Health claims and consumers’ behavioral intentions: The case of soy-based food

This research evaluates the impact of two soy-specific health claims (highlighting FDA approval along with scientific results and simply describing scientific results) on stated behavioral intentions toward soy-based food using a survey administered by Ipsos-Observer to a nationally representative web panel in the summer of 2007. Our research design randomly assigned respondents to a health claim. Three ordered probit models (non-soy users; infrequent soy users; regular soy users) show that non-soy users and infrequent soy users who were exposed to either FDA health claim or general health claim are significantly more likely to eat soy-based food products. FDA or general health claim, however, did not change the behavioral intentions of regular soy users. These results suggest that soy consumption status moderates the impacts of health claims on behavioral intentions. However, the impact of FDA health claim did not differ from that of general health claim, indicating that the word ‘FDA’ did not add any additional information to consumers beyond the general health claim.     

Front-label health claims: when less is more

Growing global attention has been directed toward labeling the ingredients, processing methods, and health claims of food. Accompanying this attention is an interest in how consumers process or understand the information on such labels. This article examines how the length of a front-label claim influences the nutritional beliefs and evaluation of a product when used in combination with complete back-label information. The results indicate that the presence of a shorter health claim on the front of the package (in combination with a more complete claim on the back) leads a person to generate more attribute-specific thoughts about the product and fewer general evaluative thoughts compared to longer health claims. These shorter health claims also led to more favorable beliefs about the product and to a more positive image of the product. This article concludes with a discussion of the implications of the findings for policy makers, consumers and researchers.     

The sceptical consumer? Exploring views about food assurance

The problem of trust in food production and regulation has increasingly been raised as a practical and policy issue in recent years and one solution has been to provide more and better information about food production and regulation, especially through food assurance schemes. To look for evidence that this might be successful, this paper uses a small empirical study of how UK consumers think about food information and food assurance claims, using a statement sorting exercise (Q methodology) to identify key factors or shared views. We found that our consumers, despite differences in sociodemographics, gender, diet and shopping habits, tended to share a baseline of scepticism about food information and food assurance claims. We speculate that such scepticism may mean that, rather than providing a solution to the problem of distrust, food assurance schemes may themselves come to be distrusted.     

Genetically modified food labeling: The impacts of message and messenger on consumer perceptions of labels and products

We analyze responses to a survey designed to elicit consumer reaction to various approaches to labeling genetically modified (GM) foods. Consumers were shown sample labels that differed with respect to claims concerning the presence and potential effects of GM ingredients and the agency that certified these claims. A sample of 1898 US consumers rated 3681 labels with regard to the credibility and adequacy of the information content, with regard to perceived health and environmental impacts of the product and with regard to purchase intent. Simple claims that a product contains GM ingredients are viewed as most credible while simple claims of no GM content are viewed as most adequate. Label claims certified by the US Food and Drug Administration (FDA) are, in general, viewed as most credible and adequate and products with FDA certified claims are perceived to have fewer long-term health problems. Several practical policy implications of the results are discussed, including how different label messages may impact consumer reactions in markets involving GM products.     

Impact of health-related claims on the perception of other product attributes

New EU legislation (EU Regulation 1924/2006) will allow a number of nutrition and health claims in food products. The objective of this research was to study how health claims affect consumers’ perception of other product attributes. A survey with a total of 4612 respondents from the Nordic countries explored consumers’ perceptions of attractiveness, healthiness, naturalness, tastiness and ability to reduce risk of disease by comparing ratings of products with and without health claims. Used claims varied in their benefit, active ingredient, claim structure and framing. The results showed that health claims had a moderate but mostly negative impact on the perception of other product attributes; the most significant impact was decrease in perceived naturalness. Consumers could also interpret the benefits in claims as intended. The wording of the claim had only small impact on the perception of the products, whereas earlier market presence of the ingredient had a large impact: differences among the Nordic countries reflected the previous exposure to health claims. The findings from this study suggest that consumers do not imply other health benefits from health claims and the health claim per se is not likely to cause any unrealistic positive inferences in perceived product quality.     

