Do Consumers Care about Nutrition and Health Claims? Some Evidence from Italy
Abstract
:1. Introduction
2. Research Background
3. Materials and Methods
3.1. Questionnaire Content
3.2. Data Collection
3.3. Data Analysis
4. Results
4.1. Socio-Demographic Characteristics and Health Status
4.2. Motivation and Ability to Process NHCs
4.3. Consumer Attention to, and Use and Evaluation of NHCs
4.4. Objective knowledge of NHCs
4.5. Consumer Segmentation
5. Discussion
6. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
- World Health Organization Europe. Better Food and Nutrition in Europe: A Progress Report Monitoring Policy Implementation in the WHO European Region. 2018. Available online: http://www.euro.who.int/en/health-topics/disease-prevention/nutrition/publications/2018/better-food-and-nutrition-in-europe-progress-report-2018 (accessed on 4 June 2019).
- Brambila-Macias, J.; Shankar, B.; Capacci, S.; Mazzocchi, M.; Perez-Cueto, F.J.A.; Verbeke, W.; Traill, W.B. Policy interventions to promote healthy eating: A review of what works, what does not, and what is promising. Food Nutr. Bull. 2011, 32, 365–375. [Google Scholar] [CrossRef] [PubMed]
- Verhagen, H.; van Loveren, H. Status of nutrition and health claims in Europe by mid 2015. Trends Food Sci. Technol. 2016, 56, 39–45. [Google Scholar] [CrossRef]
- Santeramo, F.G.; Carlucci, D.; Devitiis, B.D.; Seccia, A.; Stasi, A.; Viscecchia, R.; Nardone, G. Emerging trends in European food, diets and food industry. Food Res. Int. 2018, 104, 39–47. [Google Scholar] [CrossRef] [PubMed]
- Ballco, P.; de-Magistris, T.; Caputo, V. Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment. Food Res. Int. 2019, 116, 37–48. [Google Scholar] [CrossRef] [PubMed]
- Lähteenmäki, L. Claiming health in food products. Food Qual. Prefer. 2013, 27, 196–201. [Google Scholar] [CrossRef]
- Hung, Y.; Grunert, K.G.; Hoefkens, C.; Hieke, S.; Verbeke, W. Motivation outweighs ability in explaining European consumers’ use of health claims. Food Qual. Prefer. 2017, 58, 34–44. [Google Scholar] [CrossRef]
- Hung, Y.; Verbeke, W. Consumer evaluation, use and health relevance of health claims in the European Union. Food Qual. Prefer. 2019, 74, 88–99. [Google Scholar] [CrossRef]
- Hung, Y.; Hieke, S.; Grunert, K.G.; Verbeke, W. Setting Policy Priorities for Front-of-Pack Health Claims and Symbols in the European Union: Expert Consensus Built by Using a Delphi Method. Nutrients 2019, 11, 403. [Google Scholar] [CrossRef] [PubMed]
- Vassallo, M.; Saba, A.; Arvola, A.; Dean, M.; Messina, F.; Winkelmann, M.; Claupein, E.; Lähteenmäki, L.; Shepherd, R. Willingness to use functional breads. Applying the Health Belief Model across four European countries. Appetite 2009, 52, 452–460. [Google Scholar] [CrossRef] [PubMed]
- Saba, A.; Vassallo, M.; Shepherd, R.; Lampila, P.; Arvola, A.; Dean, M.; Winkelmann, M.; Claupein, E.; Lähteenmäki, L. Country-wise differences in perception of health-related messages in cereal based food products. Food Qual. Prefer. 2010, 21, 385–393. [Google Scholar] [CrossRef]
- Dean, M.; Lampila, P.; Shepherd, R.; Arvola, A.; Saba, A.; Vassallo, M.; Claupein, E.; Winkelmann, M.; Lähteenmäki, L. Perceived relevance and foods with health-related claims. Food Qual. Prefer. 2012, 24, 129–135. [Google Scholar] [CrossRef]
