Consumers' behaviours and attitudes toward healthy food products: The case of organic and functional foods

Over the last decade consumers’ health consciousness is becoming an important factor driving the agrofood market. Healthier food products have entered the global markets with force in the past years and rapidly gained market share. Consequently, the food industry has reacted to this trend by developing a growing variety of new products with health-related claims and images, including organic and functional foods that are selected by consumers for their health-promoting properties. Currently, the healthy foods and drinks market is performing well, in terms of innovation and market penetration; healthy foods in Europe have a turnover of € 5.7 billion. Different researches conclude that a better understanding of consumers' perception of healthy foods and its determinants are key success factors for market orientation and development and for successfully negotiating market opportunities. The research proposes a survey of 300 Italian consumers in order to understand attitudes towards healthy foods, with particular reference to organic and functional products, through the implementation of a cluster analysis. The main aim of this paper is to derive indications that may contribute to better strategic and tactical marketing decisions. The findings of this study are also important for government bodies interested in designing public health programs.functional foods, organic products, cluster analysis, Agricultural and Food Policy, Consumer/Household Economics,

Italian Consumer Attitudes Toward Products for Well-being: The Functional Foods Market

Functional foods, Italian consumers, Market segmentation, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, Institutional and Behavioral Economics,

Factors affecting use and understanding of nutrition information on food labels: evidences from consumers

In the past years, European population has experienced an increase in several chronic diseases linked to dietary and lifestyle factors. In particular obesity is increasing at an alarming rate all over Europe, while warnings about its diffusion have intensified. As a result nutrition-related measures are highly ranked in the agenda of the European Union political priorities. Specifically, at the end of 2011 the EU introduced new rules on food labelling requirements by adding a nutritional declaration. In this context the current paper explores factors affecting use and understanding of nutrition information on food labels in Italy and provides potentially useful assistance for the implementation of new nutrition labelling. Results of a direct survey on a random sample of 400 food shoppers identifies different profiles of consumers, through the use of PCA and Cluster Analysis. Main findings reveal the need to focus primarily on education campaigns and provide specific indications for developers and marketers as well as government bodies that are interested in designing consumer communication strategies and effective health programs

Do Consumers Want More Nutritional and Health Information on Wine Labels? Insights from the EU and USA

The global strategy to reduce the harmful use of alcohol launched in 2010 by the World Health Organization includes, amongst several areas of recommended actions, providing consumer information about, and labelling, alcoholic beverages to indicate alcohol-related harm. Labelling requirements worldwide for alcoholic drinks are currently quite diverse and somewhat limited compared to labelling on food products and on tobacco. In this context, the current paper contributes to the academic and political debate on the inclusion of nutritional and health information on wine labelling, providing some insights into consumer interest in, and preferences for, such information in four core wine-producing and -consuming countries: Italy, France, Spain, and the United States of America. A rating-based conjoint analysis was performed in order to ascertain consumer preferences for different formats of additional information on wine labels, and a segmentation of the sample was performed to determine the existence of homogeneous groups of consumers in relation to the degrees of usefulness attached to the nutritional and health information on wine labels. Our results highlight the interest expressed by European and United States consumers for introducing nutrition and health information on wine labels. However, the results of conjoint analysis show some signi\ufb01cant differences among stated preferences of the information delivery modes in different countries. In addition, segmentation analysis reveal the existence of signi\ufb01cant differences between consumer groups with respect to their interest in receiving additional information on wine labels. These differences are not only linked to the geographic origin of the consumers, or to socio-demographic variables, but are also related to wine consumption habits, attitudes towards nutritional information, and the degree of involvement with wine. This heterogeneity of consumer preferences indicates a need for a careful consideration of wine labelling regulations and merits further investigation in order to identify labelling guidelines in terms of the message content and presentation method to be used

Functional foods development in the European market: A consumer perspective

Abstract An overview of the functional foods (FFs) market in Europe that ascertains the opportunities for further expansion of this segment is presented. Consumer behavior towards FFs was analyzed through a quantitative survey conducted on 400 Italian food shoppers. Our findings reveal that respondents are confused due to the ambiguity of what FF products are, and that consumers perceive products that are intrinsically healthy such as yogurt, cereals and juice, as preferable and credible carriers of FFs. Moreover, use of principal components analysis highlighted the key role played by the perception of healthiness in determining shoppers' attitudes towards FF

Organic Farming and Sustainability in Food Choices: An Analysis of Consumer Preference in Southern Italy

