Perceived relevance and foods with health-related claims

The Potential Effectiveness of Nutrient Declarations and Nutrition and Health Claims for Improving Population Diets

Nutrition labeling supports healthier diets by aiding purchase decisions and stimulating reformulation. This systematic literature review applied Cochrane methods to synthesize and appraise evidence on the effectiveness of nutrient declarations and nutrition and health claims on diet-related outcomes. The search spanned 11 academic databases, from inception to July 2022. Evidence was synthesized using GRADE (Grading of Recommendations, Assessment, Development, and Evaluation) and vote counting. Data were available from 170 studies. Randomized controlled trials (RCTs) suggest that nutrient declarations likely improved consumer understanding of the nutritional quality/content of foods (moderate certainty) and may have improved the healthfulness of choices (low certainty) versus no label. RCT evidence also suggests that claims likely increased consumer perceptions of food healthfulness and increased choice and purchases of labeled foods (both moderate certainty), irrespective of nutritional quality. To improve label understanding and avoid misinterpretation, nutrient declarations may incorporate interpretive elements and claims can apply disqualifying conditions for their usage, on the basis of overall nutritional quality.

Impact of health claims: what has been achieved and what is the future?

Using health claims on foods in the European Union and the United States for more than two decades did not have a noticeable positive impact on public health and neither on the innovation or sales of such food products. The objective was to assess the reasons for this limited impact using a narrative review approach. Consumers assess the value of health claims on foods case-by-case in a way that can be explored with the opportunity, ability, and motivation framework. Perceived relevance of a health claim seems to be an important motivational factor in consumer responses. Thus, targeted marketing of foods with health claims should be applied specifically to those consumers for which the claimed benefit is relevant. Language for the health claim should be used that is reflective for the scientific substantiation as well as credible and clearly understood by the target consumer. The food should be a credible carrier for the claimed benefit, and not be compromised on taste and other sensory properties. Finally, consumers should be made more aware of what health claims are, and what they are not, in relation to healthy eating. With these adaptations the use and impact of health claims may become more effective.

Consumers' willingness to pay for health claims during the COVID-19 pandemic: A moderated mediation analysis

The COVID-19 pandemic has posed a substantial threat to people's lives and raised health concerns. This research explores the mediating role of consumers' attitudes towards health claims in the relationship between consumers' interest in health claims and their willingness to pay (WTP) for health claims in extra virgin olive oil (EVOO). Additionally, we examine the moderation effect of COVID-19 risk perception in the relationship between consumers' interest in and attitudes towards health claims. Data were collected through an online survey in three countries: Spain, the UK and Chile. Findings confirm the mediating role of consumers' attitudes towards health claims. Furthermore, the relationship between consumers' interest and their attitudes towards health claims was stronger when COVID-19 risk perception was higher.

The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product Attributes

Food product attributes may significantly influence the general perception of the product itself, as well as the willingness for its consumption. Assessment of the product is based on customers’ beliefs and individual preferences. Because meat-like products are presented as meat substitutes providing sufficient protein values, the present study aimed to determine the effect of protein source and labelling pointing at high protein content on the evaluation of the product. The experimental online study was conducted with a group of 552 respondents. Four versions of product packaging were designed and tested. These packages differed in the presence or absence of the Nutrition Claim and the presence of the text indicating the vegetable or meat origin of the product. Data collected in the experiment were analyzed using a 2 × 2 ANOVA. The study revealed that the source of protein (plant vs. animal) appears to shape consumers’ perception of the product as more eco-friendly (F (1.518) = 38.681, p < 0.001, η2 = 0.069), natural (F (1.518) = 15.518, p < 0.001, η2 = 0.029), and healthy (F (1.518) = 25.761, p < 0.001, η2 = 0.047). Moreover, labelling including a “high-protein” Nutrition Claim increases the willingness to consume the product (F (1.518) = 4.531, p = 0.034, η2 = 0.009), and provides the impression of it being more eco-friendly (F (1.518) = 6.658, p = 0.01, η2 = 0.012) and of a higher quality (F (1.518) = 7.227, p = 0.007, η2 = 0.014). The obtained results may have theoretical significance by improving the understanding of factors determining the perception of food products and the use of meat substitutes.

Investigating the Effect of Consumers' Knowledge on Their Acceptance of Functional Foods: A Systematic Review and Meta-Analysis

Inconsistent results published in previous studies make it difficult to determine the precise effect of consumer knowledge on their acceptance of functional foods. We conducted a systematic review and meta-analysis by identifying and collecting relevant literature from three databases. Of the 1050 studies reviewed, we included 40 in the systematic review and 18 in the meta-analysis. Based on the focus of each included study, we operationally defined knowledge as knowledge of the functional food concept, nutritional-related knowledge, and knowledge of specific functional products. Results from the systematic review indicate that most participants from the included studies had low knowledge, especially nutrition-related knowledge associated with consuming functional foods, and were generally not familiar with the concept of functional foods. Results from the meta-analysis generated a summary effect size (r = 0.14, 95% CI [0.05; 0.23]), measured by the correlation coefficient r, which indicates a small positive relationship exists between consumers' level of knowledge and their acceptance of functional foods. Results from our study demonstrate the importance of increasing consumers' functional foods knowledge to improve their acceptance of such products. Agricultural and health communicators, educators, and functional foods industry professionals should prioritize increasing consumers' knowledge through their communications, marketing, and programmatic efforts.

