The study will seek to answer the following questions, among others:

• What are the main issues or health problems that consumers are concerned about?
• What information sources are they using to obtain nutrition information?
• What other media / communication channels are they exposed to?
   

The research will also seek to identify other current nutritional programmes that are directed at the same target audience and determine the most effective channels to communicate appropriate nutrition messages to the identified target population.

To achieve the above, Mthente will draw on extensive experience carrying out social marketing research in order to produce high-quality data that can be used to underpin the development of a behaviour change strategy that will effectively communicate nutrition information to the South African public on the role of sugar in a balanced diet and healthy lifestyle. In order to achieve this, the proposed methodology involves desktop research, regional focus groups, as well as a national market research survey.