2020

FINAL REPORT
MILLENNIALS ORIENTATION TOWARDS
HEALTHY FOOD
SYED ALI SABOOR ZAIDI (18487)
CONTENTS
Abstract.............................................................................................................................................................. 2

Research Objectives........................................................................................................................................... 2

Literature Review.............................................................................................................................................. 2

Introduction................................................................................................................................................... 2

Volatile Definition of Healthy Food.............................................................................................................. 3

Food Safety Concerns.................................................................................................................................... 3

Chronical Diseases........................................................................................................................................ 3

Nature of the Profession................................................................................................................................ 4

Food Prices.................................................................................................................................................... 4

Time Scarcity & Modern Regulation............................................................................................................. 4

Conclusion..................................................................................................................................................... 4

Methodology...................................................................................................................................................... 5

Focus Group Discussion................................................................................................................................ 5

In-Depth Interview........................................................................................................................................ 5

Findings............................................................................................................................................................. 5

Focus Group Discussion................................................................................................................................ 5

In-Depth Interview........................................................................................................................................ 6

Analysis............................................................................................................................................................. 6

Limitations......................................................................................................................................................... 7

Mobility & Expense...................................................................................................................................... 7

Exercise for Novice Researchers and Biases.................................................................................................. 7

Sample Size................................................................................................................................................... 7

Recommendations.............................................................................................................................................. 7

References......................................................................................................................................................... 8

Appendix........................................................................................................................................................... 9

In-Depth Interview........................................................................................................................................ 9

Focus Group................................................................................................................................................ 18

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ABSTRACT
During this research we discovered quite diverse views regarding healthy food and lifestyles
among “Generation Y”, also known as Millennials, in Pakistan. Some of the most commonly
held views are as follows; Some millennials consider home-made food as healthy while some
goes even beyond that, they consider the food as healthy if it is natural i.e. organic and prepared
in hygienically sound manner. There are few millennials who went even a step further and
consider everything which consisted the nutrient required by their body as healthy.

In order to gather the detailed understanding regarding the view of Generation Y about healthy
lifestyle and food, a research was conducted with in which a focus group consisting of eight
selected millennials was conducted, different articles and reports on the health related topics
were reviewed and in-depth interview of a independent millennial was conducted.

RESEARCH OBJECTIVES
The purpose of this research was gathering the valuable and relevant insight on the topic
“Millennials orientation towards healthy food and lifestyle”, so that insight can be used for
designing and implementing successful marketing strategy for the firms operating in the relevant
industry and targeting the relevant audience.

Some of the key objectives which were to be achieve by conducting this research are as follows:

1. Identifying what does healthy food and health means to millennials.

2. Identifying the reason behind consuming what they consume.
3. Identifying the factors which influence their choices.
4. Understanding the influence of economic factors such as price on the diet of millennials.
5. Identifying the views of millennials about the brands/eateries claiming to be healthy.
6. Identifying the brands/eateries they regularly choose and the reason behind their
selection.
7. Understanding the role of beverages in their diet.
8. Understanding the difficulties, they had face, if any, in acquiring what they believe is
healthy.

LITERATURE REVIEW
Introduction
In 2016, Rappange, Brouwer and Excel described the effect of individual’s expectation about
his/her length of life and future health on his/her decision related to healthy food. If a person has
given a taught to how s/he will get old and how old s/he will get, it will influence the way s/he

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takes care of her/himself and decisions s/he makes about the life (Rappange, Brouwer, & Exel,
2016). Healthy lifestyle or healthy diet is even though depending on personal choice and taste, is
influenced by the culture and society one lives in (Willows, 2005).
The choice of living a healthy life and having healthy food relied on various drivers, price and
time scarcity are among them (Dimitri & Rogus, 2014). The goal of this literature review is to
unfold the factors which drives the people especially Millennials to opt for the healthy lifestyle
and healthier food options.

Volatile Definition of Healthy Food

What is healthy food? The answer to this question is ambiguous. Within his article on perception
of healthy eating Marie Claude Paquette (2005) discusses how evolution of the nutritional
science has made the definition of healthy food much more complex and varied. In order to label
one as healthy food people now takes into account the composition of the ingredient and their
nutritional fact from diverse sources such as Televisions and Magazines. As these nutritional
facts are listed by the different source in their own unique way, people later have to assign value
to this information and adopt in meaningful way depending on their own understandings
(Paquette, 2005).

Food Safety Concerns

During a study conducted by PUFALL, et al. (2011) where two different focus group consisting
of adult Inuit residents of Nain, Canada were conducted, it was discovered that when deciding
what is healthy and what would be injurious to health, people looks at the origin of that item i.e.
where it was produced or grown. Even though people consider items such as naturally
grown/extracted/hunted as healthy, they still think twice when opting for it because of the safety
concerns associated with the process of its extraction. People in some circumstances prefer to
have second grade less healthy food over the country grown fresh and healthy food because of its
exposure to various viruses originated from dumping sites and pollution in the area it is grown
(PUFALL, et al., 2011).
In response to the survey conducted by the American Farm Bureau Federation, 45% of adults
claimed to be very cautious about the use of pesticides for growing crop and about 35% shows
moderate tendency (Finn & Louviere, 1992)

Chronical Diseases
Within his research (1995) Richard G. Rogers, while discussing the socio-demographics of long
lived and healthy people, narrated that chronical diseases such as Diabetes and some heart
related disease, becomes the motivation for having carefully selected healthy diet. Since the
failure to have the restricted healthy diet will result in the fetal consequences these chronical
diseases limit the choice available for the individual, forcing them stick with the prescribed diet
providing them all the necessary nutrition (Rogers, 1995).

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However, improper or unhealthy diets are resulting in chronical disease too, such as obesity, high
blood pressures and other heart related diseases such as stoke, thus influencing the food choice of
people (Scientists, 2016).

Nature of the Profession

Since every job is somewhat different in nature and every profession demand certain type of
physiques and characteristics, in order to match that requirement professionals, have to follow
certain meal plan (Cairns & Johnston, 2015). Further in their study (2015), Cairns and Johnston
discussed how the post-feminism inclined women towards the “do-diet” and influenced their
food choices.

Food Prices
Most commonly found influencer when deciding between healthy food and high calories
processed food is the price. The prices of processed rich in calories food items are usually lower
when compared to prices of healthy fresh food items such as fresh fruits and vegetables which
are continuously rising. This price differential generally limits the choices of the millennial with
limited disposable income to cheaper less healthy processed food (Dimitri & Rogus, 2014). In
another research (Morris, Hulme, Clarke, Edwards, & Cade, 2014), which approximately 35000
women in UK via Food Frequency Questionnaire resulted in positive relation between prices and
healthy food. The more the healthier the food, the higher the price (2014).

