Food On A Low Income

Four Households Tell Their Story

2nd November 2011

411109632/ SH & NS

Aims and objectives of the Research

The Objectives:

1. To understand the meaning and role of food

2. To explore food management strategies (purchase and consumption)

3. To investigate the meaning & understanding of “healthy eating” and

how safefood and others can support households in this regard

4. To highlight the differences and commonalities

Focus groups were identified as the best approach to take because they would enable a

deeper investigation into the current behaviours, attitudes, motivations and concerns among this vulnerable group of low-income households.

2 parent HH’s (females: younger & older children)

Single Males (25yrs+ living alone)

Older Singles (mix: 65yrs+ living alone)

Lone Parents (females: with one/two children)

City: Clondalkin, Dublin

Rural: Manorhamilton

City: Belfast

Urban: Ballymena

Urban: Tralee

Rural: Blacklion, Cavan

City: Belfast,

Urban: South Tipperary Co., Clonmel

City: Coolock, Dublin

City: Belfast

Urban: Tralee,

Rural: Cushendall

Rural: Leitrim

The Four Households – Focus Group Structure

How the Research was Carried Out

How?

Process ?

Focus group - 90 minutes, 8-10 respondents Two researchers attended each focus group – a discussion facilitator and a note taker A self-administered questionnaire, designed to capture key information regarding participants’ household budgets (completed voluntarily) Analysis was carried out in three stages: Coding the transcripts Identifying themes Applying psychological explanations to the themes based on

existing evidence (details in the full report)

Each household type was analysed separately prior to comparisons being made between them. This analysis process was based on an established method (Attride-Stirling J, 2001)

Analysis?

Common to all • Limited variety in food choices and a fear of introducing

new foods

• Limited feeling of control over food choices and cooking

• A high level of habitual strategic shopping and food management

• A fear of wastage

• Experience of “lean times” stockpiling frozen food and making sacrifices

• A focus on the here and now

Control over food History

Modernity Emotions around

food

During the discussions people’s experience around food fell under THREE major themes.

Influ

ences

Control over food

Satiety Getting from one meal to

the next

Energy/Fuel Graze on quick energy

foods when they need a boost

Food

Indulgence Pleasure, self-indulgence

Routine No real variety

Shopping

Stick to strategy Use lists

Full tummy No kids

Source different products in different

shops

A woman’s domain “For housewives, mothers and old

women”

Stick to stores you know Provide you with what you

need. Avoid going anywhere new, where layout and range are

unknown.

Influences

Lack of skill No reference to any

complex or sequenced cooking techniques

(aside from single/older groups)

“It’s just for me” “I have the skill but why

would I use it for just me?” Didn’t see clear

cost savings.

Anxiety Sole responsibility for feeding and budgeting

for family creates tension

Chore/hassle Mums view this as a stressful job – frequent references to

a desire to escape

Cooking

Emotional Management

2 parent & lone parent HH’s

• A source of stress • Continuous pester power • Anxiety over budgeting • Anger is directed at schools – lack of

realism Healthy lunch policies School trips

Single Males

•Viewed as a necessary evil •Sense of loneliness •Boredom • Isolation

Older Single Females

•Shopping for the sake of social interaction is often counterbalanced by the sadness of eating solo

Strong level of negative emotion surrounding food All trying to manage on very limited resources

History /Modernity

Fundamental change in the food environment

The past • Limited Choice

• No convenience food

• Traditional meals

the norm

• Little indulgence

• Food went a long way

2 parent & lone parent HH’s

• Lack of cooking skills

• Affordable convenience food (largely unhealthy)

• Catering to children’s faddy eating

Single Older people

• Concern over mass food production • Quality vs. Quantity • Foreign imports • Reliance on convenience foods

The Present Versus

Lone-Parent Families

Diet was highly processed, lacked

variety

Children have too much input and say over what they ate

Food preparation and cooking skills

tended to be limited

Mothers tended to eat whatever the

children were having

Being the sole carer and responsible adult was keenly felt and could be

frustrating

Healthy eating is too expensive and time consuming

“£1 that I could spend on something else”

Lone Parents Belfast

Two-Parent Families

“Strain on household budget”

2 parent HH- Clondalkin

“I give him what he wants”

2 parent HH- Clondalkin

Single Males

Unbalanced diets and the consumption of unhealthy foods were prevalent

Strong aversion to cooking, and

meal preparation consisted mainly of

“heating up” rather than preparing

from scratch

Most actively disliked food

shopping, and regarded

it as an activity for women and

families

Solitary life and the

rationalisation that “it’s just me” meant

little motivation to prepare meals

Meal skipping was fairly common

Strain on finances increased reliance on

others to feed them and the curtailing of day-to-day activities

“What I have to do is go and find the

cheapest bargains” Men living alone

Belfast

“You are always looking for work”

Men living alone Belfast

Single Older People Healthy balanced

diet

Women turned shopping into a

pastime and took pride in their

bargain-hunting skills

Men restricted themselves to a small number of

familiar local stores to avoid

overspending

Cooking from scratch - Women limited cooking to three to five days a week while men had a

regular “simple” cooking habit

All aware of the health

consequences of diet though they

may not always act on them

Moderately “offer” conscious

High level of anxiety and concern regarding modern

food production and retailing practices

“You can get six fillets of chicken for six euros and ‘tis

terrible”

Tralee Single Older Women

Conclusions

2 parent HH’s

Single Males

Lone Parents

Older Singles

Living in the here and now Prioritising food on the table over the nutritional content Sticking to the routine – to avoid over spending and wastage Making the most of their limited budget Employing specific strategies when shopping Acknowledge and understand the role of healthy eating – however barriers exist

Common to all

Children played a big role in food choices through ‘pester power’

2 parent HH’s

Lone Parents

Single Males

Solitary life Aversion to cooking

Older Singles

Loneliness and isolation – negative impact

Thank You

Any Questions?

Sarah Hargaden 01-2774500 sarah.hargaden@millwardbrownlansdowne.ie

Naomi Staff 01-2974500 naomi.staff@millwardbrownlansdowne.ie