The emotional intensity of the mothers' perceptions about their children's eating and weight status suggests that interventions, including communications, need to go beyond information and engage with parents' emotions. Some food concerns were actually related to broader parenting issues and indicate the potential value for interventions to focus on behavioural parenting techniques. Preventive interventions need to acknowledge the issues faced by parents and support their role directly, such as through making healthy and active behaviours easily available, and indirectly, through providing local services, including early childhood services.

ObjectiveThe present study investigated parents’ understanding and approaches to providing energy-dense and nutrient-poor ‘extra foods’ to pre-school children and explored variation between parents of low and high socio-economic status in relation to these issues.DesignWe conducted thirteen focus groups. Data were subject to framework analysis.SettingChild-care centres in distinctly socially disadvantaged and socially advantaged areas.SubjectsEighty-eight parents of children aged 3–5 years.ResultsThe three most common terms parents identified to describe foods that are not ‘everyday foods’ were ‘treats’, ‘sometimes foods’ and ‘junk’. Parents’ perceptions regarding what influences them in providing food to their children included seven sub-themes: (i) the influence of the child; (ii) food-related parenting practices; (iii) health considerations; (iv) food costs and convenience; (v) external factors perceived as influencing their child; (vi) factors related to child care; and (vii) social influences and occasions. Parents’ decision-making processes regarding provision of ‘extra foods’ related to moderation and balance. Parents generally expressed the position that as long as a child is eating healthy foods, then treats are appropriate; and for many parents, this might apply frequently. All groups described the health of their child as an influence, but parents in low socio-economic groups were more likely to describe immediate concerns (dental health, behaviour) in relation to avoiding sugar-dense food or drink.ConclusionsThe belief that provision of ‘extra foods’ can be frequent as long as children are eating a healthy balance of foods is factored into parents’ decision making. Challenging this belief may be important for reducing the consumption of ‘extra foods’ by young children.

The shared social, cultural and psychological themes illustrate the complexity of childhood obesity as a public health issue, and the need for interventions and communications to take account of perceptions if they are to be relevant and effective. However, the commonality of views also indicates the potential for health professionals, schools, childcare, parents and young people to collaborate on community initiatives.

Aim:The incidence and prevalence of overweight and obesity are rising around the world. Health promotion planning must be informed by the knowledge, perceptions, motivations and perceived needs of the target population, but little is known about how adolescents perceive overweight and obesity, its causes and solutions. Methods: A cross-sectional, non-representative sample of 12-to 17-year-old boys and girls (n = 58) attending schools in diverse metropolitan areas and one rural area in NSW, Australia. Focus groups were conducted in 2005 and content analysis was used to identify key themes. Results: The students were aware that overweight was becoming increasingly common. They perceived the negative consequences primarily in psycho-social terms, but were also aware of the long-term physical health consequences. Behaviours, appearance, motivation and self-esteem were used as criteria to judge if a person was overweight and the students distinguished between 'healthy' and 'ideal' (physically attractive) weight. The major barriers to maintaining a healthy weight were home, school and community environments in which fatty/high sugar foods were too easily accessible and where opportunities for participating in physical activity were sometimes limited. Student-identified strategies to address the issue encompassed government policy, advertising and media, schools and home. Conclusions: The students have a mature and complex understanding of overweight and its potential solutions, making them likely to be creative contributors and responsive to wide-ranging, multi-component interventions.

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