Does a time constraint modify results from rating-based conjoint analysis? Case study with orange/pomegranate juice bottles

People do not usually process all the available information on packages for making their food choices and rely on heuristics for making their decisions, particularly when having limited time. However, in most consumer studies encourage participants to invest a lot of time for making their choices. Therefore, imposing a time-constraint in consumer studies may increase their ecological validity. In this context, the aim of the present work was to evaluate the influence of a time-constraint on consumer evaluation of pomegranate/orange juice bottles using rating-based conjoint task. A consumer study with 100 participants was carried out, in which they had to evaluate 16 pomegranate/orange fruit juice bottles, differing in bottle design, front-of-pack nutritional information, nutrition claim and processing claim, and to rate their intention to purchase. Half of the participants evaluated the bottle images without time constraint and the other half had a time-constraint of 3 s for evaluating each image. Eye-movements were recorded during the evaluation. Results showed that time-constraint when evaluating intention to purchase did not largely modify the way in which consumers visually processed bottle images. Regardless of the experimental condition (with or without time constraint), they tended to evaluate the same product characteristics and to give them the same relative importance. However, a trend towards a more superficial evaluation of the bottles that skipped complex information was observed. Regarding the influence of product characteristics on consumer intention to purchase, bottle design was the variable with the largest relative importance in both conditions, overriding the influence of nutritional or processing characteristics, which stresses the importance of graphic design in shaping consumer perception.     

The influence of health claims and nutritional composition on consumers’ yoghurt preferences

The use of health claims on foods with a poor nutritional composition could pose a risk of misleading some groups of consumers in their food choices. This study aimed to explore the influence of the use of claims on consumers’ preferences for yoghurts with a different nutritional composition and the influence of more and less familiar claims on food choices. The study was conducted on 371 consumers using conjoint methodology and further cluster analysis. Fruit yoghurt was used as a base product. We investigated the impact of the following product attributes on consumers’ preferences: presence/absence of a probiotic and fat metabolism claim; sugar content; and fat content. The results suggest that, while consumers generally consider the nutritional composition of yoghurt to be more important than the tested claims, some groups of consumers are more sensitive to the use of health-related statements. We observed the consumers’ generally positive preference for a familiar probiotic claim, and their negative preference for a non-familiar fat metabolism claim. Overall, these results indicate that some groups of consumers are more sensitive to the use of health-related communications and are therefore more exposed to the risk of being misled if the composition of the yoghurt they buy is in fact less favourable. It would be beneficial if nutrient profiles were introduced to limit the use of claims on foods.     

Consumer awareness of salt and sodium reduction and sodium labeling

Reduction of dietary sodium by reduction of sodium in foods is a current industry target. Quantitative information on consumer knowledge of sodium and reduction of dietary sodium is limited. The objectives of this study were to characterize consumer knowledge and awareness of sodium and salt reduction in foods. Consumers (n= 489) participated in a quantitative internet survey designed to gather knowledge and attitudes towards dietary sodium, sodium in foods, and health. Eating habits and food consumption characteristics, knowledge of salt and sodium, and interest in health and wellness were probed. Saltiness believe and sodium knowledge indices were calculated based on correct responses to salt levels in food products. Kano analysis was conducted to determine the role of nutrition labels and satisfaction/dissatisfaction of foods. Consumers were aware of the presence of sodium in "salty" foods, and that sodium was part of salt. People who had a family history of certain diseases associated with a higher intake of dietary sodium did not necessarily have more knowledge of the relationship between sodium intake and a specific disease compared to consumers with no family history. Sodium content on the food label panel did not influence consumer dissatisfaction; however, sodium content did not necessarily increase consumer product satisfaction either. The addition of a healthy nutrient (that is, whole grain, fiber) into a current food product was appealing to consumers. For nutrient labeling, a "reduced" claim was more appealing to consumers than a "free" claim for "unhealthy" nutrients such as fat, sodium, and sugar. Practical Application: This study demonstrated the current state of consumer knowledge on sodium and salt reduction, and consumer perception of the relationship between diets high in sodium and many chronic diseases. Information that may contribute to consumer satisfaction on nutrition panel labeling was also determined.     