- Contini, C.; Casini, L.; Stefan, V.; Romano, C.; Juhl, H.J.; Lähteenmäki, L.; Scozzafava, G.; Grunert, K.G. Some like it healthy: Can socio-demographic characteristics serve as predictors for a healthy food choice? Food Qual. Prefer. 2015, 46, 103–112. [Google Scholar] [CrossRef]
- Cavaliere, A.; De Marchi, E.; Banterle, A. Does consumer health-orientation affect the use of nutrition facts panel and claims? An empirical analysis in Italy. Food Qual. Prefer. 2016, 54, 110–116. [Google Scholar] [CrossRef]
- Cavaliere, A.; Ricci, E.C.; Banterle, A. Nutrition and health claims: Who is interested? An empirical analysis of consumer preferences in Italy. Food Qual. Prefer. 2015, 41, 44–51. [Google Scholar] [CrossRef]
- Steinhauser, J.; Hamm, U. Consumer and product-specific characteristics influencing the effect of nutrition, health and risk reduction claims on preferences and purchase behavior—A systematic review. Appetite 2018, 127, 303–323. [Google Scholar] [CrossRef] [PubMed]
- Andrews, J.C. Motivation, ability, and opportunity to process information: Conceptual and experimental manipulation issues. NA Adv. Consum. Res. 1988, 15, 219–225. [Google Scholar]
- Moorman, C.; Matulich, E. A model of consumers’ preventive health behaviours—The role of health motivation and health ability. J. Consum. Res. 1993, 20, 208–228. [Google Scholar] [CrossRef]
- Visschers, V.H.M.; Hess, R.; Siegrist, M. Health motivation and product design determine consumers’ visual attention to nutrition information on food products. Public Health Nutr. 2010, 138, 1099–1106. [Google Scholar] [CrossRef] [PubMed]
- Verbeke, W. Consumer acceptance of functional foods: Sociodemographic, cognitive and attitudinal determinants. Food Qual. Prefer. 2005, 16, 45–57. [Google Scholar] [CrossRef]
- Drichoutis, A.C.; Lazaridis, P.; Nayga, R.M., Jr.; Kapsokefalou, M.; Chryssochoidis, G. A theoretical and empirical investigation of nutritional labels use. Eur. J. Health Econ. 2008, 9, 293–304. [Google Scholar] [CrossRef] [PubMed]
- Soederberg Miller, L.M.; Cassady, D.L. The effects of nutrition knowledge on food label use. A review of the literature. Appetite 2015, 92, 207–216. [Google Scholar] [CrossRef] [PubMed]
- Grunert, K.G.; Wills, J.M.; Fernandez-Celemin, L. Nutrition knowledge, and use and understanding of nutrition information on food labels among consumers in the UK. Appetite 2010, 55, 177–189. [Google Scholar] [CrossRef] [PubMed]
- Ares, G.; Giménez, A.; Gámbaro, A. Influence of nutritional knowledge on perceived healthiness and willingness to try functional foods. Appetite 2008, 51, 663–668. [Google Scholar] [CrossRef] [PubMed]
- Lalor, F.; Madden, C.; McKenzie, K.; Wall, P.G. Health claims on foodstuffs: A focus group study of consumer attitudes. J. Funct. Foods 2011, 3, 56–59. [Google Scholar] [CrossRef]
- Coleman, K.L.; Miah, E.M.; Morris, G.A.; Morris, C. Impact of health claims in prebiotic-enriched breads on purchase intent, emotional response and product liking. Int. J. Food Sci. Nutr. 2014, 65, 164–171. [Google Scholar] [CrossRef] [PubMed]
- Strijbos, C.; Schluck, M.; Bisschop, J.; Bui, T.; de Jong, I.; van Leeuwen, M.; von Tottleben, M.; van Breda, S.G. Consumer awareness and credibility factors of health claims on innovative meat products in a cross-sectional population study in the Netherlands. Food Qual. Prefer. 2016, 54, 13–22. [Google Scholar] [CrossRef]
