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Consumer's views regarding health claims on two food packages

Svederberg, Eva LU (2002) In Pedagogical reports
Abstract
Use of nutrition claims and health claims in labelling of food products is frequent, not least on

food products categorised as functional foods. Studies show frequent use of such information

in consumers’ choice of food products, even if many consumers find it confusing and want it

reinforced by other trusted sources of information. Studies also show consumers to have a low

understanding of concepts used and statements made.

The aim of the present study was to investigate how, when consumers are presented with

nutrition claims and health claims on packaged food products, their thinking about such texts

on food products is affected by various types of food-related... (More)
Use of nutrition claims and health claims in labelling of food products is frequent, not least on

food products categorised as functional foods. Studies show frequent use of such information

in consumers’ choice of food products, even if many consumers find it confusing and want it

reinforced by other trusted sources of information. Studies also show consumers to have a low

understanding of concepts used and statements made.

The aim of the present study was to investigate how, when consumers are presented with

nutrition claims and health claims on packaged food products, their thinking about such texts

on food products is affected by various types of food-related experiences.

An empirical study comprised a group of thirty Swedish consumers aged 25 to 64. The

open and explorative form of data collection comprised individual semi-structured interviews,

where the points of departure were nutrition claims and health claims found on the package of

a margarine and a loaf of bread, both sold in Sweden. The analysis aimed at categorising how

food-related experiences are involved in consumers' thinking about such statements.

Participants who expressed special concern for their own and their families’ health

situation, at present and in the long term, were found to be eager to find out the meaning of

concepts and statements made, and many of them searched for more information on the

packages. A lack of understanding and the credibility of concepts and expressions often

caused suspiciousness of the product, which however in some cases was counterbalanced by

confidence in manufacturers, retailers and/or the Swedish food legislation. Participants who

expressed concern for their traditional eating habits tended to put up with their lack of

understanding of concepts and statements on the packages, and rather expressed concern for

palatability.

To achieve fruitful written communication of food products' health-conducive properties on

packaged food labels, there is a need to consider the importance many consumers attach to

understand the meaning of concepts and expressions used, and the importance of credibility in

certain expressions. For fruitful communication, there is also a need to meet consumers in

relation to their varying food-related experiences. (Less)
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organization
publishing date
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Book/Report
publication status
published
subject
keywords
contextual analysis, Consumers, food products, nutrition claims, education, health claims
in
Pedagogical reports
publisher
[Publisher information missing]
language
English
LU publication?
yes
id
b49dfa5e-e72a-4409-8088-b1d0eab249a7 (old id 526672)
date added to LUP
2007-09-12 12:18:27
date last changed
2016-04-16 11:01:35
@misc{b49dfa5e-e72a-4409-8088-b1d0eab249a7,
  abstract     = {Use of nutrition claims and health claims in labelling of food products is frequent, not least on<br/><br>
food products categorised as functional foods. Studies show frequent use of such information<br/><br>
in consumers’ choice of food products, even if many consumers find it confusing and want it<br/><br>
reinforced by other trusted sources of information. Studies also show consumers to have a low<br/><br>
understanding of concepts used and statements made.<br/><br>
The aim of the present study was to investigate how, when consumers are presented with<br/><br>
nutrition claims and health claims on packaged food products, their thinking about such texts<br/><br>
on food products is affected by various types of food-related experiences.<br/><br>
An empirical study comprised a group of thirty Swedish consumers aged 25 to 64. The<br/><br>
open and explorative form of data collection comprised individual semi-structured interviews,<br/><br>
where the points of departure were nutrition claims and health claims found on the package of<br/><br>
a margarine and a loaf of bread, both sold in Sweden. The analysis aimed at categorising how<br/><br>
food-related experiences are involved in consumers' thinking about such statements.<br/><br>
Participants who expressed special concern for their own and their families’ health<br/><br>
situation, at present and in the long term, were found to be eager to find out the meaning of<br/><br>
concepts and statements made, and many of them searched for more information on the<br/><br>
packages. A lack of understanding and the credibility of concepts and expressions often<br/><br>
caused suspiciousness of the product, which however in some cases was counterbalanced by<br/><br>
confidence in manufacturers, retailers and/or the Swedish food legislation. Participants who<br/><br>
expressed concern for their traditional eating habits tended to put up with their lack of<br/><br>
understanding of concepts and statements on the packages, and rather expressed concern for<br/><br>
palatability.<br/><br>
To achieve fruitful written communication of food products' health-conducive properties on<br/><br>
packaged food labels, there is a need to consider the importance many consumers attach to<br/><br>
understand the meaning of concepts and expressions used, and the importance of credibility in<br/><br>
certain expressions. For fruitful communication, there is also a need to meet consumers in<br/><br>
relation to their varying food-related experiences.},
  author       = {Svederberg, Eva},
  keyword      = {contextual analysis,Consumers,food products,nutrition claims,education,health claims},
  language     = {eng},
  publisher    = {ARRAY(0x564ed08)},
  series       = {Pedagogical reports},
  title        = {Consumer's views regarding health claims on two food packages},
  year         = {2002},
}