The Impact of Health Claims in Different Product Categories

Abstract

There has been little research about which combinations of health claims, food product categories, and nutrient enrichment labellings are most appealing to consumers. This paper tests whether specific product group differences exist for health claims and ingredient labellings based on the food additive Xanthohumol. To analyze preference heterogeneity, differences between consumers with a high, medium, or low preference for organic food products were considered. For data collection, an online-based discrete choice experiment was applied in Germany for the product categories milk, yoghurt, water, cola, and chocolate. The choice experiments were analyzed with multinomial and mixed logit models. Positive effects for the considered health claims that are based on the effect of the food additive Xanthohumol could be found for water, milk, and yoghurt. The comparison of the different organic consumer segments revealed that respondents with a medium preference for organic food products show the highest preference for the considered health claims.     

Establishing a Framework for an Information System

Many decision errors arise out of a failure to understand the nature and structure of the information system that supports policy decisions, public or private. For a information system to be reliable and accurate three subsystems, data collection, inquiry (or analysis) and policy decision, must share the same base of concepts, measurable proxies porn the real world to represent those concepts, and compatible measurement techniques and processing designs in the data used. All information systems must be closely adapted to the specific context of the decisions they are intended to support.
Rapid globalization of markets and the parallel revolution in information technologies and supporting information infrastructure, institutions and human capital are transforming the agri-food sector. The food system is moving away from mass markets driven by the production of standardized commodities toward many smaller, diverse, and customized niche markets driven by consumer preferences for specific food characteristics. Concentration, vertical coordination and integration are growing, particularly in the livestock sector, and especially hogs. Information technologies now permit firms to discover and track consumer preferences while the new biotechnologies make it possible to create the characteristics in products that consumers desire in niche markets. Information has itself become an important commodity.     

Consumer preferences for new technology: apples enriched with antioxidant coatings in Uzbekistan

Food markets in developing countries are experiencing an expansion of new functional products. Even though their market share is small, these food products are usually imported and post a higher price compared to local products. In this article, we investigate the consumer response toward new functional food products in Uzbekistan by focusing on the incorporation of apples enriched with antioxidant coating in the food market. We conduct consumer surveys with two different information treatments. We utilize a dichotomous‐choice contingent valuation methodology to estimate willingness to pay for this product and analyze factors that affect consumer choice. The results suggest that the average Uzbek respondent is willing to purchase functional apples with a 6% discount. The effect of information regarding the potential health benefits of antioxidants is positive and statistically significant. We compare the findings with a previous U.S. study of the same product and discuss how the delivery method provides an additional hurdle in the Uzbek market.     

TRADE REFORM AND THE PROSPECTS FOR PROCESSED FOOD EXPORTS FROM DEVELOPING COUNTRIES

This paper draws attention to the relative neglect of the consequences of barriers to processed food exports from developing countries in the literature examining the effects on these countries of agricultural trade liberalisation. These barriers are of three kinds: trade policy barriers; differing health, food safety and environmental standards; and, barriers arising from the evolving market structure in food processing and distribution in developed country markets. The paper discusses the likely significance of the gains to developing countries from reduction of tariffs on processed food commodities and examines the consequences of the EU single market programme for developing country food exports.     

The trade distorting effects of export refunds: The case of beef exports to Africa

The usual sale of European agricultural products to Africa using export refunds has been heavily discussed in recent decades. At the centre of the discussion are the consequences on the agricultural producers in Western and Southern Africa. There are two different points of view: On the one hand, the European Union's (EU) export policy reduces the prices on these markets and relieves high burdens on local producers; on the other hand are claims that refunds do not influence local prices significantly. Hence, the Common Agricultural Policy (CAP) has no effect on markets of third countries, besides depressing world market prices. This paper focuses on the effects of EU's export subsidies for beef exports on its market share in several developing countries. Twenty-seven African countries were analysed using a fixed-effects model between 1988 and 2000. The results clearly show a highly significant positive impact of the export refund rate on the market and the import share. With its export policy, the EU raises its market position and edges out other competitors.     