Time Scarcity & Modern Regulation

In today’s fast paced, busiest life, time is money, Millennial usually cash on time and look for
less time-consuming alternative for task which are nonproductive in term of revenue. Since,
preparation of the healthier meals is usually time-consuming compared to the easily available, on
the go food such as burgers and sandwiches, people opt for the later (Dimitri & Rogus, 2014).
In another study (Scientists, 2016) it was discussed how the modern regulatory policies such as
lengthy procedure for farming permits in different states of US, has made access to healthy food
difficult rather than easing it, encouraging the use/availability of junk foods.
In contradiction to the above-mentioned research, the study (CUMMINS, FINDLAY,
PETTICREW, & SPARKS, 2005) discus how British Government has intervened in the Food
System and insured the regular availability of healthy affordable food in cities especially marked
as ‘food desert’.

Conclusion
From the reading of the various different research articles, evidences found in them and
discussed it can be concluded that there can be various different factors influencing the
orientation of a millennial toward healthy food. What s/he consumes and willing to consume can
be the outcome of various different factors ranging from time to profession playing the role of
influencing factor behind the scene.

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METHODOLOGY
The quality of the information produced by the research relies heavily upon the way it was
conducted and on tools used to extract and compile the scattered information. In order to ensure
to have the relevant and quality information we prefer to use following methods:
1. Focus Group Discussion
&
2. In-depth Interview

Focus Group Discussion

We conducted a focus group discussion consisting of eight independent millennials selected after
screening process. Various individuals were contacted using different platforms and were asked
preset questions in order to ensure that right participants who can add value to our research and
share useful insights. The screening of individual was also necessary to ensure the relevance of
the entire research and its quality. While selecting the individuals we ensure to have gender
equality and the representation of different social classes.

In-Depth Interview
The person selected for the interview is recent graduate and teaches students of A&O levels for
earning his living. He lives with his family and is the one who along with his mother does the
grocery and had say in deciding the menu for the regular meals.

FINDINGS
Focus Group Discussion
Different individuals have some what different perception regarding what is health and what they
should or should add in their regular diet in order to stay healthy and fit. A reasonable number of
our participant stresses upon the organic food and how synthetically produced food can be
injurious to their health. Moreover, some were really concerned about the quality of food and
how hygienically it was prepared, they suggested home-made food as only healthy source.
They somewhat were in consensus that he “what is healthy” depend on the physical fitness and
the requirement of the person as well. Few participants disagreed with the cliched “vegetables
and fruits are the only healthy food”.
One of the interesting finds was about the routine, how routine of and individual effects the
definition of healthy for him/her.
When we brought up the question regarding the beverages, we find out that there was the
disagreement, some viewed plain freshly extracted juices as healthy which some stick with view
that making variations and adding stuff to the freshly extracted juice according to the personal

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taste and requirement counts as healthy too. Names of few outlets popped up during our
discussion such as Agha Juice, Greeno & Yogi Berri

In-Depth Interview
With-in the in-dept interview I got to learn some new information which I was not able to
apprehend from the focus group such as the influence of economic factors like price hike on the
choice of the individual or even the way the organic food is grown or extracted also influence the
choice of individual.
One of the factors shaping perception about and encouraging the use of healthy food is the
disease people usually have. Moreover, the person even considered the lite and less oily or baked
crackers as healthy and prefer to have such snacks with evening tea or juice.

ANALYSIS
For ensuring the quality and relevance of the information generated by this research I had done a
literature review of the different articles and reports published over the similar topic and nature
of my study.
Some of finding from the focus group and in-depth interview match the finding from that review
while some proved to be contradicting.
Some the findings which were similar were as follows:
1) Physical needs, either because of the illness or the fitness, effects the perception
of individual about the healthiness of food s/he consumes and how often they
consume.
2) Prices and the consumption of the healthy food has inverse relation. If prices
increase people tend to consume less costly items regardless of how unhealthy or
healthy those are.
3) People consider the origin and process and item goes through before labeling it as
healthy. Organically grown and hygienically prepared food is generally
considered healthy.
4) Profession or the activity level does play an important role in shaping the
definition of healthy food and the consumption of healthy diet.
Similarly, there were some findings from in-depth interview and focus group which contradicts
with my findings from literature review. Some of those are:
5) From in-depth interview and focus group it was revealed that people consider
home-made food as healthy and relies heavily on it. Whereas, the literature review
suggested that because social and professional responsibility people face the time
constraint so they mostly avoid cooking and rely on precooked foods.

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 6) In the literature I find out that the process of finding and inspecting rightly grown
vegetables/fruits and meat is time consuming. Moreover, it was suggested that
modern regularity procedures have made it difficult and costly to grow organic
food, discouraging people to look for it and so they prefer to buy whatever is
easily available, trusting the word of the seller. However, my findings from the
focus group, especially in-depth interview were contradictory. Participants
acknowledged that have spotted few stores and farms which are using non
synthetic and organic means to prepare food and food items and they only buy
from those.

LIMITATIONS
Mobility & Expense
Being a student, I had the limited budget and time, this limits the scale of my research and limits
it with in a certain geographical boundary.

Exercise for Novice Researchers and Biases

Since I am the one who conducted this research and I’m still a student learning stuff so it will
mostly likely not be of the same quality as of the research done by professionals. It is mostly
likely that even though every step was performed carefully and with the precautions against
biases, the risk cannot be completely eliminated.

Sample Size
We could have approached few more prospects and have few more participants in the focus
group improving the chances of relevant findings. We could have conducted one more focus
group and couple of interviews more.

RECOMMENDATIONS
Based on the finding of this research I’ll recommend the business in food industry and
approaching millennials with the concept of healthy food to consider the suggestions:
1) Relate the product with the home-made food while advertising.
2) If it is as restaurant, stress on hygiene and ensure cleanliness.
3) Consider the income of the targeted sector while setting up the prices.
4) Stress more on the term organic and naturally grown while marketing.
5) Consider the nutrient requirement of the targeted audience while deciding the
menu.
6) If it is a juice bar, consider providing the facility of customization or flexible
ingredient.

