Studio brief 02 - Product, range and distribution - Target audience research (3)

To better understand the intended target audience there was the question of "why do students not eat enough/healthily"

A study conducted by "The national student" revealed more in depth insight into students attitudes towards healthy eating and use of money. 

Data:

That addresses this issue in regards to students attitudes about purchasing habits in terms of healthy foods.

• 30% of students surveyed in the study had either occasionally or often times gone hungry instead of buying food

• 23% of students surveyed said they only can afford occasionally afford to purchase healthy food.

• 33% of those who don’t believe themselves to have a healthy diet say this is because it’s too expensive

• 40% of students were bothered by the prices of healthier food
• 56% found that buying fresh food was a financial issue
• 89% of students cook for a home cooked meal twice a week at minimum 
• 91% would eat out at restaurants more frequently if there were more discounts or if it was lower in price

40% of those surveyed overall said that the price of healthy foods in shops affected the way they buy it even though some said they could afford the healthier options. Whilst 23% could only  “occasionally” afford healthier food and 16% would rather not their money on healthier food. 

Surprising a large percentage of students (85%) said they spend less than £20 per week on takeaways overall. This could suggest that there is a shift of attitude towards health? and could this be a potential to encourage healthy eating to students by knowing this?

What was also interesting is that only 55% of students cook for themselves every day while the rest choose to do so between 2 to 5 times within the week.

Consideration:

By focusing the issue on health and specifically the purchase  'loose foods" there is the opportunity to tackle the issue of healthier being perceived as being too expensive and provide a cheaper alternative as well as buying fruit and creating a more exciting and accessible experience with visual engagement.