Acceptance Of Functional Foods Research Articles

Functional Food: A Growing Trend among the Health Conscious

Food can do far more than filling humans’ stomach: they can promote and protect our health. Some food contains bioactive components that are beneficial to health and are able to reduce risks of chronic diseases. These foods are known as “functional foods”. The interest in functional foods has increased in developed economies as people look for safer way to improve general health and living. Not much is known about acceptance of functional foods among Malaysian consumers. The aim of this paper is to review the definition and regulatory bodies governing functional food across different countries. This will be followed by an overview of the functional food growth potential in Malaysia and a discussion on factors that might influence the purchase of functional food.

Development of functional milk desserts enriched with resistant starch based on consumers’ perception

Sensory characteristics play a key role in determining consumers' acceptance of functional foods. In this context, the aim of the present work was to apply a combination of sensory and consumer methodologies to the development of chocolate milk desserts enriched with resistant starch. Chocolate milk desserts containing modified waxy maize starch were formulated with six different concentrations of two types of resistant starch (which are part of insoluble dietary fiber). The desserts were evaluated by trained assessors using Quantitative Descriptive Analysis. Moreover, consumers scored their overall liking and willingness to purchase and answered an open-ended question. Resistant starch caused significant changes in the sensory characteristics of the desserts and a significant decrease in consumers' overall liking and willingness to purchase. Consumer data was analyzed applying survival analysis on overall liking scores, considering the risk on consumers liking and willing to purchase the functional products less than their regular counterparts. The proposed methodologies proved to be useful to develop functional foods taking into account consumers' perception, which could increase their success in the market.

Optimizing the Orosensory Properties of Model Functional Beverages: The Influence of Novel Sweeteners, Odorants, Bitter Blockers, and Their Mixtures on (+)‐Catechin

The use of flavor-modifying strategies are important to improving the sensory profile of some excessively bitter and astringent functional ingredients, such as (+)-catechin (CAT). Two bitter blockers (ß-cyclodextrin [CYCLO], homoeriodictyol sodium salt [HED]), two sweeteners (sucrose [SUC], rebaudioside A [REB]), and two odorants (vanillin [VAN], black tea aroma [TEA]) were assessed for their efficacy at modifying the bitterness and astringency of CAT in model aqueous solutions. The intensity of oral sensations elicited by CAT was determined in duplicate in binary, ternary, and quaternary mixtures of these stimuli by a trained panel (n = 15) using a 15 cm visual analogue scale. Overall, bitterness and astringency were most effectively reduced by ternary solutions containing CYCLO + REB or CYCLO + SUC (68%, 60%, and 45%, 43% for bitterness and astringency, respectively). Odorants were not effective at modifying the bitterness or astringency of CAT. We conclude that the use of select bitter blockers and sweeteners may be of value in optimizing the flavor and acceptance of functional food and beverages fortified with phenolic compounds. (+)-Catechin is a bitter-tasting plant-derived health-promoting phenolic compound of interest to functional food and beverage manufacturers. We investigated the efficacy of bitter blockers, plant-based sweeteners, and odorants in decreasing the bitterness and astringency elicited by (+)-catechin. Some of these additives, both alone and in combination, reduced bitterness and astringency, and may therefore assist in optimizing the flavor and consumer acceptance of some phenolic-based functional foods and beverages.

The “Young” Consumer Perception of Functional Foods in Italy

We analysed the role of acceptance of functional foods (FFs) focusing on the preferences expressed by three distinct groups of young Italian consumers. FFs represent an innovation both in terms of technology and marketing for Italian food companies, and the segment of young consumers would appear especially interested in them. Our results showed that a different cultural education, hence the degree of knowledge cumulated by young consumers, is a key element in the preference for, and perception of FFs. This implies the need to identify differentiated marketing strategies for firms seeking to reach this segment of FF demand in Italy.