Food deserts and diet-related health outcomes of the elderly

It is hypothesized that residents of neighborhoods with limited access to affordable and nutritious food face greater barriers to eating a healthy diet, which may in turn, result in worse health outcomes for them. Low-income elderly in urban areas may be uniquely affected by these so-called “food deserts” due to limited transportation options, strong attachments to local neighborhoods, fixed incomes, physical limitations in food shopping and meal preparation, and chronic health problems. Using the 2006, 2010, and 2014 waves of the Health and Retirement Study (HRS), the association between the food environment of elderly individuals living in urban Census tracts and their diet-related health was examined. Within urban areas, we find little evidence that food deserts negatively impact the health of lower income elderly individuals. Policies to address the needs of elderly residents of food deserts should be narrowly targeted and carefully justified.     

Risking public health by approving some health claims? – The case of phosphorus

There is a well-established consensus on the many biological functions of essential nutrients, and related general function health claims will be soon authorised in the European Union. Such claims about the role of nutrients in the body’s growth, development and functioning could provide a powerful marketing tool and significant increase in the consumption of specific food products. Even though these claims are scientifically substantiated, there are both health and ethical concerns about whether such claims should be allowed where the intake of these nutrients easily exceeds the recommendations and a bigger intake might have adverse affects. The case of phosphorus and its role in the maintenance of normal bone is discussed.     

Food health claims – What consumers understand

Issues pertaining to consumer understanding of food health claims are complex and difficult to disentangle because there is a surprising lack of multidisciplinary research aimed at evaluating how consumers are influenced by factors impacting on the evaluation process. In the EU, current legislation is designed to protect consumers from misleading and false claims but there is much debate about the concept of the ‘average consumer’ referred to in the legislation.     

European consumer preferences for beef with nutrition and health claims: A multi-country investigation using discrete choice experiments

The European Union (EU) nutrition labelling policy aims to facilitate consumers’ food choice, stimulate innovation and facilitate the circulation of foods bearing claims across countries. However, the beef industry has not fully taken advantage of utilizing nutrition and health claims based on the EU nutrition labelling policy to differentiate beef products in the market. This study investigates consumer preferences for nutrition and health claims on lean beef steak. Two choice experiments were conducted among 2400 beef consumers in four EU countries (Belgium, France, the Netherlands, United and United Kingdom). Multinomial logit and error component models were estimated. Our results generally suggest that consumer valuation of nutritional and health claims varies across countries. In Belgium, the Netherlands and France, nutrition and health claims on saturated fat yielded higher utilities than claims on protein and/or iron, while the opposite was found among consumers in the UK. The results imply that marketing opportunities related to nutrition and health claims on beef are promising, but that different nutritional marketing strategies are necessary within different countries.     

Disentangling the consensus frame of food security: The case of the EU Common Agricultural Policy reform debate

This article addresses which food security frames can be identified in the Common Agricultural Policy (CAP) post-2013 reform process, and which actors deploy particular food security frames. The concept of frames refers to relatively distinct and coherent sets of meaning attributed to a concept, such as food security. The article shows that in the European Union (EU) food security is a consensus frame which can be broken down in six conflicting and overlapping sub-frames and which has complicated the debates about the future of the CAP. We demonstrate that during the CAP-reform debates of 2009–2012 a variety of food security arguments were deployed by a broad range of stakeholders, who attached different meanings and made different claims about the relationship between the CAP and food security. Inductive frame analysis reveals that the consensus frame of food security can be broken down into six conflicting and overlapping sub-frames: (1) the productionist frame, (2) the environmental frame, (3) the development frame, (4) the free trade frame, (5) the regional frame, and (6) the food sovereignty frame. Each of these frames was invoked by a specific group of stakeholders, whereby the productionist and environmental frames were deployed most often. The European Commission, meanwhile, invoked various frames at the same time in its communications. As a result of these various framings of the relationship between the CAP and food security, a clear political vision on this relationship is lacking. We conclude that politicians and policymakers may need to develop a coherent vision on what food security entails, and on how the CAP could contribute to both European and global food security.     