- Williams, P. Consumer understanding and use of health claims for foods. Nutr. Rev. 2005, 63, 256–264. [Google Scholar] [CrossRef] [PubMed]
- Van Trijp, H.C.; van der Lans, I.A. Consumer perceptions of nutrition and health claims. Appetite 2007, 48, 305–324. [Google Scholar] [CrossRef] [PubMed]
- Verbeke, W.; Scholderer, J.; Lähteenmäki, L. Consumer appeal of nutrition and health claims in three existing product concepts. Appetite 2009, 52, 684–692. [Google Scholar] [CrossRef] [PubMed]
- Grunert, K.G.; Scholderer, J.; Rogeaux, M. Determinants of consumer understanding of health claims. Appetite 2011, 56, 269–277. [Google Scholar] [CrossRef] [PubMed]
- Verhagen, H.; Vos, E.; Francl, S.; Heinonen, M.; van Loveren, H. Status of nutrition and health claims in Europe. Arch. Biochem. Biophys 2010, 501, 6–15. [Google Scholar] [CrossRef] [PubMed]
- Leathwood, P.D.; Richardson, D.P.; Strater, P.; Todd, P.M.; van Trijp, H.C.M. Consumer understanding of nutrition and health claims: Sources of evidence. Br. J. Nutr. 2007, 98, 474–484. [Google Scholar] [CrossRef] [PubMed]
- Hodgkins, C.E.; Egan, B.; Peacock, M.; Klepacz, N.; Miklavec, K.; Pravst, I.; Pohar, J.; Gracia, A.; Groeppel-Klein, A.; Rayner, M.; et al. Understanding how consumers categorize health related claims on foods: A consumer-derived typology of health-related claims. Nutrients 2019, 11, 539. [Google Scholar] [CrossRef] [PubMed] [Green Version]
- Barreiro-Hurlé, J.; Gracia, A.; De-Magistris, T. Does nutrition information on food products lead to healthier food choices? Food Policy 2010, 35, 221–229. [Google Scholar] [CrossRef]
- Vecchio, R.; Van Loo, E.J.; Annunziata, A. Consumers’ willingness to pay for conventional, organic and functional yogurt: Evidence from experimental auctions. Int. J. Consum. Stud. 2016, 40, 368–378. [Google Scholar] [CrossRef]
- Roininen, K.; Lähteenmäki, L.; Tuorila, H. Quantification of consumer attitudes to health and hedonic characteristics of foods. Appetite 1999, 33, 71–88. [Google Scholar] [CrossRef] [PubMed]
- Parmenter, K.; Wardle, J. Development of a general nutrition knowledge questionnaire for adults. Eur. J. Clin. Nutr. 1999, 53, 298–308. [Google Scholar] [CrossRef] [PubMed] [Green Version]
- Nielsen. Osservatorio Immagino Nielsen GS1 Italy. Le Etichette dei Prodotti Raccontano i Consumi Degli Italiani. 2019. Available online: https://osservatorioimmagino.it/ (accessed on 5 September 2019).
- Nielsen. Alimentazione e Salute: Italiani Sempre più Consapevoli e Attenti agli Ingredienti. 2016. Available online: https://www.nielsen.com/it/it/insights/report/2016/food-and-health-italian-ever-more-aware-and-look-to-the-ingredients (accessed on 10 October 2019).
- Italian National Institute of Statistics. Official Data on Resident Population in the Italian Municipalities. Available online: http://demo.istat.it/pop2017/index.html (accessed on 15 May 2019).
- Italian National Institute of Statistics. Annual Report. Livelli di Istruzione Della Popolazione e Ritorni Occupazionali: I Principali Indicatori. Available online: https://www.istat.it/it/files/2018/07/Indicatori-dellistruzione.pdf (accessed on 15 May 2019).
- Italian National Institute of Statistics. Annuario Sullo Stato di Salute Della Popolazione nelle Regioni Italiane nel 2017. Available online: https://www.istat.it/it/files/2018/12/C04.pdf (accessed on 15 May 2019).