The Role of Consumer Acceptance in the Food Innovation Process: Young Consumer Perception of Functional Food in Italy

This paper analysed the factors influencing the acceptance of functional foods (FFs) of three distinct groups of young Italian consumers. We implemented an ordered probit model based on data collected in a field survey carried out in southern Italy in 2008. The results showed that different sources of information and knowledge (e.g. the internet, newspapers and universities), judgements and motivations (e.g. taste and health effects credibility) are key elements in the acceptance of FFs. This implies the need to identify highly differentiated communication and marketing strategies for both public agencies and private firms in order to promote FF consumption.

European consumers' acceptance of functional foods

Consumer acceptance of functional foods is analyzed from the perspective of consumer quality perception of food products. Four major dimensions of food quality are identified: taste and other sensory characteristics, healthiness, convenience, and naturalness. Functional foods provide, from the consumer perspective, synergies between healthiness and convenience, but may, in the consumer mind, lead to trade-offs between healthiness on the one side and taste and naturalness on the other side. This may explain the reluctance of European consumers to accept functional food products.

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

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

Influence of nutritional knowledge on perceived healthiness and willingness to try functional foods

In order to assess the influence of nutritional knowledge on perceived healthiness and willingness to try functional foods, 104 consumers filled out a Nutritional Knowledge Questionnaire and answered a conjoint task. Participants had to evaluate 16 concepts consisting of combinations of carrier products (yogurt, milk desserts, pan bread and mayonnaise) and nutritional modifications (regular product, low-fat, enriched with antioxidants, and enriched with fibre). Three groups of consumers were identified with different level of nutritional knowledge. Highly significant differences were found in the healthiness evaluations of the clusters, which mainly depended on nutritional knowledge related to the links of diet and diseases. Highly significant differences in willingness to try functional foods were also found between the clusters. Whereas consumers with the lowest nutritional knowledge were not interested in consuming functional foods, the addition of fibre or antioxidants to healthy products increased the willingness of consumers with the highest level of nutritional knowledge to try the evaluated functional foods. These results suggested that lack of nutritional knowledge might limit the acceptance of functional foods and thus the use of health claims might be necessary to assure that consumers are aware of their health benefits.

You eat what you are: Modern health worries and the acceptance of natural and synthetic additives in functional foods

There is an increasing array of functional foods available that are designed to confer health benefits. However, individuals' worries about new technology and modernity may influence the acceptance of these products. In this study, we investigated how modern health worries influence attitudes and decisions about functional foods. We asked participants (n=390) to rate pictures of products with either added vitamins or added scientific compounds. Each product shown purported to have one of three possible targeted effects: to reduce the likelihood of a disease, to reduce a risk factor associated with a disease, or to improve personal appearance. We found levels of modern health worries to be significantly associated with participants' reports of organic food consumption and presence of food allergies. Modern health worries were also significantly related to a preference for foods with natural as opposed to synthetic additives. Participants with higher levels of modern health worries had a greater acceptance of functional foods designed to reduce the likelihood of disease compared to participants with low modern health worries. Overall, the results suggested that modern health worries are an important psychological factor to consider with regards to attitudes toward functional foods.

Acceptance of Functional Foods: A Comparison of French, American, and French Canadian Consumers

