Nutrition and health claims as marketing tools

Critical Reviews in Food Science and Nutrition
Vincent J van Buul, Fred J P H Brouns

Abstract

European regulations mandate that only substantiated and approved statements can be used as nutrition- and health-related claims in food marketing. A thorough understanding of consumer perceptions of these approved claims is needed to assess their impact on both the purchase intention of functional foods and the development of innovative functional food concepts. In this paper, a conceptual framework on the European consumers' perception of nutrition and health claims on these functional foods is proposed. Through a literature review, common independent variables are structured, and an analysis of these variables shows that nutrition and health claims are mostly only perceived positive by specific target consumers (who need the product, accept the ingredient, understand the benefit, and trust the brand). These consumers indicate that the products with substantiated and approved claims help them in reaching overall health goals. This increased expectation in functional efficacy may mediate an increase in repurchase intent, overall liking, and the amount consumers are willing to spend. Other consumers, however, may have adverse reactions towards nutrition and health claims on functional foods. Implications for the consumer and th...Continue Reading

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Citations

Dec 3, 2015·Current Obesity Reports·Ekaterina Volkova, Cliona Ni Mhurchu
Feb 9, 2018·Nutrients·Shila ShafaeizadehEline M van der Beek
May 21, 2019·Food & Nutrition Research·Diana AnsorenaIciar Astiasarán
Aug 28, 2019·International Journal of Environmental Research and Public Health·Giulia LorenzoniDario Gregori
May 14, 2019·Journal of Nutritional Science·Vincent J van BuulLilian Lechner
Oct 13, 2020·Frontiers in Nutrition·Joshua WesanaHans De Steur
Jan 13, 2021·Nutrients·Marika Dello Russo On Behalf Of The Italian Society Of Human Nutrition Sinu Young Working Group
Jun 12, 2021·The International Journal of Behavioral Nutrition and Physical Activity·Carlos Cruz-CasarrubiasSimón Barquera
May 17, 2021·Food Research International·Alessia LombardiGianni Cicia

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