Consumer perception of health claims

According to a publication in the Journal ‘Food Policy’ researchers from Norway, Sweden, Denmark and Finland have shown that certain health claims can negatively influence the perception of a functional food. The researchers initiated a 30 minute online questionnaire, which was subsequently completed by 4612 respondents (All from Nordic countries).

[An audio discussion about the research available on the link below]

Online participants were shown four product descriptions. One of these had no health claim, and the other three carried claims that differed on structure, active ingredient, outcome benefit and framing. The participants were then asked to rate the product on eight criteria including; attractive to me; attractive to my family; healthy; natural; tasty; and ability to lower the risk of cardio-vascular diseases, dementia and weight gain.

The take home from the results was:

1. Health claims had a moderate but mostly negative impact on the perception of other product attributes,

2. Health claims decrease in perceived naturalness,

3. Ingredient awareness had a significant impact on the ability of consumers to connect and accept such claims,

4. Previous exposure to health claims impacted perception of the claims.

This study indicates previous exposure and as such familiarity of the ingredient linked to the claim is required for consumer acceptance. Furthermore, the source of such ingredients is also important if a perception of naturalness is to be retained. However, this trial simply reflects the relation of claims to naturalness and for many using health products such as dietary supplements rather than foods are about efficacy of effect rather than being natural. If you can offer both then you obviously are increasing your chances of consumer acceptance.

Lähteenmäki L, et al. Impact of health related claims on the perception of other product attribute. Food Policy. Ahead of publication.

AUDIO INTERVIEW WITH THE RESEARCHERS OF THE STUDY:

http://www.eufic.org/upl/1/default/doc/Health%20claims%20podcast.mp3