TEENAGERS' PERCEPTIONS OF DIETARY GUIDELINES AND SUSTAINABLE EATING
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TEENAGERS’ PERCEPTIONS OF DIETARY
GUIDELINES AND SUSTAINABLE EATING
Denmark
Prepared for Arla
by Ipsos Denmark
August, 2020
Lea Brader,
Nutrition Scientist, PHD
© 2020 Ipsos. All rights reserved.
Contains Ipsos' Confidential and Proprietary information and may not
be disclosed or reproduced without the prior written consent of Ipsos.
Project no. 20-002754
METHOD & SAMPLE
Denmark
Fieldwork Geo
19.6 – 10.7.2020 Sweden
timing Coverage
Finland
Data
Computer Assisted Web Interviews (CAWI). Sample
Collection
Size
N = 510 Danes
Methodology Device agnostic survey design
The questionnaire has been developed based Target
Questionnaire
on qualitative in-home diaries in the target group Sample
General population 13-19 years old
51% 49%
The data has been weight to reflect national 57%
Weighting 43%
representative for age, gender and region
13-16 yrs 17-19 yrs
2 ‒ © Ipsos 2020
AGENDA
1 2 3 4 5 6
Self-claimed Influencers and Official dietary Understanding of Understanding of
Summary
food habits info channels guidelines Sustainable diets plant-based diets
3 ‒ © Ipsos 2020
SELF CLAIMED FOOD HABITS & TOP-MIND REFLECTIONS WHEN EATING 4 ‒ © Ipsos 2020
DIETARY OR SPECIAL FOOD REQUIREMENTS – SELF CLAIMED DIETARY PATTERN
27% OF THE TEENAGERS FOLLOW A SPECIAL DIET – MOSTLY FLEXITARIAN. THE DIET STRUCTURE FOLLOW VERY MUCH THEIR
PARENTS. TEENAGERS SEEM TO THINK THAT MORE OF THEIR FRIENDS THAN THEMSELVES FOLLOW A SPECIAL DIET.
PERSONALLY PARENTS FRIENDS
DIETARY PATTERN
Total, n=510
FLEXITARIAN 14% 15% 14%
VEGETARIAN 5% 5% 18%
LACTOSE-FREE 5% 5% 8%
Score Score Score
VEGAN 2% 2% 7%
GLUTEN FREE 1% 3% 8%
NO SPECIFIC DIET 77% 74% 65%
5 ‒ © Ipsos 2020
Q8.0 Which of the below - if any - best describe how you eat? Q9.0 Which of the below - if any – describe how one or both of your parents eat? Q10.0 Which of the below - if any – describe how one or more of your friends eat?
CONSIDERATION OF DIFFERENT FOOD RELATED TOPICS
HEALTH & NUTRITIOUS, ANIMAL WELFARE AND OFFICIAL LABELING ARE MOST FREQUENTLY CONSIDERED WHEN EATING
AND/OR BUYING FOODS.
* Official labeling:
Nøglehullet, Fairtrade, Ø-mærket
CLIMATE
IMPACT -CO2
ENVIRONMEN- NEUTRAL
TAL IMPACT
OFFICIAL
LABELING * 4. 5. LOCALLY
PRODUCED
19% 17% 6.
2. 11% 25%
12% 28% 14%
27%
9% 20%
20% 35%
ANIMAL
WELFARE 2. TOP OF MIND TRACEABLE
27%
CONSIDERATIONS
WHEN EATING/ BUYING
7.
19% 38%
FOODS 11%
8% 16%
HEALTHY AND PRODUCED
NUTRITIOUS 1. 8. WITH MINIMUM
OF WATER
42% Total 6%
N=510
31% 56% 13- 17- 6% 7%
16 19
6 ‒ © Ipsos 2020 yrs. yrs.
Q14.0 Below are listed a series of food related topics. How often do you consider each topic when you consume or buy food and drink?
FOOD HABITS - INFO CHANNELS AND INFLUENCERS 7 ‒ © Ipsos 2020
INFORMATION SEEK
57% OF THE TEENAGERS HAVE SEARCHED FOR FOOD AND EATING GUIDANCE WITIN THE PAST 6 MONTHS
A SIGNIFICANT HIGHER LEVEL OF SEARCH AMONG THE OLDER TEENAGERS
44% 25% 10% 43%
Searched for Searched for Searched for Did not search for
inspiration to explore guidance to guidance to inspiration / guidance
new food or recipes eat more healthily eat more sustainable food in past 6 months
13- 17- 13- 17- 13- 17- 13- 17-
16 33% 19 59% 16 20% 19 30% 16 4% 19 17% 16 33% 19 59%
Base total,
n=510
8 ‒ © Ipsos 2020
Q18.0 Some people seek information to be inspired to explore new food or recipes. Other seek guidance to eat more healthily. And some people seek guidance to eat more sustainable food.
