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Preferences for menu labelling formats of young adults in Brazil and in the United Kingdom.

de Oliveira, R.C., Fernandes, A.C., Proença, R.P.D.C., Hartwell, H., Rodrigues, V.M. and Fiates, G.M.R., 2017. Preferences for menu labelling formats of young adults in Brazil and in the United Kingdom. Revista de Nutricao, 30 (3), 321 - 332.

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1415-5273-rn-30-03-00321.pdf - Published Version
Available under License Creative Commons Attribution.


DOI: 10.1590/1678-98652017000300005


Objective This pilot study was aimed at exploring preferences of young adults in two different contexts on restaurant menu labelling formats. Methods Five focus groups were conducted with 36 participants, two focus groups with 11 participants in Brazil and three focus groups with 25 in the United Kingdom. Themes originating from the content analysis of the transcriptions were organised around four possible menu labelling formats: 1) numerical information on calories; 2) numerical information on calories and nutrients; 3) traffic light system plus Guideline Daily Amounts; 4) food information with ingredients list plus highlighted symbols. Results In both countries, participants preferred the ingredients list plus symbols format, considered more comprehensive and useful to make an informed food choice. Organic food and vegetarian symbols were the ones considered most important to appear on restaurant menu labels with ingredients list. However, most participants in Brazil and in the United Kingdom rejected the information restricted to calories and calories plus nutrients formats, saying that these would not influence their own choices. Conclusion This is the first multicultural qualitative study exploring preferences of people living in different countries with different eating habits, but where menu labelling is voluntary. Results evidenced similarities in participants' likes and dislikes for menu labelling formats in these two different contexts. Discussions showed participants in both countries prefer qualitative information than numerical information, suggesting that ingredients list and symbols provide information that people want to see on the menu.

Item Type:Article
Uncontrolled Keywords:Feeding behavior; Focus group; Nutritional focts; Qualitative research; Restaurants
Group:Bournemouth University Business School
ID Code:29557
Deposited By: Symplectic RT2
Deposited On:01 Aug 2017 11:25
Last Modified:14 Mar 2022 14:06


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