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Understanding How Consumers Categorise Health Related Claims on Foods: A Consumer-Derived Typology of Health-Related Claims

Hodgkins, Charo, Egan, Bernadette, Peacock, Matthew, Klepacz, Naomi, Miklavec, Krista, Pravst, Igor, Pohar, Jure, Gracia, Azucena, Groeppel-Klein, Andrea, Rayner, Mike and Raats, Monique (2019) Understanding How Consumers Categorise Health Related Claims on Foods: A Consumer-Derived Typology of Health-Related Claims Nutrients, 11 (3).

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Abstract

The Nutrition and Health Claims Regulation (NHCR) EC No 1924/2006 aims to provide an appropriate level of consumer protection whilst supporting future innovation and fair competition within the EU food industry. However, consumers’ interpretation of health claims is less well understood. There is a lack of evidence on the extent to which consumers are able to understand claims defined by this regulatory framework. Utilising the Multiple Sort Procedure (MSP), a study was performed (N = 100 participants across five countries: Germany, the Netherlands, Slovenia, Spain and the United Kingdom) to facilitate development of a framework of health-related claims encompassing dimensions derived from consumers. Our results provide useful insight into how consumers make sense of these claims and how claims may be optimised to enhance appropriate consumer understanding. They suggest consumers may not consciously differentiate between a nutrition claim and a health claim in the way that regulatory experts do and provide insight into where this might occur. A consumer-derived typology of health-related claims based on three key dimensions is proposed: (1) Familiarity with the nutrient, substance or food stated in the claim; (2) statement type in terms of simplicity/complexity; (3) relevance of the claim, either personally or for a stated population group.

Item Type: Article
Divisions : Faculty of Health and Medical Sciences > School of Psychology
Authors :
NameEmailORCID
Hodgkins, CharoC.Hodgkins@surrey.ac.uk
Egan, BernadetteM.Egan@surrey.ac.uk
Peacock, MatthewM.Peacock@surrey.ac.uk
Klepacz, Naomin.klepacz@surrey.ac.uk
Miklavec, Krista
Pravst, Igor
Pohar, Jure
Gracia, Azucena
Groeppel-Klein, Andrea
Rayner, Mike
Raats, MoniqueM.Raats@surrey.ac.uk
Date : March 2019
Funders : European Union’s Seventh Framework Programme
DOI : 10.3390/nu11030539
Grant Title : Role of health-related claims and symbols in consumer behaviour (CLYMBOL)
Copyright Disclaimer : © 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
Uncontrolled Keywords : Nutrition claims; Health claims; Consumer understanding; Multiple sort procedure; Health claim typology
Depositing User : Clive Harris
Date Deposited : 13 Jun 2019 15:23
Last Modified : 13 Jun 2019 15:23
URI: http://epubs.surrey.ac.uk/id/eprint/851993

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