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We explore emergent adults’ perceptions of responsibility for meat reduction in the transition to living independently. Enacting meat reduction in the context of everyday life, a ‘moral meat reduction grammar’ emerges as a guide. While attempts at meat reduction lead to empowerment, responsibilization comes with guilt, imposing double transition processes.

Consumption of meat significantly contributes to greenhouse gas emissions and climate change, and to unhealthy diets of populations. In Denmark, studies have found that the average consumption of meat is more than twice the amount of the recommendations considering health as and sustainability, although around 1/3 of the population expresses a willingness to reduce their consumption of meat. The aim of this study was to explore the drivers and barriers of reducing meat consumption in the Danish population.We use a stage-of-change approach, assuming that the act of reducing meat consumption passes through distinct stages when people may form an intention to reduce meat to later completing the change. A number of barriers may be relevant in this context; e.g, lack of skills to cook meat free diets, habits, meat eater identity and enablers may include, e.g., environmental concern, concern for animal welfare and health. However, in the context of meat reduction, previous studies have, to our knowledge, not applied a longitudinal approach when applying the stage-of-change approach.MethodsThe study is based on two online surveys with a representative sample of almost 3.000 consumers aged 18-70 years, conducted at two points in time. We examined drivers and barriers for having progressed towards meat reduction, identifying the determinants for having made a change in the stages from T1 to T2 (3-4 months).ResultsA total of 16% of respondents who completed both surveys reported to have made forward changes in the stage-of-stage sequence. Of these, 47% progressed from “no-intention to reduce” to “intention to reduce”; 25% progressed from “intention to reduce” to “reduction” and 27% progressed from “no intention to reduce” to “reduction”. Important predictors for the changes were habits, hedonism, environmental beliefs and social norms. Gender (female) and having (small) children also predicted changes.

Childhood overweight and obesity continue to give rise to concern worldwide. These problems are closely related to poor eating habits, and the obesogenic environment of modern every-day life. The research carried out in this part of the EDULIA project is of relevance due to the major influence of the food environment on children ́s food-related behaviour. This short summary thus concludes a work package concerned with factors related to children’s eating environment and the food context. In the first part of the work package, expectant and new parents’ eating behaviour were studied from a life-course perspective, across the different stages in pregnancy and early parenthood. How internal and situational barriers can be overcome to establish and maintain healthy eating habits, and how parents act as role models for their children were also studied. The second part of the work package looked into how to nudge preschoolers to try vegetables by playing with innovative eating device, that is, an illustrative serving plate and a flexible skewer encouraging visual and tactile familiarization to vegetables. Finally, the third part of the work package looked into the eating environment at schools to study whether making unhealthy snacks less accessible reduces snack consumption at school. This part also looked into the importance of autonomy support, the influence of parents and adolescents’ perceivedcompetence for healthy eating. The practical, applied goal of the work package was to conduct research to inform recommendations for social marketing campaigns including digital media or ‘nudging’ interventions addressing children ́s social and physical eating environment in order to improve dietary choices.

På bestilling af Ministeriet for Fødevarer, Landbrug og Fiskeri gennemfører Aarhus Universitet hvert år en kortlægning af danskernes opfattelser og forbrug af kvalitetsfødevarer. Formålet med undersøgelserne er at bidrage med viden til politikudvikling, der skal fremme madkvalitet og danskernes forbrug af kvalitetsfødevarer.I ”Kvalitetsindeks 2020” er der fokus på danske forbrugeres holdninger til kød og kødalternativer. Dette er motiveret af ministeriets ønsker om at fremme sund og klimavenlig mad, hvor en reduktion af kødforbruget spiller en central rolle. I den forbindelse fokuserer rapporten på danskernes motiver og barrierer for kødreduktion, herunder årsager til, at personer, der tidligere har fravalgt kød i kosten, igen spiser kød. Rapporten fokuserer også på holdninger til fødevarer, der kan spises som alternativer til kød, og det undersøges, om forbrugernes præferencer for kødreducerede fødevarer påvirkes af konkrete oplysninger om klima- og sundhedsmæssige konsekvenser af et højt kødforbrug.

