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Open AccessArticle

Does the Valuation of Nutritional Claims Differ among Consumers? Insights from Spain

by Francesc Jurado 1,2 and Azucena Gracia 1,2,*
1
Unidad de Economía Agroalimentaria, Centro de Investigación y Tecnología Agroalimentaria de Aragón (CITA), Gobierno de Aragón, Avda. Montañana, 930, 50059 Zaragoza, Spain
2
Instituto Agroalimentario de Aragón—IA2 (CITA-Universidad de Zaragoza), 50059 Zaragoza, Spain
*
Author to whom correspondence should be addressed.
Nutrients 2017, 9(2), 132; https://doi.org/10.3390/nu9020132
Received: 9 January 2017 / Revised: 30 January 2017 / Accepted: 7 February 2017 / Published: 13 February 2017
The presence in the market of food products with nutritional claims is increasing. The objective of this paper is to assess consumers’ valuation of some nutritional claims (‘high in fiber’ and ‘reduced saturated fat’) in a European country and to test for differences among consumers. An artefactual non-hypothetical experiment was carried out in a realistic setting (mock/real brick-and-mortar supermarket) with a sample of 121 Spanish consumers stratified by gender, age, and body mass index. A latent class model was specified and estimated with the data from the experiment. Results indicate that consumers positively valued both nutritional claims, but the valuation was heterogeneous, and three consumer segments were detected. Two of them positively valued both nutritional claims (named ‘nutritional claim seekers’), while the third segment’s valuation was negative (named ‘nutritional claim avoiders’). This last segment is characterized by being younger males with university studies who give the least importance to health, natural ingredients, and the calorie/sugar/fat content when shopping. They pay less attention to nutritional information, and they stated that they use this information to a lesser extent. These consumers showed the least interest in healthy eating, and they reported that they do not have health problems related to their diet. View Full-Text
Keywords: choice experiment; heterogeneous preferences; nutritional claims choice experiment; heterogeneous preferences; nutritional claims
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Jurado, F.; Gracia, A. Does the Valuation of Nutritional Claims Differ among Consumers? Insights from Spain. Nutrients 2017, 9, 132.

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