Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
December 2017
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CONTENTS
1 Summary 4
2 Introduction 5
2.1 Background 5
2.2 Objectives 5
3 Methodology 6
3.1 Data Collection 6
3.2 Individual Survey 6
3.3 Group Discussion 8
3.4 Ethnography 9
3.5 Time of data collection 10
4 Respondent Profiles 10
5 Findings 11
5.1 Eating habits among teens 11
5.2 Physical Activities among Teens 12
5.3 Media Consumption among Teens 12
6 Detailed Findings 13
6.1 Knowledge and Habits 13
6.2 Vegetable consumption 14
6.3 Fruit consumption 14
6.4 Barriers to Fruit and Vegetable Consumption 15
6.5 Eating behavior 16
6.5.1 Breakfast 17
6.5.2 Lunch 17
6.5.3 Dinner 18
6.5.4 Snacks 18
8 Pocket Money 22
9 Media Habits 23
9.1 Media usage 23
9.2 Health Campaign 23
9.3 Campaign contents 23
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▪ Objections to consuming more
1 SUMMARY vegetables included the taste, the
perceived lack of calories/energy
WFP commissioned a market research provided, and parents not
firm, IPSOS, to conduct a survey to consuming them.
determine adolescent girls’ eating ▪ Only 70 percent of teens receive
habits, motivations for food choices pocket money to spend on food
and media use. ranging from IDR 7,000 to 20,000
The findings of the survey are per day. They have considerable
intended to shape a public health purchasing power and are selective
campaign being implemented by the in spending their money.
Ministry of Health as part of the ▪ All teens owned smartphones, and
Healthy Indonesia Movement (known used them to look for information,
as GERMAS). entertainment and connecting with
▪ Teens prefer fruits to vegetables, friends. Animation was most
because of the wide variety of sweet popular. Very few used TV,
and refreshing flavours. Fruits are magazines, newspapers or radio.
mostly consumed as snacks. ▪ Few teens could not recall any public
▪ Vegetables are considered side health media campaigns. When
dishes to a main meal. The preferred probed, they cited Public Service
way of eating is steamed and/or Advertisement (PSA) on TV about
spicy. health products such as milk for
▪ At home, meals are mostly people with diabetes. A very few
consumed individually, not together others recalled PSAs urging people
as a family around a dining table. to stop smoking and promoting the
Often teens watch media on rubella vaccine.
smartphones, laptops or TV while ▪ Key recommendations include the
eating at home. following:
▪ At school, lunches mostly consist of
1. Choose either fruits or
high-calorie, high-fat ingredients
vegetables to promote (because
with a few fruits or vegetables,
the motivation for each is very
whether purchased at school or
different).
brought from home.
▪ Many teens reported snacking 2. Appeal to adolescent girls’
frequently throughout the day: on motivations: sweet, fresh taste;
the way to or from school, all day good for your body and skin; fun
long or in the middle of the night. to share with friends.
These respondents were more likely
to skip meals. 3. Products are more memorable
▪ Despite regulations and campaigns than behaviour-oriented
limiting the sale of unhealthy foods messages.
near schools, vendors sell mostly
highly-processed, unhealthy food 4. Focus on digital media, especially
options. smartphone-friendly channels
▪ Fresh fruits were the favourite for 27 and apps like YouTube,
percent of respondents and cut fruit Instagram and other social
for 21 percent. The top favourites media.
stood at 54 percent for meatballs
5. Animated media has broad
soup (known as bakso) or fried
appeal to this demographic. Tone
snacks (known as gorengan).
should be attractive and casual.
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2 INTRODUCTION
Background Objectives
“Balanced nutrition consists of
components which are: balanced in The objectives of this study include:
quantity, quality, contain the calories, ▪ To identify penetration of fruits and
protein, vitamins and minerals needed vegetables by age group, gender,
to be healthy and active in daily lives Socio-Economic Status (SES) levels.
across all ages and physical conditions.”
Indonesia’s Ministry of Health ▪ To identify the frequency of buying
and consuming food outside home,
World Food Programme (WFP) and the and the amount of money spent on
Government of Indonesia aim to food items during the weekends and
improve dietary diversity among weekdays.
Indonesians through a multi-year
campaign to promote fruits and ▪ To assess the motivations of
vegetables consumption among female adolescents in consuming fruits and
adolescents (here, defined as 13-18 vegetables, including perceived
years old). social desirability.
