Conducted in France, the lab experiment found that basic health information on functional foods encourages consumers to pay more for products, even if they are not the target population for the product in question.
In addition, warning language on the products does little to deter consumers from paying the extra charge for the product.
Writing in the journal Food Policy, the researchers say their findings indicate the need for stringent health claims regulations in order to avoid the “proliferation of products and claims with weak or dubious health benefits”.
Messages and purchasing
Researchers from France’s agricultural research centre IRNA and Germany’s Technische Universitaet Muenchen recruited participants representative of the whole population, all of whom regularly consumed dairy products.
The first group of 60 participants were either directly affected by cholesterol problems (cholesterol group), or they had received medical recommendations to lower or watch their cholesterol (sensitive group). A further 47 participants had no cholesterol concerns (non-concerned group).
Using a series of questionnaires, blind taste tests and selective information disclosure, participants were asked at various stages how much they were willing to pay for two products: a plant sterol-enriched yoghurt (Danone’s Danacol) and a natural yoghurt (Danone’s Nature).
Before the onset of the experiment, most participants had little knowledge of the benefits of sterols, although awareness was higher amongst the cholesterol group. “Very few” participants from all groups were able to name Danacol.
Participants were provided with a series of information on the products, starting with the health benefits (helps reduce LDL (bad) cholesterol), and culminating with the potential risks (difficult absorption of vitamins A and E as explained in cholesterol reduction and scientific uncertainty).
Low interest
The researchers found that participants expressed little interest for complete information about sterols and that ambiguity of the health information has only a limited impact on their choice and willingness to pay (WTP).
“Results show a statistically significant and positive influence of information about the cholesterol reducing effects on WTP. Interestingly, participants with no cholesterol also positively react to the information. Conversely, information about scientific uncertainties regarding the impact of sterols on the reduction of cardiovascular risks is not statistically influential among consumers with cholesterol,” they wrote.
The researchers said their findings raise questions about the level of information that should be provided to consumers, and about the role of food and health claim regulations.
“From a regulatory point of view, this experiment suggests that it is especially imperative for governments to examine not only the medical information about health and benefits but also consumers’ incentives and perceptions of functional food (…) The acceptance of heath claims by public authorities or agencies should be stringent for avoiding proliferation of products and claims with weak or dubious health benefits.”
Source: Functional food, uncertainty and consumers’ choices: A lab experiment with
enriched yoghurts for lowering cholesterol
Food Policy
doi:10.1016/j.foodpol.2010.04.009
Authors: Stéphan Marette, Jutta Roosen, Sandrine Blanchemanche, Eve Feinblatt-Mélèze