FDA’s regulation of genetically engineered foods: Scientific, legal and political dimensions

The controversy over genetically engineered (GE) food during the southern Africa drought in 2002/03 raised questions concerning the safety of GE foods and the basis for the safety assurances issued by national and international agencies. In the case of foods grown in the US, these assurances must be interpreted in relation to the Food and Drug Administration’s (FDA) 1992 policy, which remains in effect today. This paper provides a detailed examination of the roles of scientific, legal and political considerations in the development of that policy.This paper reveals that the FDA responded to political pressure for a permissive regulatory approach by exploiting gaps in scientific knowledge, creatively interpreting existing food law and limiting public involvement in the policy’s development. Common statements by the government and other proponents concerning sound science, rigorous testing, no evidence of harm and “as safe as conventional foods” are found to be misleading unless the scientific, legal and political basis for the US policy is taken into account.While this paper finds that the evidence for the safety of GE foods has been exaggerated by government agencies and other parties, nothing in this paper suggests that GE foods currently on the market are harmful to human health. To the contrary, the situation is one of great uncertainty. Repeated recommendations that this issue be the topic of a major public research effort have yet to be acted upon.     

Nutrition,agriculture and the global food system in low and middle income countries

The entire food value chain and diet of low and middle income countries (LMICs) are rapidly shifting. Many of the issues addressed by the nutrition community ignore some of the major underlying shifts in purchases of consumer packaged foods and beverages. At the same time, the drivers of the food system at the farm level might be changing. There is a need for the agriculture and nutrition communities to understand these changes and focus on some of their implications for health. This rapid growth of the retail sector will change the diets of the food insecure as much as that of the food secure across rural and urban LMIC’s. This short commentary contents that current research, programs and policies are ignoring these rapid dynamic shifts.     

Healthy,sustainable and plant-based eating: Perceived (mis)match and involvement-based consumer segments as targets for future policy

Given the inseparable environmental and health impact of dietary habits, integrating health and sustainability goals has become a highly topical issue in policy development and communication to encourage consumers to adopt healthier and more sustainable diets. Increasing evidence indicates that it is possible to develop diets that are both environmentally sustainable and healthy, but their potential success largely depends on consumers’ willingness and ability to change their behavior. This study investigates consumer perceptions of the match, or mismatch, between healthy and sustainable diets, and gives insight into consumers’ motivation to eat healthily and sustainably, as measured by involvement. Data were collected in Spring 2014 through a cross-sectional quantitative online survey with samples representative for age, gender and region in four European Union (EU) countries (United Kingdom, Germany, Belgium, and the Netherlands) (n = 2783). The images of a healthy diet, a sustainable diet and a plant-based diet were found to be highly compatible based on a strongly observed match between European consumers’ perceptions of these concepts. Half of the participants were highly involved in healthy eating and one third in both healthy and sustainable eating. Informational food policy actions targeting both healthy and sustainable food consumption behavior are recommended to address issues relevant to the target segments, taking into account their levels of involvement. Increasing consumers’ motivation and involvement in health and sustainability emerges as a key trigger for increasing healthy and sustainable eating.     

Do firms leverage the FDA nutrient label rounding rules to generate favorable nutrition fact panels or health claims?

The increasing incidence of nutrition related health concerns has made food labeling an important policy issue. Previous work suggests the importance of communicating nutrition information to consumers through product packaging. This paper investigates the role of labeling guidelines, which allow the rounding of calorie and nutrient levels on nutrition fact panels and affects front of package claims. We examine ready-to-eat cereal products as a bundle of nutrient attributes, and estimate the likelihood and magnitude of the rounding of specific nutrients and calories. We find systematic rounding, both up and down, of several nutrients, which affects allowable health claims and may influence consumer product choice and health outcomes.     

