Healthiness, naturalness and sustainability perception of adolescents toward chocolate snack bars

Abstract

PurposeAdolescence is a period in which autonomy grows and where children develop into independent and active consumers and a period in which their food choices are also becoming more autonomous. Snacking is known to increase during the period of adolescence and the snack choice of adolescents is often unhealthy. Therefore, the purpose of this study is to know when adolescents perceive a snack as healthy. As healthiness perception could be linked to the perception of naturalness and sustainability of a snack, these are interesting product characteristics to study as well.Design/methodology/approachSemi-structured interviews with 20 adolescents were conducted to characterize their perception of healthiness, naturalness and sustainability. Chocolate snack bars were used as a stimulus product.FindingsAll participants mentioned consuming snacks because they like them. Healthiness was seen as important but was not always a priority in adolescents' snack choices. Naturalness and sustainability were concepts which the adolescents were not aware of or did not perceive as important during snack choice. The adolescents mentioned experiencing natural products to be healthier compared to not natural products. The consequences of the discerned dimensions time, impact and effect of choices were rather limited for this target group.Originality/valueUnderstanding the healthiness, naturalness and sustainability perception of chocolate snack bars by adolescents may help to better understand drivers for adolescents' snack choices.