Consumer appeal of nutrition and health claims in three existing product concepts.
This paper reports on consumers' reactions towards calcium-enriched fruit juice, omega-3 enriched spread and fibre-enriched cereals, each with a nutrition claim, health claim and reduction of disease risk claim. Cross-sectional data were collected in April 2006 from a sample of 341 consumers in Belgium. Consumers' reactions to the carrier product, functional ingredient and claim combinations were assessed as perceived convincingness of the claim, credibility of the product, attractiveness of the product, and intention to buy the product, while accounting for differences in product familiarity, attitudinal and demographic characteristics. Generally, health claims outperformed nutrition claims, and both of these claim types outperformed reduction of disease risk claims. Comparing consumer reactions across product concepts revealed clear preferences for fibre-enriched cereals as compared to the other two concepts. The interaction effects between claim type and product concept indicated that reduction of disease risk claims are perceived very well in omega-3 enriched spreads, particularly in terms of perceived convincingness of the claim, while not appealing to consumers in the other product concepts. Positive attitudes towards functional foods and familiarity with the concrete functional product category boosted the claim type and product ratings, whereas perceived control over own health and perceiving functional foods as a marketing scam decreased all product concept's appeal.
Verbeke
Wim
W
Department of Agricultural Economics, Ghent University, Coupure Links 653, 9000 Gent, Belgium. Electronic address: wim.verbeke@UGent.be.
Scholderer
Joachim
J
MAPP, Aarhus University, Haslegaardsvej 10, 8210 Aarhus V, Denmark. Electronic address: sch@asb.dk.
Lähteenmäki
Liisa
L
MAPP, Aarhus University, Haslegaardsvej 10, 8210 Aarhus V, Denmark. Electronic address: liisal@asb.dk.
D000328:Adult; D001294:Attitude to Health; D001628:Beverages; D002136:Calcium, Dietary / Q000008:administration & dosage; D002908:Chronic Disease / Q000517:prevention & control; D003258:Consumer Behavior; D003430:Cross-Sectional Studies; D004043:Dietary Fiber / Q000008:administration & dosage; D002523:Edible Grain; D015525:Fatty Acids, Omega-3 / Q000008:administration & dosage; D005260:Female; D005527:Food, Fortified; D058870:Food, Organic; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D008297:Male; D008383:Margarine; D009747:Nutritional Physiological Phenomena; D052756:Nutritional Sciences; D011795:Surveys and Questionnaires
D002136:Calcium, Dietary; D004043:Dietary Fiber; D015525:Fatty Acids, Omega-3; D008383:Margarine