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REFERENCES
Cairns, K., & Johnston, J. (2015, March). Choosing health: embodied neoliberalism, postfeminism, and the
"do-diet". Theory and Society, 44, 153-175. Retrieved Feb 16, 2020, from
https://www.jstor.org/stable/43694753

CUMMINS, S., FINDLAY, A., PETTICREW, M., & SPARKS, L. (2005). Healthy Cities: The Impact of Food
Retail-led Regeneration on Food Access, Choice and Retail Structure. Built Environment (1978-), 31,
288-301. Retrieved Feb 17, 2020, from https://www.jstor.org/stable/23289534

Dimitri, C., & Rogus, S. (2014). FOOD CHOICES, FOOD SECURITY, AND FOOD POLICY. Journal of
International Affairs, 6, 19-31. Retrieved from https://www.jstor.org/stable/24461733

Finn, A., & Louviere, J. J. (1992). Determining the Appropriate Response to Evidence of Public Concern: The
Case of Food. Journal of Public Policy & Marketing, 11, 12-25. Retrieved Feb 17, 2020, from
https://www.jstor.org/stable/30000270

Morris, M. A., Hulme, C., Clarke, G. P., Edwards, K. L., & Cade, J. E. (2014, November ). What is the cost of
a healthy diet? Using diet data from the UK Women's Cohort Study. Journal of Epidemiology and
Community Health (1979-), 68, 1043-1049. Retrieved Feb 17, 2020, from
https://www.jstor.org/stable/43281990

Paquette, M.-C. (2005). Perceptions of Healthy Eating: State of Knowledge and Research Gaps. Canadian
Journal of Public Health, 96, S15-S19. Retrieved Feb 16, 2020, from
https://www.jstor.org/stable/41994467

PUFALL, E. L., JONES, A. Q., McEWEN, S. A., LYALL, C., PEREGRINE, A. S., & EDGE, V. L. (2011,
June). Perception of the Importance of Traditional Country Foods to the Physical, Mental,
andSpiritual Health of Labrador Inuit. Arctic, 64, 242-250. Retrieved Feb 16, 2020, from
https://www.jstor.org/stable/23025697

Rappange, D. R., Brouwer, W. B., & Exel, J. v. (2016, June). A long life in good health: subjective
expectations regarding length and future health-related quality of life. The European Journal of
Health Economics, 17, 577-589. Retrieved February 16 , 2020, from
https://www.jstor.org/stable/24774181

Rogers, R. G. (1995, March). Sociodemographic Characteristics of Long-Lived and Healthy Individuals.

Population and Development Review, 21, 33-58. Retrieved Feb 16, 2020, from
https://www.jstor.org/stable/2137412

Scientists, U. o. (2016). Fixing Food Fresh Solutions from Five U.S. Cities. Union of Concerned Scientists.
Retrieved Feb 17, 2020, from https://www.jstor.org/stable/resrep17255

Willows, N. D. (2005, July/August ). Determinants of Healthy Eating in Aboriginal Peoples in Canada: The
Current State ofKnowledge and Research Gaps. Canadian Journal of Public Health, 96, S32-S36.
Retrieved Feb 16, 2020, from https://www.jstor.org/stable/41994470

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APPENDIX

In-Depth Interview

A: Thank you, Yahya, for taking time out for this interview. I'm asking you certain questions
regarding your life style and what you think about health and healthy food. Yahya. As
I’ve mentioned this earlier, I'll be recording this interview with the purpose of further
analysis. And it won't take more than an hour. Your response will be kept confidential
and will not be shared with a third party or published within this report. The interview is
for the academic research purposes only, and I would like to add that if I you or like to
remind you that if any point in time you want to stop or don't want to answer any
question, you can just tell me.

Y: I agree with that.

A: Do you have any further questions before we start?

Y: Ya, I have a question related to if I receive any calls. So, can I see them during the
interview and can you pause the interview?

A: Sure, we can do that?

A: Okay, so let's begin. Tell me something about yourself?

Y: Basically, my name is Yahya, as you already know about me. I am currently pursuing my
engineering form NED University in Electrical Engineering Department and I have
further goals of off going into the industrial sector and getting some experience and then
moving towards this business cycle and earning some technical insights first and going
towards its management insights and just going for the MBA in the future. So, these are
my future aspirations. And what I like to do in my free time as a hobby is something that
cheers me up. That basically gives me a positive feeling and that can flush out my own
negative feelings over time, because it basically drives me forward to achieve any goals
of life which I have actually witnessed in the past as well. And it also works for me.

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A: So, Yahya, where do you live and who do you live in?

Y: I live in North Nazimabad and I live with my family. And my family consists of my
mother. My younger brother who is 10 years younger than me and my father. Our
Phuppo also lives with us, along with Taya Abu and Tai Ammi.

A: Alright! What's the profession of your father? If I may ask.

Y: Can you please repeat the question? I didn't get it.

A: What's a professional role for your father?

Y: Ya, my father’s profession, basically, it's not just a profession. And to private sectors, he's
basically into the family business along with my Taya Abu. And it is basically related to
these screws, that titanium screws that we import from South Korea and we sell it here in
hospitals. The use of those screws is basically that can be fixed in your broken bones and
that can stay in there for as long as possible because they're made of material that is
known as titanium, which is incursive and so are reliable for you?

A: Alright! Got it. So, if we move on, what can you tell me about like your daily routine?

Y: My daily routine basically comprises of I wake up in the morning, I have all three meals
that is comprises of big fast lunch and dinner. And I also keep track of my fitness levels.
So, because ah not just the fitness of weightlifting, I am into fitness of just being slim and
smart and strength basically, because I'm inspired with the sportsperson and they tend to
be more, having more strength and having more slimness and do that. And that is
basically excel them in their productivity and their daily routine as per their fitness and
sports. So this is basically my aim is towards, and I also take healthy diets usually just to
support my fitness

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A: Alright and in continuation to that answer of yours like my next question is what do you
do for entertainment? Like you said, you care about your body and fitness and that stuff.

Y: So, the entertainment basically comprises of I watch TV shows that go comprises the
action heroes mostly not like thrilling, it has to be thrilling. It has to be adventure as it has
to be something related to a story that is story to do, a story circling around one main
character. Naming few series, I watch is Flash Arrow. I listen to music at few times so
that can be also be included may be as entertainment. So, this is what I like.

A: Okay. And you talked about the healthy food and the healthy diet as well. So, if you don't
mind, can I ask, what do you have today like in the breakfast? Or maybe lunch?

Y: Basically, my Breakfast consists of having parhatas, eggs. And also, I take tea along with
it. This is one of my breakfast is all about. And sometimes it varies according to my
needs or desires that I want something better other than egg it can be as bread natural or
organic bread or It can be milk or could be butter. So, this is how it varies in Breakfast
and what happens in Lunch, is basically comprises of ah like a salan rotee, chicken, it
could be beef. This is how it varies during the lunch and the same goes on for the dinner
as well. The remaining part which I didn't eat and during the daytime I consumed during
the nighttime and I keep it as lite as possible every night times because daily after taking
dinner. I have to sleep so I ensure that I have less food in my stomach that can be
digested. The food takes more time to digest during sleeping. So, I keep it lighter towards
the dinner time.

A: So, in continuation to what you just said do you prefer meat, food or street food at night?
Maybe because it's lighter. What do you think? Which one is it?

Y: In my perception and opinion, I would go for homemade foods because I know what my
mom is making and I will know what ingredients and the content she's putting in for
making a final product that is a food. I don't know. as compared to. On the contrary, if
you consider a restaurant example, I don't know what they're cooking and what the
ingredient and content they're using into making a product. Although it may be tasty and
savory at the end, end part consuming at my end, but I still don't know what they're
putting into it. So that would lead to an obesity or diseases in the future. So, I tend to
avoid that during dinner, but I may take some restaurants during with my friends and

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 family, if they're gathering out during day time or in the morning, because I know how I
have... I have more digestion time during morning and daytime. So, it will be easier for
me to digest them during those times rather than in the nighttime. So, night times it's
always the homemade foods.