Which of the below – if any – have you done within the past 6 months?
INFORMATION CHANNELS
AMONG THE ONES THAT SEARCHED ON THE TOPICS – WHERE DID THEY SEARCH?
Searched for Searched for Searched for
inspiration to explore guidance to guidance to
new food or recipes eat more healthily eat more sustainable food
N=635 N=415 N=193
Online recipes & 73% 43% 48%
cookbooks
Social media 48% 46% 42%
YouTube 42% 41% 38%
INFORMATION
CHANNELS
Top 7 channels Friends 31% 29% 31%
Parents 30% 26% 23%
Blogs 30% 29% 28%
Official nutrition guidelines 8% 17% 10%
9 ‒ © Ipsos 2020
Q19.0 You stated you have [INSERT OPTION FROM Q18.0].
Where specifically did you search?
IMPACT OF INFORMATION SEEK
AMONG THE ONES THAT SEARCHED ON THE TOPICS – WHAT IMPACT DID IT HAVE?
Searched for Searched for Searched for
inspiration to explore guidance to guidance to
IMPACT OF new food or recipes eat more healthily eat more sustainable food
INFORMATION SEEK
N=225 N=125 N=49
Consider changing food Consider changing food
Consider trying a specific 28 54 54
habits toward a habits toward more
new product or recipe % % %
healthier diet sustainable food
66 Change food habits 39 Change food habits toward 37
Try new food or recipes
% toward a healthier diet % more sustainable food %
Didn’t do anything 5% Didn’t do anything 8% Didn’t do anything 11%
10 ‒ © Ipsos 2020
Q20.0 You stated you have searched [INSERT OPTION FROM Q18.0].
What did you do based on this?INFLUENCERS ON CHANGING TEENAGERS FOOD HABITS
PARENTS, FRIENDS AND SOCIAL MEDIA ARE PERCEIVED TO HAVE HIGHEST INFLUENCE ON TEEANGERS’ FOOD HABITS. DOCTOR,
SCHOOL TEACHER AND OFFICIAL GUIDELINES AS WELL AS NUTRITIONIST ARE ASSIGNED LOW WEIGHT.
ONLINE RECIPES
COOKBOOKS
DOCTOR/
5. 6. NURCE
15% 13% OFFICIAL
SOCIAL 4. 9% 17%
7. NUTRITION
GUIDELINES
MEDIA 13% 18%
29% 8%
1. 7.
28% 30% 8% 9%
46% 8%
41% 52% 8% 8%
SCHOOL
FRIENDS
1. 7. TEACHER
46% 8%
47% 45% 11% 5%
INFLUENCERS ON
1. CHANGING 10.
Total NUTRITIONIST
PARENTS 46% TEENAGERS 6%
13- 17- FOOD HABITS
53% 38% 16 19 N=510 4% 8%
11 ‒ © Ipsos 2020 yrs. yrs.
3% other
Q20.2 Thinking about your friends. Which of the below do you think have the highest influence on changing your food habits? 12% don’t knowEVALUATION OF
OFFICIAL DIETARY
GUIDELINES
12 ‒ © Ipsos 2020
STIMULI SHOWN FOR RESPONDENTSEVALUATION OF OFFICIAL GUIDELINES – SUMMARY
1 OF 2 TEENAGERS HAVE QUALIFIED AWARENESS OF THE OFFICIAL DIETARY GUIDELINES. GUIDELINES ARE CONSIDERED
TRUSTWORTHY AND RELEVANT. HOWEVER, THEIR ABILITY TO TRIGGER SEARCH FOR MORE INFORMATION IS LOW
QUALIFIED INFORMATION TRUSTWORTHY RELEVANCE
AWARENESS * SEEK
QUALIFIED
52% 19% 90% 71%
AWARENESS: Top2 Top2 Top2 Top2
Know very well
what these are
about + Know a
fair amount of
what these are
about
13- 17- 13- 17- 13- 17-
13- 17- 67% 77%
16 44% 19 61% 16 17% 19 24% 16 91% 19 90% 16 19
13 ‒ © Ipsos 2020
Q21.0 Below is shown the official dietary guidelines. How well do you know these guidelines? Q22.0 Based on what you have just seen, which statement best describes how likely you would be to seek more
information about the official dietary guidelines? Q23.0 Based on what you have just seen; which statement best describes how trustworthy you find he official dietary guidelines? Q24.0 Based on what you
have just seen; which statement best describes how you feel about the relevance of the official dietary guidelines?EVALUATION OF OFFICIAL GUIDELINES – ASSOCIATIONS
PERCEPTIONS OF THE OFFICIAL DIETARY GUIDELINES
TOTAL 13-16 y 17-19 y
ASSOCIATIONS
510 290 220
I really can’t read some long text that lasts for
Clear and easy to understand 57% 52% 65% ages. Nothing is as boring as long text.
