Safefood research reveals how consumers make food choices outside the home

Research from safefood reveals some interesting facts around how consumers make choices about food outside the home. The first of these reports, "Do you have a kids menu?" investigated the availability of healthy food options in restaurants and other caterers on the island of Ireland. The report summarises the feedback from 180 caterers, 192 parents and 90 children.

Perhaps unsurprisingly, sausages, beef burgers and chicken nuggets are the top three most widely available main courses. Only 42 per cent of eating establishments surveyed listed vegetables on any part of the children's menu.The report finds that two thirds (64 per cent) of caterers provide healthier options for kids but less than 27 per cent actively promote these.

On a positive note, in the last year, one third of caterers reported that they made changes to their menu in light of growing concerns about children's diets. The majority of caterers (79 per cent) agree that they would provide healthy choices if the demand was greater.

Dr Cliodhna Foley Nolan, Director of Human Health and Nutrition at safefood said: "Consumer demand will ultimately dictate any changes to children's menus. We would advise parents to ask for fruit and or vegetables with every kid's meal and ask for water as a drink. Those little steps will really help. While caterers have started to introduce healthier options on menus, they need to make them more attractive to tempt children to choose them."

safefood's second report "Good Days and Bad Days" focuses on consumer behaviour when grocery shopping. In particular, the report looked at the health related habits of consumers in the island of Ireland.

The research found that women, those from higher socioeconomic groups and those with better nutrition knowledge, were more likely to buy healthy foods.

However, shopping when stressed, tired or hungry reduced the likelihood of purchasing health foods. Many shoppers reported using a list to help them stick with their plan and avoid impulse purchases.

Based on the findings of this report, safefood's key recommendations for consumers are to:

- Plan ahead of shopping

- Have a few easy recipes that you can stock up for and dish up regularly

- It's harder to shop when you're hungry, stressed or tired. If possible try not to shop when feeling like this.

- Avoid those food promotions which are for unhealthy foods

- If you don't buy it, you won't stash it at home and eat it guiltily

- Get label savvy, understand what you're eating

The research reports "Do you have a kids menu?" and "Good Days and Bad Days" are available to download from the safefood website: http://www.safefood.eu .