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Lynn , Working adult female , 40+ years old

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Lynn , Working adult female , 40+ years old

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Lunch routine: Cook ,bring to work as it is healthier

Lunch type: Ready-to-eat salad without the need to microwave. Can take out from the fridge and consume directly.

Why the healthier lifestyle behaviour: High blood pressure

Why salad? The microwave area often has long queue, salad saves her the trouble of reheating the food.Cooked fish sold outside is expensive.

-Why not cook and bring to work? The preparation time for fish is too long.

-When will you eat fish? Only during off days as she has more time to prep

The main consideration for eating fish is that it is very healthy. It is okay if it is more expensive than other meat alternatives.

-Why consider fish as healthy? Fish contains high protein. It is also friendly to her HBP condition.

-What type of fish will she usually buy? Salmon

-Why Salmon? It is easy to prep, and when cooked straight, it is fresh.

-How she will usually prep the fish? Steam

-Why not another option eg fried? Very salty and oily. Not healthy for her condition.

-Husband has a more stronger taste bud, wife has lighter taste bud.

-Prefer fish without bones

Main problem: Price point of fish, long time spend for preparation of food hence seek for convenience, dont like to wait for microwave ,different eating habits

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1. Always in school - meals varies on how much time she has for break

2. Eats simple & quick meal from the canteen closest to her class - (Ie. Waffle)

3. Limited Food options at the canteen closet to her

4. Hates the lunch time queue - after buying her food, she will have no time to eat, so she skips her meal

5. If hungry, and no time, will get a drink or go to 7-11 to get a snack - (ie. Bao, Bread, Protein bar, nuts, etc.)

6. Doesn't buy Instant meal because she hates instant meal

7. Doesn't buy microwavable meals too because she doesn't want to hog the microwave & due to the crowd

8. Doesn't bring food from home - long travelling time to school (doesn't wanna risk being late for school)

9. Doesn't pack meals the day before - always staying up to do project (no time to pack meals)

10. Usually eat home cook meals - simple meals

11. Values healthier meal because she gyms a lot

12. Bad experiences with eating homecooked fish - uncooked & has a fishy smell and taste

13. Eats steam or fried fish - prefers salmon due to its nutritional value and calories

14. Wouldn't mind eating fish snacks - pay attentions to portion, price and packaging

Main problem: Lunch crowd in school hence seek for the fastest option available , eg. convience store food but values nutritious food, high in nutrition eg.high in protein, low in calories, due to her active lifestyle. Does not like to use microwave, time consuming

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How do you settle your usual meals?

-Home-cooked meals

WHY do you choose home-cooked meals?

-Because there is this perception that home-cooked meals are safer and more nutritious.

WHY do you have this perception? Is there any bad encounters with outside food?

-Outside food are often more expensive, which make me feel that it does not worth the price paid. i cannot control the amount of flavourings included in outside food. Additionally, I do not get to see the process involved.

SO, is price another considering factor on why you choose home-cooked?

-Yes and No. Yes- if the price is reasonable and I feel that it is VFM, i will go for it. No, if the price is cheap, but quality wise does not meet expectation, will pass.

Given that you often choose to cook at home, is there any bad encounters when you cook at home?

-Yes. (-Needing to clean up the kitchen is a hassle, not to mentioned that the kitchen is open concept, meaning that heavy cooking will mean that I have to pay more attention to the cleaning.)

WHY do you face such issue (cleaning)?

-Because I don't have a helper, and I am the one cooking,, so i have to cook and clean up, which can be tiring.

WHEN was the last time you had such encounter?

-I have it every day. Perhaps just now (4 Nov).

HOW do you usually solve such problem?

-Sometimes will buy takeaway food if i feel very lazy and tired. OR i will cook something easy that doesn't require much cleaning.

WHAT type of meat products do you choose?

-1st is chicken, 2nd fish, 3rd pork

WHY these choices?

-Chicken because we love it, fish because it is more nutritious. Pork when we got tired of the first two

WHY do you think that fish is more nutritious?

-From what I understand, fish contains a high value of calcium and proteins. I value nutritional meal a lot especially for my family.

HOW do you usually prep the fish?

-Steam.

WHY steam?

-Because it is healthier, where it contains lesser oil etc. Also, my family love steamed fish. It will also save me the trouble of cleaning up the kitchen.

WHAT consideration do you have when preping the meals?

-family preference especially my kids.

WHAT is the biggest challenge you faced when dealing with fish product?

