Decision-making in the dairy aisle: maximizing taste, health, cost and family considerations.

PURPOSE: To gain insight into the decision-making processes used by women when selecting dairy and dairy alternative foods, including examination of the role of bone health concerns.

METHODS

Semi-structured, point-of-purchase interviews were conducted with a convenience sample of 30 female grocery shoppers. Constant comparative data analysis was used to generate themes on shoppers' decision-making processes.

RESULTS

Women considered multiple issues in their dairy and dairy alternative food choice strategies: taste was most often associated with the fat and sugar content of foods; health concerns were centred on achieving an acceptable body weight and preventing osteoporosis and cardiovascular disease, and women chose foods to satisfy other family members' needs and preferences and to obtain "good food value." Women prioritized their food choices by weighing the value of each issue, which led to a strategic process for "maximizing the value" of their food choices. The availability of a wide range of dairy and dairy alternative foods meant that in most instances, it was unnecessary for women to "trade off" one area of concern for another.

CONCLUSIONS

Dietitians and nutrition educators can help women make dietary changes by helping them identify foods that they perceive as meeting a variety of needs.