Communicating the benefits of wholegrain and functional grain products to European consumers

R. Shepherd (Corresponding Author), M. Dean, Piritta Lampila, Anne Arvola, A. Saba, M. Vassallo, E. Claupein, M. Winkelmann, Liisa Lähteenmäki

    Research output: Contribution to journalArticleScientificpeer-review

    25 Citations (Scopus)


    In order to increase the consumption of wholegrain products or grain products with functional properties, it is important to understand consumer beliefs about such products and the impact of health claims. In a series of consumer studies several differences were found between countries. While consumers in Finland, Italy and the UK saw wholegrain products as having positive attributes, those in Finland had more negative beliefs about refined grain products. Health claims and wholegrain labels increased perceived healthiness but had a less positive impact on likelihood of buying, and in Italy both health claims and wholegrain labels even decreased the likelihood of buying.
    Original languageEnglish
    Pages (from-to)63-69
    JournalTrends in Food Science and Technology
    Issue number2
    Publication statusPublished - 2012
    MoE publication typeA1 Journal article-refereed


    This study was financially supported by the European Commission in the Communities Sixth Framework Program, Project HEALTHGRAIN (PF6-514008).


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