Digital nudges to stimulate healthy and pro-environmental food choices in E-groceries

In response to the detrimental health- and environmental impacts of European consumers' dietary patterns, Nutri-Scores and Eco-Scores have been introduced on packages as guidance for choices. Whereas the scores are promising to improve food choices from a nutritional point of view, the scant available literature suggests very limited effects on the environmental impact of food choices. Therefore, there remains a need to explore ways to bring about improvements in both areas. As a growing share of consumers buys food groceries online, new opportunities to steer food choices are being created. This article explores the potential of several digital functionalities to further stimulate healthier and pro-environmental food choices amongst consumers. These functionalities included product recommendation agents, product scores, a real-time average impact score of the chosen food basket and a personalised social norm. Those were tested in a two-stage randomized controlled trial with 1000 Belgian household food decision makers in a mock-up E-grocery. Indices reflecting the nutritional quality (NQI) and environmental impact (EII) of the selected food baskets were calculated. The results indicate that at first, displaying a combined Nutri- and Eco-Score at product level led to improved NQI's, but not EII's. However, the scores also led to shifting behaviour in EII's when facilitated with recommendation agents. The display of the average impact scores of the selected basket and of social norms did not lead to additional improvements. Hence, a combined Nutri- and Eco-Score labelling system is recommended, but an enabling environment to consider both scores is important to realise a shift towards more healthy and environmentally friendly food choices. Apart from manifesting healthier and environmentally friendly products with a centralised labelling system, improving their accessibility should be considered at least as important for behavioural changes.

Intrinsic and extrinsic attributes related to the influence of growing altitude on consumer acceptability and sensory perception of fresh apple

BACKGROUND

Growing altitude might have an effect on the quality of fresh apple and therefore on the perception of sensory attributes and on acceptance by consumers. On the other hand, extrinsic information provided to the consumer might affect consumer acceptability and sensory perception of the fruit's main quality traits. The main objective of this work was to study the effect of the growing altitude on the physico-chemical attributes (soluble solid content (SSC), flesh firmness, fruit weight (g), and titratable acidity (TA)), consumer acceptability, and perception of the main sensory attributes (sweetness, acidity and texture) of two reference apple cultivars ('Golden D.' and 'Reineta') by using a panel of 195 consumers. A secondary objective was to study whether extrinsic information about cultivar and growing place have an effect on the consumer perception and acceptance of fresh apple.

RESULTS

Significant effects on physico-chemical and sensory attributes were found for 'Golden D.' and 'Reineta' apple cultivars due to the growing altitude, and they were perceived by consumers. Moreover, extrinsic information about the cultivar and the growing site influenced consumers' sensory perceptions significantly.

CONCLUSIONS

This work demonstrated that differences between apple fruit grown at different altitudes can be perceived by consumers. We demonstrated the importance of providing consumers with information about the cultivar and the growing place to increase their acceptance and support local produce. © 2021 The Authors. Journal of The Science of Food and Agriculture published by John Wiley & Sons Ltd on behalf of Society of Chemical Industry.

Consumer Acceptance toward Functional Foods: A Scoping Review

Chronic diseases (e.g., heart disease, cancer, diabetes) are of major public concern. Such chronic diseases are often caused by a dietary pattern characterized as relatively high in fat, refined sugar, salt, and cholesterol. Societal interest in consuming healthy foods and the demand for healthy food products have increased significantly. As a result, functional foods have gained significant research attention in the food health and technology innovations field. To date, many studies have investigated the factors that may predict consumer acceptance of functional foods, and a wide range of influential factors have been reported. However, studies conducted in different contexts pose challenges to gaining a clear understanding of the factors influencing consumer acceptance. Therefore, the purpose of our scoping review was to synthesize the possible determinants of consumer acceptance toward functional foods and provide a resource that describes global trends regarding consumers' functional foods behavior. We identified 75 articles published with varying populations around the globe that empirically investigated consumers' acceptance of functional foods. We identified and categorized a wide range of determinants related to consumer acceptance of different types of functional foods. The five categories of determinants were product characteristics, socio-demographic characteristics, psychological characteristics, behavioral characteristics, and physical characteristics. Each of the determinants were more fully described by sub-determinants in our scoping review. These determinants should be considered and used by leaders and scientists in product development to aid decision making and, ultimately, the successful launch of novel functional foods.

