Browsing by Author "Moradi S"

Now showing 1 - 4 of 4
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    Older Chinese adults' milk consumption habits: A study across 5 cities
    (Elsevier Inc. on behalf of the American Dairy Science Association, 2024-06) Chen A; Moradi S; Huang J; Xu S; Sismey M; Hort J
    Milk consumption in China has experienced a rapid growth over the past few decades. This study explored milk consumption habits of older Chinese adult regular milk consumers, by investigating what, where, when, with whom, why, and how milk was consumed. This study (n = 1,000) was conducted in 5 cities in China (first tier: Beijing, Shanghai and Guangzhou; second tier: Chengdu and Shenyang) with participants balanced by sex and age groups (45-55 and 65-75 yr old). Given different economies, general dietary habits, and lifestyles, differences in milk consumption habits between cities were hypothesized. The results showed that almost all participants consumed cow milk, at home and by direct drinking. Most participants consumed milk during breakfast, with their family and for nutrition and health purposes. However, variations by city were found in what type of, what fat level of, what brand of, when and how milk was consumed. Multiple factor analysis showed that "what" variable differentiated cities between tiers and among the first-tier cities, and that "when" and "how" variables also separated the 2 second-tier cities and from the first-tier cities. Although variation in how milk was consumed was also observed between sexes and age groups, hierarchical cluster analysis revealed that the 4 clusters of milk consumption habits derived were mainly differentiated by city: Beijing and Shanghai, Guangzhou, Chengdu, and Shenyang. This study provides comprehensive insights into the milk consumption habits of older Chinese adults and highlights the significant heterogeneity in milk consumption habits in China by city.
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    On-the-Pack Voluntary Well-Being Messaging for Milks Targeting Chinese Older Adults: A Content Analysis
    (MDPI (Basel, Switzerland), 2022-08) Chen A; Moradi S; Hort J; Byrne DV
    China is experiencing severe population aging. Given that milks targeting older adults are one of the most popular foods designed for Chinese older adults (COA), this study investigated on-the-pack (OTP) voluntary well-being messaging (VWM, ways of communicating a product's broad well-being benefits through information on food content or statements linked to favourable components, functions, or well-being outcomes) for milk targeting COA. Over 200 products identified from two sources (JD.com and Mintel's global new products database), were analysed for type, content, and VWM frequency for different brand origins and milk sources of various animal species, nutrition claim regulation compliance and alignment with nutrition facts. The results suggested: (1) different brand origins (domestic vs. international) and milk source (cow vs. goat) highlighted different well-being aspects of products, (2) three products failed to comply with government regulations made for nutrition labelling of pre-packed foods (GB 28050-2011), but (3) excepting fat, all 'contains' claims and most 'high' claims did not reflect significantly greater levels of nutrients, compared to products with no claims. The findings create a comprehensive picture of OTP VWM for milks targeting older adults in China, providing useful information for consumer, domestic, and international dairy industries, and policymakers.
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    Product Factors Affecting Milk Choices among Chinese Older Adults
    (MDPI (Basel, Switzerland), 2024-01-23) Chen A; Moradi S; Hort J
    In China, milk is promoted both as an optimal food and gift for older adults. To understand the product factors affecting older Chinese adult milk choices, choice simulations and surveys were conducted in Beijing, Shanghai, Guangzhou, Chengdu, and Shenyang, China. Participants (n = 1000, aged 45-55 years old and 65-75 years old) were asked to choose one milk product out of eight alternatives for self-consumption and gifting, respectively, and to indicate product factors under their considerations. Results showed that, for self-consumption, the top four most popular milk products (two with domestic brands and two with international brands) were chosen by 84.9% of the participants. Females and younger participants were more open to international brands than their counterparts. Popular milk products differed across cities, potentially due to brand familiarity. Brand (85.9%), on-the-pack, nutrition-related well-being messaging (72.9%), price (63.1%), shelf-life (63.0%), and production date (57.6%) were the most frequently reported product factors considered when choosing milk. More males considered price than females (66.9% vs. 60.0%, p = 0.02). Female and older participants showed greater concern for certain detailed product factors, such as production date and shelf-life, than their counterparts. Variation across cities was limited, with participants in Chengdu and Shenyang showing less concern for certain product factors such as on-the-pack, certificate-related well-being messaging. When milk products were chosen as a gift, although overall milk choice ranking remained similar, package style received increased attention (32.0% vs. 40.8%, p < 0.01), whilst all other product factors, especially price (63.1% vs. 49.5%, p < 0.01), were considered by significantly fewer participants. These findings provide valuable marketing insights, helping to understand consumer preferences and considerations in the process of milk purchase decision-making.
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    Well-being Messaging for Mammalian Milks: A Scoping Review
    (Frontiers Media S.A., 2021-10-22) Moradi S; Hort J; Roy NC
    Having a holistic understanding of research on well-being messaging for milk is vital to allow the optimal communication of the association between milk consumption and various nutritional, physical, and psychological benefits to the consumer. This work is a unique interdisciplinary, scoping review of existing research on well-being messaging for milk. Well-being messages are ways to communicate the broad well-being benefits of specific products to the consumer through information on food content or statements that link a product with favourable components, functions, or well-being outcomes. Leveraging this broad definition, and by proposing a guiding theoretical model that considers well-being messaging as a form of communication, milk well-being messaging literature has been mapped across time, geographical locations, disciplines, and product types. Two hundred forty-six were records included in this review, of which 177 were empirical studies. Studies were disseminated between 1954 and 2019, with 54.9% published after 2011. Food, Agriculture, and Biological Sciences (N = 109), Nutrition and Dietetics (N = 78), and Medicine, Public Health, and Health Professions (N = 69) disciplines have attracted the most publications, with numbers generally increasing in most recent years. The majority of included non-empirical records (69.6%) provide lists of commercially available products carrying well-being messaging and/or regulations on the use of particular well-being messages for milk according to various legislative authorities. Most of the empirical studies were conducted in North America (N = 71), West Europe (N = 52), and Oceania (N = 22), and on plain (i.e., unflavoured) milk (N = 152). Whereas, most studied elements of well-being messaging for milk across time, i.e., message (N = 169), product (N = 141), receiver (N = 101), and context (N = 72) have seen an increasing number of studies in recent years; sender (N = 51) and medium (N = 27) have been even less studied in the past four years. A more detailed analysis of research trends in each element of well-being messaging is reported. The research highlights immediate and strategic knowledge gaps that need further attention from researchers and/or policymakers in order to improve the "messaging" of well-being benefits of milk consumption to the consumer.