A: OK, and you talked about in general that… you talk about food security. Basically, you
care about how yo do things. What ingredients are used and how these things were
produced. So, the thing is like, how do you make sure that the ingredients which you're
using are basically secure and good for use? And who do the groceries?

Y: Well, basically, I’m a millennial, as you already mentioned, during the start of the
interview. And I also cook sometimes at my house and also do grocery off my house. So
that basically makes me a good judge and a witness.

A: So, what do buy and what you do not to buy?

Y: Because I've already tried them. I have only two trials and those ingredients. So, I know
what makes me slow and less productive and I know what ingredients make me more
productive. So, I go for that. I do the grocery mostly from what my mom writes on and I
choose is products from few shops, which I know they are selling fresh and organic
materials. So, I go for them.

A: OK. And how do you make choice between organic and processed food like may tuna, if
you eat tuna. How do you make choice between canned or processed tuna?

Y: I first I would go for organic instead of processed, you know. And ah, the fact, you know,
they may be having processed more chemicals, you know. So, I would first re-insure
from the shop or the manufacturer that they are processing it or not, because I would go
lesser for the processed ones and I go for the natural and organic diet. And why organic,
because organic is free from all those chemicals contents, because during process you put
in some ingredients that are related, they may be unless the data is in the composition, but
still there are chemicals at the end, so they may affect your health in a longer period of
time. And that is why I’m worried. OK.

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A: What do you think if the prices of organic food goes up? So, what will happen to your
consumption or how is it going to affect your consumption?

Y: Yes, it will. But if you are putting this constraint of price and time, I would always go for
the natural, but there will always be a limit to it. So, for that mix up, the both in order to
just to balance out that price sensitivity.
A: Just for clarification. So, you will do the less consumption of organic and add on
something non-organic or processed food just to make up for it?

Y: Yes, I guess if the price constrained come into play.

A: Alright. So, you talked about like how the price will be affecting your consumption. So,
let's go back a little bit. What do you think the healthy food is? What is the definition of
healthy for you?

Y: For me, healthy foods are something that is basically free from any processed materials.
So, it's all organic and all natural for me. So, it's all it's all about that. And also, there is
one more main factor that comes into play. It's not just about having natural light and
organic, it is also about not clean and unhygienic. So that also affects your health. So
being hygienic, clean and natural. So, this is my definition of having a healthy diet,

A: OK? And does the nutrition come in your definition of healthy food or nutrition is
something else?

Y: Because nutrition tends to have those ingredients like minerals and special minerals,
those are basically chemicals. But these are good chemicals. That is basically natural
because basically that already is included in the natural diet you're taking. So those are
something that you would need. Like if you consider a water and a mineral water, one is
regular water and one is mineral water. If you go for the mineral water, that will affect
your body in a good way. If you consume regular water, it won't do anything to your
body. It just will be a complete waste of time drinking it because it doesn't have those
ingredients. Naturally, minerals endured, which basically has a bench to play a greater
role in wholesomeness and nutrition.

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A: OK. Wholesomeness. what do you mean by it?

Y: Ya! Wholesomeness is something that comprises of the characteristics, which I

mentioned about being healthy, having less processed materials in it and having fewer
synthetic chemicals and having more natural chemicals that those are minerals. And it's
all basically of all the characteristics which I mentioned.

A: OK. So basically, what sort of Job you are doing.

Y: Yes, I’m currently not doing any job, but I am in that phase, I would graduate sooner.
And basically, I’m in the search of jobs. OK. So, the thing is, adding to that point, I do I,
along with my education, I teach tuition's, which gives me an ample amount of money
that I can use to buy food from the shops and can go purchase groceries from the shops.

A: All right. Basically, you give tuitions.

Y: Yes.
A: What do you think about fruits and vegetables? Do you do buy those?
Y: Yes, I do. I, for picking up fruits and vegetables, I would go do directly towards it root.
Basically, from the source point where they're coming from. I know it. There are a lot of
vegetables that a growing overhead in the Pakistani market that basically grown from
dirty water. And that contributes to unhealthiness of that, the vegetables or fruits, which
are basically growing from those trees. So, I would basically go for those sources. And I
have such farms which are growing these fruits and vegetables, in the farms from pure
water. So, I would go directly to those farms and I have contacts with them, so I buy
directly from them.

A: So, you buy those directly from farms. So, how do you consume those things? Do you
make a proper dish out of it or do you use them as juices? How do you basically consume
those normally?

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Y: Common use, if you're talking about, I would rather cut them and use.

A: Alright. And what about the juices? Do you consume home-made or other Juices?

Y: Yeah, juices. Yes. I get I go for mostly homemade juices rather than consuming one
available in the market. Because I still don't know what I'm still intaking. Neither, I take
the processed juices because again I don’t know what sort of fruits they are using and
where they are getting these fruits and vegetables from. So, I tend to make these recess
more at home.

A: Alright. Do you find it healthier to use cooked vegetables or have the juice of those?
Which way do you think is healthy?

Y: Well, I consume in both ways but mostly we cook vegetables. For fruits we usually make
shakes and juices.

A: So apart from the home-made juices. Have you ever tried juices and shakes from any
stalls or any shop?

Y: Yes, I have from Greeno. Because Guarino tends to basically market themselves as
healthy juices and also, and also, they claim that they have these good ingredients and
good sources. there vegetables and fruits come from.

A: How many times have you bought from them?

Y: So, I have bought from them, but not on a regular basis. I only buy it from them when I
am in my social settings, with my friends, when I am during my walk or any other
engagement or related stuff. So, basically when I’m performing any activity and willing
to save time, I buy from them.

A: All right. And why not regularly?

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Y: Because I cannot just always and because it always is case of probability in this case,
because they are claiming to be healthy. Who is someone who owes him a nutrition But
how much probability does it has for me is that I am making juices in my home I have a
hundred percent probability because I know what well this juice is I'm getting it from so
that this is a case of probability in this case. And about these juice bars I usually avoid
these local juice bars because they don't market.

A: What about the higher prices Greeno charges compared to the other juice bars?

Y: Yes, they charge bit higher price because they are claiming it to be more wholesome,
healthy and nutritious as compared to the other juice stores around there. So, they will or
they will always charge premium. So, yes, you have some tradeoff when you go for these
higher or claiming higher brands.

A: And God forbid if you fell sick or something like that, will you opt to have the juices or
regular stuff or dishes?

Y: Can you please repeat the question?

A: If you were sick, God forbid, if you felt sick. What would be your choice of food?