Voting for Environmental Policy Under Income and Preference Heterogeneity

We examine the design of policies for promoting the consumption of green products under preference and income heterogeneity using organic food as an example. Two instruments are considered: a price subsidy for organic food products and a tax on conventional products. When the income differences and social benefits of organic farming are large, these factors dominate in shaping the policy preferences of the majority. In this case, the environmental policies preferred by the majority tend to be stricter than socially optimal policies. However, when income differences are small, policy preferences are more directly determined by tastes for organic products and the majority may prefer no intervention.     

Options for African agriculture in an era of high food and energy prices

In a world of high food and energy prices, Africa has an imperative to do a better job feeding itself and ensuring that its people are food secure. At the same time, there is a new business opportunity to work with the private sector in developing the continent's potential to produce significantly more food, raw materials, and biofuels for regional and world markets. A challenge for African policy makers is to find the right balance between a food security and a business agenda, and to ensure that the business agenda engages with large numbers of small farms. Agricultural development requires many things, but the fundamentals for Africa are developing markets, increasing agricultural productivity, and managing volatility. This cannot happen at sufficient scale and speed without strong public sector leadership, enabling policies and investments, and well‐focused implementation strategies.     

Selling Australia as ‘clean and green’*

‘Clean and green’ has been used as a marketing tool by Australian governments to promote agricultural products overseas. But how valid are these claims? Is the ‘clean and green’ image campaign effective? And should government be involved? We conclude that Australia may have had a ‘clean and green’ image in some markets, but in the future, concrete proof of environmental and quality credentials will be required to satisfy increasingly better‐informed and more demanding customers. We argue that governments cannot, and should not, continue to promote Australian products based on an undefined ‘clean and green’ image. Rather, more resources should be directed to the development, promotion and wide adoption of integrated, credible and well‐defined environmental management and quality assurance systems if Australia is to compete effectively in export markets, especially in the longer term.     

Estimating the Potential Benefits of New Health Claims in Canada: The Case of Soluble Fiber and Soy Protein

Growing awareness of the link between diet and health has spurred growth in the functional food sector. Health Canada regulates allowable health claims on food products, and in recent years has approved health claims linking the consumption of soluble fiber from barley (2012) and psyllium (2011) to reduced/lower low‐density lipoprotein (LDL)‐cholesterol levels, a major risk factor for heart disease. A health claim linking consumption of soy protein to reduced risk of coronary heart disease (CHD) is still under consideration. Using a cost‐of‐illness approach, this paper estimates the potential economic benefits of allowing health claims for soluble fiber and soy protein in terms of reductions in the direct and indirect costs of CHD. Parameters for the economic analysis are drawn from a meta‐analysis of scientific studies examining the effect of soluble fiber and soy protein on LDL‐cholesterol levels, as well as other scientific literature. While a barley soluble fiber health claim yields nontrivial benefits in a base case scenario equal to CAD$105 million annually and ranging from $42 million to $238 million in low and high scenarios, the potential benefits of a soy protein health claim appear to be several magnitudes larger at $549 million annually in the base case and ranging from $220 million to $1.25 billion in low/high scenarios. Given the relatively slow regulatory approval process for new health claims, there may be value in using economic estimates of potential gains to help prioritize health claims approval processes.     

Identity Preservation and International Trade: Signaling Quality across National Boundaries

Changing consumer preferences, technological advances, global agri-food markets and increasing regulation of food quality and safety have created the need for identity-preserved production and marketing (IPPM) systems, which bridge the gap between differentiated consumers' wants and traditional commodity-based agri-food production and marketing systems. The international trading regime is ill equipped to deal with these changes. In the absence of an agreed set of trade rules to regulate trade in differentiated food products, relying on IPPM systems or barring imports of "low-quality" goods become domestic policy choices. The latter is shown to be an inferior policy option. The sustainability of an IPPM across national boundaries is dependent upon its ability to credibly signal quality to consumers. Incentives to cheat erode this credibility. Horizontal and vertical cooperation through thirdparty certification are key to the long-run sustainability of IPPM systems.     

