What do Parents and Children Talk About while Grocery Shopping? A Content Analysis of Shopping Trips

Objective In order to inform in‐store nutrition messaging and signage efforts, this study describes the themes of parent‐child dyads’ food and nutrition related interactions in the grocery store. Methods Parents (n=36) and their children (aged 2–6 years) completed one shopping trip at their usual grocery store, recorded using a child‐worn micro‐camcorder. Videos were coded in two phases by three coders. First, nutrition/food related segments of dialog were coded for emerging themes. Themes were compared, combined, and excluded resulting in a final set of 16 themes. Second, each food/nutrition interaction was coded for: theme, food type, and location in the store. Food types were healthful foods (i.e., fruits, vegetables, whole grains, beans, nuts and seeds), sugar sweetened beverages (SSB), and snack foods/desserts. Store locations were the fresh produce section (FP), store edge (SE) (e.g., bakery, deli, dairy, etc.), junk food aisle (JF), and breakfast aisle (Br). Each interaction could potentially be coded for multiple themes, products, or locations. Coding and analyses were completed using NVivo version 10. Results Parents were predominately mothers (n=34) with annual household incomes that ranged from <$40,000 (n=9) to >$80,000 (n=16). A total of 1,228 food/nutrition interactions (M = 34.1, SD = 11.3) were observed. The interactions occurred in the FP section (n=374 (31%)), SE (n=324 (26%)), JF (n=138(11%)), and Br (n=51 (4%)). Foods discussed (n=1,249) were healthful foods (n=429 (34%)), snack foods/desserts (n=245 (20%)), and SSB (n=36 (3%)). The interactions were coded for 2,177 thematic units. The top five most frequent themes were: “family food/meal needs (needs)” (n=653 (30%)), “personal food preferences (likes)” (n=572 (26%)), “quizzing child/child question about food item (education)” (n=265 (12%)), “finding location of a food (finding)” (n=154 (7%)), and “health aspects of food (health)” (n=83 (4%)). Healthful foods were the most common food discussed within the context of the themes: “needs,” “likes,” “education,” and “findings.” Snack foods/desserts were the most common foods discussed within the context of the theme “health.” For store locations, FP was the most frequent location for the themes “needs,” “finding,” and “education,” while “likes” were most prevalent in FP and SE, and “health” was most prevalent in SE and JF. Conclusions Dyads were most likely to discuss food in the FP section. Themes discussed centered on family food needs and food preferences; although, educating about food and discussing health were frequent themes as well. Perhaps grocery store healthful food purchasing interventions utilizing in‐store messaging or signage can leverage these themes. Also, signage and messaging could be designed to support health related interactions in the junk food aisle as dyads frequently discuss these foods in a health context. In‐store nutrition messaging and signage may benefit from understanding how and where parents and their children interact while grocery shopping, and utilize these patterns of interaction to promote healthful food purchasing. Support or Funding Information University of Texas at Austin, Nutritional Sciences Department Fellowships/Scholarships