CONSUMER FOCUS GROUP DISCUSSION in Italy, Lithuania, Serbia and Finland - KULUTTAJEN FOKUSRIHMAKESKUSTELUJA ITALIASSA, LIETTUASSA, SERBIASSA JA SUOMESSA

Results from a European research project which e.g. studies obstacles and facilitators of a healthy diet. From the group discussions that were carried out as a part of data collection, we gained information of meanings connected to meat as a part of a healthy diet. There were four countries involved in the research: Italy (I), Lithuania (L), Serbia (S) and Finland (F). The text is based on two focus group discussions from each country: Italy women (26-40 y., 42- 58 y.), Lithuania women (25-57y.) and men (42-61 y.), Serbia women (26-61 y.) and men (30-65 y.), and Finland women (65-72 y.) and men (65-83y.). Common to the discussants was that their income level was low, but they could not be considered as poor. The income level of the Finnish participants was the highest while the participants from Lithuania and Serbia had the lowest income level. Differences in the income levels were reflected in the contents of the discussions. It is typical for the focus group discussions to flow freely. Due to this and as the participating consumer groups were chosen along criteria important for each country there is variation in the contents of the discussions. Due to the nature of the data, it is not possible to draw generalizations or comparisons between the countries.