MIRHAMI 2030 “Future Images of Food Consumption", Phase

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SECTION I: INTRODUCTION 12 Mirhami 2030 1.2.3 The methodology used in Germany Finpro Germany report was carried out by three persons. An expert list of 7 possible interview partners was prepared. The list included food & agriculture experts, politicians, future research scientist, journalists and nutritionist. Interview candidates received an invitation for the interview but only one agreed to participate. The aim was to organize at least one interview with each category. The team observed food consumption habits and nutrition related phenomena’s of: different age groups (children, adults, and elderly), subgroups such as immigrants (German has about 4 Mio. immigrants from Turkey and the Middle East and they have brought their eating habits and food consumption and has an impact on the food industry in Germany), aging process of the population (how will the aging process influence the food habits and consumption), social aspect (family life styles and singles lifestyles, doe the growing single household influence the food industry) . The information was retrieved from newspapers (Focus, Financial times Germany, Süddeutsche Zeitung), food related magazines & scientific reports (Lebensmittelzeitung, ZMP, Lebensmittel Spezial), and market studies (Euromonitor). Fair visits & Seminar outcomes Internal workshop and brainstorming for example during the RIT meeting (Germany, Poland, Ukraine). 1.2.4 The methodology used in China & Hong Kong The persons involved with the Mirhami China study were placed in Shanghai, Beijing, Guangzhou and Hong Kong. The study covers 5 interviews of academic research, food industry, nutrition, medical treatment, advertising and marketing experts, and consumers in Guangzhou and Hong Kong. We had difficulties to find future research specialists. Political sciences and macro economists are studying future issues but we couldn’t find any consumer, nutrition or food research specialist who would have a future perspective in his or her research. The Chinese time line thinking is more towards past and present, not towards future. Group discussion about changes in participants’ food habits from the childhood to the present, trends, lifestyle, children’s nutrition were carried out. Participants were 5 members of Finpro’s China Life Science Team from Guangzhou, Beijing, Shanghai and Hong Kong the facilitator being Finnish. (China Life Sciences Team 18.10.06, Nanhai, Guangzhou). We used also observation technique: Maarit Ahola visited to three Hong Kong homes and crosscultural comparison with Finnish kitchen (Kowloon City and New Territories: Fanling, Shatin). Questionnaire about food habits and daily eating were sent to consumers in Beijing and Guangzhou (colleagues and their friends and relatives). Media followup: Newspaper and magazine clippings. We have collected newspaper clippings already within a longer than this study period (South China Morning Post and other newspapers) © Finpro & Finland Futures Research Centre
SECTION I: INTRODUCTION 13 Mirhami 2030 Market reports (Euromonitor, our previous works on consumer behavior, retail trade, food safety issues etc.) were also used. Seminar and fair outcomes, food advertising, promotion 1.2.5 The methodology used in India Expert Interviews Potential interviewees were collected in September. Based on earlier contacts, our existing network and desktop work we compiled a long list of interviewees. Out of that list the most interesting candidates were contacted and their initial interest in contributing to the research asked. A list of candidates – with those willing to participate at the beginning of the list – was submitted to the Finland Futures Research Center on September 19, 2006. In October Delhibased candidates were contacted for a testinterview. Due to the peak holiday season the first testinterview could be scheduled only for 30 th October. The other interviews took place during November and December 2006 and in January 2007. Observation of Phenomena The other part of the data collection until included Finpro India’s observations on the current trends. Articles from newspapers and magazines have been collected, statistics studied and research papers read. In addition, we have been observing food advertising along with eating and shopping habits of the people. Discussions on these issues have been carried out. Observations have mainly been restricted to metropolitan cities, especially to New Delhi and to some extent Chennai and Mumbai. Some articles and magazines collected during the observation will be sent by courier. 1.2.6 The methodology used in Japan Interview candidates were selected from food related government, governmental organizations, industry organizations, and opinion leaders. Japan took the “generalized” versus specific approach as the interviews proceeded. The candidate search was through collecting information from food related books, magazines, and publishes theses. Many of the interviewees approached, although qualified in the literature search, referred Japan to other experts. The final outcome was three extensive interviews with government agencies conducted in person. Mr. Tatsuji Koizumi, Policy Research InstituteMinistry of Agriculture, Forestry and Fisheries Japan. Mr. Takao SikineChief Researcher Management DirectorFood Marketing Research & Information Center. Mr. Fujino and Mr. Maekawa Agriculture & Livestock Industries Corporation. The report indicates several other contacts that were unable to answer. The study was supplemented by extensive and interesting phenomena related to food which is summarized in the report. These phenomena include ShokuikuFood Education and the “Basic Law on Shokuiku”. © Finpro & Finland Futures Research Centre
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SECTION IV: ASSUMPTIONS & CONCLUSIO
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