Consumer opinions and practices related to food additives in the purchase situation

The aim of this study was to describe consumer opinions and behaviour in the purchase situation. Sixty female customers, who had bought one of the food items chosen as focus foods (milk snacks, bread, beverages, condiments) of the study, were interviewed in six supermarkets in the metropolitan area of Helsinki. The subjects most often quoted good taste and familiarity as grounds for the selection of focus foods, but not the additive content. The majority of subjects considered Finnish foods to be mainly good and safe although 17 expressed some concern about food additives. The general concern of the subjects about additives did not conform with their actual buying behaviour.