Several aspects of human eating behavior may be relevant for identifying effective measures to prevent diseases whose development is strongly influenced by nutritional factors. Physiological factors determine hunger, satiety and satiation, and a biological learning mechanism supports the acquisition of food likes and dislikes. Sensory factors are important determinants of appetite and food choices from birth to old age.
Frequently, nutritional practices or certain foods are valued not for their inherent nutritional qualities but for other attributes. For instance, a market research on the prevention of vitamin A deficiency found that mothers value green leafy vegetables because they are believed to give children bright eyes, clear skin and good health, not because mothers fear that their children will develop night blindness. (1)
Consumer research is an essential tool in understanding nutritional behaviour as it obtains qualitative and quantitative information about the knowledge, attitudes and practices of consumers, which is necessary to successfully promote healthy nutrition.
Reference
1. Shafritz L. Social marketing approach to vitamin A communication. Washington, DC, Academy for Educational Development, 1989.
Please find below summaries of international consumer research reports:
Consumers worldwide and ...
… their favorite nutrients in food products
European consumers and ...
...their interest in nutrition and health
...their knowledge about food, nutrition and health
...their plans to eat healthily
...the role of fortified beverages for their vitamin supply
...their interest in fuctional benefits of food and beverages
...immune health targeted products
...their belief in the link between diet and appearance
Please find below summaries of national consumer research reports:
German consumer confidence in food
U.S. consumers and their attitudes toward food safety
Getting vitamins from food and beverages is first priority for consumers globally
In 2011, interviews with 18,829 adults aged 16–64 from 24 countries (Argentina, Australia, Belgium, Brazil, Canada, China, France, Great Britain, Germany, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America) were carried out. The consumers were given a list of vitamins, minerals and supplements that could be found in food and beverage products. They were then asked to rank which ones they felt were the most important for them to include in their diets.
Results:
- Vitamins (e.g., vitamins A, B, C and D) were ranked highest in importance among global consumers (38%), followed by
- Protein (18%)
- Minerals such as calcium, potassium, zinc, iron (15%)
- Dietary fibre (9%)
- Omega-3 Fatty Acids (8%)
- Antioxidants (6%)
- Folic acid (2%)
- Soy (2%)
- Probiotics (2%)
Perceived importance of vitamins and protein in one’s diet decreases with age; on the contrary, perceived importance of omega-3 fatty acids and antioxidants increases with age. Differences between countries exist as well. Protein is more important to consumers in China, India, Japan, South Korea and Turkey than to consumers in other countries. Minerals like calcium, potassium, zinc and iron are more important to consumers in Argentina, Hungary, Poland, Russia and Saudi Arabia than to their global counterparts.
Source
Ipsos Marketing, Consumer Goods. Global Consumer Views 2011
The 2009 IFIC Food & Health Survey of 1,064 Americans showed that consumers are interested in food and health and searching for information.
Results:
- 67% report that they want to learn more about the relationship between food and health
- 42% report that food and health information is confusing and contradictory
- 56% want to learn about WHAT to eat rather than what NOT to eat
To guide their nutrition and health choices:
- 65% use the media (includes TV, print, radio & internet)
- 61% read food labels
- 42% rely upon friends/family
- 33% seek advice from health professionals
- 28% use information provided by the store
- 13% report using the benefits claims of manufacturers.
Source
International Food Information Council (IFIC) Foundation. “Consumer Attitudes towards Food, Nutrition & Health – A Trended Survey”. 2009.
In 2009, the International Food Information Council (IFIC) conducted a survey by telephone with 1,005 US consumers.
Results:
- 91% believe they have some control over their health.
- Top health concerns: cardiovascular diseases (48%), weight (31%), cancer (24%), and diabetes (17%).
- Consumer nutrition knowledge is increasing: 92% can name a specific food/beverage and its associated benefit compared to 77–82% in 1998–2002 surveys.
Regarding 'functional food' – defined as "foods or food components that may provide benefits beyond basic nutrition" – 85% of consumers want to learn more about foods and beverages with added benefits.
- Top health benefits they could associate with foods and beverages:
1. improve heart health (85%)
2. contribute to healthy child growth (83%)
3. improved energy/stamina ( 82%) - Top awareness of food/health associations:
1. vitamin D for bone health (90%)
2. antioxidant protection against free radical damage (81%)
3. omega-3 fatty acids for reduced risk of heart disease (81%)
4. protein for weight management and feeling of fullness (80%)
5. B vitamins for reduced risk of heart disease (78%)
6. omega-3 fatty acids for cognitive development (72%)
Furthermore, the survey showed that health professionals are the most influential source of information potentially impacting consumer behaviour (see also graphic below).
Source
International Food Information Council (IFIC) “Functional Foods/Foods for Health Consumer Trending Survey”. 2009.
Two out of three European consumers say they make conscious attempts to eat healthily.
There is also a significant interest in buying food and beverages providing benefits to general health and wellbeing.
Source
“Global Consumer Trends: Health” (Datamonitor DMCM4691, June 2009)
Non-alcoholic beverages, such as multivitamin and ACE fortified juices and nectars, can contribute significantly to vitamin intake. The latest national nutrition survey in Germany (1) has shown, for example, that soft drinks provide about 15% of the daily intake of vitamin E, which is almost the same share as from fats and oils. For some B-vitamins even 15 to 25% of the intake is delivered by beverages.
While water, coffee, tea or carbonated soft drinks are practically free from vitamins, fruit and vegetable juice based beverages can contain significant vitamin concentrations, mainly vitamin C.
