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Nordic Young Health: Possibilities and barriers for new, healthy concepts in the fast food sector

  • Publisert 05.09.2012
A major public health threat in Nordic societies are the increasing rates of overweight. The fast food sector is an important arena to study in order to open up for changes in this trend especially among children and the young.

The aim of the project Nordic Young Health: Possibilities and barriers for new, healthy concepts in the fast food sector was to produce new knowledge on the personal, socio-economic and structural determinants influencing young people’s fast food practices and preferences.

 

New knowledge was gathered through surveys in four Nordic countries and qualitative fieldwork in two Nordic countries. Furthermore, young people’s attitudes towards products on the current fast food market were investigated and translated into innovative concepts through the testing of an improved menu. Attention was paid to dissemination of results as an integral part of the project.

 

Similar barriers for healthy eating were revealed by the studies: Only few healthy options were found, healthy options were too expensive for young people, some choice was found in city centres, but hardly any in the outskirts. Suggestions for how to increase the consumption of healthy fast foods included, for example, that it should be made the standard and not something special you have to ask for.

 

Furthermore, healthy fast food should taste good and be reasonably priced. In particular, young people hoped for fast food with less fat, or that is less processed, with more fruit, vegetables and wholegrain.

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