(Food-Beverage-News.Com, May 09, 2013 ) San Francisco, CA -- The latest study to be published in Food Quality and Preference has taken a look at consumers and whether or not the organic foods they bought proved to, in any way, be correlated with the health claims often stated.
The study found that consumers believe functional foods, often based from technology-based enhancements and thus considered “inorganic”, were a less holistic approach to health.
Jessica Aschemann-Witzel stated that her team decided to examine the preferences of the German consumers when it came to dealing with a variety of organic foods. The team looked to see if the health claims on the packaging made any notable difference in the way consumers choose their foods.
The research team asked over 200 consumers to participate in the laboratory purchase simulation wherein the team showed the individuals packages or organic yogurt, muesli, and spaghetti products.
“We chose yogurt, 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 exist and that are bought by a large share of consumers, both in the organic and conventional quality category,” Aschemann-Witzel stated.
In each of the three categories, there were packages that showed general nutritional information, as well as health claim and/or health risk reduction claims.
The claims were used to echo those already in place in other countries like Sweden and the United States. For example, items with calcium ingredient would express the positive effect of bone health, and so on.
After see the products, the participants were asked to rank the items on a five-point scale. The consumers were also requested to inform the researchers whether or not a health claim was present on the packaging, and whether or not the presence or absence of such a claim was influential in his/her overall purchasing decision.
The study found that there seemed to not be incompatible, as the claims made little-to-no difference in the preferences of purchasing of the items.
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