Country-wise differences in perception of health-related messages in cereal-based food products

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

    Research output: Contribution to journalArticleScientificpeer-review

    116 Citations (Scopus)


    The objective of the present study was to explore the impact of health-related messages on the perceived overall healthiness and consumers’ likelihood to buy cereal-based products or non-cereal products containing beneficial compounds from grains, across four European countries. The data were collected from a sample of 2392 members of the public in Finland, Germany, Italy and the UK. The results from a conjoint task with a main effects additive model were reported. In general, the presence of a verbal health claim on foods had positive influence on respondents perception of healthiness and on likelihood to buy the products, whereas the pictorial health claims were found to have a weak influence on the two dependent variables. However, the findings showed that health-related information on food labels differently influenced the healthiness perception and the likelihood to buy the product across the four countries, suggesting that different cultures, traditions, and eating habits have to be taken into account before positioning cereal-based products containing beneficial compounds from grains on the market.
    Original languageEnglish
    Pages (from-to)385-393
    Number of pages9
    JournalFood Quality and Preference
    Issue number4
    Publication statusPublished - 2010
    MoE publication typeA1 Journal article-refereed


    • Cereal-based products
    • Conjoint analysis
    • Country-wise st
    • Health-related messages
    • Likelihood to bu
    • Perceived healthiness


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