Tells me something useful 36% 31% 44%
Boy 13-16
Tells me something important 36% 23% 34%
Lecturing 28% 32% 41%
I listen to official research such as from the Ministry of
Old fashioned 17% 19% 15%
Health, but I would like some dietary advice that were a bit
Convincing 18% 12% 25% more precise. Instead of “eat more fish” and “eat whole
grain” I would like some clear guidelines that were simply
Interesting 18% 13% 24%
formulated and easy to follow. I think social media is the
Catch my attention 13% 7% 20% best place to spread the messages since it is from there
Engaging 7% 3% 13% we get most news. You just have to do it in a way so it is
easy to see the difference between “the real” information
New and different 6% 6% 5%
and all the garbage lying there.
Confusing 4% 4% 4%
Girl, age 19
None of the above 8% 10% 6%
14 ‒ © Ipsos 2020
Q25.0 Based on what you have just seen; which of the statements below would you associate with the official dietary guidelines?UNDERSTANDING OF
SUSTAINABLE DIETS
A sustainable diet is a diet where you think about the
environment. In the new year I have started to cut down on
meat because I know it is not very sustainable….
Girl, age 15
15 ‒ © Ipsos 2020PERCEPTION OF SUSTAINABLE DIETS
ENVIRONMENTALLY FRIENDLY, CO2 NEUTRAL AND ORGANIC HAVE THE HIGHEST ASSOCIATION WITH SUSTAINABLE DIETS
FAIRTRADE
LOCALLY
PRODUCED
ORGANIC
4. 5.
42% 39% HEALTHY
3. 39% 46% 36% 44%
6.
55% 29%
CO2 NEUTRAL 52% 59% 30% 29%
SOCIO-
ECONOMIC
2. FRIENDLY
7.
62%
21%
55% 71%
14% 31%
ENVIRONMENT-
ALLY FRIENDLY
1. SUSTAINABLE 8. NUTRITIONALLY
ADEQUATE
N=510
76% 12%
Total
68% 73% 8% 17%
13- 17-
16 ‒ © Ipsos 2020
16 19
Q25.1 The term “Sustainable” is often used in relation with food. From your best knowledge,
which of the below attributes is defining a sustainable diet? Please select all that applies
Y.O Y.O. 8% don’t knowUNDERSTANDING OF
PLANT-BASED DIETS
A diet based on plants. Animal products are not included, not
only meat but also milk and eggs. It is a big trend now,
discussed on social media.
Boy, age 17-19
Plant-based diet, means eating foods that do not contain
meat or dairy products. Not meaning that you eat only
vegetables or fruits, you also eat substitutes for meat and
dairy e.g. oat milk instead of milk or Quorn instead of minced
meat.
Girl, age 17-19
17 ‒ © Ipsos 2020PERCEPTION OF PLANT-BASED DIETS
2 OF 3 TEENAGERS UNDERSTAND PLANT-BASED DIETS AS VEGAN DIETS (NO ANIMAL FOODS)
Vegan net: 69% Flexitarian / Don’t know
Vegetarian
52% 17% 22% 4%
Plants only, no + Replacing animal Mainly consist of
animal foods foods with plant plants, but also
alternatives animal foods
PERCEPTION OF PLANT-BASED DIETS
6% ‘Other’ e.g. “Taste bad”
18 ‒ © Ipsos 2020
Q25.2 You might have heard about the term “Plant-based diet”. How would you explain what a plant-based diet is? Please be as elaborative as possibleSUMMARY
• Health is top-of mind when eating/buying foods!
• Channels mainly used for eating guidance are
Social media, Online recipes and YouTube – Official
guidelines are the least used.
• Main food habit influencers are Parents, Friends
and Social media – health/official authorities are UPTADE PIC
perceived least influencing.
• Dietary guidelines: Only half of teenagers know of
the official guidelines. They find them trustworthy but
not inspiring or engaging.
• Narrow understanding of Sustainable diets.
Planet parameters are associated, whereas e.g.
health and nutrient adequacy are not.
• Plant-based diets: 2 of 3 teenagers understand
plant-based = vegan diet (no animal foods at all).
