Abstract
This study investigates the substitution and complementary effects for beef mince attributes drawing on data from large choice experiments conducted in the UK and Spain. In both countries, consumers were found to be willing to pay a price premium for the individual use of the labels “Low Fat” (UK: €3.41, Spain: €1.94), “Moderate Fat” (UK: €2.23, Spain: €1.57), “Local” (UK: €1.54, Spain: €1.61), “National” (UK: €1.33, Spain: €1.37), “Organic” (UK: €1.02, Spain: €1.09) and “Low Greenhouse Gas Emissions (GHG)” (UK: €2.05, Spain: €0.96). The results showed that consumers in both countries do not treat desirable food attributes as unrelated. In particular, consumers in Spain are willing to pay a price premium for the use of the labels “Local”, “Organic” and “Low GHG” on beef mince that is also labelled as having low or moderate fat content. By contrast, consumers in the UK were found to discount the coexistence of the labels “Low Fat” and “Organic”, “Low Fat” and “Low GHG” and “Moderate Fat” and “Low GHG”. The results, however, suggest that in the UK the demand for beef mince with moderate (low) fat content can be increased if it is also labelled as “Organic” or “Low GHG” (“Local”).
Highlights
The prevalence of overweight and obesity is increasing at an alarming rate
The results suggest that labels indicating that the beef mince has a low or moderate fat content are of significant importance for consumers in the UK and Spain
This finding is in line with the dietary recommendations of the UK and Spanish governments [45,46,47], as well as the World Health
Summary
The prevalence of overweight and obesity is increasing at an alarming rate. It is estimated that approximately 2 billion adults are overweight and over 600 million are obese globally [1,2]. The increasing prevalence of overweight and obesity is placing a considerable burden on the economy and public health, including increases in the risk of developing serious health conditions, with direct healthcare costs amounting to billions [3,4,5]. Obesity is preventable due to its strong, not exclusive, link to diet. There is strong evidence that the prevalence of overweight and obesity is linked to the growing consumption of energy-dense foods and sugar-loaded beverages that are generally inexpensive, palatable and convenient [6,7,8]. It has been recognised that changing dietary habits and lifestyle would contribute to the reduction in overnutrition and its serious health and economic consequences [9,10,11,12]
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