A 2019 Finnish study revealed a complex web of motivations behind people's daily food selections, showing how these choices are influenced by a combination of personal preferences and societal factors. While health, taste, and convenience were paramount for most Finns, more altruistic factors like environmental concern had less influence on daily purchasing behavior. The study, conducted on over 10,000 Finnish adults, highlighted that motivations differed significantly by age, gender, and income. It shed light on the challenges and potential strategies for encouraging more sustainable and healthier dietary patterns in the future.
Key Factors Driving Food Selection
The research identified several key motives that people prioritize when selecting food, measured using a version of the Food Choice Questionnaire (FCQ). For most Finns, the most important motives were personal and hedonistic, focusing on immediate benefits rather than long-term or global ones.
- Health and Well-being: Health-related issues were the most frequently cited reason for both avoiding red meat and favoring plant-based diets. Respondents often cited personal well-being, weight control, and fears of health problems like cancer or high cholesterol. This was particularly evident when respondents chose plant-based options, emphasizing the desired positive health outcomes.
- Personal Taste and Preferences: Sensory appeal, or simply liking the taste of food, was a highly ranked motivator. The study found that taste preferences were a primary driver for both avoiding certain foods and embracing others. For many, the innate enjoyment of flavors often outweighed other criteria, including health or environmental considerations.
- Cost and Convenience: Price was another critical factor, particularly for those with lower incomes, who emphasized cheaper food options. However, the concept of "good value for money" was important across all socioeconomic levels, suggesting a universal appreciation for getting a good deal. Convenience, including ease of preparation, was also a major driver, especially for younger adults.
- Locality and Origin: The origin and locality of food were important to many Finns, who believed locally produced food was generally better for freshness, health, and transparency. However, this preference for local produce did not always translate into purchasing decisions, with price often becoming a bigger factor at the point of sale.
Sociodemographic Differences in Food Motives
The study highlighted significant variations in food choice motivations across different demographic groups. These differences reveal distinct patterns that public health and retail strategies could leverage.
Age and Gender
- Age: Younger adults (under 30) were more likely to be influenced by convenience and mood, while older adults (over 60) prioritized health and sustainability. Interestingly, older adults also avoided red meat more than middle-aged Finns. The study framed these as "long-term-oriented" motives for older individuals versus "short-term-oriented" ones for younger individuals.
- Gender: Finnish women generally displayed more sustainable and healthier food preferences than men. Women were more concerned with health, ethics, and the environment. In contrast, men were more influenced by practical considerations like price and familiarity. For households, the challenge of adopting healthier diets was also noted, with some women citing family resistance.
Socioeconomic Status
The study found a clear link between socioeconomic status (SEC) and dietary habits. Individuals with more advantaged SEC were more likely to have healthier food habits, including higher consumption of fruits, vegetables, and vegetable oils. Conversely, those with more disadvantaged SEC were more influenced by cost and familiarity.
A Comparison of Food Motive Drivers by Demographic
| Food Motive | High-Income Individuals | Low-Income Individuals | Women | Men |
|---|---|---|---|---|
| Health & Wellness | Highly prioritized; more resources to afford healthy options. | Recognized importance, but often constrained by budget. | High priority; associated with personal well-being and weight control. | Less emphasis than women; more influenced by practical factors. |
| Price | Less influential; good value for money is still important, but cheapness is not the primary driver. | Highly influential; often limits access to healthy foods. | Less important than health, but increases during uncertain times (e.g., pandemic). | More practical orientation, prioritizing lower cost and value. |
| Convenience | Moderate influence; often relies on ready-made or easily accessible products. | Variable influence; depends on life circumstances and access. | Higher priority due to domestic roles, but varies. | Lower priority compared to other factors. |
| Taste | High priority across all demographics, an important aspect of personal choice. | High priority across all demographics, an important aspect of personal choice. | High priority across all demographics, often linked to sensory appeal. | High priority across all demographics, often linked to sensory appeal. |
| Ethical/Environmental | Prioritized by a minority, especially urban dwellers and those with higher education. | Low priority; focus remains on personal benefits. | More aware and concerned than men, link to sustainability. | Less concerned; awareness often lower than among women. |
Overcoming Barriers to Sustainable Eating
The study suggested that shifting towards healthier and more sustainable diets in Finland will require addressing a number of factors beyond simply providing information. People are often aware of the benefits of sustainable diets, but personal interests, habits, and situational constraints override these concerns. Transition could be more successful by focusing on co-benefits, such as highlighting how a sustainable food choice also enhances personal health or taste. For example, emphasizing the flavor and well-being aspects of a plant-based meal, rather than just its environmental benefits, might be more effective. The study suggested that public procurement and educational programs could also be powerful tools for driving broader change, especially among younger generations.
Conclusion
What did the Finnish study reveal about people's motives for selecting foods is a multi-layered answer, demonstrating that individual choices are driven by a complex interplay of health, cost, convenience, taste, and personal values, which vary significantly with age, gender, and socioeconomic status. The findings underscore the potential for change, particularly by reframing sustainable food choices to emphasize personal benefits like health and pleasure. Ultimately, transitioning towards healthier and more environmentally friendly eating habits requires a nuanced approach that considers the diverse motivations and constraints of different population segments.
How Can Sustainable Food Choices Be Promoted?
Promoting sustainable diets effectively requires focusing on the co-benefits that align with people's primary motivations, such as health, taste, and cost. By showing how a sustainable option can be both delicious and good for you, rather than just an ethical choice, campaigns can appeal to a wider audience. Targeted educational strategies and public procurement policies can also play a crucial role in shaping long-term dietary patterns.
How Does Income Affect Food Choices in Finland?
Income significantly affects food choices, particularly concerning price and access to healthier options. Higher-income Finns are more likely to afford healthier and organic foods, while lower-income individuals are more constrained by budget, often prioritizing cheaper, less-healthy foods. However, the concept of "good value for money" remains universally important across all income brackets.
Why are Younger Finns Less Sustainable in Their Food Choices?
Younger Finns (under 30) were found to place more importance on short-term motives like mood, convenience, and sensory appeal rather than long-term ethical or environmental concerns. While they may be exposed to more sustainable food options, these factors often take priority over environmental benefits, especially when costs are higher.
Did the Finnish study reveal about people's motives for selecting foods during the pandemic?
While the main study discussed was pre-pandemic, other research (like a similar study in Croatia, which references Finland) indicates that during challenging times like the COVID-19 pandemic, health concerns increased in importance for many, outweighing factors like sensory appeal. Such crises can shift priorities, emphasizing health and well-being over other drivers.
Why do women make more sustainable food choices than men in Finland?
Finnish women are generally more involved and preoccupied with food, having greater responsibility for grocery shopping and cooking in many households. This higher level of engagement, combined with stronger societal expectations around health and body image, leads to a greater emphasis on health, ethics, and environmental concerns in their food choices.
How do taste preferences influence food choices in Finland?
Taste is a highly important food choice motive across all demographics in Finland, often ranked on par with or even higher than health considerations. Sensory appeal is a major driver of personal choices, and for many, the enjoyment of flavors is a primary motivator, sometimes overshadowing other factors.
How does geographical location influence food motives in Finland?
Geographical location, particularly the contrast between urban and rural areas, impacts food choice patterns. Urban residents, especially in metropolitan areas, may have greater exposure to vegetarian and diverse food options, potentially leading to more sustainable choices. In contrast, rural areas may have more traditional, less varied food habits.
