Food consumption norms based on age and income in the UK

Purpose Consumption norms describe an individual’s perception of what or how much most other people typically eat. While gendered consumption norms are well known, consumption norms linked to other demographic variables are yet to be reported. This study aimed to investigate which food consumption norms in relation to gender, age and income are currently held by the UK population. A secondary research objective was to investigate whether these consumption norms were held equally across people in different age groups and genders within the sample population. Design/methodology/approach A sample of 498 adults participated in an online survey composed of statements on consumption patterns based on gender, age and income for nine foods (e.g. red meat) and five meal patterns (e.g. take-away meals). E.g. “Men tend to eat more red meat than women.” Participants reported their agreement/disagreement with these statements. Findings The results indicate that participants have perceived consumption norms that are associated with gender, age and income. Lower energy-dense foods and smaller meal patterns were generally associated with females, older persons and individuals with a higher income. In contrast, more energy-dense foods and meal patterns were generally associated with males, younger adults and individuals with a lower income. These consumption norms were held consistently across the population sample. Originality/value To the best of our knowledge, this is the first explicit demonstration of food consumption norms based on age and income.