Gendered impacts of the 2007–2008 food price crisis: Evidence using panel data from rural Ethiopia

This paper provides empirical evidence on the gendered impact of the 2007–2008 food price crisis using panel data on 1400 households from rural Ethiopia that were initially surveyed before the onset of the crisis, in 1994–1995, 1997, and 2004, and after food prices spiked, in 2009. It investigates whether female-headed households are more likely to report experiencing a food price shock, and whether female-headed households experiencing a shock are more (or less) likely to adopt certain coping strategies, controlling for individual, household, and community characteristics. Our findings suggest that female-headed households are more vulnerable to food price changes and are more likely to have experienced a food price shock in 2007–2008. Because female-headed households are also resource poor and have a larger food gap compared with male-headed households, they cope by cutting back on the number of meals they provide their households during good months and eating less preferred foods in general. A combination of short-term measures to protect diet diversity and micronutrient consumption of vulnerable groups and longer-term measures to promote investment in sustainable agriculture, such as strengthening women’s property rights, may increase the ability of poor and vulnerable households to cope better with food price increases.     

Willingness-to-pay for natural,organic, and conventional foods: The effects of information and meaningful labels

Vague food labels and distorted product claims have persisted in the “natural” food industry, while organic claims can be certified by the U.S. Department of Agriculture (USDA). Using experimental methods and a sample of randomly selected subjects, we test food label and information treatment effects on subjects' willingness-to-pay (WTP) for organic, “natural,” and conventional foods. Random nth-price auctions are used to elicit WTP after subjects received one of five randomly assigned information treatments. We find large information effects, including asymmetric cross-market effects for natural and organic foods. Perhaps surprising is that organic premiums increase in response to subjects seeing the “natural” foods industry's perspective on its products. Demographics effects are also important. The results have practical implications for natural and organic food marketing and valuing products where there are vague claims about their attributes.     

Strategies for reducing fat in the UK diet

This article examines the risks associated with the levels of fat consumption found in the UK. The major sources of fat in the UK diet are identified and the authors outline a number of strategies by which a useful reduction in fat intake may be achieved. The changes proposed involve only minor modification to existing food habits but would result in substantial public health benefits and would have valuable economic effects by reducing food production costs and through import savings.     

Towards better nutrition in Europe: Evaluating progress and defining future directions

This paper provides a snapshot of the implementation of the WHO European Food and Nutrition Action Plan 2015–2020 among Member States in the WHO European Region. The focus is on the level and degree of implementation of selected policies recommended in this regional framework to promote healthy nutrition and prevent diet related noncommunicable diseases including obesity. Data was gathered through online and off-line versions of the Global Nutrition Policy Review questionnaire in 2017, through appointed focal points from the ministries of health. Almost all (94%) countries in the European region responded to the questionnaire, although not all responses were equally detailed. Significant progress has been made in some areas of public health nutrition, such as within school food policies, product reformulation, and implementation of trans fat regulations. However, if countries are to achieve global NCD targets, more ambitious policies with appropriate breadth and depth are needed. This is mainly the case for consumer-friendly front-of-package labelling, restrictions on marketing of foods to children as well as policies to protect, promote and support exclusive breastfeeding and appropriate complementary feeding practices. Lastly, it is crucial to prioritize robust monitoring, surveillance and evaluation systems in order to understand the effect of these actions and to guide timely and appropriate adjustment of policies.     

Universal food security program and nutritional intake: Evidence from the hunger prone KBK districts in Odisha

This article provides evidence on the role of consumer food subsidies in improving nutritional intake and diet quality by evaluating the expansion of the government food assistance program coverage in the hunger prone state of Odisha in India. In 8 districts of Odisha, popularly known as the Kalahandi-Balangir-Koraput (KBK) region which is notable for extreme poverty and starvation deaths, the government did away with the targeted food assistance program in 2008 and made the scheme universal. Using a Difference-in-Difference methodology over two repeated cross sectional household surveys, this article finds that the shift from targeted to a universal food security program in the KBK region of Odisha has led to an improvement in the household nutritional intake and diet quality. Further examination suggests that proportion of households consuming below the recommended dietary allowance of calorie, fats and protein has declined significantly in this region post the intervention.