Y: Yes, the choice of food for me during those times would be just oatmeal and lighter
meals. And because it is lighter and also free from oil and also free from chemicals. So,
my choice will be all these lighter foods

A: What about snacks? Do you take snacks?

Y: Yes, I normally go for these snacks like crackers because those are lite and less oily.
A: Okay. What type of snacks? If I may ask.

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Y: I already mentioned about what type of snacks it would be. It could be the crackers
because those are lite and are free from oil. So, crackers like biscuits, chips which are less
oily.

A: At what time do you usually take these snacks? At morning, evening. Or maybe at time
of lunch. What time do you usually take those?

Y: I normally take snacks during the evening time when I am free from all the work and all
the studies. And at times when I’m free and feel the need for munching.

A: Nice. you in the early stage of the interview says that you care about your body fitness
and your weight and your physique and this sort of thing. How does snacks contribute to
it? Does it contribute negatively? Positively.

Y: These crackers basically are light in weight and have less at impact on your muscles. so I
feel they have no impact or nearly negligible impact on the amount of index I am going
for the healthy. And in comparison, with this, because that is a significant amount of
healthy food I’m taking in the whole day and that is a lesser amount of this crackers that I
am taking every day.

A: Okay. If I speak for myself, I usually take snacks with some kind of a drink. So, what's
your choice? Do you take only snacks or snacks with drinks? What kind of drinks?

Y: If you talk about drinks, I prefer taking snack with tea and not with other beverages.

A: Ok so you said earlier in the interview that you drink juices when you are out with friends
or are out in the city, even then you stick to Greeno or opt for any other juice bar like
Agha Juice?

Y: The places that I was at normally during the city time, during my roaming time around
the city. I don’t have difficulty finding them. I find Greeno, especially around these PSO

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 and Shell petrol pumps. They have these shops closely attached to these petrol pumps.
So, I… it's easy for me to find Greeno.

A: Yahya this brings us to end of this interview session. So, thank you for your time. And is
there anything, any suggestion which you like to give at the end of this interview?

Y: Yes, I would like to give suggestions that society is basically not going towards this
healthy wholesomeness, nutritionist, point of views. Didn’t had these points of views
because they are completely driven from their customs and traditions. And those customs
and traditions are driven from all the past histories that we have had from the
subcontinent. So, tend to have lesser focus towards these goals and people living in the
west have more focus towards these goals. And they are they are completely aligned with
it. So, they complete plans, routines, gathering all these things, for my suggestion and we
should also focus on these by looking at the west.

A: So, Yahya, before signing off. Any suggestion for Greeno?

Y: For Greeno, they should also market themselves more and more and they should try to
bring in more varieties that should be less price sensitive so that other peoples can also
join in and become more... more of the word of the mouth for themselves.

A: Alright. Thank you. Thank you again for your time.

Focus Group
Moderator, Participant 1, Participant 2, Participant 3, Participant 4, Participant 5, Participant 6,
Participant 7, Participant 8

Moderator: Assalam u Alaikum everyone, welcome to this focus group on healthy

food. We would like to begin our discussion with stating the objectives of
this group, the objectives are to get the in-depth knowledge the healthy
food. About what type of food, you consider as healthy and what comes to
your mind when you hear the word healthy food and its importance in

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 your life. These are some of the objectives we would like to achieve, have
a discussion on these. Let’s have a introduction first. So, my name is
Shoaib Hasan and I am doing MBA from IBA Karachi and we are
assigned this project of focus group on healthy diet. So, I will be your
moderator just repeating and a small discussion of focus group is that
knowledge about the subject matter. Just like subject matter is healthy
food so in-depth knowledge about it would be our topic of discussion. So,
in focus groups there are some some rules about it, there are no rights and
no wrongs in focus group. Okay it's about the opinions only. I would like
to hear from each of you equally. And it’s important that I hear what each
of you thinks because your thoughts maybe similar to those of many other
people, who are here at this table today. Your ideas are extremely
important to us. I am interested in your comments and opinions. Please
feel free to speak even if you disagree with someone else. It's okay to
disagree because it's helpful to hear about the points of view. I am also
interested in the questions you may have as we go along. So, okay for next
half an hour we will be opening our discussion on healthy food and I may
jump ahead of the next topic from time to time but please stop me if you
want to add something. We are also all audio tapping and our colleague is
going to record some video clips as well. Everything you say is important
to us and we would like to make sure that we don’t miss any comments.
Later we will go through all your comments and use them prepare a report
on our discussion. I want all you to assure however, all your comments are
confidential and will be used only for research purpose. Nothing you say
will relate to your name. Also, if there are any questions you would like to
prefer not to answer, please feel free to respond to them.

Okay, so let's start our discussion. I would like each of you to debut a first
name, last name and little about your background. Starting from
participant one.

Participant 1: Hi my name is Omar. I'm currently enrolled in the Chemical Engineering

Department of NED. This is my background and the background like the
work experience i have in Engro Polymer as a processing engineer there.
And the hobbies in a free time, What I like to do is to exercise and play
cricket.

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Participant 2: My name is Fazeel Ayaz. I'm a 7:th semester student at SZABIST. I'm
doing my BBA in marketing. I don't have any work experience.

Participant 3: My name is Taha khan. I am an student of Bahria University doing my

bachelors in accounting and finance, from there. In my free time, I play
cricket and watch sports mostly.

Participant 4: Assalam u Alaikum, my name is Zohaib Shafeeq Ahmed. I'm doing MBA
from KUBS. I'm in second semester and I'm the owner of the plastic
packaging company.

Participant 5: Hi. My name is Varisha Rehman and I'm doing CS from FAST
University. I am in my final year and I don't have any experience as now.

Participant 6: Hi everyone, My name is Ayesha Zain. I am doing MBA from KUBS and
I'm working in a Software house as a business development person.

Participant 7: Hi everyone, My name is Aleema Shehzad Khan and I am doing MBA

marketing from KUBS and I am working in an event management
company as a sales and marketing executive.

Participant 8: Hi everyone, I am Naveed Siddique. I am doing MBA from KUBS. I work

as an Accountant at Generations School.

Moderator: Okay right. So, we all heard, we know each other, right? a little bit about
each other. So, let's begin to the second question of our warm up session,
that is, what comes to your mind when you listen to healthy food or
healthy diet? And how important is your healthy diet in your life? So just a
random, Any volunteers?

Participant 3: Healthy food is anything that does not harm your body or does not affect
your body in the sense, k. Urdu me bol sktay hain? Matlab k in the sense k

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 Usse koi body ko kia boltay hai negative impact nhi par rha ho, jese
obesity waghera hojati hai junk food waghera lene se. us se related.

Moderator: Okay.

Participant 2: Acha in Pakistani context jo mujhay lgta hai, kyun k me wo bacha hoon
jisne apne amma abba ko bht tang kia hai khane k mamlay me tou mujhay
pata hai k mere ghar pe ye parception hai k healthy food sirf wo khana hai
jo ghar pe milta hai uskay ilawa koi healthy food nhi hota.

