The conference on Food Safety and Nutrition in 2050 – organised by Directorate-General for Health and Food Safety of the European Commission – provided an opportunity for dialogue among global stakeholders on the emerging challenges to the food chain and the role of future policy-making in addressing those challenges. The conference also provided the opportunity to foster a dialogue on consumers' expectations for safe, nutritious, quality and sustainable food and the role of food science, technology and innovation in achieving them. Held on 17 July 2015 in Milan, Italy.

1. Drivers of Consumer Choice
Scientific evidence & policy implications
Eva Woelbert
Joint Research Centre
Institute for Health and Consumer Protection
Public Health Policy Support
DG SANTE Conference
on Food Safety and Nutrition in 2050
EXPO Milano, 17th July 2015

2. 2 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
The citizen as the driver
of a healthy food chain

3. 3 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Consumer information
Notice
and Read
Understand
Change
Behaviour
?

4. 4 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015

5. 5 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
What determines food choice?
DE 2014
N=1851

6. 6 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Predispositions
• basic flavors: eat sweet and avoid bitter
• be careful with unknown food
• learn about food by experience
-> Food preferences are shaped by environment & experience
What determines food preferences?

7. 7 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Advertising contains elements important in learning
Exposure to food advertising causes children to prefer the advertised foods
and request them from their parents
Food preferences: Advertising

8. 8 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Create a healthy preference learning environment
• Ensure healthy infant & school food
• Encourage & model healthy eating
• Reduce food advertising, especially to children
Food preferences: Implications

9. 9 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Price as a barrier to healthy choice

10. 10 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
"Price is more important to me than anything else"
2013, N=8076

11. 11 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
The effect of subsidies for fruit and vegetables
Thow, Downs, Jan, 2014

12. 12 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Decisions are not always in our
best long-term interest

13. 13 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Present bias

14. 14 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
People make healthier decisions when they choose in advance
Timing matters
Time 1:
Eat apple at
time 2
Time 2:
Eat
chocolate
now

15. 15 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Placement matters
© Joe McKendry

16. 16 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015

17. 17 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
• Consumers care about food information
• Food preferences are shaped by experience
• Consumers respond to price changes
• Choice environments can be changed to make it easier to choose healthy
The best effects can be achieved in combination!
Conclusion

18. © European Union, 2015Disclaimer: The contents of this presentation are the views of the author and do not necessarily represent an official position of the European Commission.
Thank you for your attention
ec.europa.eu/jrc/

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