This PhD project is part of the research programme at the OPUS Research Centre (2009-2013) at the University of Copenhagen. The aim of the Centre is to improve public health in Denmark by developing, testing and disseminating the New Nordic Diet (NND). Combining the gastronomic ideals of the New Nordic Cuisine movement with eating habits that accord with Nordic dietary recommendations, the NND is designed to be a healthy, Nordic, seasonal and organic diet that will be acceptable to Danish consumers.
This PhD study has four objectives: (i) to explore the acceptance of the NND among Danish consumers, (ii) to measure the acceptance of the NND among participants in a controlled dietary intervention trial conducted by OPUS, and (iii) to explore intervention participants’appropriation the NND. These objectives have been pursued in three empirical tudies. On this basis, a further objective was: (iv) to assess which social and cultural factors are likely to impact upon the achievement of the aim of OPUS.
The NND concept was found to be well accepted, although some consumers viewed it as being an elitist diet. Also, the taste of the NND was very well accepted. The practical hallenges and time-consuming process of preparing NND meals, and the perceived price and poor availability of NND food products, were identified as central barriers to acceptance. Intervention participants appropriated the NND by tailoring a new form of NND that better accorded with their individual preferences and the everyday demands of their lives. Cultural factors associated with acceptance of the NND were interest in cooking, eating habits that embrace ‘feminine’ tastes, ‘modern’ dishes and healthy foods, as well as preferences for consuming organic and seasonal foods. Social factors were high level of urbanisation and gender (women are more accepting than men). Higher levels of education and income also appeared to be relevant factors. In contrast, men, those living in less urbanised and rural areas, those with preferences for ‘traditional’ dishes, and those not inclined to consume seasonal, organic food or healthy foods such as fish and vegetables, had a lower level of acceptance of the NND than others. Thus, the NND appears to have a low level of cceptance among those consumers who are known to have less healthy eating habits.
It is concluded that the NND is unlikely to be successful in reaching its objective to improve public health. It is strongly recommended that in-depth studies of existing food practices among the target population should be the point of departure for future attempts to develop new diets with the intent of improving public health.