We present the highlights of a database dealing with consumer responses to concepts about 29 good-for-you foods and beverages. Consumers evaluated systematically varied test concepts, with different messages about the features of foods and beverages. The elements of the concepts ranged from what was in the food, to emotional responses to the food, along with specific health-and-wellness features. We compare the data from two groups (individuals age 60+ versus individuals age 20-30). across these topics. These groups differ, especially in their response to endorsements from professional organizations about ‘good for you’.
Introduction – The notion of wellness management and Food as ‘good for you’
The concept of functional foods, containing specific physiologically active components, originated in Japan. It was a means of improving the health of the nation while reducing the drain on the national economy caused by escalating health costs (Farr, 1997). In recent years, functional foods have increasingly become part of our American menu. Derivatives of cranberries, tomatoes, soybeans, oatsand other foods have been connected to specific health benefits, ranging from the prevention of particular cancers (Hovde et al, 2007) to the reduction of blood cholesterol (Leathwood et al, 2007).
There have been several developments inthe field of functional foods. Generic food products have been supplemented with healthful ingredients (e.g. orange juice with calcium and vitamins). In addition, newly branded food products, with explicit health claims, have also been introduced in the market, e.g., yogurt with pro-biotic bacteria that improve digestion, margarines that lower cholesterol or fermented drinks that affect our metabolism. Furthermore, the agro-food industry is developing a second generation of genetically modified (GM) foodsthat can offer functional health benefits to consumers. Finally, consumer concern regarding possible adverse health effects of foods produced using intensive farming methods has led to considerable interest in organically-produced crops, a special type of functional foods.
Market derivatives of functional foods follow an explosion in scientific and technical advances lead by biotechnology that, among other things, have begun to find links between nutrition and healthy living (Kalaitzandonakes, 2000). Bhaskaran and Hardley (2002) state that issues regarding personal and national health are extremely important because of the financial cost and human suffering involved. The American Dietetic Association supports regulation regarding information concerning health properties of foods. Functional foods, as a new phenomenon, need to be further examined with regard to their influence on buyer behavior.
Many adult consumers generally recognize the linkage between nutrition and health. Organic food buyers consider themselves moreresponsible for their own health and are more likely to undertake preventive health actions than the general population. Wholesomeness, absence of chemicals, environment friendliness, and a better taste are often cited primary reasons to buy organic functional foods (Shifferstein& Ophuis, 2002). Often consumers are willing to adjust their diet in order to improve their personal health (Kalaitzandonakes, 2000). One may assume that young healthy people will not be as engaged in healthy foods. On the other hand, Hansen (2005), reported that even adolescents, who may have less health concerns than adults, are increasinglyinvolved with their health and appear to beinterested in functional foods.
Contrary to the foregoing ‘idealistic’ response to nutrition and health, Nutbeam and Harris (1999) studied drivers underlying the choice of food. They reported that the most important drivers were not health and good-for-you claims, but rather the more conventional ones, such as taste, nutrition, cost, convenience and lastly, weight control. These drivers better predicted foods consumption. A study performed by the American Dietetic Association (1998) showed similar nutritional concerns, per se, were of less relevance to most people than were taste and cost.
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