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Content Claims & Impact on Consumers 2012


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This presentation has been provided by The International Life Sciences Institute, South East Asia branch, from their August 2012 seminar in Thailand.

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Content Claims & Impact on Consumers 2012

  1. ILSI SEA Region Nutrition Labeling Seminar, Thailand, August 2012 ( _Region) Content claims and impacts on consumers: A review Hazel Fowler Food Standards Australia New Zealand 7th Seminar and Workshop on Nutrition Labeling, Claims and Communication Strategies 30 August 2012
  2. Overview• Introduction• Previous FSANZ research• Literature review• Conclusions
  3. FSANZ 2007 Research• Does the presence of a nutrition content claim affect consumers’: – intentions to purchase the product? – perceptions of the healthiness of the product?
  4. FSANZ 2007 Research• Telephone survey, with 3-dimensional product stimuli• Breakfast cereal and a sweet biscuit product• Respondents randomised to control group or a treatment group
  5. Purchase intention Very likely 7 6 5 4 No claim Claim 3 2 Not at all likely 1 Breakfast cereal Sweet biscuitFSANZ. 2008. Impact of nutrition content claims on consumer purchase intention, nutrition attitude and health benefits
  6. Nutrition attitude Favourable 7 6 5 4 No claim Claim 3 2 Unfavourable 1 Breakfast cereal Sweet biscuitFSANZ. 2008. Impact of nutrition content claims on consumer purchase intention, nutrition attitude and health benefits
  7. Literature Review• Do nutrition content claims: – Influence nutrition perceptions? – Influence health perceptions? – Influence purchase intentions or choices? – Influence purchases or consumption?
  8. Study TypesStudy Type No. of StudiesDiscrete choice experiments 8Sales data studies 2Rating experiments 21Self-report surveys 8Qualitative studies 4Literature reviews 3Miscellaneous 2
  9. Discrete choice experiments From Mueller S, Lockshin L, Louviere J, Francis L, Osidacz P (2009) How does shelf information influence consumers wine choice? The Australia New Zealand Wine Industry Journal 24(3):50–56
  10. Sales data studies Low calories Low fatFrom Kiesel K, Villas-Boas SB (2010) Can informationcosts affect consumer choice? Nutritional labels in asupermarket experiment. International Journal of IndustrialOrganization, In press doi:10.1016/j.ijindorg.2010.11.002
  11. Rating experiments How likely would you be to buy this product next time you go to the supermarket?Very unlikely Very likely toto purchase purchase
  12. Rating experimentsFrom Lin C-TJ (2008) How do consumers interpret health messages on food labels? NutritionToday 43(6):267–272
  13. Other studies• Self-report surveys• Qualitative studies• Literature reviews• Miscellaneous
  14. Findings• Varied across and within study types• Rating experiments – nutrition information• Rating experiments vs discrete choice experiments• Sales data study• Interpretation• Eye tracking• Influenced but not misled?
  15. Mechanisms• Truncation of information search• Confirmation bias• Trivial attribute effect• Distraction• Positive associations
  16. Conclusions• Preferences and purchases• Size and direction will vary• No evidence for cross-category influence• Foods of lower nutritional value• No influence on perceptions• Relation to FSANZ research
  17. Contact DetailsAustralia New Zealand Level 3Boeing House 154 Featherston Street55 Blackall Street WELLINGTON 6011BARTON ACT 2600 NEW ZEALANDPh: +61 2 6271 2222 Ph: +64 4 978 5630Fax: +61 2 6271 2278 Fax: +64 4 473 9855PO Box 7186 PO Box 10559Canberra BC ACT 2610 The Terrace, Wellington 6143Australia New ZealandEmail: info@foodstandards.govt.nzWebsite: