RESEARCH NEWS: Factors in Consumer Choice of Functional Yogurts

A study to be published in Food Quality and Preference found that the non-sensory factors of brand and price can have a significant impact on consumer perception of functional foods. Health claims also play a role in consumer perception.

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Influence of three non-sensory factors on consumer choice of functional yogurts over regular ones

Article Abstract:

Gastón Aresa, Corresponding Author Contact Information, E-mail The Corresponding Author, Ana Giméneza and Rosires Delizab, c

a Sección Evaluación Sensorial, Departamento de Ciencia y Tecnología de Alimentos, Facultad de Química, Universidad de la República, Gral. Flores 2124, C.P. 11800 Montevideo, Uruguay

b Embrapa Labex Europe, Avenue Agropolis, F-34394, Montpellier, Cedex 5, France

c INRA, UMR 1129 Flavic, 17 rue de Sully, F-21065, Dijon, France
Received 24 September 2008;
revised 8 September 2009;
accepted 9 September 2009.
Available online 15 September 2009.

Abstract

To better understanding the consumer choice of functional foods, a choice-based conjoint study was carried out to investigate the influence of three non-sensory factors on consumer choice of functional yogurts over regular ones. Four attributes were considered in the conjoint study: type of yogurt (regular, enriched with antioxidants and enriched with fibre), brand (national familiar, national unfamiliar, and foreign familiar), price (low, regular and high) and claim (with and without ‘reduced disease risk’ health claim). Eighteen choice sets, each composed of three stimuli (regular yogurt, enriched with antioxidants and enriched with fibre and varying the brand, price and claim levels) were evaluated by 103 consumers. For each choice set, consumers had to indicate which yogurt would normally buy. A questionnaire on consumer attitude towards health and nutrition was answered by participants after the choice task. Brand, price and health claims highly significantly affected consumer choice of functional yogurts. The relative importance of brand was similar to that of type of yogurt. Therefore, results suggested that non-sensory factors such as brand and price could have an important impact on consumer perception of functional foods. The impact of brand, price and health claims was affected by consumer interest in health issues.

Source: Food Quality and Preference
Volume 21, Issue 4, June 2010, Pages 361-367