Functional Foods as a Value-Added Strategy: The Commercial Potential of "Cancer-Fighting" Dairy Products

Levels of conjugated linoleic acid, which may help prevent cancer, can be elevated in milk. A sensory evaluation, willingness-to-pay survey, and feasibility analysis suggest that profit potential exists for producers serving niche markets via small-scale processing ventures. Households with children and health-conscious consumers appear most willing to pay premiums for "cancer-fighting" dairy products. Consumer demand and the legality of health claims hinge on pending medical research outcomes.     

Domestic Support and Border Measures for Processed Horticultural Products

In horticultural markets, trade barriers often apply to the processed products whereas domestic support applies to farm-produced raw commodities. Here we assess the effects of such trade barriers and domestic support by simulating the effects of policy reform on global processing tomato markets, which are faced with modest processed product tariffs and high domestic support in the European Union (EU). Both protection and EU subsidy drive down world welfare, but we find that reducing import tariffs for tomato products would yield greater effects on markets and larger welfare impacts outside Europe than would reductions in EU domestic support.     

Have health claims affected demand for fats and meats in Canada?

Chronic illness is a global epidemic and places significant economic and social burdens on societies. Research has shown that a healthy diet can be used to mitigate or significantly reduce the risk of many chronic illnesses. Health authorities around the world have begun regulating health claims on foods to encourage the consumption of healthy foods. However, the “ex post” efficacy of health claims regulations on consumers demand for healthy foods has not been assessed. The demand for fats and meats in Canada is estimated using a linear-approximate almost ideal demand system. The results indicate health claims decreased unhealthy food demand between 1.41% and 7.10% and increased healthy food demand between 1.95% and 8.50%.     

Who Eats Seaweed? An Australian Perspective

Abstract

Current seaweed consumption and attitudes and preferences toward seaweed food products in a Western society are investigated to inform the seaweed industry regarding product development and marketing strategies. A national survey of 521 Australian consumers was conducted. About 75% of respondents had eaten seaweed; however, only 37% had consumed seaweed regularly over the past 12?months. Key drivers include health and nutritional benefits, taste, being natural, safe, and fresh. Critical barriers are lack of knowledge and familiarity, and the perception that seaweed is expensive. Females and younger, health-conscious consumers with higher household incomes and levels of education, who are more adventurous with food (neophilic), and who tend to snack and assign symbolic value to food are more likely to consume seaweed. Recommendations for the emerging seaweed industry in terms of target markets and relevant marketing strategies are presented and areas of further research proposed.     

Conditioning trends shaping the agricultural and rural landscape in Africa

African countries continue to face deepening food crises that have been accentuated by the global food, energy, and financial crises. This situation is part of a long‐term structural problem: decades of under‐investments in agricultural sector and poor policies of support for smallholder farmers who form the bulk of the farming population. The inability of these farmers to achieve a supply response when commodity prices were high and market access was less of a problem suggests that there are multiple sets of binding constraints that continue to limit the potential of agricultural growth to reduce food security and poverty on the continent. This article reviews some of the historical trends that have hampered the performance of the agriculture sector. In addition, it reviews the impacts of more positive trends that could stimulate agricultural growth in Africa that could change the African agricultural landscape. The article however warns that there are more recent global developments and some continental challenges that could prevent or slow agricultural growth. These include the global financial crisis, public sector investments, inequities in global agricultural development policies, rush for agricultural lands by foreign investors, domestic commercial financing markets, climate change, and emerging carbon markets. The article argues that while opportunities for accelerated growth exists for African agriculture, new sets of policy instruments will be needed to support smallholder farmers to access new agricultural technologies, finance, reduce impacts of climate change, and adopt sustainable land use practices that can allow them to benefit from emerging global carbon markets.     

