Older people and convenience in meal preparation: a European study on understanding their perception towards vegetable soup preparation

A sample of 768 seniors over 65 years, living in eight European countries, was interviewed to investigate perceptions, preferences and attitudes towards convenience in preparation of vegetable soups. In each country, a range of seven vegetables soups varying in preparation levels required before consumption was identified. The first part of the interview (in‐depth interview) was carried out by using the Repertory Grid Method, an effective method to describe perceptions of foods using consumers' own language. Overall, vegetable‐related foods with convenience in preparation were perceived in similar ways across the countries. Older adults tended to describe ready vegetable soups mainly making associations related to preparation, rather than on their own preferences and evaluations. Conversely, fresh vegetables requiring all preparation or considerable preparation (cut fresh vegetables) were mainly associated with attributes such as taste, freshness, health benefits and familiarity with the product. The second session of the interview was based in part on the Theory of Planned Behaviour. A component measuring the extent to which it is felt necessary to eat convenience foods (perceived need) was assessed as well. Generally speaking, older people did not seem to view positively the consumption of convenience foods. Additionally, they did not feel the need to consume these products nor do they have the intention to consume them in the forthcoming month. Pleasure associated with performance of the behaviour was the most important determinant of intention to eat convenience foods in Germany, Denmark and Sweden. Perceived need was the most important factor in determining the intention to eat convenience foods in the UK, Poland and Portugal. Perceived control and subjective norms were the most important factors influencing the intention to eat convenience foods in Italy. The encouragement of consuming ‘ready‐meals’ might represent an opportunity to have healthier food choices and to reduce the risk a monotonous diet for older people who cannot or do not know how to cook, combined with a low interest in food‐related activities such as cooking.