Food as people: Teenagers' perspectives on food personalities and implications for healthy eating

In light of its influence on food preferences, purchase requests and consumption patterns, food marketing—particularly for unhealthy foods—has been increasingly recognized as a problem that affects the health of young people. This has prompted both a scrutiny of the nutritional quality of food products and various interventions to promote healthy eating. Frequently overlooked by the public health community, however, is the symbolic and social meaning of food for teenagers. Food has nutritive value, but it has symbolic value as well—and this qualitative study explores the meaning of non-branded foods for teenagers. Inspired by the construct of brand personality, we conduct focus groups with 12–14 year olds in to probe their perspectives on the “food personalities” of unbranded/commodity products and categories of food. Despite the lack of targeted marketing/promotional campaigns for the foods discussed, the focus groups found a remarkable consensus regarding the characteristics and qualities of foods for young people. Teenagers stigmatize particular foods (such as broccoli) and valorize others (such as junk food), although their discussions equally reveal the need to consider questions beyond that of social positioning/social status. We suggest that public health initiatives need to focus greater attention on the symbolic aspects of food, since a focus on nutritional qualities does not unveil the other significant factors that may make foods appealing, or distasteful, to young people.