19 ‒ © Ipsos 2020APPENDIX 20 ‒ © Ipsos 2020
DIETARY OR SPECIAL FOOD REQUIREMENTS – SELF CLAIMED DIETS
SWEDEN HAS THE HIGHEST SHARE OF TEENAGERS (AND PARENTS) ON A SPECIAL DIET. FINLAND HAS A HIGHER SHARE OF
LACTOFREE DIETS (DUE TO HIGHER SHARE OF LACTOSE INTOLERANTS).
CROSS 13-16 17-19 TOTAL 13-16 17-19 TOTAL 13-16 17-19 TOTAL 13-16 17-19
SELF CLAIMED DIETS CONTRIES y.o. y.o. DK y.o. y.o. SWEDEN y.o. y.o. FINLAND y.o. y.o.
Base, n=1516 874 642 510 290 220 503 294 209 503 291 212
PERSONALLY
Flexitarian 14% 12% 16% 14% 12% 16% 22% 19% 27% 6% 5% 6%
Lactose free 11% 10% 12% 5% 5% 6% 10% 9% 10% 17% 15% 20%
Vegetarian 7% 5% 9% 5% 3% 9% 8% 7% 10% 6% 5% 7%
Vegan 2% 1% 3% 2% 1% 4% 2% 2% 3% 2% 2% 3%
Gluten free 2% 1% 3% 1% * 2% 3% 1% 4% 2% 1% 2%
None 69% 73% 64% 77% 81% 71% 60% 65% 54% 70% 73% 66%
PARENTS
Flexitarian 15% 14% 16% 15% 13% 18% 22% 21% 24% 7% 7% 8%
Lactose free 11% 10% 12% 5% 4% 5% 11% 12% 11% 17% 15% 20%
Vegetarian 7% 7% 7% 5% 5% 6% 10% 10% 10% 5% 5% 5%
Vegan 2% 2% 2% 2% 2% 2% 3% 3% 2% 1% * 2%
Gluten free 6% 6% 6% 3% 3% 2% 7% 8% 6% 8% 8% 9%
None 66% 68% 63% 74% 77% 71% 56% 57% 55% 66% 70% 62%
FRIENDS
Flexitarian 16% 13% 19% 14% 10% 20% 25% 23% 28% 7% 7% 8%
Lactose free 21% 19% 24% 8% 7% 10% 19% 19% 20% 36% 32% 41%
Vegetarian 23% 18% 30% 18% 12% 26% 28% 25% 32% 24% 19% 31%
Vegan 9% 6% 14% 7% 4% 11% 8% 6% 12% 11% 6% 18%
Gluten free 13% 11% 15% 8% 6% 9% 16% 13% 19% 15% 13% 17%
None 51% 57% 43% 65% 74% 53% 44% 47% 40% 44% 50% 35%
21 ‒ © Ipsos 2020
Q8.0 Which of the below - if any - best describe how you eat? Q9.0 Which of the below - if any – describe how one or both of your parents eat? Q10.0 Which of the below - if any – describe how one or more of your friends eat?EVALUATION OF OFFICIAL GUIDELINES – DEEP DIVE; DENMARK
EVALUATION OF OFFICIAL DIETARY GUIDELINES Base: total, n=510 / 13-16 Y.O, n=290 / 17-19 Y.O, n=220
AWARENESS TRUSTWORTHY
Top2
Qualified awareness (top2) 52% 44% 61%
6% 6% 7%
9% 12% 5% Total 53% 37% 90%
7%2%
Never heard
26%
Only heard about 33%
38% 91%
13-16
Know a little 48% 43% 8%2%
y.o.
43%
Know a fair amount 37% 90%
33%
17-19
59% 31% 7%3%
Know very well 19% y.o.
15% 12%
Total 13-16 17-19 Very Somewhat Not very Not at all
INFORMATION SEEK RELEVANCE
Top2
Information seek (top2) 19% 17% 24%
10% 9% 11% 71%
Definitely not Total 15% 56% 25% 4%
33% 34% 32%
Probably not
67%
13-16
May or may not 11% 56% 30% 4%
y.o.
37% 40% 33%
Probably 77%
19% 17-19
15% 13% 21% 56% 18% 5%
Definitely y.o.
4% 4% 5%
Total 13-16 17-19 Very Somewhat Not very Not at all
22 ‒ © Ipsos 2020
Q21.0 Below is shown the official dietary guidelines. How well do you know these guidelines? Q22.0 Based on what you have just seen, which statement best describes how likely you would be to seek more information about
the official dietary guidelines? Q23.0 Based on what you have just seen; which statement best describes how trustworthy you find he official dietary guidelines? Q24.0 Based on what you have just seen; which statement
best describes how you feel about the relevance of the official dietary guidelines?You can also read