Er danskerne begyndt at reducere kødforbruget hen imod en sundere og mere bæredygtig kost? På baggrund af to online spørgeskemaundersøgelser med knap 3.000 forbrugere i alderen 18-70 år finder vi, at knap 30% har reduceret eller stoppet deres kødforbrug, og for 12% er dette sket inden for de seneste seks måneder. Herudover kortlægger vi borgernes ernæringsmæssige overvejelser og finder, at en kost med reduceret kødforbrug ikke giver anledning til bekymringer om opfyldelse af ernæringsbehov hos borgerne selv. I rapporten undersøges også motiver for kødreduktion, som især udgøres af hensyn til miljø, klima samt egen sundhed. Endelig undersøges graden af overensstemmelse mellem familiemedlemmers præferencer og adfærd i en kost med mindre kød.

Dokumentet over linket er selve leveringen til ministeriet med følgebrev og faktaarketMænd i aldersgruppen over 55 år (55+) har vist sig at være en særligt udfordrende gruppe, når det kommer til helbred og sundhedsfremme. Denne rapport har til hensigt at afdække spørgsmål omkring, hvordan mænd 55+ kan støttes i forhold til etablering og fastholdelse af sunde spisevaner. Først undersøges målgruppens sundhedsstatus og madvaner gennem spørgeskemadata; herefter søger undersøgelsen at kortlægge, hvilke sundhedsfremmende initiativer, der findes i ind- og udland, samt effekten heraf. Flere faktorer har betydning for mænds sundhed, og især ensomhed viser sig at have negativ indflydelse. Det viser sig da også, at det især er interventioner med sociale aspekter, der kan motivere de danske mænd over 55 år til sundere madvaner. Ændringer i madvaner skal af mændene opleves som effektive og lystbetonede, og netop de sociale forhold lader til at have indflydelse på mændenes lyst til at deltage i sundhedsfremmende tilbud.

Linket til højre henviser til rapporten i trykt format til downloadDokumentet over linket er selve leveringen til ministeriet med følgebrevIfølge den nationale sundhedsprofil var 51% af den danske befolkning overvægtige i 2017. Mange forskere peger på, at tendensen med at overspise kan hænge sammen med stigende portionsstørrelser. På den baggrund har nærværende undersøgelsen haft til formål at undersøge danske forbrugeres portionsopfattelser og forbrug af slik, chips og sodavand. Undersøgelsen består af fire dele. Del 1 er en litteraturgennemgang. Del 2 er en markedsanalyse af udviklingen i salg af slik, bland-selv-slik og chips med fokus på forskellige portionsstørrelser. Del 3 består af to spørgeskemaundersøgelser af danske forbrugeres portionsopfattelser af henholdsvis slik og chips. Del 4 er en interviewundersøgelse med danske forældre. Undersøgelsens resultater kan bl.a. danne grundlag for nye tiltag til at begrænse danskernes indtag af slik og chips – fx nye kommunikationsstrategier.

Research aimsSocio-economic inequality in health tends to be transferred into adulthood, and health disparities based on education level increase with age. Promoting healthy eating at vocational college is therefore a priority and a challenge for policy makers. Using the Transtheoretical Model of Behavior Change the purpose of this study was to study the food-related attitudes, motivation and behaviour of technical college students at different stages of preparedness for a “healthy change” to suggest how healthy eating could be encouraged.MethodsAn exploratory, sequential mixed methods design was applied, in which the results of focus group studies were used to feed into the design of a survey study and results of both studies subsequently integrated. First, students (n=36) participated in six focus groups. Participants discussed barriers and facilitators for healthy eating and for their general motivation for a ‘healthy change’. For the second part, students (n=1095) participated in an online survey measuring attitudes, motivation, social norms and behaviour related to healthy eating. The stages of change model was used to organize results. Correlation and regression analysis were employed to identify predictors of healthy eating.Main results and implicationsAround 25% of students of both gender self-reported to be in the contemplation stage, i.e., they do not eat healthily at the moment but plan to do so in the near future. Stage of change is related to most indicators used, and results suggest that particularly attitudes and self-determined motivation is important for promoting a healthy change amongst contemplating technical college students.