An investigation of the determinants of food choice in Fiji and their role in demand trends for high nutritional valued foods and nutrition security

ADP/1998/095: An investigation of the determinants of food choice in Fiji and their role in demand trends for high nutritional valued foods and nutrition security

Fiji

University of Sydney, Australia

Dr Kate Owen
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• Fiji School of Medicine, Fiji
• Ministry of Agriculture, Sugar and Land Resettlement, Fiji
• National Food and Nutrition Centre, Fiji
• Deakin University, Australia

$455,589

01/07/1999 - 30/06/2001

01/07/2001 - 30/06/2004

Dr Ray Trewin

For several years there have been concerns over the standard of nutrition in Fiji. Data collected in 1993 indicated an increase in under-nutrition, particularly deficiencies in micronutrients, in children and in mothers; while an increased consumption of energy-dense (but often low-nutrient) foods and lack of exercise were causing all the signs of over-nutrition in many adults, which raises concerns about increased risk of heart disease, diabetes and other chronic conditions.
The cause appears to be a shift in consumption from local foods with a high concentration of desirable nutrients to imported Western-style 'junk' foods. In response, Fiji's National Food and Nutrition Committee (NFNC) wanted to develop strategies to communicate the importance and health benefits of crops with more desirable nutritional profiles. To do so, however, the Committee needed to understand the reasons for the changes in consumption patterns. Were consumer choices influenced by economic factors, convenience, availability or social factors?
An understanding of the nature of consumer food preferences and their determinants was necessary to help interpret trends in food consumption and to develop and market domestic products acceptable to consumers.
The project analysed the changes in diet and attempted to find the reasons behind the new food preferences, in order to devise effective strategies for improving nutrition.

The purpose of the project was to identify and analyse the factors influencing consumers' choice of foods in Fiji and, based on that information, suggest how to encourage the consumption of more nutritionally suitable foodstuffs.

The work started with an analysis of consumer preferences, using focus discussion groups involving about 500 Fijian nationals selected across a range of socioeconomic classes, ethnicities and regions. This helped to identify the factors influencing consumers' choices and to determine how consumption patterns vary in society.
The next stage was the development of a model to select low-cost 'baskets' of foodstuffs that offer good nutrition at affordable prices. This work used an established databank of nutrient compositions of local and imported foods, and took into account the recommended dietary intake for Fijians.

The results from the survey of consumption frequency and preferences for staples and proteins confirmed anecdotal evidence that value and convenience are the two key drivers in Fijians' food choices. There has been little change in consumption of staples and proteins for either the Fijian or Indian ethnic groups since 1993. Fijians are consuming slightly less cereals but this can be attributed to the greater than usual consumption of cereals following cyclone Kina in 1993. Urban Fijians consume cassava and bread at higher frequency than other staples while rural Fijians consume cassava, dalo and rice more than others.
There is a significant increase in consumption of dhal among Fijians but protein consumption among Indians has remained unchanged. Among Fijians value for money and ease of preparation are the main factors driving consumption frequency. The concept of 'value for money' is not just about price per item but about feeding the family for a meal(s), and incorporates perceptions of food quality. Personal preferences for taste and texture also play a key role in consumption, and there was an indication that Fijians use spices and other condiments in an attempt to disguise bad flavour or lack of flavour in cheap foods (eg tinned fish).
Among Indians value for money and personal preferences dominate consumption frequency.
Profiles of individual staples and proteins based on key perceptions of product attributes provided insights into the reasons for consumption frequency and can be tested in broader surveys. For example, dalo fares well on most criteria but it is not considered good value for money and it can also be slimy or hard. This profile points primarily to the need to address price issues for higher consumption, but it may also be necessary to address product quality, perhaps through varietal substitution or education of consumers.
The model for low-cost nutritional baskets has been developed to a stage that it can be used by professional educators and nutritionists, who can further modify it to suit their individual requirements. The model and data are available to a wider audience through the University of the South Pacific's web site.
Results from individual and kitchen diaries provide scope for evaluating nutritional intakes across the sample (including by age, gender and region) and for quantifying nutrient intakes. The diary data has been processed into a form that can be used for further analysis to cast light on issues identified in the national nutrition survey. This data represents the only comprehensive national 3-day food diary database available in the region. It allows modelling of food consumption patterns at the individual household level - something which the national nutrition survey does not facilitate. The data set is now available for public access from the Fiji School of Medicine and the National Food and Nutrition Centre.
Papers have been prepared on the policy implications of the ACIAR project. The general thrust of this part of the research has been on placing nutrition policy within the local agri-food system, focusing on factors driving consumers' food choices and producers' food production decisions. Specifically the analysis has drawn attention to the policy implications of this project for nutrition education, agricultural research and development, and food marketing.
One paper has been directed to the role of health promotion in diet change and the importance of understanding consumer and producer responses to food price changes. It was shown that the design of cost-effective diet change promotion must take explicit account of the potential to change domestic food supply and the consequence of price changes on consumers' diet choices.
The other paper canvasses some of the issues associated with using tax policies and import controls to manipulate food choice. Potential exists for using import duties to target food types that are perceived to have an adverse impact on public health. The social welfare implications of this policy direction are evaluated.