The Food Standards Agency in Scotland commissioned Ipsos MORI to undertake research to explore how consumers and health professionals understand healthy eating messages around starchy foods and foods high in fat and/or sugar. The research was designed to help inform the design of healthy eating messages. The key objectives were to explore the underlying perceptions, attitudes and preferences which might explain why most consumers are not eating enough starchy foods and too many high fat and/or sugar foods.

Fieldwork comprised focus groups with consumers; focus groups with health improvement professionals, community dietitians, GP practice nurses and cardiac rehabilitation nurses; and depth interviews with stakeholders involved at a strategic level in developing nutrition and diet policy.

In addition to identifying a number of misperceptions and areas where consumers have little or no knowledge/understanding, the research identified a number of other barriers to consumers eating a healthier, more balanced diet.

Read the full report here (PDF)

For more information, please contact Kate Sewel on 0131 240 3260.