Looking at the per head consumption of juices in Germany (2), apple is most popular (11.4 liters per head) followed by orange (8.3 liters), multivitamin/ACE (3.6 liters), and grape (1.3 liters). Among these, only multivitamin and ACE beverages contain a significant amount of vitamin E.
Sources
1. Max Rubner-Institut (Hrsg.) Nationale Verzehrsstudie II, Ergebnisbericht, Teil 1. Karlsruhe 2008, www.mri.bund.de/cln_045/nn_784936/SharedDocs/Publikationen/nvs__ergebnisbericht__teil2.html
2. German Fruit Juice Association (VdF), consumption figures for 2007.
Improving general health and the immune system are the most popular health benefits sought from food and beverages across Europe. About 25% of all consumers are actively buying such products; more than 50% are interested but not yet actively buying.
Closely following in popularity are interests in improving appearance, digestive health, bone and joint health, and heart health. Improving energy, concentration and alertness are mentioned quite often, but also products which aid relaxation.
Source:
“Global Consumer Trends: Health” (Datamonitor DMCM4691, June 2009)
Interest in immunity-enhancing food and beverages appears to be at the forefront of European consumers’ minds.
While German, Italian, Swedish, French and Spanish respondents place above average importance on their immune system function (as reflected by the consideration shown toward this), Dutch, Russian and UK consumers appear less concerned. In the case of Sweden and Italy, the consideration shown towards immune system function is also matched by a higher propensity to actively opt for food and beverages with immune system benefits.
It is quite likely that interest in such products will further increase with higher incidence of influenza infections.
Source
“Global Consumer Trends: Health” (Datamonitor DMCM4691, June 2009)
Consumer research showed that an average 70% of Europeans across eight countries recognize the correlation between diet and appearance.
The majority of Europeans express an interest in appearance-enhancing food and drinks.
Consumers also recognize that diet and nutrition are an important factor for wellbeing. Obviously, the concept of beauty food and drinks is becoming more widely accepted.
Source
“Global Consumer Trends: Health” (Datamonitor DMCM4691, June 2009)
SGS INSTITUT FRESENIUS GmbH commissioned a representative survey of the German population entitled Food Quality and Consumer Confidence, which was conducted in May 2010. In all, 1,827 people aged 16 or over were interviewed in person and asked to respond to questions from a standardized questionnaire.
Results:
- When buying food German consumers worry mainly that what’s written on the label is not what’s in the box: 55% of those interviewed are concerned that information on packaging is unreliable.
- Forty-eight percent of consumers fear that important information about ingredients, such as flavor enhancers or colorings, is hidden in the small print or not shown on packaging at all.
- Forty-nine percent of those interviewed find the information on their food difficult or impossible to understand. In particular, older people (45–59 years: 52%, and 60+ years: 58%) and people with only a basic education (60%) have greater than average difficulty understanding the labeling.
- Seventy-five percent of all Germans cannot judge whether a foodstuff is healthy based on the information on the packaging. For example, 67% of those interviewed have problems deciding from this information whether a product is suitable for allergy sufferers or diabetics, and 42% do not know how much fat or sugar products contain.
- Seventy-one percent cannot judge whether a product is suitable for children.
- In general, one in four consumers finds it harder to eat healthily now than it was in the past. On the one hand consumers appreciate the large choice of foods available to them today. On the other, they long for guidance and information.
- Only one in ten trust the food industry and politicians when it comes to food. The majority relies on the ratings of the consumer organization Stiftung Warentest (73%) and puts their faith in information from consumer centers (67%).
- In the opinion of 38% of interviewees, food controls in Germany are inadequate.
- Consumer expectations are high: food should be as fresh as possible (86%) and of high quality (60%), but at the same time affordable (57%).
- Forty-seven percent prefer to buy local produce. Organic and environmentally friendly products have significantly lower priority (23%).
- Forty-three percent of consumers prefer foods which have not been genetically modified, 40% try to buy foods which are low in fat.
- Women are more critical than men about the foods they buy. For 63% of women, quality is more important than price (54%). For men the opposite applies: 60% say they look especially for cheap prices, with quality a lower priority, at 57%.
- Twenty years after German unification there are still differences in consumer behavior between the old and new federal states of Germany: 59% of people from the former East Germany want to know that food is produced in the immediate locality. By contrast, the region of origin is important for only 44% of people from the former West Germany. Moreover, consumers in the new federal states are more price-conscious than their western neighbors: 68% stated that price is the most important criterion, while in the west this is true for 54% of those interviewed.
Source
SGS INSTITUT FRESENIUS Verbraucherstudie [Consumer Study] 2010: Lebensmittelqualität & Verbrauchervertrauen [Food Quality and Consumer Confidence]
In 2009, the International Food Information Council (IFIC) surveyed 1,064 American consumers regarding their attitudes towards food safety.
Results:
- 49% were confident of the safety of the US food supply.
- When asked to choose from all that apply, consumers believe food safety is a shared responsibility among food manufacturers (73%), government (72%), farmers/producers (57%), retailers/food service (49%), and consumers/individuals (41%).
- Factors influencing purchases are: taste (87%), price (74%), healthfulness (61%), and convenience (52%); Price was significantly increased since the last survey in 2007.
Source
International Food Information Council (IFIC) Foundation. “Consumer Attitudes towards Food, Nutrition & Health – A Trended Survey”. 2009.