INYS, Lund, November 29, 2006 Consumer aspects relating to the development of functional foods Klaus...

INYS, Lund, November 29, 2006

Consumer aspects relating to the development of functional foods

Klaus G. GrunertMAPP – Centre for Research on Customer Relations in the Food SectorAarhus School of Business

INYS, Lund, November 29, 2006Dias 2

Overview

The consumer view of food quality The perspective for functional foods Consumer-driven product development in the

functional food area

Acknowledgements: Joachim Scholderer, Tino Bech-Larsen, Helle Alsted

Søndergaard, Rasa Krutulyte, MAPP Projects SCANOMEGA, FUNCFOOD, CROSSENZ, SLUT


What consumers want from food products

Good tasteGood smell, good appearance, good texture…

ConvenienceIn shopping, storing, preparing, eating…

NaturalnessNo GMOs, no E numbers, animal welfare, organic

production… Healthiness


Are consumers aware of the link between food and health?

Which factors have most effect on your health?

0

10

20

30

40

50

60

70

80

90

Denmark Finland USA

Healthy and variedeatingExercise regularly

Avoid stress

Avoid smoking

Sleep regularly

Genetically determined

Avoid alcohol


Good intentions

I generally try to eat a varied and healthy diet

05

1015202530354045

Completelydisagree

Disagree Neitherdisagree nor

agree

Agree Completelyagree


Good intentions

0

10

20

30

40

50

60

70

80

90

100

1.Completely

disagree

2. 3. 4. 5. 6. 7.Completely

agree

% c

onsu

mer

s

Exercise more

Eat more fruits and vegetables

Eat less sugar

Eat less fat

Eat more fish

Smoke less

Drink less alcohol

I intend to:


Difficult implementation

0

10

20

30

40

50

60

70

80

90

100

1. Not atall

2. 3. 4. 5. 6. 7. Verymuch

% c

onsu

mer

sEat more fruits and vegetables

Eat less fat

Eat less sugar

Eat more fish

Smoke less

Drink less alcohol

In the last couple of months, I have started to:


1

285

0

100

200

300

400

Health Other

Thought content category

Food-related thoughts of a sample of consumers during a 1 week period

Healthiness of food in daily life


Importance of health at point of purchase and after consumption

0

0,1

0,2

0,3

0,4

0,5

0,6

0,7

0,8

Before purchase After consumption

Sensory qualityHealth quality


Health in consumer food choice

Health is a major element of perceived quality But health is not top of mind in everyday food

purchasing and handling Many consumers believe that their diet is pretty

healthy as it is Consumers will not make compromises with

quality of life− “If you had a life with enjoyment, if that’s steak and red

wine, then you probably had a good life”

Health carries no reinforcement People don’t want to become ’too healthy’





What do consumers think about functional foods?

0

10

20

30

40

50

60

70

80

90

100

1.Completely

disagree

2. 3. 4. 5. 6. 7.Completely

agree

% c

onsu

mer

sFoods enriched with healthy ingredients arehealthier than normal foods

Foods enriched with healthy ingredients areagainst my personal values

I t is a good thing to enrich foods withhealthy ingredients

I might start buying foods enriched withhealthy ingredients


The perspective for functional foods:Trade-offs and synergies among quality criteria

Health and convenience:− The convenient way to healthy eating

Health and good taste:− Functional foods are still foods, and no

compromises with taste are accepted Health and naturalness:

− The problem with undesirable technologies


Health and naturalness

“In a way I like that the food I eat is pure - that nothing has been added”

“I don’t think they should put more additives in the food…even though they are not really additives”

“It makes me think of food being injected with a syringe”

“If people eat butter they know it is unhealthy…and then the food manufacturers develop something different…I think that’s cheating”


Naturalness and degree of processing

Organic Conventional Functional GMO


Carriers and ingredients: Natural combinations are prefered

0

5

10

15

20

25

30

35

40

45

50

Yoghurt Müsli bar Fishballs

Tunasalad

Babyfood

Ryebread

Liverpaté

Omega-3Fish oilVitaminsMineralsPlant sterolsCaffeineFibre


The perspective for functional foods:The information problem

Health benefits are invisible – they have to be communicated in a way that is credible and understandable

Health claims are regulated Consumers are sick and tired of complex,

confusing and contradictory information about what is healthy and what is not

Consumers are confused − by technical terms− by verbal qualifiers like ’research shows…’, ’may

help…’− by probabilities and risk statements


0

10

20

30

40

50

60

70

80

90

100

no enrichment omega-3 oligosacharides

no claimphysiological claimhealth claim

The need for simplification


The limits of information processing


The limits of information processing

Nutritionallabel

Ingredientslist

Health claims

PerceptionUnder-

standingEvaluation Purchase

Decision-making

PurchaseAssociations Affect

Brand

Appearance


Perspectives for functional foods

Can draw upon the basic health motive and consumers’ desire for convenience

Need to take into account consumers’ desire for products that are ’natural’ or produced in a ’natural’ way

Are foods, and few consumers will trade lack of taste for more health

Are information-intensive products, and communicating health benefits is a complex task





Consumer-driven product development

The right balance between exploitation of new technology and a thorough understanding of consumer needs


Consumer driven product development

Things to take into account− Selection of health benefits− Selection of carrier/ingredient combinations− Framing of health-related messages− Cultural differences− Consumer segments− The right technology− Health branding approach


Cultural differences


Segments

Segment 4: The

challenged5%

Non-adopters51%

Segment 3: The well to-do

12%

Segment 1: The as-yet

invulnerable17%

Segment 2: The

overeaters 15%


The right technology

-1,00

-0,50

0,00

0,50

1,00

Non-GM plants GM plants Non-GMmicrobes

GM microbes

Enzyme production system asked about

Att

itu

de

(ipsa

tive v

alu

es)

Finland

Germany

I taly

Example: Attitude to enzyme production systems


Health branding

Building up strong, unique and favourable health-related brand associations

Consistency – product appearance, sensory properties, labelling, advertising, PR, use of symbols all have to support the health message

Credibility – alliances, endorsers, back-up of scientific evidence


Consumer driven product development

Things to take into account− Selection of health benefits− Selection of carrier/ingredient combinations− Framing of health-related messages− Cultural differences− Consumer segments− The right technology− Health branding approach

More info http://www.mapp.asb.dk

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