Real Food research and brochure

Summary

This project was commissioned to interrogate further some trends in behaviour observed in Roy Morgan published research in 2007 related to eating, food purchasing, and attitudes to health and well-being, which appeared to indicate some shifting consumer concerns.
MLA commissioned qualitative researcher Julie Dang to conduct focus groups amongst mums to test this hypothesis, and at the same time also commissioned Roy Morgan research to run a bespoke quantitative survey of mums by telephone.
The ultimate objective of both strands of research was to produce a bespoke report into the new trends, to be publicised by MLA. The end result was a full report entitled Health and Eating Behaviour and the Underlying Drivers of Change, and a simplified consumer-facing brochure called the Real Food trend, which was ptomoted to the media and received significant coverage.
Key trends highlighted in the research and the report included:
 - increased desire to cook home-cooked meals
- increased purchase of fresh ingredients, in the case of red meat from butchers
- concern about obesity and the flow-on costs of obesity onto the health system
- a desire for a more holistic wellness
- going back to the cooking of traditional meals, albeit with more convenience
- increased focus on nutrition, and a place for red meat in that discussion