Presentation from the 9th Regional Seminar on Nutrition Labelling by the International Life Sciences Institute, August 2015

1. 20/08/2015 1
NUTRITION AND FORTIFICATION
CLAIMS – IMPACTS ON CONSUMER
BEHAVIOR
Hazel Fowler, Food Standards Australia New Zealand
ILSI SEA Region
9th Seminar and Workshop on
Nutrition Labeling, Claims and Communication Strategies
August 4-5, 2015, Crowne Plaza Manila Galleria, Manila, Philippines

2. Findings of two FSANZ studies:
• Both relate to consumers and their use of
labels
• Examine different label elements
OVERVIEW

3. 20/08/2015 1
First study:
Consumers and Nutrition
Content Claims. A study of
responses to vitamin, mineral
and other claims
Reanalysis available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD3.pdf
Original report available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD2%20Roy%20Morgan%20study.pdf
OVERVIEW

4. Second study:
Consumers' awareness,
attitudes and behaviours towards
food fortification in Australia and
New Zealand – survey
Available from:
http://www.foodstandards.gov.au/publications/Pages/Cons
umers-awareness-attitudes.aspx

5. • Proposal P293 – Nutrition, Health and Related
Claims
• Question: are consumers’ nutrition evaluations
and intention to purchase influenced by nutrition
content claims on products of lower nutritional
quality?
• Previous research – macronutrients
NUTRITION CONTENT CLAIMSS -NUTRITION CONT
BACKGROUND

6. • Online experiment
• Australia (n=814), New Zealand (n=313)
• Between-groups
• Claims: vitamins, minerals, biologically active
substances
• Products: ice cream, frozen lasagne, fruit drink,
potato chips
DESIGN

7. PRODUCTS

8. PRODUCTS

9. Control Treatment

11. CLAIMS TESTED
Product Claims
Ice cream Source of calcium
Source of phosphorous
Frozen lasagne Source of iron
Source of selenium
Fruit drink Contains antioxidants-flavanoids
Contains beta-cryptoxanthins
Potato chips Good source of niacin
Good source of vitamin C

12. Purchase intention:
• How likely is it that you would purchase this [product] ?
• Assuming this [product] has a cost that is similar to
others on the market, how likely is it that you would
purchase this [product] ?
Nutrition attitude
• How would you rate the nutritiousness of this [product] ?
• What is your overall attitude towards the nutrition
content of this [product]?
OUTCOME MEASURES

13. Perception of level of overall benefit to people
• Below is a list of some types of people. For each one,
do you think they would or would not benefit from eating
this [product] as a regular part of the diet?
Perception of level of overall health benefit
• Do you think the following types of health benefits would
result from eating this [product] as a regular part of the
diet?”
OUTCOME MEASURES

14. EFFECT OF CLAIMS ON PURCHASESEFFECT OF CLAIMS ON PURCHASES
INTENTIONS AND NUTRITION ATTITUDE
1
2
3
4
5
6
7
Purchase intention Nutrition attitude
Meanresponse
No claim
Claim

15. WAS THE PRESENCE OF A CLAIM AWAS THE PRESENCE OF A C
SIGNIFICANT PREDICTOR?
Measure Significant predictor?
Purchase intention ˚
Nutrition attitude ˚
Perceived level of overall benefit to people ˚
Perceived level of overall health benefit ˚

16. • Research questions
• What do consumers know about voluntary
fortification?
• What are consumers’ attitudes towards
voluntary fortification?
• How do consumers use fortified foods?
FORTIFICATION RESEARCHH -FORTIFICATION R
BACKGROUND

17. DESIGN
• CATI
• Cognitive and pilot testing
• Australia (n=800), New Zealand (n=802)
• 16 years and over
• Weighted
• Qualitative research

18. AWARENESS OF FORTIFICATION
Do you think it is true or false or are you unsure whether foods and drinks also sometimes
contain vitamins or minerals that have been added to them by the manufacturer?
0
10
20
30
40
50
60
70
80
90
100
True False Unsure
Percentofrespondents

19. WHERE CONSUMERS FIND ADDEDWHERE CONSUMERS FIND A
VITAMINS AND MINERALS

20. • When discussing a product bought for
added vits and mins
• Found info on package, generally claims
• When thinking hypothetically, where
would they check…?
• Ingredient list
• Nutrition information panel
ADDED VITAMINS AND MINERALS ONADDED VI
LABELS

21. FOODS BOUGHT FOR ADDED VITAMINSFOODS BOUGHT
AND MINERALS
0
5
10
15
20
25
30
35
40
45
50
Percentofrespondents

22. REASONS FOR CHOOSING
“If you got extra calcium it must be better
for your bones”
“Need a good start / most
important meal of the day”
“Get vitamins and minerals I might be lacking”
“I buy soy milk and rice milk because I'm
lactose intolerant”

23. Nutrition content claims
Presence of claim did not affect:
• Purchase intention
• Nutrition attitude
• Perceived level of overall benefit to people
• Perceived level of overall health benefit
CONCLUSIONS

24. Fortification
• Consumers are aware
• Seek out some fortified foods
• Reasons vary by food type
• May have difficulty identifying fortified foods
CONCLUSIONS

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