FDBusiness.com

Study suggests compatibility between organic and health claims

 Breaking News
  • Younger British Consumers Turn Over a New Leaf on Tea New research from Mintel reveals that as many as 37% of British consumers aged 25-34 have drunk 5-6 different types of tea at home or in the workplace over the past month*, compared to just 3% of those aged 55+. Furthermore, Brits aged 25-34 are the most likely to drink every variety of tea tracked by [...]...
  • Irish Consumer Confidence Hits New High Consumer confidence in Ireland has hit its highest level since the recession and is now the fourth most confident country in Europe, according to the latest Nielsen Global Survey of Consumer Confidence and Spending Intentions. The Republic of Ireland’s Consumer Confidence Index score – which measures attitudes each quarter on topics including personal finances and job prospects [...]...
  • Fifth Acquisition For Frutarom in 2017 Frutarom Industries, one of the world’s 10 largest companies in the field of flavours and natural specialty fine ingredients, continues its momentum of acquisitions and the implementation of its rapid and profitable growth strategy by agreeing to purchase of 100% of the shares of the UK company Flavours and Essences (UK) Ltd (F&E) for approximately [...]...
  • Market-leading Food Contact Conference, Plastics & Paper in Contact with Food – 4-7 December, Berlin Over 200 experts from across the food contact industry will come together in Berlin, Germany from 4–7 December 2017 to attend Smithers Pira’s Plastics & Paper in Contact with Foodstuffs (P&P) –http://www.food-contact.com/plastics-paper. With the European Commission having recently published EU regulation 752/2017 amending EU Regulation 10/2011 on plastic materials and articles intended for food contact, all [...]...
  • Croxsons’ Stunning Black Bottle For 6 O’Clock Gin’s Limited Edition Debut Leading glass packaging company Croxsons has supplied Bristol based distiller, 6 O’Clock Gin, with a stunning black bottle for their first limited edition gin product – the Brunel Edition. Since Bramley & Gage’s partnership with Croxsons for the re-launch of their 6 O’Clock gin, the Brunel Edition is the first limited edition gin for 6 O’Clock [...]...
  • Carlsberg Group Remains on Course Carlsberg Group has announced organic and reported net revenue growth of 2% to DKr31.77 billion (€4.27 billion) for the first half of 2017 although group beer volumes fell organically by 3%, chiefly due to a decline in Russia. Operating profit was up 15% organically, with all three regions – Western Europe, Eastern Europe and Asia [...]...

Study suggests compatibility between organic and health claims

May 07
14:19 2013

Organic food brands should not be afraid of using health claims to market their products, as a new study suggests the two concepts are not as incompatible as the industry may fear.

The study, published in Food Quality and Preference, looked at whether consumers are deterred from buying organic foods with health claims on the packaging because of a general consensus that functional food is derived from technology-based enhancement, so is not “natural”.

In addition consumers may think of functional foods as coming from large multinational companies, meaning they might reject functional food as being a non-natural, technical and less holistic approach to healthiness, says the study.

Researcher Jessica Aschemann-Witzel and her team therefore decided to examine the preference of German consumers when faced with a variety of organic foods, some showing health claims on the packaging.

Study methodology

The researchers asked 210 consumers to participate in a laboratory purchase simulation in which they were shown packs of organic yoghurt, muesli and spaghetti.

“We chose yoghurt, spaghetti and muesli because these are categories that are or can be potential carriers for ingredients with functional characteristics, but also because these are categories where a variety of brands exists and that are bought by a large share of consumers, both in organic and conventional quality,” Aschemann-Witzel told FoodNavigator.com

For each category, some of the packs showed a nutrition claim, a health claim or a health risk reduction claim.

The claims used echo those already in place outside Germany, for example in Sweden and the US, and included a link between calcium and its effect on bone health, while another promoted fibre for healthy bowels.

The participants were then asked to rank the products on a scale ranging from 1 (least healthy) to 5 (most healthy). They were also asked if they had seen the health claim and whether it had influenced their purchase decision.

Marketing and health claims

The results of the study indicate that organic products and health food claims are not incompatible, as the health claims made no difference to the preferences of the participants who were frequent buyers of organic foods. And the participants who were occasional buyers of organic were actually more likely to go for products with health claims.

“Food marketeers or brand owners can use the research when they consider whether or not to add functional food characteristics to organic food products – our research shows that organic consumers are likely to react positively, especially the occasional organic consumers, which constitute the larger share among organic consumers,” said Aschemann-Witzel.

Aschemann-Witzel pointed out that the survey was confined to Germany, so researchers can only speculate whether the results would be similar in other countries. However, the differences are not likely to be great, she said.

 

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 11, 2017drinktec
  • September 13, 2017FI Asia
  • September 19, 2017PROCESS EXPO 2017
  • September 22, 2017Global Summit on Food & Beverages
AEC v1.0.4

Jobs: New Product Development

The Magazine

F&D Business Preferred Suppliers

Advertisements