Does information about the source of functional ingredients influence consumer perception of functional milk desserts?

Abstract

AbstractBACKGROUND: The aims of the present study were to study the influence of information about the source of two functional ingredients (antioxidants and fibre) on consumer perception of functional milk dessert concepts and to evaluate whether this influence depends on consumer attitudes towards health and hedonic characteristics of foods.RESULTS: Scores for expected liking decreased when information about the source of fibre or antioxidants was incorporated, which could be explained considering that when consumers knew the source of the functional ingredient they imagine the flavour of the source in the milk concept. This decrease in expected liking led to a decrease in consumer willingness to purchase, showing the importance of hedonic expectations on the acceptance of functional foods. Consumers with different attitudes towards health and hedonic characteristics of foods reacted differently towards information about the source of functional ingredients.CONCLUSION: Providing information about the source of functional ingredients would not be recommended as it might create negative taste expectations to consumers and a concomitant decrease in their willingness to purchase. These show that consumers would not compromise on the taste of milk desserts for health. Thus, the development of functional foods that taste worse than conventional ones may be a risky option. Copyright © 2008 Society of Chemical Industry