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3 METHODOLOGY
Data Collection
This study combined face-to-face survey per defined criteria. The respondent
using a tablet device with a self- criteria included the age group between
completion mobile diary and a 13-18 years old, with the SES levels
Friendship Group Discussion, as well as (based on Nielsen criteria) of middle to
Ethnography among the same group of low-1. Gender composition was 80
respondents. percent female and 20 percent male
(detailed distribution for each criterion
The objective of this series of is provided on the table below).
approaches is to build a rapport with
respondents during observation period Sample Size
at the end of the study, to gain a There were 72 respondents selected
comprehensive understanding of actual according to the selection criteria of age
and perceived consumption patterns. groups between 13-15 and 16-18 years
old, as well as by sex: female and male.
Individual Survey These respondents were recruited in the
cities of Bandar Lampung, Lampung
Methodology Description and Target Tengah, Malang, Banyuwangi, Kendari
Respondent and Kolaka.
Sample
Province Status City/District
Female Male Total
Urban Bandar Lampung 8 4 12
Lampung
Rural Lampung Tengah 8 4 12
Urban Malang 8 4 12
East Jawa
Rural Banyuwangi 8 4 12
South East Urban Kendari 8 4 12
Sulawesi Rural Kolaka 8 4 12
Total 48 24 72
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Table 2. Gender Profile
Graphic 1. Grades
Which Grade?
30%
25%
20%
15%
10%
5%
0%
Grade 1-6 Grade 7 Grade 8 Grade 9 Grade 10 Grade 11 Grade 12 College 1st Recently
sem. graduated
from
Grade 12
Middle School Senior High School Junior High School Primary school
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Group Discussion
Coverage Areas
Methodology
Target areas are the same location as
The Qualitative survey was conducted
per the individual survey.
using the Friendship Group Method,
where mini groups were established
which consist of four people in each Number and Group Distribution
group who are familiar to each other. Out of 72 respondents, 18 friendship
groups were established as per the
Target Respondents table below.
The respondents for the group
discussion are the same as those who
took part in the individual survey.
Number of Groups
Province City/District Girls Girls Boys Boys
(13 – 15 y.o) (16 – 18 y.o) (13 – 15 y.o) (16 – 18 y.o)
Bandar Lampung 1 1 1 -
Lampung
Lampung Tengah 1 1 - 1
Malang 1 1 1 -
East Jawa
Banyuwangi 1 1 - 1
South East Kendari 1 1 1 -
Sulawesi Kolaka 1 1 - 1
Total 6 6 3 3
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Ethnography
Ethnographer Distribution
Province City / District Girls Girls Boys Boys
(13 – 15 y.o) (16 – 18 y.o) (13 – 15 y.o) (16 – 18 y.o)
Bandar Lampung 1 - - -
Lampung
Lampung Tengah 1 - - 1
Malang - - 1 -
Jawa Timur
Banyuwangi 1 1 - -
Sulawesi Kendari 1 - - -
Tenggara Kolaka - 1 - 1
Total 4 2 1 2
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Time of data collection
Data collection was conducted
from October to November 2017.
4 RESPONDENT
PROFILES
The gender, age, SES levels and 20 percent of boys, distributed between
distribution coverage were pre-defined urban and rural areas at 50:50. The
with 80 percent of girls and profile also include those within the
middle-1, 2 and Low-1 SES levels.
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5 FINDINGS
Eating habits among
teens
Eating patterns are attributed to and vegetables when they are proven to
external and internal factors. External have some benefits for their body, in
factors including availability of food, particular, their skin (brighter and
socio-economic status and awareness smoother complexion, and to avoid /
of nutrition. Internal factors include cure acne and other skin problems).
gender, age, body image, food Some girls in this age group also
preference and degree of mentioned consuming fruits and
independence. Among teens, food vegetables to maintain their physical
consumption patterns change appearance, particularly related to
constantly (Worthington-Robert and helping them in losing weight through
Williams, 2000). fruits and vegetables-based diets.
Influencer Motives
“Mom always force me to eat fruits ✓ Nutrition Awareness
external ✓ Socio-Economic Status
and vegetables.”
✓ Availability at home and
13 y.o. boy from Bandar Lampung school
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Teens tend to consume more fruits than
vegetables. They expressed a higher
Physical Activities among
preference for consumption of fruits Teens
than vegetables, as fruits were Most of the boys said that sports
considered tastier, and more outside of school is mandatory for
refreshing. In addition to eating fresh them. Many stated sports as a hobby
fruits, there was a strong preference for and an opportunity to hang-out /
‘processed fruits’ such as fruit juice socialize with friends. Meanwhile, girls
and/or fruit salad. Fruit juice is more tend to explain that they are engaging
widely available than fresh fruits as it is in sports mainly to maintain their
sold more frequently by street vendors. physical figure.