Food products have diversified with industry globalization. To market functional foods efficiently, food managers must gauge cross‐cultural variance of functional food acceptance. Expanding on previous research, we investigate young consumers' acceptance of functional foods. Data collected in French Canada, United States, and France in 2004 reveal that business students are slightly in favor of functional foods, and associate health benefits with these foods but very few product‐related benefits. Students do not have strong opinions on the trustworthiness of information and expressed a slight interest in purchasing this type of product. Analyses of cultural differences revealed significant, albeit small, divergence in these variables. Statistical analysis performed on the full sample assessed the impact of food attitudes and other cognitive and attitudinal factors on the general attitude toward functional foods. Health and product‐related benefits and belief about the credibility of information are the main positive determinants of the acceptance of functional foods, followed by high knowledge. Apart from the negative impact of Neophobia, none of the other food attitudes influences attitudes toward functional foods. Linear regressions performed on each subgroup indicated similar positive cross‐cultural results for health and product‐related benefits. However, cross‐cultural differences are detected for knowledge, credibility of information, and food attitudes that influence acceptance of functional foods. Les produits alimentaires se sont diversifiés avec l'avènement de la mondialisation. Pour commercialiser efficacement les aliments fonctionnels, les gestionnaires du secteur alimentaire doivent évaluer l'acceptation des aliments fonctionnels par les diverses cultures. À partir de travaux de recherche antérieurs, nous avons examiné l'acceptation des aliments fonctionnels par les jeunes consommateurs. Des données recueillies en 2004 au Canada français, aux États‐Unis et en France ont révélé que les étudiants en commerce étaient légèrement en faveur des aliments fonctionnels, leur associaient des avantages pour la santé, mais très peu d'avantages liés aux produits. Les étudiants n'avaient pas une très bonne opinion concernant la crédibilité de l'information et ont manifesté un faible intérêt pour l'achat de ces produits. Des analyses des différences culturelles ont révélé des divergences, petites mais significatives. Les analyses statistiques effectuées sur l'échantillon total ont évalué l'impact des attitudes envers les aliments ainsi que d'autres facteurs cognitifs et attitudinaux sur l'attitude générale envers les aliments fonctionnels. Les avantages pour la santé, les avantages liés aux produits et les croyances concernant la crédibilité de l'information sont les principaux facteurs favorables à l'acceptation des aliments fonctionnels, suivis d'un degré de connaissances élevé. Outre l'impact négatif de la néophobie, aucune autre des attitudes envers les aliments n'influe sur les attitudes envers les aliments fonctionnels. Les régressions linéaires effectuées pour chaque sous‐groupe ont indiqué des résultats positifs similaires. Toutefois, nous avons noté des différences interculturelles quant à la connaissance, à la crédibilité de l'information et aux attitudes envers les aliments qui influencent l'acceptation des aliments fonctionnels.

Functional foods: Consumer willingness to compromise on taste for health?

This study investigates socio-demographic and attitudinal determinants of consumer willingness to compromise on taste for health in the specific case of the functional foods category. Cross-sectional consumer data were collected in Belgium from two socio-demographically comparable samples in 2001 and 2004 using a similar research method with personal interviews. Results show that the gap between acceptance of good versus worse tasting functional foods has widened significantly from 2001 to 2004. Whereas females and elderly were more ready to compromise on taste for health in 2001, any socio-demographic differences faded away in 2004. Health benefit belief from functional foods emerges as the strongest positive determinant of willingness to compromise on taste, but both its level and its predictive power on willingness to compromise on taste decreased over time. During the data collection interval, the perceived importance of food for health increased significantly. All evolutions combined are indicative for decreasing unconditional acceptance of functional foods, especially on taste, and a lower conviction that functional foods can constitute a part of a healthy and tasteful diet among a large majority of consumers. The conclusion is that counting on consumer willingness to compromise on the taste of functional foods for health is a highly speculative and risky strategic option.

Consumer acceptance of functional foods: socio-demographic, cognitive and attitudinal determinants

Despite the forecast of a bright future for functional foods, which constitute the single fastest growing segment in the food market, critiques arise as to whether this food category will deliver upon its promises. One of the key success factors pertains to consumer acceptance of the concept of functional foods, which is covered in this study. Data collected from a consumer sample ( n=215) in Belgium during March 2001 are analysed with the aim to gain a better understanding of consumer acceptance of functional foods. Functional food acceptance is defined as giving a score of minimum 3 on a 5-point scale, simultaneously for acceptance if the food tastes good, and if the food tastes somewhat worse as compared to its conventional counterpart. With this specification, 46.5% of the sample claimed to accept the concept of functional foods. A multivariate probit model is specified and estimated to test the simultaneous impact of socio-demographic, cognitive and attitudinal factors. Belief in the health benefits of functional foods is the main positive determinant of acceptance. The likelihood of functional food acceptance also increases with the presence of an ill family member, though decreases with a high level of claimed knowledge or awareness of the concept. This adverse impact of high awareness decreases with increasing consumer age. Belief, knowledge and presence of an ill family member outweigh socio-demographics as potential determinants, contrary to previous reports profiling functional food users.