Perfil do consumidor de alimentos funcionais: identidade e hábitos de vida

Resumo Com a mudança na alimentação dos adultos nas últimas décadas, aumenta o desenvolvimento de doenças crônicas não transmissíveis. Aumentar o consumo de alimentos funcionais, com ações metabólicas benéficas ao organismo, é uma estratégia para proporcionar benefícios à saúde em longo prazo. O objetivo deste trabalho foi identificar os fatores que têm influência na percepção e no consumo de alimentos funcionais por adultos. Neste estudo, dentre os fatores que interferem no consumo de alimentos funcionais identificados, os aspectos socioeconômicos, de saúde e de qualidade dos alimentos se destacaram. No âmbito geral, apesar de controvérsias, os estudos caracterizam os consumidores de alimentos funcionais como mulheres, de boa situação financeira e alto nível de escolaridade, que se preocupam com a saúde de forma global, na medida em que praticam atividades físicas e têm uma alimentação adequada. Ademais, percebe-se que a cultura local tem bastante influência na percepção dos alimentos funcionais. Alguns fatores, como a familiaridade, sejam do produto, seja da alegação funcional, também são importantes para determinar a atitude do consumidor perante esses alimentos. O sabor é o principal atributo sensorial que define o consumo de alimentos funcionais. Os consumidores também tendem a preferir alimentos que são considerados naturais e não processados. Portanto, estudos que relacionem hábitos globais de saúde e o consumo de alimentos funcionais podem ser interessantes para assim nortear as intervenções e a inovação na produção de alimentos nesta área.

Assessment of Knowledge and Self-Reported Use of Nutrition Facts Labels, Nutrient Content, and Health Claims among Saudi Adult Consumers

Background

Few studies have investigated the knowledge and attitudes towards the nutrition facts label, the nutrient content and health claims (NHCs) among consumers from different countries/cultures.

Methods

This cross-sectional study assessed the knowledge and self-reported use of the nutrition facts label and NHCs among Saudi adults. A total of 722 participants were recruited using an online questionnaire.

Results

Total knowledge score was 5.8 ± 2.5/13 points (45%). Approximately, 18%, 77%, and 5% of the participants had low, medium, and high levels of knowledge, respectively. Participants were more knowledgeable on the nutrition facts label (2.6 ± 1.6/5 points) and health claims (2.7 ± 1.2/4 points) versus nutrient content claims (0.5 ± 0.7/4 points). The total use score was 20.1 ± 5.7/30 points (67%); approximately, 2%, 61%, and 37% of the participants were classified as low, medium, and high use level, respectively. Participants’ use of the nutrition facts label, nutrient content claims, and health claims was 10.0 ± 3.1/15, 6.5 ± 2.2/9, and 3.6 ± 1.8/6 points, respectively.

Conclusion

This study highlights the need for more education and public awareness programs to enhance consumer knowledge and use of the nutrition facts label and NHCs, and consequently lead to healthy dietary choices.

Sweet Talk: A Qualitative Study Exploring Attitudes towards Sugar, Sweeteners and Sweet-Tasting Foods in the United Kingdom

Worldwide initiatives currently aim to reduce free sugar intakes, but success will depend on consumer attitudes towards sugar and the alternatives. This work aimed to explore attitudes towards sugar, sweeteners and sweet-tasting foods, towards consumption and related policies, in a sample of the general public of the UK. Focus groups and interviews were conducted with 34 adults (7 males, ages: 18-65 years). Thematic analysis identified six themes: 'Value' (e.g., pleasure, emotions), 'Angle' (e.g., disinterest), 'Personal Relevance' (to be concerned and/or change one's own behavior), 'Personal Responsibility' (one has an active relationship with these food items), 'Understanding' (the acquisition, comprehension and application of information) and 'It's Not Up to Me' (a passive approach, because intake is subjected to other factors). Both positive and negative attitudes towards sugar, sweeteners and sweet-tasting foods were expressed in all themes. Participants also reported varied engagement with and motivations towards all food items, with implications for intakes. Suggested challenges and potential strategies for reducing free sugar intakes highlighted the need for differing approaches. Future work should assess associations between attitudes and intakes. For greatest population benefit, evidence of the dominant attitudes in those in greatest need of reduced free sugar intakes would be of value.

Effects of Cornus and Its Mixture with Oregano and Thyme Essential Oils on Dairy Sheep Performance and Milk, Yoghurt and Cheese Quality under Heat Stress

The effect of a diet supplemented with a novel cornus extract, enriched with essential oils of oregano and thyme, on the performance of Chios cross-bred dairy sheep was investigated during the summer period. The plant extracts were prepared using a "green" method based on aqueous extraction. A total of 45 lactating ewes were allocated into three equal groups in a randomized block design. The three groups were fed the same feed allowance, roughage based on Lucerne hay and wheat straw and a concentrate based on cereals and oil cakes (the control diet). The diet of two groups was fortified with cornus extract, with or without oregano and thyme essential oils, at a level 0.515 g of plant extract/essential oils per kg of concentrate. Individual milk yield was recorded weekly and feed refusals were recorded on a pen basis daily, during a six-week period of lactation. Milk samples were analyzed for the chemical composition of protein, fat, lactose and solids-not-fat constituents, somatic cell counts and total viable bacteria counts. Moreover, the milk of each group was used for yoghurt and Feta cheese production. The lipid oxidative stability, protein carbonyl content and fatty acid composition of milk, yoghurt and cheese samples were also evaluated. The results showed that the incorporation of novel plant extracts and essential oils increased the milk production per ewe. Dietary supplementation with cornus extracts and essential oils lowered lipid and protein oxidation in milk, yoghurt and cheese samples, compared to the control. However, diet supplementation with herbal extracts did not affect the fatty acid profile in milk, cheese and yoghurt or the serum biochemical parameters. In conclusion, dietary supplementation with cornus in combination with oregano and thyme has the potential to improve feed utilization and the performance of high-yield dairy Chios cross-bred ewes reared under heat stress.

