Overweight consumers' salient beliefs on omega-3-enriched functional foods in Australia's Illawarra region.
OBJECTIVE
To determine consumer salient beliefs toward functional foods enriched with omega-3 fatty acids.


METHODS
Focus group interviews with adult consumers using the Theory of Planned Behavior (TPB) as a theoretical framework.


METHODS
Community-based residents living in the Illawarra region of New South Wales, Australia.


METHODS
Forty-two overweight participants (29 female, 13 male) aged 30 to 80 years recruited by advertisement and attending 1 of 6 focus groups, which were recorded and transcribed verbatim.


METHODS
Content analysis was carried out, and subcategories were developed to capture the emerging themes according to the TPB model.


RESULTS
Most participants were aware of a range of potential benefits of omega-3 fatty acids, but they had reservations about the ability of omega-3-enriched foods to deliver a health benefit. They were concerned about whether these foods were labeled clearly and about the possibility of overdosing. Family and friends were viewed as important in introducing participants to novel foods on the market. Participants regarded dietitians as a credible source and were least trusting of food companies and scientists. Overall, participants reported that cost was a major barrier, and that they would not necessarily trade taste for health benefits. Adding omega-3 fatty acids to foods regarded as less healthful was viewed more as a gimmick rather than a real health benefit.


CONCLUSIONS
The consumer attitudes and purchase intentions identified in this study will be helpful to educators as they plan messages and strategies to guide dietary choices related to products enriched with omega-3 fatty acids.
Patch
Craig S
CS
Smart Foods Centre, University of Wollongong, Wollongong, New South Wales 2522, Australia. cpatch@uow.edu.au
Tapsell
Linda C
LC
Williams
Peter G
PG
D000328:Adult; D000368:Aged; D000369:Aged, 80 and over; D015525:Fatty Acids, Omega-3 / Q000008:administration & dosage*; D005260:Female; D017144:Focus Groups; D005527:Food, Fortified; D058870:Food, Organic; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D008875:Middle Aged; D009517:New South Wales; D009765:Obesity / Q000178:diet therapy* / Q000523:psychology
D015525:Fatty Acids, Omega-3