Dissecting qualified health claims: evidence from experimental studies

This paper reviews recent consumer studies evaluating comprehension of a novel form of food labeling, qualified health claims, now permitted by FDA. The joint goals of qualified health claims are to encourage firms to make accurate, science-based claims about the health benefits of their products while helping consumers prevent disease and improve their health through sound dietary decisions using enhanced nutrition information. This paper examines whether consumers can differentiate between multiple levels of health claims and determines if a front label visual aid helps consumer understanding. Results of experimental consumer attitude studies are presented which suggest that people do not perceive significant differences between the three levels of qualified claims and traditional (unqualified or SSA) health claims. An additional experiment suggests that a visual aid (report card) may be an important device to help consumers distinguish between the levels of health claims. However, thought-listing data suggests that consumers use the report card to draw inferences about overall product quality rather than the strength of scientific evidence supporting the health claim. Implications of these findings for the future regulatory oversight and marketing of functional food products are discussed.     

Identification and characterization of fluid milk consumer groups

Consumption of fluid milk has steadily declined over the last few decades. Understanding the attributes of fluid milk products that are attractive to specific consumer groups may provide a sound basis for education and marketing to encourage increased dairy consumption and reverse the downward trend. The objective of this study was to identify the attributes of fluid milk that specific consumer groups find attractive and attributes that suggest a higher purchase likelihood. An adaptive choice-based conjoint (ACBC) survey was designed to assess attributes of fluid milk. The ACBC survey included Kano, importance, labeling identification, and beliefs questions to determine the key attributes that dictated consumer purchase and consumption. Self-reported purchase habits and attitudes for organic food products were also collected. Attributes in the ACBC exercise included fat content, package type, shelf life, and label claims. Maximum difference scaling was used to rank the importance of attributes in fluid milk that affected purchase. Maximum difference scaling was also used to rank qualities and issues associated with organic milk that were most motivating for those who identified as organic milk consumers. Results were analyzed by univariate and multivariate statistics. A total of 1,163 fluid milk consumers completed the survey, and of those, 434 were regular purchasers of organic milk. The ideal fluid milk from conjoint analysis was 2% milkfat, organic, packaged in a plastic jug, conventionally pasteurized, and contained no additives or label claims. The belief that “organic milk is healthier” was the most important motivator for purchases of organic milk, followed by the beliefs that “organic milk production encourages ethical treatment of animals” and “organic milk production supports local farms and farmers.” Conjoint importance scores of all fluid milk consumers showed that milkfat content was the most important attribute, followed by flavor, package size, and price. For all milk consumers, designation as organic was ranked as the 8th most important of 14 attributes. Evaluation of these results on both aggregate and individual levels suggest that fluid milk consumers are not a homogeneous consumer group and that underlying consumer groups are led to purchase decisions by specific product features or expectations.     

Impacts of situational factors on process attribute uses for food purchases

Consumer buying decisions for food reflect considerations about food production.However, consumers’ interest in process-related product characteristics does not always translate into buying intentions. The present study investigates how situational factors affect the use of process-related considerations when consumers select food products. A conjoint study provides estimated part worth utilities for product alternatives that differ on five product attributes (including four process-related factors) across two products (bread and sports drink) that differ on perceived naturalness. The investigation of the utilities of the process-related attributes features both an internal (priming of environmental values/value centrality) and an external (time pressure) situational factor. The results indicate that the importance of process-related attributes is product specific and also depends on situational factors.     

Influence of three non-sensory factors on consumer choice of functional yogurts over regular ones

To better understanding the consumer choice of functional foods, a choice-based conjoint study was carried out to investigate the influence of three non-sensory factors on consumer choice of functional yogurts over regular ones. Four attributes were considered in the conjoint study: type of yogurt (regular, enriched with antioxidants and enriched with fibre), brand (national familiar, national unfamiliar, and foreign familiar), price (low, regular and high) and claim (with and without ‘reduced disease risk’ health claim). Eighteen choice sets, each composed of three stimuli (regular yogurt, enriched with antioxidants and enriched with fibre and varying the brand, price and claim levels) were evaluated by 103 consumers. For each choice set, consumers had to indicate which yogurt would normally buy. A questionnaire on consumer attitude towards health and nutrition was answered by participants after the choice task. Brand, price and health claims highly significantly affected consumer choice of functional yogurts. The relative importance of brand was similar to that of type of yogurt. Therefore, results suggested that non-sensory factors such as brand and price could have an important impact on consumer perception of functional foods. The impact of brand, price and health claims was affected by consumer interest in health issues.     

