The Public’s Understanding of Superfoods

Sustainable choices of plant-based ('super') foods: examining the consumption patterns of German consumers on avocados

This paper aims to better understand consumer awareness of the environmental impact of plant-based ('super'-) foods, using avocados as an example. Since all food production impacts the environment, both meat-based and plant-based, there is scope for more sustainable food choices. Avocados have positive health properties while being considered critically for the potential negative environmental impact of their production. This study examines the avocado consumption behaviour of German consumers and the extent to which knowledge and dietary patterns are related to this. Data from 373 respondents from Germany were collected through an online consumer survey. Bivariate comparisons for avocado consumption and logistic regression analyses were performed to explore avocado consumption behaviour. The frequency of avocado consumption among respondents was moderate, averaging once per month. Avocado consumption was related to a flexitarian diet, older age and higher income, and urban dwellers. Knowledge of the environmental impacts of avocado cultivation had no influence. Respondents' self-assessed knowledge about avocados was low. To help consumers in making conscious, sustainable choices for plant-based foods, it is necessary to provide accessible and comparable information on the environmental impact of food products. However, further life cycle assessments on avocado production are clearly needed in order to produce valid information material. A flexitarian diet with reduced consumption of animal foods is an important prerequisite for environmental sustainability. Drawing attention to environmentally friendly plant-based food choices for flexitarian consumers could further encourage them to become food innovators for a healthy planet by reducing climate impact, land use, and energy and water consumption.

'Superfoods': Reliability of the Information for Consumers Available on the Web

The term 'superfoods', used frequently with marketing purposes, is usually associated with foodstuffs with beneficial health properties. 'Superfoods' appears in many information sources, including digital media. The information they provide is easily accessible for consumers through Internet search engines. The objective of this work is to investigate the data that web pages offer to consumers and their accuracy according to current scientific knowledge. The two main search engines were utilized for English language websites search, introducing the term 'superfoods'. In total, 124 search results were found. After applying the selection criteria, 45 web pages were studied. A total of 136 foods were considered as 'superfoods' by sites; 10 of them (kale, spinach, salmon, blueberries, avocado, chia, walnuts, beans, fermented milks and garlic) were mentioned on at least 15 sites. Nutritional and healthy properties displayed on sites were compared to scientific information. In conclusion, websites present the information in a very simplified manner and it is generally not wrong. However, they should offer to consumers comprehensible information without raising false expectations regarding health benefits. In any case, 'superfoods' consumption can have salutary effects as part of a balanced diet.