Abstract
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 language | English |
|---|---|
| Pages (from-to) | 197-206 |
| Journal | Journal of Cereal Science |
| Volume | 46 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2007 |
| MoE publication type | A1 Journal article-refereed |
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Keywords
- whole grain
- cereal foods
- consumer attitudes
- beliefs
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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 journal › Article › Scientific › peer-review
TY - JOUR
T1 - Consumers' beliefs about whole and refined grain products in the UK, Italy and Finland
AU - Arvola, Anne
AU - Lähteenmäki, Liisa
AU - Dean, M.
AU - Vassallo, M.
AU - Winkelmann, M.
AU - Claupein, E.
AU - Saba, A.
AU - Shepherd, R.
PY - 2007
Y1 - 2007
N2 - 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.
AB - 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.
KW - whole grain
KW - cereal foods
KW - consumer attitudes
KW - beliefs
U2 - 10.1016/j.jcs.2007.06.001
DO - 10.1016/j.jcs.2007.06.001
M3 - Article
VL - 46
SP - 197
EP - 206
JO - Journal of Cereal Science
JF - Journal of Cereal Science
SN - 0733-5210
IS - 3
ER -