A consumer-based approach to salt reduction: Case study with bread

In recent years high sodium intake has raised growing concern worldwide. A widespread reduction of salt concentration in processed foods has been claimed as one of the most effective strategies to achieve a short-term impact on global health. However, one of the major challenges in reducing salt in food products is its potential negative impact on consumer perception. For this reason, gradual salt reduction has been recommended. In this context, the aim of the present work was to present a consumer-based approach to salt reduction, using bread as case study. Two consumer studies with a total of 303 consumers were carried out. In the first study, four sequential difference thresholds were determined through paired-comparison tests, starting at a salt concentration of 2%. In the second study, 99 consumers performed a two-bite evaluation of their sensory and hedonic perception of five bread samples: a control bread containing 2% salt and four samples with reduced salt content according to the difference thresholds determined in the first study. Survival analysis was used to determine average difference thresholds, which ranged from 9.4% to 14.3% of the salt concentration of the control bread. Results showed that salt concentration significantly influenced consumer overall liking of the bread samples. However, large heterogeneity was found in consumer hedonic reaction towards salt reduction: two groups of consumers with different preference and hedonic sensitivity to salt reduction were found. Results from the present work confirm that cumulative series of small salt reductions may be a feasible strategy for reducing the sodium content of bread without affecting consumer hedonic perception and stress the importance of considering consumer perception in the design of gradual salt reduction programmes.     

Consumer Awareness and Interest Toward Sodium Reduction Trends in Korea

Reduction of dietary sodium intake by lowering amount of sodium in foods is a global industry target. Quantitative information on current consumer knowledge of sodium reduction trends in Korea is unknown. The objective of this study was to quantify the consumer knowledge and awareness of sodium and salt reduction in foods and to characterize consumer interest in health labeling on the food package. Additionally, comparison of consumer knowledge status between Korea and United States was followed. Consumers (n = 289) participated in an internet survey designed to gauge consumer knowledge and attitudes toward dietary sodium, the sodium content in representative food products (n = 27), and their interest toward specific health claims, including sodium labeling. Questions regarding demographics as well as consumption characteristics were asked. Sodium knowledge index and saltiness belief index were calculated based on the number of correct responses regarding the salt level and sodium content in given food products. Kano analysis was conducted to determine the role of nutrition labels in consumer satisfaction with products. Current consumer knowledge on the sodium content in food products was high, and consumers were adept at matching the sodium content with the salty taste intensity of food products. Consumers’ knowledge of the relationship between diets high in sodium and an increased risk of developing previously reported sodium‐related diseases, such as hypertension, coronary heart disease, kidney disease, and stomach cancer, were also high. Information on the nutrition panel that influences the consumer satisfaction (trans‐fat, sodium, ingredient list, and country of origin) as well as adjective‐nutrition claim pairs that appeal positively to purchase intent of the product were identified.     

How do consumers perceive reformulated foods after the implementation of nutritional warnings? Case study with frankfurters in Chile

Nutritional warnings have emerged as a promising front-of-package nutrition labelling scheme to discourage consumption of products with high content of nutrients associated with non-communicable diseases. One of the objectives of this policy is to encourage the food industry to reformulate their products. However, information about consumers’ perception of reformulated products in the context of the implementation of this policy is still limited. The aim of this study was to assess the relative influence of different types of reformulation on consumers’ perceived healthfulness and purchase intention, using frankfurters as case study. A conjoint analysis was implemented considering a fractional factorial design involving 5 2-level variables: brand type (artisanal/industrial), sodium reduction (with/without), saturated fat reduction (with/without), fibre claim (with/without) and cholesterol claim (with/without). An online survey with 494 consumers was implemented one year after the implementation of nutritional warnings in Chile. Participants were randomly divided into two groups, one of which evaluated purchase intention (n = 249) and the other evaluated perceived healthfulness (n = 245). Data were analysed using analysis of variance and cluster analysis. Results showed that reformulated products without nutritional warnings for sodium and saturated fat were perceived as more healthful and had higher purchase intention scores than then regular counterparts. On the contrary, nutrient claims did not have a relevant effect on consumers’ perception. Heterogeneity in consumers’ reaction to the reformulated products was found and was mainly related to consumption frequency of the product category. Results provide insights for policy makers and food companies in countries considering the implementation of nutritional warnings.     

