Getting young men to eat more fruit and vegetables: a qualitative investigation

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Young men aged 18-44 years eat less fruit and vegetables than other population groups. Evidence shows that fruit and vegetables offer protection against certain cancers, particularly cancers of the digestive tract. Seven age-stratified focus groups were undertaken with men aged 18-40 years. The participants discussed factors influencing their consumption of fruit and vegetables, and identified potential approaches to promote these foods to young men. The transcribed data was analysed by the two researchers independently. Key themes were identified and interpreted. Factors affecting the consumption of fruit and vegetables included taste and satiety, perishability, 'invincibility' to health risk, passive consumption of foods, and the low ranking of fruit and vegetables in men's culture. The younger men (18-25 years) were more likely to report socio-cultural barriers. They recommended product revamping and packaging for fruit. The older subgroup (26-40 years) was more interested in male-oriented cooking events. The male participants had no difficulty in engaging with fruit and vegetables as a discussion topic. They did not dislike fruit and vegetables, but were often passive consumers as women were the prime food preparers. As well as the often cited barriers, they revealed that eating fruit and vegetables was not viewed as part of young men's culture.