Heart Images on Food Labels: A Health Claim or Not?

Health claims on food labels are used by food manufacturers to inform consumers about the health effects of a product, and such claims can have notable effects on consumer preferences. According to regulatory definitions, health claims can be either worded or presented as images, but it is not clear under which conditions an image on a food label should be considered a health claim. This question has important practical implications, as the use of health claims is strictly regulated. The objective of this study was to determine how commonly images of the heart are used on food labels, and to investigate consumers’ perceptions of products labelled with heart images, using different degrees of health relationships. Both a food supply study (N = 10,573 foods) and experiments with consumers (N = 1000) were performed in Slovenia. The use of heart imagery on food products was very common (9%). The consumer study was conducted using a web panel. Structure of the study population was comparable with Slovenian adult population (18–65 years), according to gender and age. The questionnaire was split into conjoint analysis with constructed elements, a choice-based task with real-life elements and a consumers’ association task. The experiments showed that a heart image as part of the brand name itself—without an additional (worded) health claim—did not cause most consumers to relate it to health. However, consumers tended to strongly relate an image of the heart as part of a brand with health benefits, where the image was accompanied by a worded health claim or if the heart image was designed specifically to imply health benefits. We can conclude that the use of heart images was very common on food products, but references to health were less common. Without a health-related context, heart images could not be considered as a health claim.

Do consumers understand health claims on extra-virgin olive oil?

Health claims have been introduced in food labelling to support consumers' awareness of healthy food choices and to enhance a healthy diet. Even though many countries around the world have developed legislation and guidelines to regulate the introduction of health claims on food labels, there is the evidence that many consumers do not understand the meaning of these claims. This study analyses whether Italian consumers really understand authorized health claims on extra-virgin olive oil and what are the drivers of such understanding. An Olive Oil Health Claims Understanding index was constructed and embedded in a structured questionnaire, which was then administered to a representative sample of Italian household members who are responsible for food shopping (N = 1,030). Results from the survey showed that only 36% of the respondents understood the meaning of the authorized health claims on extra-virgin olive oil. Moreover, the findings confirmed that the understanding of health claims is related to socio-demographic, personal and psychographic characteristics of consumers, as well as to their attitudes toward using food as medicine. Outcomes also proved the central role of nutrition knowledge in affecting understanding of health claims.

Evaluation of the effect of label attributes over the purchase intention of a cashew nut functional beverage using conjoint analysis

The package label is an important factor to be evaluated, for constituting the first contact of the product with the consumer, which may exert influence on the purchase intention. Thus, this study identified and evaluated the importance of front label attributes of a new functional beverage made from cashew nut added with mango juice on consumers' purchase intention; it also evaluated the influence of consumers' attitudinal issues regarding functional foods on the importance of these attributes to the attitude of buying the beverage. Focus group methodology was used to assess which front label attributes of the product are important in the choosing process. The combination of attributes and their levels was used to develop 18 labels, which were analyzed by consumers in relation to their buying intention. The results were analyzed by conjoint and cluster analysis. The most relevant qualitative information on the purchase intention process of the cashew nut beverage highlighted by the focus groups were the illustration, the nutritional information (0% lactose and 0% cholesterol), and the term "prebiotic" with its functional claim. According to the conjoint analysis, the illustration was the attribute with more influence on the consumers' purchase intention concerning this product, revealing the consumers' preference for the image of the cashew nut standing alone on the label. Nutritional information and the term prebiotic and its functional claim had a positive impact, but were considered of low importance. Regarding the attitudinal factors involving functional foods there was no significant difference among the three groups of consumers.

Consumer Understanding of Food Quality, Healthiness, and Environmental Impact: A Cross-National Perspective

The last few decades testify that consumers' concerns for healthier lifestyles and environment care are driving forces for reshaping food buying intentions and their perspectives on food quality. The present study identifies the importance that consumers attach to quality, health, and environment selected cues of purchased food products. More precisely, to elicit preferences for social, environmental, and qualitative food cues, a survey instrument was developed and applied on 797 Belgian and Romanian consumers. Our findings suggest that investigated consumers most frequently use freshness, taste, and appearance to evaluate food quality. The use frequency of food quality cues related to health is primarily influenced by the attention paid to food quality. The most relevant cues of food healthiness are ingredients, nutrition facts, and additives and for food environmental impact are packaging, food origin, and production type. It is concluded that food quality receives high attention both from Belgian and Romanian consumers and health and environment related cues can be used as a means of improving consumer health and environmental protection.

The influence of media use on public perceptions of artificial intelligence in China: Evidence from an online survey

With support from government and business, artificial intelligence is growing quickly in China. However, little is known of how media use shapes the Chinese public’s perception of artificial intelligence. Based on a national online survey (N = 738), this pilot study explored the linkages between media use and people’s risk perception, benefit perception, and policy support of artificial intelligence. Results showed that respondents perceive artificial intelligence as more beneficial than risky. Newspaper use was negatively associated with benefit perception and policy support, whereas television and WeChat use positively predicted both. Analyses of interaction effects showed that personal relevance could partly mitigate the influence of media use.