Moderator: Okay.

Participant 4: If I'm talking about eating healthy food, so I consider only see three
things. synthetic, semi synthetic and non synthetic, tou jitni bhi packed
chizain hain, jo baray baray brands hain wo non or semi sythetic k name
se jo hain na apni, baray baray brands jo haina wo is waqt na market k
andar apni products na sale kar rahay hain, tou is k andar sab se pehle tou
humain na nature k close hona parayga r nature k close aap packed
chizoon k andar jo haina, aap nature k close nhi ho sktay, apne wo jo
organic hai ek cheez ka wo jo haina wo preservatives k zariye jo haina wo,
wo organic nhi rehti chizain. Tou humain jo haina non-brands tou nhi
kahonga me usko humain thora organic ki taraf na jana parega, chahay wo
fruits hon yan apka uncooked food ho.

Moderator: So, you consider organic food as a healthy diet.

Participant 8: Hygienic food, hygienic jo hai wo health k liye acha hai, mere khayal se.

Participant 7: I think healthy food ka jo, i think calorie count jo haina wo zayada
important hai diet k liye thk hai kyun k, diet me, jb hum diet kar rahay
hotay hain, so ek 1:200 calarie count hota hai jab aap apna weight loose
kar rahay hotay hain r normally main thing jo hai 2:000 calarie count jaldi

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 hota hai, tou humain calarie ko dekh k apna food consumption karna
chahiye tou wo zayda better hota hai, hamara metabolism k liye.

Participant 6: Okay. So my participant number is six and I think I consider healthy diet
is all eating vegetables which are baked. Or maybe you know semi
sautéed, not cooked in too much oil or something like that. So that is in
my consideration healthy food.

Participant 5: Participant number five, mere hisab se healthy food is, since karachi me
itna trend hai k it's only hoteling, nai nai chains khul rahi hain and you
never know what oil they are using and whatever, tou bahir se junk food
khana avoid karna, wo sari baatin hum ne ki thi k ghar ka khana is healthy
wala lkn even ghar k khanay me very less oil r cheeni agar banda katde
apni diet me se tou, refined sugar basically white sugar agar kat de tou,
mere hisab se diet sahi healthy.

Participant 1: Participant number one, my comment on this is what comes into my mind
is like eating dry fruits having foods like these natural stuff and not just
with that. Just also making sure measuring your count because it's all
based on your intakes, not going to much excessive about those things as
well and not going to much low about that thing is as well, that that is
basically a measure through performance and physical fitness and your
contents level. So, this is what comes into my mind, when talk about
health.

Moderator: Okay, anyone would like to agree or disagree to participant one.

Participant 7: I agree with him. Healthy diet and exercise both are important to be fit.

Participant 6: Also, the point sorry, the point that he said that balance of calories, that is
a very valid point, because when we go to diet or exercise. The thing is,
you just cut down sugar from, you know your life. So that is also very
harmful for a person's health that you cut down many important elements
from your health.

22 | P a g e
Participant 2: I feel somehow, we're talking more about a balanced diet than we're
talking about a healthy diet right. So if if we you know have a clear
demarcation of what a healthy diet is, it would be anything that doesn't
harm your body right excessively. If you talk about a balance diet, we
would say that you know exercise wali cheez jo ajati hai, everything like
that. I think that it's important that we demarcate between a healthy diet
and a balance diet.

Moderator: Any comments?

Participant 5: I feel like my brother has a pretty good diet going on. He is into
bodybuilding, so he has a specific diet plan and everything. In the
mornings he has three eggs plus some chicken plus some kale juice or
something. And but the point is that his diet and the rest of the family's
diet is very separate from each other. Like, he has his own set of and we
have. He doesn't eat anything that we make because he thinks it's too oily
or it's not healthy. It has more fats than protein. And but I think to really
incorporate healthy diets in our lives? We really need to be cut off from
like family diet. So..

Moderator: Any comments?

Participant 1: I would like to comment on that. Like just backing, backing a comment
based on your consumption of carbohydrates, the consumption of your
calories, the consumption of your proteins. That all matters and you are
healthy intake. So, what we talk about the balanced diet, it also interlinks
with your healthy intake because consuming a lot of oil and your meals
would basically turn you into fat. And that happens. That is basically
proven thing. So, it's all interlinked, basically. So that is how the first point
was measured with the that was the point of measurement of these diets.
You don't go too much excessive about them and you don't go to much
low.

Moderator: Okay. Any comments? Any agreement/ disagreements.

23 | P a g e
Participant 6: I just had a one question that she mentioned that her brother.

Moderator: Participant six, right?

Participant 6: Yeah, it's participant six I had a one question about that she mentioned
about her brother. He goes to gym about, you know, bodybuilding and
something like that so the people who are doing bodybuilding. They, don't
they take excessive amount of protein shake to build up that muscular
body? I think, Isn't that harmful?

Participant 5: You know, I specifically cut out that part because it's related more to the
bodybuilding side but the healthy eating side. I really think that he is right
on track with it because there's minimum oil and it's all recommended by a
fitness expert or a nutritionist. And if you're asking about protein shakes
and stuff, that's doctor approved. So, us kay baray me I can’t say anything.

Moderator: Okay. Any comments? Any agreements?

Participant 1: Commenting on that, like being fitness freak or having a healthy diet.
Considering these protein shakes, I am myself like into this, but not
bodybuilding type but being fit of order. So what I do is I don't go for
these protein shakes, but I go for the alternatives like equivalents, like I go
for these beans, white means red beans. I go with these meats. Oh, all
these, the fresh meat and vegetables. So that is what converts your fiber
intake and proteins intake. And that is the equivalent to these protein
shakes. Protein shakes is basically one stop solution to it but you can just
break it down if you have like putting trying to put more effort into it. So,
this what.

Moderator: Okay. Any comments?

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Participant 2: Yeah, participant two. I feel that when you're into body building, you are
diet conscious and you only intake healthy diet, right? Of course, there's a
there's only conflict about whether protein shakes are healthy or not. But
the diet that they consume is definitely healthy because they specifically
measured out how much carbohydrates they are consuming and how
much. Ah or if they're taking in how much of all. So I feel she's right in
saying that she cut out the parts specifically about protein to you know
further this discussion.

Participant 5: Participant five. But obviously, you need a .. if you are .. they go hand-in-
hand. If you.. if you are having a healthy diet, you need to have some sort
of physical exercise in your diet. If it's not the same level as healthy
eating. There needs to be some sort of and plus one more thing that when
you go out your options get very narrowed you. You can't have burgers.
You can't have Pizzas. You can't have a lot of aa.. fatty oil stuff. right? So
I think .. Yeah, all these chains like Subway, Greeno..All of them help.
Because obviously, you are gonna go out with family and you.. you are
not gonna be the odd one out or with your.. with your friends k .. I won't
eat anything and I .. I just watch you guys eat or something .. so healthy
food chains, they need to be introduced and they need to be aa ..
normalized. Okay. We are going to Subway or we are going to just have
some juice. My friends do, we often go to Greeno, we have watermelon
juice, we have lemon and mint pepper juice all of that. So i think .. Yeah.