AbstractIn recent years an important trend in sustainable food consumption is represented by organic consumers. Organic agriculture not only preserves the environment but it also improves public health, bringing significant benefits both to the economy as well as to the social cohesion of rural areas. Based on these considerations the proposed paper aims to analyze consumers demand for organic food as products that contribute to the sustainability of food choices. Cross-sectional data were collected through a web-based survey on 200 organic consumers resident in Campania Region between January and March 2015. Furthermore, this research assess the impact of local origin on consumer preferences for organic products using a conjoint analysis

Sustainability of Italian families' food practices: Mediterranean diet adherence combined with organic and local food consumption

The present research intends to contribute to the literature on sustainable food consumption by investigating the present-day dietary patterns of Italian households to assess the degree of adherence to the Mediterranean diet together with the level of organic and local food consumption. The analysis is based on data from the Italian National Institute of Statistics survey “Aspects of Daily Life” for the year 2014; this is a Multipurpose Survey conducted in Italy with 44,984 individuals across 18,864 households. A Heckman two-step probit model was implemented to estimate equations to assess the impact of Italian household composition and adherence to the Mediterranean diet upon organic and local food consumption. The study's findings show that both those households with children and those with a higher degree of adherence to the Mediterranean diet have higher probabilities of buying both organic and local products, while increasing household size reduces the likelihood of buying local products. Furthermore, good economic status and a higher level of education increase the probability of consuming organic food. Some of the differences highlighted are of low amplitude; however, these results offer novel and original insights for Italy and support the need to for both policy makers and marketers to implement a wide range of initiatives aimed at educating consumers about, and facilitating access to sustainable food products

Health warnings on wine labels: a discrete choice analysis of Italian and French Generation Y consumers

This paper aims to analyse Generation Y consumers' preferences for, interest in and attitudes towards different formats of health warnings on wine labels in two countries with different legal approaches: France and Italy. A Discrete Choice Experiment was realized on a sample of 500 wine consumers. Three warning options were applied: the long-term effect of drinking (brain damage); a short-term effect (car crash) and no warning option. Four attributes composed the choice set: alcohol content; framing of warning statement; warning size and position. Findings reveal that both the general degree of attention to the label and the level of visibility of the warnings are low, as are their effectiveness in changing consumption. Generation Y tend to prefer the ''no logo option'', short-term effects warnings and a small logo posted on the back label with neutrally framed messages. Results also show some significant differences among preferences in France and Italy, providing inputs to the ongoing debate in the EU on mandatory labelling. Although findings are subject to limitations related to the use of self-reported questionnaire and prone to social-desirability bias, practical implications are clear for private companies interested in implementing marketing strategies focused on enhancing the efficacy and readability of labels. Keywords: Health warning, Wine labelling, Discrete Choice Experimen

Making sense of the “clean label” trends: a review of consumer food choice behavior and discussion of industry implications

Consumers in industrialized countries are nowadays much more interested in information about the production methods and components of the food products that they eat, than they had been 50 years ago. Some production methods are perceived as less “natural” (i.e. conventional agriculture) while some food components are seen as “unhealthy” and “unfamiliar” (i.e. artificial additives). This phenomenon, often referred to as the “clean label” trend, has driven the food industry to communicate whether a certain ingredient or additive is not present or if the food has been produced using a more “natural” production method (i.e. organic agriculture). However, so far there is no common and objective definition of clean label. This review paper aims to fill the gap via three main objectives, which are to a) develop and suggest a definition that integrates various understandings of clean label into one single definition, b) identify the factors that drive consumers' choices through a review of recent studies on consumer perception of various food categories understood as clean label with the focus on organic, natural and ‘free from’ artificial additives/ingredients food products and c) discuss implications of the consumer demand for clean label food products for food manufacturers as well as policy makers. We suggest to define clean label, both in a broad sense, where consumers evaluate the cleanliness of product by assumption and through inference looking at the front-of-pack label and in a strict sense, where consumers evaluate the cleanliness of product by inspection and through inference looking at the back-of-pack label. Results show that while ‘health’ is a major consumer motive, a broad diversity of drivers influence the clean label trend with particular relevance of intrinsic or extrinsic product characteristics and socio-cultural factors. However, ‘free from’ artificial additives/ingredients food products tend to differ from organic and natural products. Food manufacturers should take the diversity of these drivers into account in developing new products and communication about the latter. For policy makers, it is important to work towards a more homogenous understanding and application of the term of clean label and identify a uniform definition or regulation for ‘free from’ artificial additives/ingredients food products, as well as work towards decreasing consumer misconceptions. Finally, multiple future research avenues are discussed