Consumers' Trade-Off between Nutrition and Health Claims under Regulation 1924/2006: Insights from a Choice Experiment Analysis

The aim of this paper is to investigate consumers' preferences and willingness to pay (WTP) for functional mozzarella cheese whose health benefits (reduced fat and enrichment in omega-3) are communicated by using nutrition claims (article 8) and health claims (articles 13 and 14) of the EU Regulation 1924/2006. In order to achieve the stated objective a choice survey was developed and administered to a sample of Italian respondents. The product attributes and attribute levels included in the choice experiment were obtained from in-depth interviews conducted with stakeholders working on the development of this new product in the Italian region of Puglia. Results show that many participants were not aware of functional food. Marketing segmentation performed via latent class analysis indicates that the development of this hypothetical product should be based on the addition of naturally enriched omega-3. In terms of health communication under Regulation 1924/2006, heterogeneity of preferences of the nine identified segments reveals that respondents have a clear preference for products from the Puglia region, for the combined nutrition claim over single nutrition claims and for the reduction of disease health claim (article 14) over the health claim (article 13). In monetary terms, willingness to pay for health claims is higher than nutrition claims.

Evaluation of the Nutritional Quality of Breakfast Cereals Sold on the Italian Market: The Food Labelling of Italian Products (FLIP) Study

Breakfast cereals are present on the market as different types and, in general, are one of the food categories in which voluntary information, such as nutrition or health claims (NHC) or gluten free (GF) declarations, have the largest distribution. The aims of the present study were to compare (i) the nutritional declaration among different types of breakfast cereals, as well as among products with and without NHC or GF declarations; and (ii) the salt and sugar contents with the “Italian shared objectives for the improvement of the nutritional characteristics of food”. To this aim, the nutrition declarations of 371 different breakfast cereal items, available in 13 retailers present on the Italian market, were analysed. Data showed an elevated inter-product variability, with cereal bars and muesli having the highest energy, total fat, and saturate contents per 100 g. Limited differences were found comparing products with and without NHC, as well as those with GF declaration. Most of the breakfast cereals were compliant to the shared objectives, although some items with NHC or GF declaration still have sugar or salt contents higher than these objectives. In conclusion, these data suggest that the different characteristics and the regulated information reported on the food label should not be considered as a marker of the overall nutritional quality. Thus, this study supports the importance of reading and understanding the information made on food label.

Spanish Consumer Purchase Behaviour and Stated Preferences for Yoghurts with Nutritional and Health Claims

Nutritional and health claims are a useful tool for promoting healthier food choices and prevent non-communicable disease[s] (NCDs). Exhaustive literature that has investigated consumer evaluation of the presence of nutritional and/or health claim(s) during the decision-making process suggests that consumers’ sensitivity towards nutritional claims (NCs) and health claims (HCs) are still fragmented and should be further investigated. Our objective is to study the relationship between choice behaviour, attitudes and socio-demographic characteristics in order to evaluate the effectiveness of consumer characteristics in predicting Spanish consumers’ choice of products with NCs and HCs. A discrete choice experiment for yoghurt was conducted on a sample of 218 Spanish consumers, stratified by age, gender, education level, and income. Applying a latent class approach has enabled us to identify a niche of individuals, sensitive of NCs and HCs and to characterize them with respect to the rest of population. Results suggest that consumers positively valued most claims, however, the valuation was heterogeneous, and three consumer segments were identified: ‘health-claims oriented’, ‘nutritional- and health-claim oriented’ and ‘indifferent’. The results supply insights for the development of more targeted promotion campaigns, as well as for further actions in food marketing.

Do Consumers Care about Nutrition and Health Claims? Some Evidence from Italy

This study investigates Italian consumer knowledge and use of nutrition and health claims (NHCs). Six specific claims are examined on the basis of a web survey carried out on a sample of 504 consumers. Our results show that there is little attention to NHCs and their use is not widespread; objective knowledge of the selected claims is fairly scant, generating misinterpretation and confusion about their real meaning. K-means cluster analysis allowed us to identify three segments of consumers, characterized by different levels in attention and use frequency of NHCs, with a specific profile in terms of motivation and nutritional knowledge. Our results suggest the advisability of policy interventions and communication efforts which target the three segments with a view to achieving greater attention to NHCs. In conclusion, to boost knowledge concerning the actual meaning of the claims and their relation with a healthy diet, especially to reach non-users, information should be provided both simply and clearly, avoiding the use of complex scientific terminology.