- Sioen, I.; Bilau, M.; Verdonck, F.; Verbeke, W.; Willems, J.L.; De Henauw, S.; Van Camp, J. Probabilistic intake assessment of polybrominated diphenyl ethers and omega-3 fatty acids through fish consumption. Mol. Nutr. Food Res. 2008, 52, 250–257. [Google Scholar] [CrossRef] [PubMed]
- Wills, J.M.; genannt Bonsmann, S.S.; Kolka, M.; Grunert, K.G. European consumers and health claims: Attitudes, understanding and purchasing behaviour. Proc. Nutr. Soc. 2012, 71, 229–236. [Google Scholar] [CrossRef] [PubMed] [Green Version]
- Vecchio, R.; Lombardi, A.; Cembalo, L.; Caracciolo, F.; Cicia, G.; Masucci, F.; Di Francia, A. Consumers’ willingness to pay and drivers of motivation to consume omega-3 enriched mozzarella cheese. Br. Food J. 2016, 118, 2404–2419. [Google Scholar] [CrossRef]
- Annunziata, A.; Mariani, A.; Vecchio, R. Consumer understanding and use of health claims: The case of functional foods. Recent Pat. Food Nutr. Agric. 2014, 6, 113–126. [Google Scholar] [CrossRef] [PubMed] [Green Version]
- Annunziata, A.; Vecchio, R. Consumer perception of functional foods: A conjoint analysis with probiotics. Food Qual. Prefer. 2013, 28, 348–355. [Google Scholar] [CrossRef]
- Wansink, B.; Sonka, S.T.; Hasler, C.M. Front-label health claims: When less is more. Food Policy 2004, 29, 659–667. [Google Scholar] [CrossRef]
- Patterson, N.J.; Sadler, M.J.; Cooper, J.M. Consumer understanding of sugars claims on food and drink products. Nutr. Bull. 2012, 37, 121–130. [Google Scholar] [CrossRef] [PubMed] [Green Version]
- Nocella, G.; Kennedy, O. Food health claims—What consumers understand. Food Policy 2012, 37, 571–580. [Google Scholar] [CrossRef]
- Passarini, P.; Cavicchi, A.; Santini, C.; Mazzantini, G. Deceptive advertising and unfair commercial practices in the agrifood sector: The role of the Italian competition authority. Br. Food J. 2017, 119, 1781–1800. [Google Scholar] [CrossRef]
- Di Via, L.; Leone, P. Italian Antitrust Case Law on Unfair and Misleading Nutritional Claims. Riv. Dirit. Aliment. 2011, 2, 1–14. [Google Scholar]
- Stancu, V.; Grunert, K.G.; Lähteenmäki, L. Consumer inferences from different versions of a beta-glucans health claim. Food Qual. Prefer. 2017, 60, 81–95. [Google Scholar] [CrossRef]
- Jurado, F.; Gracia, A. Does the valuation of nutritional claims differ among consumers? Insights from Spain. Nutrients 2017, 9, 132. [Google Scholar] [CrossRef] [PubMed] [Green Version]
- Petrovici, D.; Fearne, A.; Nayga, R.M., Jr.; Drolias, D. Nutritional knowledge, nutritional labels, and health claims on food: A study of supermarket shoppers in the South East of England. Br. Food J. 2012, 114, 768–783. [Google Scholar] [CrossRef]
- Gracia, A.; Loureiro, M.; Nayga, R.M., Jr. Do consumers perceive benefits from the implementation of a EU mandatory nutritional labelling program? Food policy 2007, 32, 160–174. [Google Scholar] [CrossRef]
- Li, T.; Messer, K.D. To Scan or Not to Scan: The Question of Consumer Behavior and QR Codes on Food Packages. J. Agric. Resour. Econ. 2019, 44, 311–327. [Google Scholar]