Participant 3: Participant three. Also, one of the main reasons of .. getting a diet plan or
healthy diet is because the people who goes to ... go to the gym. They are
also recommended by the gym trainer or the instructor to take the healthy
diet or plan. That is the reason why most people Consume it.

Participant 1: Acha ah .. participant number one. I have a question from participant

number five. That is what makes you consider that Greeno as a brand is
focused towards healthy ah ..production, healthy supply to these
consumers. What are those main ingredients? Or it could be anything,
environment and whatever.

25 | P a g e
Participant 5: I think, first of all, what makes you go to that brand is their marketing for
sure. They will just market k.. we are the healthy and drink that and drink
this, then you picture of ... their juices which look like milkshakes and
stuff. And then obviously when you try it, if you like it. Word of mouth se
tou bat phelti hi hai. So aa.. you .. your friends try it, you try it, and then ..
it gains some certain reputation that it's good. So, I think first of all
marketing needs to be good for some healthy food chains and second of
all, the quality in the beginning, for sure has to be 1:00%. Because if that
thing has to become famous. It has to be that good at the start.

Participant 2: Participant number too. I think a.. a very prominent fact about Greeno is
that their outlets are very clean. You know, when you go to them, they
have very clean outlets, they have people who would wear gloves, when
they you know juice any fruits? And the fact that we as a nation are used
to unhealthy habits and had these stalls outside on the road so that
perception, that image of making food, making juices, fresh juices healthy
.. comes from Greeno.

Participant 6: It's participant six over here. I think I dont agree with the point that
Greeno has the most healthy juices or fruits ... aa .. they.. they are serving.
I think they use ... Don't they use lots sugar in their juices? So that it's
healthy.

Participant 2: aaa... replying to her. It depends. You know, they give you a choice. If you
tell them, you don't want sugar in your juices. They won't put it in your
juices.

Participant 6: But that is .. it still goes to everywhere na. If you go to other places, they
also serve juices without sugar so that is ....

Participant 2: What? What do you mean by other place? Do you mean the other brands,
or do you mean normal jo stalls hotay hain?

Participant 6: No, I'm not talking about the street food.

26 | P a g e
Participant 2: You are talking about .. matlab..

Participant 6: Street food can't be considered as healthy at all.

Participant 2: Yeah, of course then other brands .. other brands too..

Moderator: One at a time.

Participant 2: Yeah, other brands too offer healthy food. I'm not saying that they're the
only one that offers healthy food.

Participant 6: Yeah.

Participant 4: I am participant four. The .. the problem is not that you are aaa... aaa
drink sweet or not. The problem is that what things motivate us we ....we
would consider the healthy food or healthy diet. We.. we have a different
taste in Biryani. we, we, we, we all aa.. want to aa.. aa you can say that
we.. we are a very... we.. we are not a diet conscious we are a food lovers.
So what things motivate ... If ....the healthy food change.. aa chain
restaurants aaa only gets a very small share of the market. So if there ...
the ..the restaurant is not a profitable. So what ... the problem is that what
motivates .. motivate us.. we go for the healthy diet.

Moderator: Okay. A very nice point raised. Any agreements? Disagreements

Participant 7: Participants number seven. I think it is in a motivation if you want to lose

weight.

Participant 6: So, you would choose only healthy diet?

27 | P a g e
Participant 7: If you want to lose weight.

Participant 6: Participant number six. I think it's not about losing weight or something
like that. If people slimmer or thinner, they also aa ...choose to ..aaa
choose their selves to be you know .. aa raised by you know. raise their
diet or something like that on a healthy way. It's like about the inner
purpose. If you want to if you want your body to go on a healthy diet, it's
not about getting fat or something like that. It's not about cutting down
your weight or something.

Moderator: Any comments? No?

Participant 4: aa my comment is that k aa nowadays restaurants... Nowadays, restaurants

don't give any customization in the healthy food. They should make a
standard.

Moderator: Standard of what?

Participant 4: aa ..aa the specific calories of the food.

Moderator: Okay

Participant 4: They don't put the sugar in the .. aa .. in the behalf of customers.

Participant 6: They must show the calorie count of any .. I mean ..of any food so that we
can easily choose our food according to our aa.. heathy.. healthy..
somewhat healthy. Okay if we are health conscious so we only choose
those products that has less calorie. So I think restaurants should .. aa..you
know they should put calorie count, so we can choose according to that.

28 | P a g e
Moderator: Okay. Nice. Okay. Another ... let's move ... Any comments before we
move on to another topic?

Participant 6: No.

Moderator: OK. So how would you define healthy food? I mean, what is this
shortlisting criteria of a certain food to be registered or to be labelled as
healthy. What is that differentiating thing? that you differentiate from
healthy food from rest of the food? Any volunteers?

Participant 6: Participant number six. which is ... the food, I consider healthy is
vegetables and not fried in oil.

Participant 7: Participant number seven. Fresh fruits and those products that have less
sugar and less oil.

Participant 5: Participant number five. Yeah, i would give to agree with them and same
fresh fruits and I would definitely cutdown sugar, refined sugar, white
sugar and minimum oily foods but also organic foods but there is a thing
that in Karachi and everywhere worldwide organic foods are expensive
and that's why you don't see people opting for things.

Participant 4: Participant four. If I talking about myself .. while if we consider the

Zatoon and Sarson. So it's a more beneficial for your human body. So we
should consider also these things. And if I'm talking about the organic and
healthy food, so I would consider my homemade food.

Participant 3: Participant three. Healthy food should be considered like if we can avoid
any type of fried item or the thing which is made in oil. Then it is
considered healthy for me.

29 | P a g e
Participant 2: I feel that healthy food is a lot about the perception of ..the perception
of ... perception of the person consuming it. Right. If you feel, you go to a
brand like Subway. You'll feel everything is healthy, right? No matter
what they serve you. They serve you meat, you would eat it. If they serve
you fried items and you would eat it. You will just consider that it comes
from Subway. It comes from credible source and therefore, it's healthy. So
I believe it's a lot about perception. And of course, jo ghar k khanay ki
baat hai that too.

Participant 1: Participant one. My perception about what is healthy and what is not. I
would say everything that is not synthetic, that is healthy.

Moderator: Any comments? any agreements on... No comments before we move on to

another topic. Okay, so another topic is about the healthy beverages. What
type of beverages do you consider as healthy? or if I rephrase my question,
that Do you consider milkshakes as healthy? as a sign of healthy
beverage? Any volunteers?