Who Buys Products with Nutrition and Health Claims? A Purchase Simulation with Eye Tracking on the Influence of Consumers' Nutrition Knowledge and Health Motivation

Nutrition and health claims are seen as a way of promoting healthy aspects of food. However, the results of previous studies have been contradictory regarding the effect of these claims on purchase. This study aims to achieve a better understanding of how the consumer characteristics ‘nutrition knowledge’ and ‘health motivation’ influence the purchase of products with nutrition and health claims and what role gaze behavior plays. We included gaze behavior in our analysis, as visual attention on the claims is a precondition to its influence on the purchase decision. In a close-to-realistic shopping situation, consumers could choose from three-dimensional orange juice packages labeled with nutrition, health, and taste claims. In total, the sample consisted of 156 consumers. The data were analyzed with a structural equation model (SEM), linking the purchase decision for products with claims to gaze data recorded with a mobile eye tracker and consumer and product-related variables collected via the questionnaire. Results showed that the variables in the SEM explained 31% (8%) of the variance observed in the purchase of products with a nutrition (health) claim. The longer a consumer looked at a specific claim, the more likely the consumer would purchase the respective product. The lower the price and the higher the perceived healthiness and tastiness of the product further heightened its likelihood of being purchased. Interestingly, consumers with higher nutrition knowledge and/or higher health motivation looked longer at the nutrition and health claims; however, these consumer characteristics did not show an effect on the purchase decision. Implications for policy makers and marketers are given.

Are the Claims to Blame? A Qualitative Study to Understand the Effects of Nutrition and Health Claims on Perceptions and Consumption of Food

Nutrition and Health Claims (NHCs) have been found to influence perceptions of food and consumption behaviour. While previous quantitative research has identified factors that may explain these effects, the current study aimed to address the dearth of in-depth exploration as to the underlying reasons why and how claims may impact upon perceptions and behaviour and the relationships between key factors. Seventy-eight participants took part in 10 focus groups. Discussions were transcribed verbatim and Nvivo 11 was used for thematic analysis. Six themes were developed from the data: 1. Target populations for NHCs; 2. Influence of NHCs on purchasing behaviour; 3. Characteristics/perceptions of products displaying NHCs; 4. Believability of NHCs; 5. Superior yet superficial knowledge; 6. Consumption of products displaying NHCs. Knowledge was a key factor influencing how much individuals believe claims (Believability of NHCs) and their perceptions (Characteristics/perceptions of products displaying NHCs). These perceptions and the characteristics of products displaying claims also impacted believability, as well as purchasing behaviour and consumption. Future research should be cognisant of the role of knowledge and characteristics or perceptions of products in the relationship between NHCs and consumer behaviour, and modelling of these relationships would allow their relative strength to be identified.

Health claims and information sources in relation to bean consumption in older adults

Bean consumption can reduce chronic disease risk and improve diet quality; however, bean consumption among North Americans is low. Since health claims and other information sources could increase bean consumption, their exploration is warranted, particularly among older adults, a population well positioned to benefit. The purpose of this study was to explore bean consumption among older adults (≥65 years old) in relation to health claims and other information sources. A mixed-methods explanatory sequential study design utilizing a between strategy data collection approach was used. Community-dwelling older adults (n = 250; 76.0% female) completed a validated researcher-administered questionnaire to explore bean consumption, awareness and reading of health claims, the likelihood of health claims influencing bean consumption, and current and preferred sources of nutrition and/or health information regarding beans. The questionnaire was followed up with 10 semi-structured focus groups (n = 46; 76.1% female). Awareness of nutrient content, nutrient function, therapeutic and disease risk reduction claims was reported by 94.4%, 64.0%, 79.6% and 77.2% of participants, respectively. Among those aware, these health claims were read by 91.5%, 85.6%, 87.9% and 88.6% of participants, respectively. The prevalence of bean consumption was 51.2% and participants (46.8%) most frequently indicated that all health claims would equally increase their likelihood of bean consumption. Participants (72.0%) reported that they would like more information about the nutrition and/or health properties of beans, with their most common preferred sources including food labels (54.8%), brochures (51.2%) and the internet (47.2%). This research advances the literature on how health claims relate to eating behaviour and can inform regulatory and food industry scientists about consumer perception to bean health claims, and healthcare professionals about preferred information sources for their clients.

Increase of 4-Hydroxybenzoic, a Bioactive Phenolic Compound, after an Organic Intervention Diet

Consumption of organic products is increasing yearly due to perceived health-promoting qualities. Several studies have shown higher amounts of phytochemicals such as polyphenols and carotenoids in foods produced by this type of agriculture than in conventional foods, but whether this increase has an impact on humans still needs to be assessed. A randomized, controlled and crossover study was carried out in nineteen healthy subjects aged 18-40 years, who all followed an organic and conventional healthy diet, both for a 4-week period. Analysis of biological samples revealed a significant increase on the excretion of 4-hydroxybenzoic acid (4-HBA), a phenolic metabolite with biological activity, after the organic intervention. However, no changes were observed in the other variables analyzed.