The most common fruits available at
home include bananas, watermelons, Teens aged 13-15 years old preferred
melons and oranges. However, teens non-group sports such as badminton,
are willing to try new things. Fruit juice swimming or jogging. Older teens
gives them the experience of taste and prefered group sports such as
texture which are considered important basketball, futsal or volleyball.
by them. For teens aged 16-18 years old, sport
activities serve more as an opportunity
Younger teens aged 13-15 years old to mix with their peers.
prefer fresh fruits much less that those
in the age group of 16-18 years old.
This appears to be linked to practicality.
Media Consumption
For example, they prefer banana for
fruit snack as it is simpler and believed
among Teens
to effectively re-charge their energy ‘High-speed connectivity’ in urban and
after physical activities. rural areas has replaced the need for
traditional media channels.
Smartphones have replaced TV, radio,
newspapers and magazines as the main
sources of information.
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6 DETAILED FINDINGS
Knowledge and Habits
6.1.1 Respondent knowledge and
decision regarding daily menu
87% 7%
My request Father
4% 1%
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Vegetable Consumption
indicated they only eat vegetables when
Respondents’ perception of vegetables they have no other options. Some
including towards green leafy respondents, however, tried to include
vegetables, beans and other nutritious vegetables in their meat-based dishes
contents of soup, in general, found that with rice.
teens stood at moderate to high in term
of frequency of vegetable consumption.
Fruit Consumption
However, they consume low quantities
each time, particularly those aged 13- Fruit consumption was high, especially
15 years old. Some reasons mentioned among the 16-18 years old teens.
include “the taste is bitter”, “you can
Fruits are preferred over vegetables as
only consume it with rice and/or other
they also serve as refreshing snacks
dishes”, and “strange texture in the
helping to re-energize teens after
mouth.”
physical activities such as sports.
For green vegetables, respondents
prefer lalapan (raw, boiled or steamed This age group defined fruits as banana
vegetables eaten with chili paste). While to boost energy, orange and mango for
for variation of colors they prefer to dessert, expensive fruits such as
have vegetables with cabai (chili), strawberries, grapes, and seasonal
spices, coconut milk or other fruits such as durian. Many preferred to
condiments with strong flavors. consume fruits as fruit juice and/or fruit
salad as they offer a variety of fruits
The field study found vegetables are
which they cannot find at home. Some
considered as a complimentary food
respondents dislike the fibre and seeds
and not a main dish. Most respondents
in fruits, and many prefer to mix fruits
with sugar and milk.
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Table 6. Motivation to Consume Fruits
The daily fruit consumption among percent) stating that they consume
those within the Mid-1 and Mid-2 SES fruits everyday. Meanwhile, all of the
levels stood at 38 and 39 percent respondents aged 13-15 years old
respectively while teens within the Low- stated that they only consume fruits a
1 SES level stated that they only few times in a week. Overall,
consume fruits a few times in a week. respondents from both age groups of
Most of the respondents (47 percent) 13-15 years old and 16-18 years old
within the age group of 16-18 years old stated that they consume fruits with a
were found to consume fruits mostly a frequency which varies from daily to a
few times in a week with some (35 few times in a week.
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Table 8. Vegetable Consumption by SES levels and age groups
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6.5.1 Breakfast 6.5.2 Lunch
Different age groups have different Those aged 16-18 years old with an all-
habits. For younger age group of 13-15 day school routine usually brought their
years old, breakfast at home is meals from home. However,
mandatory; they eat whatever is respondents from the younger age
group prefer eating at the school
prepared for them at home before they
canteen; they said bringing food from
leave for school or weekend activities.
home was too heavy, and not practical.
Older teens tend to decide whether to Most teens in East Java province ate only
eat breakfast at home or school. A more two meals a day. In other provinces,
in-depth study is needed to understand teens aged 13-15 years old, usually had
what influences their decision-making lunch at home after school. This is
process. Some respondents brought mainly intended to save their allowance
meals from home to eat during break so that they can use their savings for
time, such as fried egg, fried rice, or out-of-school activities and/or during
left-over food from the day before; the weekends Although teens of 16-18
highly depending on mothers’ available years old normally brought meals from
time to prepare food at home. home, they regularly purchased snacks
from school canteens.
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Boys aged 13-15 years old stated that 8pm with mostly the same menu as
they did not bring meals from home lunch.
because it was not considered cool.
Many thought that bringing food from 6.5.4 Snacks
home should stop after kindergarten.
Girls did not express this same concern. Snacking is part of teen habits. On the
way to/from school, during the day,
before and after activities or even in the
6.5.3 Dinner midle of the night, Indonesian teens are
snacking.
“I will eat when I’m hungry”. In general,
respondents have dinner between 6- Most consumed snacks which are fried
or processed.
