A research report in the journal Appetite, published in April 2009, found that in the case of attributes of functional foods and nutraceuticals using probiotics, consumers place a lot of value on claims verified by the government, but little value on "non-verified" claims made my product manufacturers. Keep this in mind when you are creating product showcases, displays or in planning future marketing initiatives. If you do carry products that do have verified government claims, make this known to consumers in your daily or monthly newsletter.
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Paper Abstract/Excerpt:
This paper applied conjoint analysis to elicit consumer preferences over attributes of functional foods and nutraceuticals using probiotics as the functional compound of interest. Data were gathered through a mall intercept survey in Guelph, Canada. Cluster analysis and chi-square tests were used to examine the relationship between respondents’ characteristics and preferences for product variants. On the basis of cluster analysis of the part-worth scores from the conjoint analysis, three clusters were identified. Clusters differed predominantly according to the preferred mode of delivery and source of health claims. The value attached to health claims related to probiotics was also explored. The results suggested that consumers place a strong premium on claims verified by government, but little value on ‘non-verified’ claims made by product manufacturers.
Research report
Consumer valuation of functional foods and nutraceuticals in Canada. A conjoint study using probiotics
Getu Hailu
Corresponding Author Contact Information,Andreas Boeckera, Spencer Hensona and John Cranfielda
aDepartment of Food, Agricultural and Resource Economics, University of Guelph, Guelph, ON, N1G 2W1, Canada
Received 31 July 2007;
revised 15 October 2008;
accepted 16 October 2008.
Available online 22 October 2008.
Abstract
This paper applied conjoint analysis to elicit consumer preferences over attributes of functional foods and nutraceuticals using probiotics as the functional compound of interest. Data were gathered through a mall intercept survey in Guelph, Canada. Cluster analysis and chi-square tests were used to examine the relationship between respondents’ characteristics and preferences for product variants. On the basis of cluster analysis of the part-worth scores from the conjoint analysis, three clusters were identified. Clusters differed predominantly according to the preferred mode of delivery and source of health claims. The value attached to health claims related to probiotics was also explored. The results suggested that consumers place a strong premium on claims verified by government, but little value on ‘non-verified’ claims made by product manufacturers.
Source: Appetite
Volume 52, Issue 2, April 2009, Pages 257-265
doi:10.1016/j.appet.2008.10.002
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