The credibility of the effects of functional food products and consumers' willingness to purchase/willingness to pay- review

The credibility aspect of any food product is important in order to find and keep consumers, which is especially true for functional foods. Market success of these products depends mostly on the credibility of their beneficial effects on health. The aim of this literature review was to identify aspects that make the positive health effect of a functional product credible for consumers. Based on the established connection between purchase intention and credibility, articles have been collected, summarized and restructured. Research papers have been analyzed through a two-step selection process. From 1724 studies, 54 were selected to discuss the above mentioned topics. It has been found that most of the studies focus on the credibility of health claims, while those exploring the connection between different kinds of product attributes and the credibility aspect of functional food products are rare. It is believed that other features can significantly affect this aspect and it is strategically important to know these factors influencing credibility. The literature analysis showed that willingness to purchase functional products is influenced by sensory and non-sensory-characteristics of the product, while willingness to pay is affected for example by consumers' trust in functional foods. On the issue of what influences the credibility of the health benefits of functional products, ambiguous information was found. While one of the most important factors influencing acceptance of functional foods is credibility of information, other researchers' results show no direct significant relationship between credibility of health claims and willingness to purchase. Credibility of health effect is also influenced by the base product and the carrier ingredient, the source of information, the product design and cultural roots of a country.

Qualified Health Claim Language affects Purchase Intentions for Green Tea Products in the United States

Qualified health claims (QHC) describe diet-disease relationships and summarize the quality and strength of evidence for a claim. Companies assert that QHCs increase sales and take legal action to ensure claims reflect their interests. Yet, there is no empirical evidence that QHCs influence consumers. Using green tea as a case study, this study investigated the effects of QHCs on purchase intentions among adults 55 years and older living in the US. An online survey using a between-subjects design examined QHCs about the relationship between green tea and the reduced risk of breast and/or prostate cancer or yukichi fruit juice and the reduced risk of gastrocoridalis, a fictitious relationship. QHCs written by a green tea company generated greater perceptions of evidence for the relationship, greater confidence in green tea and cancer, and increased purchase intentions for green tea than other QHCs. Factors that mitigated the claim's effects on purchase intentions are: Race/ethnicity; age; importance of health claims; supplement use; health; worry about health/becoming sick with cancer; worry that led to dietary change; green tea consumption; and familiarity with the green tea-cancer. Consumers who made health-related dietary change in the past year and consider health claims important indicated greater purchase intentions than others.

Understanding How Consumers Categorise Health Related Claims on Foods: A Consumer-Derived Typology of Health-Related Claims

The Nutrition and Health Claims Regulation (NHCR) EC No 1924/2006 aims to provide an appropriate level of consumer protection whilst supporting future innovation and fair competition within the EU food industry. However, consumers’ interpretation of health claims is less well understood. There is a lack of evidence on the extent to which consumers are able to understand claims defined by this regulatory framework. Utilising the Multiple Sort Procedure (MSP), a study was performed (N = 100 participants across five countries: Germany, the Netherlands, Slovenia, Spain and the United Kingdom) to facilitate development of a framework of health-related claims encompassing dimensions derived from consumers. Our results provide useful insight into how consumers make sense of these claims and how claims may be optimised to enhance appropriate consumer understanding. They suggest consumers may not consciously differentiate between a nutrition claim and a health claim in the way that regulatory experts do and provide insight into where this might occur. A consumer-derived typology of health-related claims based on three key dimensions is proposed: (1) Familiarity with the nutrient, substance or food stated in the claim; (2) statement type in terms of simplicity/complexity; (3) relevance of the claim, either personally or for a stated population group.

Older consumers' attitudes towards food carriers for protein-enrichment

Understanding the demands of older consumers is of importance for successful development of functional foods targeted at this segment of the population. This study aimed to examine older adults' attitudes towards food carriers for protein enrichment. In total 182 consumers (mean age: 66.6 ± 6.9) participated in a survey designed to evaluate their willingness to try and purchase 16 target food carriers for protein enrichment. Food carriers were chosen to vary systematically on three fundamental dimensions: healthiness (healthy vs. unhealthy), novelty (traditional vs. novel), and types of meal (meal-component vs. snack). Results showed that among the carrier formats, older consumers were most willing to purchase and try healthy, traditional meal component foods enriched with protein. By segmenting older consumers using a latent class approach, an increase in purchase willingness of protein-enriched foods was found when protein-enriched foods were tailored to particular segments, suggesting that a segmentation-based approach to product development would be beneficial. Future studies may need to explore older consumers' actual purchase intention through the tasting of appealing protein-enriched foods in real life, which might help reduce older consumers' skepticism towards protein-enriched foods.

Views of dairy farmers, agricultural advisors, and lay citizens on the ideal dairy farm

The aim of this qualitative study was to explore the shared and divergent views among Brazilian dairy farmers, agricultural advisors, and lay citizens on what characteristics they viewed were most important on an ideal dairy farm. Responses from 107 dairy farmers, 170 agricultural advisors (including veterinarians), and 280 lay citizens were subjected to thematic analyses. Five themes were identified: milk quality, animal welfare, economics, society, and the environment. Although all 3 groups made reference to each of the 5 themes, they emphasized different characteristics. The lay citizens placed the most emphasis on milk quality. In contrast, both the farmers and the advisors highlighted economics as the most important characteristic of an ideal dairy farm. When considering only animal welfare, we noted differences in the use of the constructs of animal welfare: farmers and advisors referred mostly to aspects related to biological functioning, whereas lay citizens emphasized affective states and naturalness. All 3 stakeholder groups referred to the use of pasture as being an important component of an ideal dairy farm but again differed in their reasons; citizens referred to pasture in the context of naturalness, whereas the other 2 stakeholder groups almost always referred to pasture using economic terms. Technology was highlighted by all 3 groups as an important characteristic of an ideal dairy farm but differences were noted in their justification for this view. For example, lay citizens viewed technology as a tool to improve milk quality, whereas farmers and advisors both referred to technology as an important vehicle to improve quality of life for those working in the industry. Lay citizens raised several concerns associated with the overuse of antibiotics and other chemicals, but farmers and advisors rarely mentioned these types of concerns. The latter 2 stakeholders placed considerable emphasis on the quality of life of dairy farmers and workers, an issue rarely discussed by lay citizens. Overall, our findings highlight several disconnects between the expectations of the lay citizens, and farmers and their advisors. We suggest that dairy farmers and agricultural advisors should both reflect on the desires of the lay public in what they view to be an ideal dairy farm, as this may help bridge some of the current disconnects.