Agronomic considerations for urban agriculture in southern cities

Urban and peri-urban agriculture (UA) provide a significant contribution to the total food requirements of cities, especially in southern cities of the developing world. Increasing food production in UA is therefore a necessity for increasing the food security of the urban poor. Urban environments are inherently different from rural environments and these differences in environmental conditions are expected to impact differently on crop growth. This review describes agronomic issues that are unique to UA and identifies possible interventions to address them. The constraints that can significantly differ include temperature, air quality, solar radiation and climate. The growth-limiting and growth-reducing factors that affect actual production in UA include water availability, nutrient supply, soil degradation, pests and soil pollution. The interventions addressing these constraints require action at both field level, and municipal or regional levels. The food security of the urban poor will therefore require coordinated efforts and cooperation between the farmers who produce food and the planners and policy makers who manage the supporting systems such as markets, inputs and land registration.     

Reaping What We Sow: Emerging Issues and Policy Implications of Agricultural Biotechnology

This essay assesses the U.S. government's role in managing rapid biotechnological change in agriculture. Many scientists hail recent agricultural biotechnology developments as steps toward solving the health, nutrition, and environmental problems that have plagued the world for decades. At the same time, some fear these biotechnological advances will leave a legacy of environmental threats, health problems, and ethical dilemmas for future generations. The impacts of these technologies on economies and the environment are unpredictable and government's role in regulating GM (genetically modified) technologies will need to be different than its functions in traditional agricultural policy. In this article, we consider current federal regulation of GM products, consumers' apprehensions about GM food, possible market failures due to agricultural biotechnology, and the policy significance of scientific uncertainty. We then suggest policy approaches that can address concerns about biotechnology and ensure that the potentially widespread public benefits from GM crop production are not ignored.     

Agricultural Policy in the 21st Century: Economics and Politics

This paper provides a framework for thinking about agricultural policy, why and how it is introduced, and how it changes over time. This framework suggests that agricultural policy will be influenced by both concerns for efficiency and lobbying. While agricultural policy will not always be effective, it will be relatively stable, at least in terms of its broad outlines. Underlying this broad stability, however, will be considerable small‐scale change as program and policy details shift in response to a changing environment. When policy changes in a major way, which it almost always will, the shift will be abrupt—a punctuation. These abrupt changes come as attention is eventually paid to areas and/or issues that are increasingly understood to be not working. While there is considerable room for economic analysis in the policy process, it will not be the main driver; this role belongs to politics—the ability to change the discourse around a policy issue in such a way that different evaluations and interpretations of the policy and its impact are created. Based on the analysis in this paper, it is argued that supply management is more likely to see significant change than business risk management programs, since more attention seems to be currently directed at the former issue. It is also argued that although proponents of local food, organic production, and urban agriculture have had some success at getting attention focused on these issues, this success will not translate into any major policy changes, in part because markets for these products are developing and appear to be working reasonably well.     

Product Development Strategy in the Danish Agricultural Complex

A study of the Danish foods industry shows that producers of food products have built up and maintain development of end-user products in interaction with customers in distant sophisticated markets. Concurrently, the Danish agro-industrial complex has been singled out in other studies as a paradigmatic example of how crucial a sophisticated home demand is for the development of an industrial complex. The apparent contradiction arises from the fact that companies interact in two networks: The global industrial network links various functions which again are each part of a local network in which the functions produce and utilize sticky and fast-changing information about production and markets respectively. It is precisely by not interacting with home market end-user demand, but rather by deriving a home market business-to-business demand from changing end-user markets that the Danish agro-industrial complex has avoided being insulated. The managerial implication is that a company in search of partners for joint development in global agro-industrial networks can realize a competitive advantage by applying a market view that is euclidean upstream and equidistant downstream.