Graphic 6. Most favorite Snacks
Percentage
Cracker 16%
Crisp 24%
Cakes/Bread 32%
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Before, during and after school, three Different patterns apply during the
patterns of snack purchases were weekends with less snacking during the
identified at the school canteens: day. This is mainly due to closer
monitoring from parents. With parental
1. No time for breakfast at home. oversight, the respondents normally
Students would have a heavy have three meals a day during the
meal during their first break and weekends.
snack at lunch.
2. Eating breakfast at home, but did Most schools have regulations on the
not bring a meal for lunch. They types of food that can be sold at the
snack during their first break and school canteens. However, practicality
eat a heavier meal (chicken and popularity are the main reasons
noodles, bread) during second behind vendors’ decision in the sales of
lunch break. mostly unhealthy food items at the
3. For those who brought a meal canteens.
from home, they will consume
them during lunch and purchase
snacks during the first break.
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7 SPORTS AND PHYSICAL
ACTIVITIES
Value of sport and
physical activities
The respondents were aware of the “Nobody will like me if I’m fat…boys
long-term benefit of a healthy lifestyle will not like me…people will mock
including sports, good eating behavior me…I will be bullied”
and adequate rest.
14 years old, Putri, Bandar
Some respondents doubted whether Lampung
sport is essential to maintain good
health. They cited other physical 3. To allow them to maintain their
activities such as dancing, cleaning the weight while eating whatever they
house, walking to or from school, want, especially favourite foods.
cooking, can also be considered as 4. Group sports are preferred as this
‘maintaining good health and burning provides a social network and
calories.’ acknowledgement by their peers.
These sport activities include
basketball, volleyball and futsal.
Sports habit “My friend is obsessed with
Early teens, in particular, boys, engaged becoming a flag raiser during the
Independence Day, that’s why he
in more rigorous sport activities than always go to the gym to maintain his
the older age group. The older age physical condition…he always insist
group considered sport as an that I should come along…so if I’m
opportunity to socialize with friends in not playing futsal, then I would go to
a healthy way and to make use of their the gym.”
free time in a positive way.
15 years old, Putra, Lampung
Girls at the high school level stated that Tengah
they were too busy to do sport. Girls
within this age group prefer to socialize “I don’t like getting sweaty…it feels
with friends or simply resting at home. weird. I have to shower after
engaging in sport activities.”
The biggest motivation for them to do
sports included: 13 y.o Girl, Lampung Tengah
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Other physical activities “I always wake up at 5
am…prepare for school, and arrive
than sports at school by 7am…I’m too tired
The study concluded that the main with all of the activities I have to do
for the whole day to have to spend
reason girls are not engaging in sport
time for sport.”
activities include:
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8 POCKET MONEY
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9 MEDIA HABITS
Media usage The health-related ads most readily
recalled were health products such as
There was no significant difference milk for people with diabetes,
found between urban and rural teens’ medicated oil, health soap etc. When
media usage. Conventional media probed further, some mentioned PSAs
(radio, newspaper and magazine TV) for Rubella vaccine, dangers of smoking
are no longer teens’ main source of and drugs, as well as family planning.
information and entertainment. Most of Very few respondents were aware of the
them have switched to digital media Healthy Indoensia Campaign (known as
such as YouTube and/or other social GERMAS), even though its activities
media channels. All respondents owned were held across all major cities in
smartphones. There are three Indonesia recently to commemorate the
motivations for teens to access the National Health Day. Youths perceive
internet from their smartphones which the previous PSAs as not attractive,
include searching for information boring, too formal and too obvious. As
(related to school work), to get a result, teens are reluctant to watch the
connected with friends (old and new) ads and prefer to skip these ads.
and for entertainment.
Campaign contents
Respondents admitted that the social
media is addictive as it occupied most Based on the behaviours and
of their time (some schools allow preferences expressed by the
students to bring smartphones to respondents, a media campaign aimed
class). The social media channels used at promoting a more balanced diet
most frequently include Instagram, among female adolescents should
Facebook, LINE, WhatsApp, and consider:
Blackberry Messenger. Each is
associated with different use and 1. Choosing fruit or vegetables to
promote (because the motivation for
benefits. For instance, Facebook is
each is very different)
mostly used to browse for information
and friend’s activities, while Instagram 2. Appealing to adolescent girls’
is mainly used to share updates of their motivations: sweet, fresh taste; good
daily activities. Meanwhile, LINE and for your body and skin; fun to share
with friends.
WhatsApp are mostly used for regular
chats. 3. Refering to products rather than
behaviour-oriented messages.
Health Campaign 4. Focusing on digital media especially
Knowledge of Public Service smart-phone friendly channels and
apps like YouTube, Instagram and
Advertisements (PSA) regarding health
other social media.
was very low, especially in rural areas.
5. Using animated media, which has
broad appeal to this demographic.
Tone should be attractive and
casual.
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