The influence of claims of appetite control benefits in those trying to lose or maintain weight: The role of claim believability and attitudes to functional foods

Functional foods which enhance satiety and hence offer appetite control can support weight loss efforts, but consumers' perceptions of such products are not fully understood. Urban-dwelling Australian consumers (n = 1629) trying to lose or to maintain weight rated written product concepts offering appetite control benefits for purchase intent and believability. In general, all product concepts were rated moderately for purchase intent, although products that were more likely to be commonly consumed, and that were a solid format received significantly higher ratings. Believability of product concept statements was found to vary significantly depending on product category. Compared to consumers trying to maintain their weight, consumers actively trying to lose weight tended to rate product concepts higher for purchase intent, despite similar scores for believability of concept. Age, gender and a sceptical attitude towards functional foods did not tend to strongly influence purchase intent and believability of product concepts offering appetite control. Actively trying to lose or maintain weight also had little influence over the degree to which consumers believed the product concept would deliver the benefits it was claiming. The association between a positive attitude towards functional foods and both purchase intent and believability was significant across all product concept categories, although the impact on purchase intent was largely mediated through believability. In assessing information provided about the active ingredients and functionality of the products, consumers rated as the two most important attributes that the products were clinically tested and that the active ingredient was derived from fruits and vegetables. In a broader perspective, careful communication of the clinical efficacy and effective consumption of appetite control products to assist with weight loss seems warranted.

The role of causal models and beliefs in interpreting health claims

OBJECTIVE

Health claims on food packaging are regulated to inform and protect consumers; however, many consumers do not accurately interpret the meaning of the claims. Whilst research has shown different types of misinterpretation, it is not clear how those interpretations are formed. The aim of this study was to elicit the causal beliefs and causal models about food and health held by consumers, that is their understanding of the causal relationships between nutrients, health outcomes, and the causal pathways connecting them, and investigate how well this knowledge explains the variation in inferences they draw about health benefits from health claims.

METHOD

A total of 400 participants from Germany, the Netherlands, Spain, Slovenia, and the United Kingdom were presented with seven authorized health claims and drew inferences about the health benefits of consuming nutrients specified in the claim. Then, their personal causal models of health were elicited along with their belief in the truth and familiarity with the claims.

RESULTS

The strength of inferences about health benefits that participants drew from the claims was predicted independently by the strength of the relevant causal pathways within the causal model, and belief in the truth of the claim, but not familiarity with the claim. Participants drew inferences about overall health benefits of the nutrients by extrapolating from their causal models of health.

CONCLUSION

Consumers' interpretation of claims is associated with their belief in the claim and their causal models of health. This prior knowledge is used to interpret the claim and draw inferences about overall health benefits that go beyond the information in the claim. Therefore, efforts to improve consumers' understanding and interpretation of health claims must address both their wider causal models of health and their knowledge of specific claims. Statement of Contribution What is already known on this subject? Health claims influence the likelihood of buying a product. But consumers do not accurately understand or interpret health claims. What does this study add? Consumers' interpretation of health claims is mediated by their personal causal model of health. Consumers draw inferences that go beyond what is claimed by extrapolating from their personal causal model of health. Consumers are also influenced directly by their belief in the claim, but not frequency of exposure to it.

Consumer and product-specific characteristics influencing the effect of nutrition, health and risk reduction claims on preferences and purchase behavior - A systematic review

The research on nutrition, health, and risk reduction claims (NHR claims) shows a lack of consensus as to whether these claims have a positive or negative effect on consumer's preferences and purchase behavior. This issue has been highlighted by many authors. Therefore, a comprehensive literature review was performed to find reasons for contradictory results. First, a theoretical framework was developed which divided the determinants of the effects of NHR claims on consumers' preferences and purchase behavior into consumer and product-specific characteristics. Additionally, a categorization for the different NHR claim types was constructed to make the studies comparable. Afterwards, the scientific literature from the 1980s until May 2017 was scanned and 66 articles were found to be relevant. Consumer-specific characteristics such as nutrition knowledge, health motivation, familiarity, and socio-demographic characteristics were found to influence the NHR claim effect. Important product-specific characteristics were the perceived healthiness of the food product, the interaction between the product and the nutrient in the NHR claim, and the interaction between the claimed benefit and the NHR claim type. The consumer's nutrition knowledge and the product's perceived healthiness were deemed to be the most promising determinants for further investigation.