Consumers are more likely to purchase foods with health claims if they are nutrient-specific, according to a study in the US.
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A US Food and Drug Administration report found the intent to buy is stronger with substance-specific health claims than any other health messages. Conversely, consumers are least likely to buy a product that has a nutrient content claim but that does not contain a health message.
Focusing on yogurt, orange juice and pasta, researchers found people associate these foods with certain nutrients (calcium and potassium) and related benefits, such as fighting osteoporosis, hypertension and heart disease. All respondents knew about calcium and potassium and their disease-fighting potential.
However, some 8% claimed to have heard of a fictitious nutrient proposed by study leaders – lysoton – with about a fifth of those surveryed thinking its presence in pasta can help reduce the risk of heart disease.
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By GlobalData
