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

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    Abstract

    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
    Number of pages7
    JournalTrends in Food Science and Technology
    Volume25
    Issue number2
    DOIs
    Publication statusPublished - 2012
    MoE publication typeA1 Journal article-refereed

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    Cite this

    Shepherd, R., Dean, M., Lampila, P., Arvola, A., Saba, A., Vassallo, M., Claupein, E., Winkelmann, M., & Lähteenmäki, L. (2012). Communicating the benefits of wholegrain and functional grain products to European consumers. Trends in Food Science and Technology, 25(2), 63-69. https://doi.org/10.1016/j.tifs.2012.01.002