut o f ho me ) • Cre a ting the o the r ima g e o f pe o ple who e a t fruit – it do e s no t ha ve to b e stric tly the pe rso n who ha s a lo t o f time , a c tive ly pra c tic e spo rt, live s a lo ne … • E duc a tio n o f c o nsume rs o n wa ys a nd b e ne fits o f c o nsumptio n o f pro c e sse d 19 a nd drie d fruit
20 OR ION! HANK YOU F YOUR NT E T AT T
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