Consumer acceptance of functional foods: issues for the future

In the past, it has been assumed that consumers would accept novel foods if there is a concrete and tangible consumer benefit associated with them, which implies that functional foods would quickly be accepted. However, there is evidence that individuals are likely to differ in the extent to which they are likely to buy products with particular functional properties. Various cross‐cultural and demographic differences in acceptance found in the literature are reviewed, as well as barriers to dietary change. In conclusion, it is argued that understanding consumers’ risk perceptions and concerns associated with processing technologies, emerging scientific innovations and their own health status may enable the development of information strategies that are relevant to wider groups of individuals in the population, and deliver real health benefits to people at risk of, or suffering from, major degenerative illnesses.

The perceived healthiness of functional foods: A conjoint study of Danish, Finnish and American consumers' perception of functional foods

Functional foods presumably enable the consumer to lead a healthier life without changing eating habits. Whether consumers accept this proposition or not is potentially influenced by their perceptions of the healthiness of the processing methods, enrichment components, food-types, and health claims used in the production and marketing of functional foods. Because consumers may perceive functional enrichment as interfering with nature, cultural values pertaining to man's manipulation of nature may also influence consumer acceptance of functional foods. The purpose of the study described here is to clarify to which extent Danish, Finnish and American consumers' perceptions of the healthiness of functional foods are explained by the factors mentioned above. The general results indicate that values pertaining to man's manipulation of nature is only modestly related to the acceptance of functional foods, whereas the use of different health claims, processing methods, enrichments, product types, and especially the interactions between the two latter, are important determinants of consumers' perceptions of the healthiness of functional foods.

Genetic Sensitivity to 6- N-Propylthiouracil (prop) and Sensory Acceptance of Soy Products and Japanese Green Tea.

LEARNING OUTCOME: Sensory acceptance of functional foods, with reputed cancer preventive properties, such as soy products and Japanese green tea, may be influenced by genetic sensitivity to the bitter taste of PROP. Subjects were 53 young women (ages 20-45 y) recruited from the University of Michigan community. Taste detection thresholds for 6- n-propylthiouracil (PROP) were determined using the method of solutions. The subjects also tasted 5 suprathreshold solutions each of PROP and NaCl. Separation of subjects into nontasters (n=14), regular tasters (n=27) and supertasters (n=12) of PROP was based on PROP detection thresholds and mean response ratios to PROP as compared to NaCl solutions. The subjects also tasted a range of soy products including tofu, miso, plain soy milk and vanilla-flavored soy milk, as well as five different concentrations of Japanese green tea presented at room temperature. The most concentrated tea sample used 2.25 g of tea per 50 ml water, infused over a 5 min period. Taste intensity ratings were recorded using 9-point category scales, while acceptability ratings were based on a 9-point hedonic preference scale. Results showed that tasters and supertasters of PROP found tofu less acceptable than did nontasters, and to the contrary, preferred sweetened vanilla-flavored soy milk. PROP tasters rated Japanese green tea as more bitter than did nontasters. Rated acceptance of green tea decreased as bitterness increased. In past studies, genetically mediated sensitivity to PROP predicted lower acceptance of grapefruit juice. Since potentially chemopreventive flavonoids in soy products and green tea also have a bitter taste, avoidance of bitter foods may alter eating habits and reduce dietary exposure to foods known to alter cancer risk. Supported by NCI grant CA61680 and funds from the Michigan Soybean Promotion Board.