Food or pharmaceuticals? Consumers' perception of health-related borderline products

Abstract

The aim of this paper is to explore consumers' perception of health-related borderline products between food and pharmaceuticals. Such products emerge due to blurring of boundaries between the food and pharmaceutical industries. They fit the description of both food and pharmaceuticals to a certain extent. Literature suggests that such products present innovation avenues to companies. However, their ultimate success largely depends on consumers’ perception of their safety, efficacy, appearance, and the product category to which they may belong (food or pharmaceuticals). Our study investigated consumers' perception of seven health-related borderline products (Probiotic yoghurt, phytosterol margarine, vitamin juice, garlic tablets, omega-3 eggs, vitamin C tablets, echinacea tea). To this end, we conducted an online survey of 104 consumers in Germany. Findings from statistical analysis indicated that consumers in Germany in general, and specifically young and highly educated women appeared to be sceptical of the health-benefits of health-related borderline products. They perceived these products to be generally safe to consume. However, consumption of such products was not perceived to be an easy method of staying healthy. Product appearance also seemed to influence consumers’ perception of health-related borderline products as food or pharmaceuticals.