Consumers' beliefs about whole and refined grain products in the UK, Italy and Finland

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

Research output: Contribution to journalArticleScientificpeer-review

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Abstract

The objective of this study was to increase our understanding of consumers’ product related expectations that may influence their willingness to use whole grain (WG) foods. Consumers’ beliefs about WG and refined grain (RG) product categories were measured, compared and consumers were segmented based on these beliefs.
Data were collected with self-completion questionnaires in the UK (N=552), Italy (N=504), and Finland (N=513).

On average, consumers in Finland, Italy and the UK were aware that WG products are healthier than RG products as the WG product category was rated as more nutritionally balanced, healthier, more natural, more filling, releasing energy more slowly and slightly more digestible than the RG product category.
However, certain consumer segments did not perceive much difference between whole and RG products in their health-related characteristics suggesting a lack of motivation for increasing WG consumption.
This sets a challenge for promoting WG products especially in Italy and the UK, where the respondents were less likely to differentiate between the healthiness of WG and RG products than the Finnish respondents. Differences between the consumer segments and ways of promoting WG consumption are discussed.
Original languageEnglish
Pages (from-to)197-206
JournalJournal of Cereal Science
Volume46
Issue number3
DOIs
Publication statusPublished - 2007
MoE publication typeA1 Journal article-refereed

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refined grains
grain products
whole grain foods
Finland
Italy
grain consumption
Whole Grains
Consumer products
questionnaires

Keywords

  • whole grain
  • cereal foods
  • consumer attitudes
  • beliefs

Cite this

Arvola, A., Lähteenmäki, L., Dean, M., Vassallo, M., Winkelmann, M., Claupein, E., ... Shepherd, R. (2007). Consumers' beliefs about whole and refined grain products in the UK, Italy and Finland. Journal of Cereal Science, 46(3), 197-206. https://doi.org/10.1016/j.jcs.2007.06.001
Arvola, Anne ; Lähteenmäki, Liisa ; Dean, M. ; Vassallo, M. ; Winkelmann, M. ; Claupein, E. ; Saba, A. ; Shepherd, R. / Consumers' beliefs about whole and refined grain products in the UK, Italy and Finland. In: Journal of Cereal Science. 2007 ; Vol. 46, No. 3. pp. 197-206.
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Arvola, A, Lähteenmäki, L, Dean, M, Vassallo, M, Winkelmann, M, Claupein, E, Saba, A & Shepherd, R 2007, 'Consumers' beliefs about whole and refined grain products in the UK, Italy and Finland', Journal of Cereal Science, vol. 46, no. 3, pp. 197-206. https://doi.org/10.1016/j.jcs.2007.06.001

Consumers' beliefs about whole and refined grain products in the UK, Italy and Finland. / Arvola, Anne (Corresponding Author); Lähteenmäki, Liisa; Dean, M.; Vassallo, M.; Winkelmann, M.; Claupein, E.; Saba, A.; Shepherd, R.

In: Journal of Cereal Science, Vol. 46, No. 3, 2007, p. 197-206.

Research output: Contribution to journalArticleScientificpeer-review

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