-My family love fresh fish. So we will buy one whole fish and cut it. But the process is a hassle as I need to remove the scale, debone it.

WHY is the process a hassle

-Because the fish is huge, and it have a very fish stench. Not to mention that sometimes the teeth and the bone of the fish is very sharp.

Can you tell me a STORY of your recent encounter with the mentioned situation?

Last week, we bought one whole fish, and i got a deep cut because of fish bone. It causes bleeding etc.

HOW do you solve such issue?

Just try to be more careful when dealing with it.

IS there any alternative products that can help you with this issue?

Fresh fish from restaurant that is already prepared.

For consumption, have you faced any challenges?

No? but certain times with fish bones. I will always slice the fish in a way that the fish bone can be easily detached during consumption.

WHY is it a challenge?

My daughter is clumsy. She previously swallowed a fish bone by accident.

Main problem: Mainly prepares food at home due to price and nutrition value, however it is a hassle to clean up the mess. Have a understanding that fish has that is high in nutrition. Quality of food > price of food. Preferred cooking method for fish is steaming, healthier. Faces many challange when preparing fish to cook.

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work in town area > food is expensive (price is important) > decides to pack food to work > prepares a week's worth of food at one go (convenience is important) > able to prepare healthy food as he can choose his ingredients (look out for his health) > but he does not like to cook and prepare food due to long preparation time > also there is a long queue when using the microwave to heat his food
problem with fish: defrosting time and fish stench
how he cooks dishes with fish: mix boneless fish with rice

Main problem: price point , seeks convenience at the same time mindful about health, dislikes cooking due to preparation time, issue with the wait for the microwave

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Celine , teenager , student in PSB Academy

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Celine , teenager , student in PSB Academy

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The school is located in a mall, faces problems with affordability. The mall offers little affordable food options. (eg even caifan can be $5-$6) Another problem is convenience. Finds that homecooked meals are more expensive to prepare. Another problem is cooking methods. Even though her current solution is convenient, it is often fried and unhealthy. Would prefer non-fried foods. Another problem is healthiness. Concerned about sodium. Not very concerned about how size of the meal.

Main summary: serving size is not a issue, looks for convient , affordable and healthy food

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1. Used to cook at home - have a helper at home to cook (only cook when she's WFH)

2. Cooks simple food - Values price (Cooking at home more economically friendly), and it is healthier

3. Buys ready-cooked meal/dishes - easier to prepare

4. Buys frozen product - easier to prepare

5. Buys frozen fish (Salmon) - consumes it because it provides a variety of meat to eat

6. Buys frozen fish from an online shop/NTUC - likes cleaner environment & price (Sometimes there's promotion/offer, hence cheaper)

7. Always buy a whole fish instead of fillets - bulk orders

8. Takes lunch at Office canteen - different types of meals everyday (no limited options)

9. Values the price a lot - affects her buying decisions

10. When buying fish, she has a fixed type of fish she wants (Salmon)

11. Will only buy our product if family likes it

Main summary: price is a determining factor , frequently look for salmon fish > other fish , eats RTE food because of the convenience of not preparing food to cook

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Javier ,Working Adult Male ,20+ Years Old

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Javier ,Working Adult Male ,20+ Years Old

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usually only eat without carbs > diet > always picking meat options (proteins) > either beef or chicken > but considered fish

with strong sauce like sambal > frequently choose fish that is easier to eat (boneless) > do not want to trouble himself picking bones out > at times he bring food to work > food that do not need to heat up (does not have a microwave at work) > e.g. chilled chicken breast (ready to eat) > convenience > prefer to eat out > no need to prepare and clean up > but food very expensive nowadays

Main summary : looks for food that offers low carbs , high protein . Prefers fish with a strong sauce profile ( sauce with a kick), does not have a microwave at work , leading to him getting RTE food that can be eaten cold , does not need to be reheated

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Linda, Working Adult Female , 50 Years Old

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Linda, Working Adult Female , 50 Years Old

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usually eat out > but prefer to cook (eat from home) > healthier > control the ingredients for the food she consumes > e.g. salt intake (amt of salt) > e.g. quality of food > likes to eat to fish > healthier protein option > and it is known to be good for brain and eyes > but fish is expensive > favourite way is to steam fish > healthy with the absence of oil

Main summary: nutrition of the food is her determining factor. Values healthier food greatly, likes to eat fish, preferred cooking method is steaming , prefers fish cooked without oil