title: Irish consumers' use and perception of nutrition and health claims.
abstract: OBJECTIVE
  To investigate Irish consumers' use and understanding of and their belief in nutrition and health (NH) claims in the context of the European Union (EU) legislation (Regulation no. 1924/2006), which permits a number of NH claims on food products.
  
  
  METHODS
  An interview-assisted questionnaire was administered to consumers (n 400). Preference for three types of NH claims across six products was tested. Perception of NH claims was assessed across a further eight food products. Claims were categorised as content, structure-function and disease-risk factor reduction claims.
  
  
  METHODS
  Six supermarkets in the Republic of Ireland.
  
  
  METHODS
  Four hundred adult Irish supermarket consumers.
  
  
  RESULTS
  Older (P < 0·001), female (P < 0·01) consumers were more likely to seek NH claims. Structure-function and content claims were preferred across six products. Consumers' perception was associated with the health benefit claimed rather than with the strength of the claim itself. Preference for claim type and claim perception differed with gender, age and educational level.
  
  
  CONCLUSIONS
  Irish consumers prefer content and simpler NH claims rather than more complex disease-risk factor reduction claims. The food industry may thus be better served using these types of claims. Although the reported levels of understanding were high, evidence of positivity bias and misinterpretation was found. Thus, with regard to Regulation 1924/2006, consumers need more information on both simpler and more complex claims. Public health messages should be targeted according to gender, age and educational level.
authors.affiliation: NICHE, School of Biomedical Sciences, University of Ulster, Coleraine, Northern Ireland. annmarie.lynam@tcd.ie
authors.forename: Ann-Marie
authors.initials: AM
authors.lastname: Lynam
authors.forename: Aideen
authors.initials: A
authors.lastname: McKevitt
authors.forename: Michael J
authors.initials: MJ
authors.lastname: Gibney
mesh_terms: D000328:Adult; D003258:Consumer Behavior; D005062:European Union; D005260:Female; D005515:Food Labeling; D058870:Food, Organic; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D007494:Ireland; D007881:Legislation, Food; D008297:Male; D008875:Middle Aged; D009753:Nutritive Value; D012307:Risk Factors; D012959:Socioeconomic Factors; D011795:Surveys and Questionnaires