- Vecchio, R.; Cavallo, C. Increasing healthy food choices through nudges: A systematic review. Food Qual. Prefer. 2019, 78, 103714. [Google Scholar] [CrossRef]
Sample | National Population | ||
---|---|---|---|
Gender * | Male | 49.8 | 49.6 |
Female | 50.2 | 50.4 | |
Age * | 18–24 | 10.0 | 10.0 |
25–34 | 16.5 | 16.1 | |
35–44 | 20.3 | 20.7 | |
45–54 | 23.5 | 23.4 | |
55–70 | 29.7 | 29.5 | |
Current education level ** | Post graduate specialization/PhD | 5.4 | n.a. |
Master’s Degree | 15.7 | 19.3 | |
Bachelor’s Degree | 10.4 | ||
High school diploma | 58.0 | 61 | |
Other | 10.6 | n.a. | |
Occupation | Housewife/Househusband | 12.7 | n.a. |
Employee | 21.3 | n.a. | |
Self-employed | 11 | n.a. | |
Worker | 11 | n.a. | |
Retired | 14 | n.a. | |
Unemployed | 12 | n.a. | |
Other | 18 | n.a. | |
Area of Residence * | Northwest | 26.3 | 26.2 |
Northeast | 18.9 | 19 | |
Centre | 22.5 | 22 | |
South | 32.3 | 32.8 | |
Children <12 | Yes | 28 | n.a. |
No | 72 | n.a. | |
Household economic status *** | Below national average | 30.9 | n.a. |
In line with national average | 63.3 | n.a. | |
Above national average | 5.8 | n.a. | |
Special dietary needs | Yes | 33 | n.a. |
No | 67 | n.a. | |
Personal and/or household members’ health problems **** | High blood pressure | 26 | n.a. |
High cholesterol | 27 | n.a. | |
Cardiovascular problems | 8.4 | n.a. | |
Osteoporosis | 9.2 | n.a. | |
Dental caries | 15.7 | n.a. | |
Other | 5 | n.a. | |
No problems | 43 | n.a. |
Health Interest in Food Choices (Cronbach’s Alpha = 0.834) | Mean | S.D. |
---|---|---|
I always follow a healthy and balanced diet | 3.2 | 0.96659 |
It is important for me that my diet is low in fat | 3.3 | 0.97366 |
It is important for me that my daily diet contains a lot of vitamins and minerals | 3.5 | 0.95734 |
I am very particular about the healthiness of food I eat | 3.4 | 0.96194 |
Need for health-related information (Cronbach’s alpha = 0.838) | ||
It is necessary for me to know the nutrient content of food products | 3.5 | 1.01235 |
It bothers me if health-related information is not available on food labels | 3.3 | 1.11105 |
It is important for me to be informed if one or more components of the foods I choose reduces a risk factor in the development of a human disease | 3.6 | 1.03137 |
Perceived ability to process health and nutrition claims(Cronbach’s alpha = 0.863) | Mean | S.D. |
Compared to most people, I am quite knowledgeable about health and nutrition claims | 3.0 | 0.85479 |
Compared to most people, I am more confident in using health and nutrition claims in making food choices | 3.1 | 0.85999 |
I am confident about my ability to understand health and nutrition claims | 3.2 | 0.86439 |
Familiarity | Credibility | |
---|---|---|
Nutrition Claims | Mean (S.D.) | Mean (S.D.) |
Low in sodium | 3.6 (0.956) | 3.2 (0.846) |
Reduced kcal | 3.6 (0.963) | 3 (0.892) |
No sugar added | 3.8 (0.949) | 3.1 (0.961) |
Health Claims | ||
Plant sterols have been shown to lower blood cholesterol levels. High cholesterol is a risk factor in the development of coronary heart disease | 3.4 (1.096) | 3.4 (0.930) |
