Health and nutrition claims in functional foods

Abstract

Objective: Our aim is to understand how consumers choose functional foods, focusing on the ready-made juice category. Specifically, we aim to: (i) understand how consumers evaluate nutrition and health claims and (ii) describe how the integrated Health Belief Model (HBM) and Planned Behavior Theory (TPB) explain the choice for a functional food.

Method: Eight focus groups provided the research corpus for content analysis.

Results: Survey results show that nutrition claims are relevant but are more associated to base ingredients than to added nutrients. Claims based on the fruit content are deemed more important than vitamins or fibers. Consumers see functional foods as suitable for intestinal transit and individual consumption.  The health claim did not emerge, which can be explained by the constructs susceptibility, severity, and benefits. Nutritional deficiency may act as an internal trigger to Cues to Action, but this happens only in an advanced stage, when functional foods are no longer able to revert the situation, and medication or supplements with higher medicinal power are needed. Consumers have a negative attitude towards ready-made juices due to the confusion between products generically called "juices", despite differences in fruit concentration and product classification.

Originality/Relevance: Most consumers do not understand the complex concept of functional foods, and neither nutrition or health claims.

Theoretical/methodological contributions: Our study integrates the HBM and TPB models and adds more clarity to the original constructs. We have maintained the models’ external factors and emphasized the construct Cues to Action.

Social/managerial contributions:  Consumers do perceive the nutritional value of fruits, but not yet the benefits of functional foods. The term functional is linked to intestinal transit. Additionally, a functional juice is seen as product for individual, not whole family, consumption. Actions to promote change towards healthier habits and health benefits provided by food should be more accurately communicated. Regarding ready-made juices, the recommendation is to show the actual juice percentage or the ‘100% fruit juice’ claim on the packaging.