Abstract
In light of increasing attention on biofortified products from the institutional, scientific and industrial worlds, we investigate consumer knowledge, consumer choice, the relationship between consumer choice and lifestyles, willingness to pay, and factors influencing consumer groups regarding biofortified foods. Complicating the matter is the lack of a clear definition of biofortified foods in the last proposal of the Codex Alimentarius Commission dated 26 November 2018. Research has shown the importance of market information and variables related to lifestyle, socio-demographic characteristics, knowledge of nutritional principles, and diet, to understanding consumers’ purchase and consumption choices regarding biofortified products. Our research shows that at present the potential consumer of biofortified food products is generally confused and uninformed, conditions that, even when there is a high willingness to pay, limit purchases of biofortified products. Even in the absence of a concise definition and clear labelling at a globally recognized level, in Italy biofortified products are increasingly widespread (products biofortified with selenium, iodine, etc.), confirming consumer demand for this category of product.
Highlights
In recent years, consumer choice has been influenced by increasing attention on the food–health relationship [1,2,3,4,5]
In light of increasing attention on biofortified products from the institutional, scientific and industrial worlds, we investigate consumer knowledge, consumer choice, the relationship between consumer choice and lifestyles, willingness to pay, and factors influencing consumer groups regarding biofortified foods
Functional foods represent a form of product differentiation and a healthy contribution to the diet, while in poor countries, where biofortified food crops are more developed, they serve to compensate for deficiencies in microelements, a strategy to reduce malnutrition in many areas of the world [14]
Summary
Consumer choice has been influenced by increasing attention on the food–health relationship [1,2,3,4,5]. Functional foods represent a form of product differentiation and a healthy contribution to the diet, while in poor countries, where biofortified food crops are more developed, they serve to compensate for deficiencies in microelements, a strategy to reduce malnutrition in many areas of the world [14]. In this context, types of functional food are categorized as fortified products, enriched products, altered products and enhanced commodities [7]. Consumer choice, the relationship between consumer choice and lifestyles, willingness to pay, and factors influencing consumer groups regarding biofortified foods [18,19,20,21]
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