Consumer perceptions of graded, graphic and text label presentations for qualified health claims

On December 18, 2002, the Food and Drug Administration (FDA) announced the Consumer Health Information for Better Nutrition Initiative. The initiative's goal is to make available more and better information about conventional foods and dietary supplements to help Americans improve their health and reduce risk of disease by making sound dietary decisions. It included a rating system to assess the "weight of the publicly available evidence." It assigns one of four ranked levels to the claim thus resulting in qualified health claims. Two phases of research were conducted by the International Food Information Council (IFIC) Foundation. Qualitative research to assess consumer understanding, vocabulary, and familiarity with claims helped with the design and orientation of the second quantitative research phase. The quantitative phase employed a Web-based survey. The claim formats included: report card graphic, report card text, embedded claim text, point-counterpoint, structure/function claim, and nutrient content claim. Respondents were asked to rate the product for perceived strength of scientific evidence provided to support the claim, and questions about the product's perceived healthfulness, quality, safety, and purchase intent. Consumers found it difficult to discriminate across four levels and showed inclination to project the scientific validity grade onto other product attributes. Consumers showed preference for simpler messages.     

Opportunities for product innovation using authorised European Union health claims

For authorisation of a health claim in Europe, applicants must follow the procedures in the legislation and in the guidelines for submission of a dossier, as well as the guidance in the European Food Safety Authority's opinions on the scientific requirements for health claims. In addition to the authorised functional benefits of the vitamins and minerals, certain foods and food constituents offer beneficial physiological effects that extend beyond traditionally accepted nutritional effects. The elucidation of these effects is becoming more important, as reflected by the increasing amount of nutrition research and number of product innovations. Provided that they are scientifically substantiated, health claims linked to food and food supplement products can help consumers make well‐informed food choices. The present review focuses on scientific substantiation and consumer understanding of health claims, and it aims to help those involved in academic research, food product development and consumer education about food and health.     

Optimization of tannin-containing sorghum bran addition to gluten-free bread

Ingredients used to enhance sensory quality of gluten-free (GF) bread often lack in nutrients. This presents nutritional challenges for celiac-positive individuals and fails to meet expectations of healthfulness for non-celiac GF consumers. Sorghum (Sorghum bicolor L. Moench) flour can provide acceptable GF bread properties, and tannin-containing varieties contain antioxidants concentrated in the bran along with dietary fiber. Using a central composite design, tannin-containing sumac sorghum bran, gum (xanthan + guar), and water levels were optimized in a GF sorghum-based bread formulation. Loaf specific volume and gas cells/cm² were maximized while minimizing hardness and cell wall thickness. The optimum formulation containing 14.2% sorghum bran, 1% gum, and 145% water (flour basis) effectively increased dietary fiber in bread to 13.4% (considered “high fiber”) and showed oxygen radical absorbance capacity of 61.6 µmol TE/g. This optimum formulation did not differ from a sorghum flour-based control bread in consumers’ (N = 100) liking of color, texture, flavor, overall acceptability, nor willingness to buy (WTB). All mean hedonic scores (numbered 9-point scale) were above 5, whereas average WTB was 4.7 for the optimum formulation and 4.6 for the control (9-point Likert scale) among consumers varying in GF bread consumption habits. Perceived bread bitterness was low (averaging 2.85 on 9-point intensity scale), did not vary between samples despite marked differences in antioxidant capacity, and was not correlated with WTB. When utilizing effective optimization models with key functional ingredients, sumac sorghum bran addition can enhance dietary fiber and antioxidant potential in sorghum-based GF breads without compromising quality attributes.     

Discrete choice experiments in the analysis of consumers’ preferences for finfish products: A systematic literature review

Discrete choice experiments (DCEs) have become an important tool for assessing the preferences of consumers for finfish seafood products. This investigation presents a systematic literature review of studies performed in the last 20 years (2000–2019) that use DCEs to analyse consumers’ preferences for finfish products, with the purpose to identify the main insights of consumer behaviour towards these products, the most used attributes for this type of experiments and to discuss and compare some willingness to pay estimations. We found that origin was the most used attribute for this kind of experiments, while other important factors were the harvest method, a specific certification label and the species or products considered. The WTP estimates evidenced that consumers are willing to pay premiums for domestic products, while similarly, wild products were preferred over farmed products. Also, there were higher WTP estimates for certified products, in which specific certification labels were better options rather than just claiming that the product was certified or not. All claims and labels related to sustainability, nutritional, health and safety information provided premiums that consumers were willing to pay, however, the importance differed depending on the type of label or claim, the country and species. Future research should consider the influence of being or not the main purchaser in the household, as it might affect the WTP values. Also, given the importance, future research extensions using DCEs are needed on the Chinese and Asian finfish market.     

