Nutrition and Metabolism Group, Centre for Public Health, School of Medicine, Dentistry and Biomedical Sciences, Queen's University Belfast, Institute of Clinical Science B (First Floor), Grosvenor Road, Belfast BT12 6BJ, UK.
Public Health Nutr. 2013 Apr;16(4):743-51. doi: 10.1017/S1368980012003205. Epub 2012 Jul 4.
To explore current awareness and perceptions of whole grain foods and perceived barriers and facilitators of whole grain consumption.
Focus groups were conducted to investigate consumer attitudes to whole grains. Discussions were transcribed verbatim and analysed thematically.
Discussions were held throughout Northern Ireland with adults who were at least partly responsible for food shopping.
Seven focus groups were held (n 43; thirty-three females, ten males).
All participants were aware of the term 'whole grain' and had a basic level of awareness of their health benefits. Prominent barriers and facilitators of whole grain intake were related to perceptions of the sensory properties (most dominant factor) of whole grains; knowledge of how to locate, identify and use whole grains; and awareness of the health benefits, perceived cost and family influences. Parents of young children appeared to be altruistically motivated with many stating they wanted to ensure their children consumed whole grains in order to establish good eating habits.
Participants were generally aware of the term 'whole grain'; however, even against a background of increased availability and promotion of whole grain foods, many key barriers to whole grain consumption were still evident. Alongside general education efforts, opportunities and challenges exist for the food industry to develop novel, but affordable, food products that are able to deliver whole grains in a wide variety of forms, including whole grains 'in disguise' for those who are most resistant to change.
探讨人们对全谷物食品的认知和看法，以及全谷物消费的障碍和促进因素。
通过焦点小组来调查消费者对全谷物的态度。讨论内容逐字记录，并进行主题分析。
在北爱尔兰各地与至少部分负责食品采购的成年人进行讨论。
共进行了七组焦点小组（n=43；33 名女性，10 名男性）。
所有参与者都知道“全谷物”这个词，并对其健康益处有基本的了解。全谷物摄入量的主要障碍和促进因素与对全谷物感官特性的看法有关（最主要因素）；了解如何定位、识别和使用全谷物；以及对健康益处、感知成本和家庭影响的认识。有年幼子女的家长似乎具有利他主义动机，许多家长表示，他们希望确保孩子食用全谷物，以养成良好的饮食习惯。
参与者通常都知道“全谷物”这个词；然而，即使在全谷物食品供应增加和推广的背景下，许多全谷物消费的关键障碍仍然存在。除了开展一般性教育工作外，食品行业还有机会和挑战，可以开发新颖但价格实惠的食品产品，以各种形式提供全谷物，包括对变化最抵制的人也能接受的“伪装”全谷物。