Participant 4: If you need any kind of mass gain. Participate four. And my point is that if
you need any kind of mass gain in your body, so you should consider the
milkshakes because it has ..has a very high calorie .. aa .. you can say
that. and If I'm talking about the ..aaah ..aah. the healthy drink so i would
consider the lemon juice and limca type, you can say that. So that is from
my side.

Participant 7: Participant number seven. Milkshakes when there is no sugar and low-fat
milk are healthy.

Participant 6: Participant number six. Milkshakes aren't healthy, I don't consider them
healthy because they have dairy product and i don't like dairy product.
And dairy product .. aa.. are the source that gives your body thick layer of
fat, So I don't consider dairy products as healthy at all.

30 | P a g e
Participant 5: Yeah but .... number five. I Just like to build up on all this, that if you are
going out and you have, jaise Agha juice hai, you have options for both
juices and mikshakes. If you're specifically looking for healthy beverages,
you would always go for juices as opposed to milkshakes because
milkshakes may. They have to be a certain amount of sweet for them to be
acceptable, so that instead of sugar and they're not going to be ..aaa
normal know like even if it's banana milkshake, it's going to be this much
banana and loads of sugar. And Baki jo options hotay hain milkshakes k
they are usually chocolate, vanilla ane all of that... that's.. you would go
there if you want to enjoy food, not healthy.

Moderator: Okay.

Participant 1: Participant one. I would like to suggest, you can consider a milkshake as
an healthy, but you, only on one condition, that is your best person..
customized conditions. And those conditions fall in two like one of the
participants said, they don't go for it because of the fat content. But you
can go for cow's milk, which contains very less fat content. That is your
own customization based on milk and based on sugar. If you are not
willing to take sugar, you can add something that is equivalent to sugar
that is Candrels and something like that. But again, making it healthy
based on your customization of that product. So this is how you can make
a product that is a healthy.

Moderator: When we talk about these milkshakes, we talk about the open market in
which they are being tried and are being offered. So under this market, the
perception of milkshakes. So...

Participant 1: Again, there are brands like Subway and the other brands which have
these customizations of that product, like based on your own opinions,
they make that bun and put in those parties and different sources and that.
So based on the consumption ... customization, you can also open such
brands, which makes milkshakes based on your suggestions. So that is
how it...the market can turn towards healthy consumption of milkshakes.

31 | P a g e
Participant 5: aaa Participant five. There is this yogurt shop in Dubai, it's Yogi Berri,
where customize your yogurt, right. So you can add whatever fruit flavour
you want, you .. you can add what consistency of yogurt you want, what
type of yogurt you want, what milk it should be made from soymilk or any
other dairy milk. But that concept hasn't really spread here in Karachi. I
haven't matlab. I personally don't know any big chains who market
milkshakes as healthy as opposed to just drinking it for the taste. I would
go for chocolate milkshake yan banana milkshake. But I wouldn't consider
ever consider it as healthy because because ab tk koi chain hai hi nhi aisi
that i know of k jisne is ko aise market kia ho.

Participant 4: Participate four. I think only two type of people I’ve seen in the healthy
diet, one who want to mass gain and the second is who want to weight
loss. So a person who wants to mass gain, so he.. the diet plan of that
person should has a milkshake and much more calorie's thing. But a
person who don’t want a mass gain, So he... he.. the the milkshake is not
on that diet so the everything is healthy, but the thing is that what you
want with your body.

Participant 6: Participant six over here. I agree with the point what participant five just
stated about she hasn't .. no five ..about that she hasn't seen any diet like
you know milkshake that market milkshake as healthy. I agree with that
point but instead that i have seen bigger brands and bigger names .. aa ..
food chains, they are marketing there milkshake as more fattening because
they're introducing KitKat milkshake, they are introducing double
chocolate milkshake, they are introducing Oreo milkshake. These are like
the most fattening things you can ever have.

Participant 8: Okay, participant eight would you like to add some comments on it. Any
other who would like to participate or add comments on

Participant 4: On what?

Moderator: On this topic healthy beverages.

32 | P a g e
Participant 4: Healthy beverages... So I think one thing yar, if .. if you're talking about
food and beverage you.. you you always considered your homemade. So
that's from my side.

Moderator: Okay, so ending note or like home lesson of this this discussion starting
from participant one goes onto participant eight.

Participant 1: My takeaway from this discussion is based on perceptions or based on

different individuals. I would take away like you have natural diets over
here. We have we have a physical fitness factor over here. We have have
price factors over here. We have organic factors. So, these are the
takeaways from my discussions.

Participant 2: I completely agree with participant one. I'm participant two by the way I
completely agree with participant one that there are plenty of factors that
come into play when you talk about a healthy diet. But I believe one of the
most, one of the factors that really stands out is the fact that you need
optimal, optimal consumption, right. And the needs of the person who is
consuming it also matters. So if you are if you are someone want to lose
weight, we would, he would consider something that isn't as fatty to be
healthy and someone wants to gain weight, wants to build mass, while
they are bodybuilding would consider something that would build on their
fat, that's healthy.

Participant 3: Participant three. I will, uh uh uh. Tell, in this regard about the beverages
that, since healthy beverages so in my opinion, fresh juices, I will consider
them healthy because in beverages also soft drinks are also also come in
this choice. So, since soft drinks are more likely acidic, so they may also
harmful, are harmful to the person's health. So fresh juices can be
considered a healthy choice in beverages.

Moderator: Thank you, participant four, ending note.

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Participant 4: Ending note, okay aa participant five .. four. I would like to talk about
the .. aa.. I think the healthy thing only you can find at your home, there is
no outside you can find any healthy food and organic food, so you just
consider at your home things.

Moderator: Thank you so much, participant five ...... Six.

Participant 6: Participant six. I think that discussion was very healthy and also, we need
to be having more discussions like that so that we can be aware of such
that what are we eating and what we are gonna .... you know made some
changes in our daily lives. And also, I consider healthy food is, you know,
cutting down sugar and cutting down oil and use more baked foods.

Participant 7: Participant seven, to this discussion. I'm saying that fruits vegetables,
cutting down sugar, less oil, we can you know, we can use these things to
make our food more healthy and we should opted towards more healthier
options than junk food.

Moderator: Okay. So, that was the end of discussion on healthy food. So, here is I am
revealing the sponsor, the reason behind conducting the focus group. The
sponsor of this focus group Greeno, okay. As you are all aware about the
Greeno known for healthy food, beverages.. fruits or beverages. Aaa ..Any
additional comments you would like to add on these topics? No?

Participant 6: I would like to request .. participant number six... I would like to request
Greeno, to add some you know healthy milkshakes instead of adding
KitKat and Oreo milkshakes in their menu.

Moderator: Okay noted. We would like to thank you all for your participation and
your valuable input and very valuable time. Thank you so much for
coming.

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