The influence of product knowledge on the relative importance of extrinsic product attributes of wine

The purpose of this paper is to examine the influence of product knowledge, both subjective and objective, on the relative importance of four extrinsic product attributes of wine, namely price, age, brand and region of origin. The relative importance of four product attributes is evaluated comparative to consumers’ self-reported and objectively measured knowledge of wine, using the conjoint analysis technique. The results suggest that product knowledge does influence the relative importance of extrinsic wine attributes in product evaluation, with the price of wine shown to be the dominant attribute regardless of the level of product knowledge expertise. Brand, age and region of origin received differing rankings of importance. Across all four levels of product knowledge, consumers navigate their evaluative product decisions according to the midpoint between most and least expensive wines in their consideration set. Price sensitivity appears to heavily impact consumer evaluation strategies, which serves to inform wine pricing strategies.     

Claiming health in food products

Health-related information is increasingly used on food products to convey their benefits. Health claims as a subcategory of these messages link the beneficial component, functions or health outcomes with specific products. For consumers, health claims seem to carry the message of increased healthiness, but not necessarily making the product more appealing. The wording of the claim seems to have little impact on claim perception, yet the health image of carrier products is important. From consumer-related factors the relevance and attitudes towards functional foods play a role, whereas socio-demographic factors have only minor impact and the impact seems to be case-dependent. Familiarity with claims and functional foods increase perceived healthiness and acceptance of these products. Apparently consumers make rather rational interpretations of claims and their benefits when forced to assess the information, but we still know relatively little about consumer understanding of the message content in claims and even less about the assessment of personal relevance of the claimed benefits. In future studies more emphasis should be put on including contextual influences and realistic conditions in assessing consumer understanding and use of health claims in purchase decisions.     

Peanut Hull Flour as Dietary Fiber in Wheat Bread

Peanut hull flour (PHF) at 0, 4, and 8% was added to wheat bread (WB) to increase the dietary fiber content. The bread was tested for textural properties, proximate composition, dietary fiber content, specific volume, color, and some sensory attributes. While addition of PHF caused some changes in the bread, all samples were evaluated by a panel as being acceptable. From the standpoint of bread quality, PHF is an acceptable material which can be added to WB to increase the level of dietary fiber.     

The effect of dietary fibre information on consumer responses to breads and “English” muffins: a cross-cultural study

The effect of information about dietary fibre content was investigated for Chinese Malaysian and Australian consumer perceptions of bread and English muffins for (a) white low-fibre, (b) white fibre-enriched and (c) wholemeal/grain versions of the products. Acceptance measures, perception of sensory intensities and health and nutrition related attributes were rated before and after information about fibre content was presented. Information strongly affected the perceived healthiness and nutrition value of the breads and English muffins for both cultural groups, and Australians were more receptive to information in their ratings for fibre content. Perceived sensory intensities were also influenced by information, and a cultural difference in direction of change was observed for the English muffins. For both cultures, bread liking and English muffin, likelihood of consumption was enhanced for the white product labelled as high in fibre, while no changes were noted for the wholemeal/grain ratings. Consumer characteristics had no additional explanatory power in relation to consumers’ acceptance response when fibre information was given, for either culture group.     

Are nutritional warnings more efficient than claims in shaping consumers’ healthfulness perception?

Nutritional warnings highlighting high content of nutrients associated with non-communicable diseases have been recently proposed as a tool to facilitate the identification of unhealthful products. However, several different cues raising positive healthful associations are usually included on food packages, which can reduce the effectiveness of nutritional warnings. This study aimed to evaluate the effect of nutritional warnings and claims on the perceived healthfulness of four product categories, frequently consumed in Brazil: yogurt, juice, bread and crackers. For each category, eight packages were designed following a full-factorial experimental design with three two-level factors: two types of claims (present vs. absent) and nutritional warnings highlighting high content of saturated fat, sugar and/or sodium (present vs. absent). A total of 820 adults participated in an online survey. They were randomly divided into four groups, each of which evaluated the packages of one product category. For each package, participants were asked to rate their perceived healthfulness using a 7-point scale (1: not healthy at all; 7: very healthy). Data were analyzed using ANOVA considering main effects and interactions. Results showed that although claims had a significant and positive effect on the perceived healthfulness of all categories, nutritional warnings had the largest relative importance and significantly decreased perceived healthfulness. Participants who were more willing to compromise pleasure for health tended to give more relative importance to the warnings. Results suggest that nutritional warning could facilitate the identification of products with unfavorable nutrient profile and can contribute to override the positive healthful associations generated by claims.     

营养标签——食品的“健康身份证”

<正> 世界经济一体化的今天,食品营养标签的发展已趋向于国际化,世界各国纷纷制定食品营养标签标准或法规,在法律上对其认可,规范其作为公布食品营养信息重要媒体的行为,引导消费者合理选择食品以促进身体健康。