This thesis is about convenience food, in particularly ready-to-Eat meals from grocery shopping. The study field arises from a global study that shows that the Danes, among 41 countries, are the population with the largest percentage of consumers who rarely or never consume Ready-to-Eat meals. Based on this finding, the thesis aims to explore the meaning and identity Danish low-frequency users of Ready-to-Eat meals from groceries, assigns these kinds of meals. The thesis presents an empirical qualitative study based on the alternative qualitative method Memory Work. The method is used to examine the food practices that relate to the use of Ready-to-Eat meals among low-frequency users: counting the meanings, norms and values attached to Ready-to-Eat meals. The study shows that there is a lot of limiting or negative structures related to the use of ready-to-Eat meals. Image associations to the product category are predominantly limiting consumption, as well as the general food values among the target group don‟t match the experienced values attached to Ready-to-Eat meals. Perceptions of Ready-to-Eat meals have - on an affective level - influence on the way the target group copes with them. If the target group, from time to time, consume a Ready-to-Eat meal they use different coping strategies to reduce the perceived distance to „a proper meal‟. They improve the meals and compensates with accessories. The category is associated with a perceived low product quality, which affects the use situations possible for Ready-to-Eat meals. A Ready-to-Eat meal is far away from being perceived as „a proper meal‟ – a meal that, due to the target group, is home made from scratch and is based on fresh ingredients. Social food practices seem deeply institutionalized among the target group and social norms exclude a „Ready-to-Eat meal‟ as an appropriate solution in several types of social contexts. In a health perspective Ready-to-Eat meals perform poorly as they are associated with an unhealthy lifestyle. The perception of a „classic user‟ is a person, who does not reflect on either nutrient content, health or food culture. All things considered, the target group feel that Ready-to-Eat meals from groceries have an identity far away from the identity they believe they have or seek to have.
|Educations||MSc in Economics and Marketing, (Graduate Programme) Final Thesis|
|Number of pages||134|