Omega-3 fatty acids help to maintain a healthy cardiovascular system | 3.6 (1.091) | 3.5 (0.899) |
Chewing gum sweetened with 100% xylitol helps neutralize plaque acids. Plaque acids are a risk factor in the development of dental caries | 3.1 (1.009) | 3 (0.952) |
Potential Users | Claims Users | Non-Users | Total Sample | p-Value * | |
---|---|---|---|---|---|
Attention to nutritional panels | 3.29 a | 4.08 b | 2.12 c | 3.33 | 0.000 |
Attention to NCs | 3.49 a | 4.25 b | 2.14 c | 3.48 | 0.004 |
Attention to HCs | 2.82 a | 4.19 b | 1.71 c | 3.06 | 0.000 |
Buying frequency of NC-labelled products | 3.31 a | 4.20 b | 2.13 c | 3.38 | 0.000 |
Buying frequency of HC-labelled products | 2.72 a | 4.02 b | 1.75 c | 2.97 | 0.000 |
General health interest ** | 3.26 a | 3.84 b | 2.70 c | 3.34 | 0.000 |
Need for health-related information ** | 3.45 a | 4.11 b | 2.70 c | 3.52 | 0.000 |
Perceived ability to process health and nutrition claims ** | 3.10 a | 3.60 b | 2.53 c | 3.16 | 0.000 |
Familiarity with specific NCs *** | 3.55 a | 4.06 b | 3.12 c | 3.64 | 0.000 |
Credibility of specific NCs *** | 3.04 a | 3.51 b | 2.69 c | 3.13 | 0.003 |
Familiarity with specific HCs *** | 3.30 a | 3.74 b | 2.92 c | 3.37 | 0.000 |
Credibility of specific HCs *** | 3.18 a | 3.56 a | 2.86 b | 3.24 | 0.000 |
Nutritional Knowledge Index | 2.38 a | 2.54 a | 2.04 b | 2.37 | 0.004 |
NHC Knowledge Index | 2.75 a | 2.76 a | 2.32 b | 2.67 | 0.013 |
NC Knowledge Index | 1.07 | 1.04 | 0.90 | 1.03 | 0.177 |
HC Knowledge Index | 1.23 a | 1.28 a | 1.05 b | 1.21 | 0.085 |
Potential Users | Claims Users | Non-Users | p-Value | ||
---|---|---|---|---|---|
Gender * | Male | 47 | 46 | 61 | 0.032 |
Female | 53 | 54 | 39 | ||
Mean age | 44.76 | 46.20 | 45.45 | 0.606 | |
Education Level * | Post-graduate specialization/PhD | 5.1 | 8.3 | 1.0 | 0.044 |
Master’s degree | 16.5 | 15.5 | 14.3 | ||
Bachelor’s degree | 14.0 | 7.1 | 7.1 | ||
High school diploma | 55.1 | 58.9 | 63.3 | ||
Other | 9.3 | 10.1 | 14.3 | ||
Children <12 | Yes | 30 | 27 | 23 | 0.436 |
No | 70 | 73 | 77 | ||
Special dietary needs | Yes | 15 | 19 | 13 | 0.075 |
No | 85 | 81 | 87 | ||
Personal and/or household members’ health problems * | Yes | 54 | 60 | 57 | 0.046 |
No | 46 | 40 | 43 |
© 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
Share and Cite
Annunziata, A.; Mariani, A. Do Consumers Care about Nutrition and Health Claims? Some Evidence from Italy. Nutrients 2019, 11, 2735. https://doi.org/10.3390/nu11112735
Annunziata A, Mariani A. Do Consumers Care about Nutrition and Health Claims? Some Evidence from Italy. Nutrients. 2019; 11(11):2735. https://doi.org/10.3390/nu11112735
Chicago/Turabian StyleAnnunziata, Azzurra, and Angela Mariani. 2019. "Do Consumers Care about Nutrition and Health Claims? Some Evidence from Italy" Nutrients 11, no. 11: 2735. https://doi.org/10.3390/nu11112735
APA StyleAnnunziata, A., & Mariani, A. (2019). Do Consumers Care about Nutrition and Health Claims? Some Evidence from Italy. Nutrients, 11(11), 2735. https://doi.org/10.3390/nu11112735