Food Market Research Articles (Page 1)

Integrating digital health into pediatric obesity management: Current practices and future perspectives.

Purpose This study aims to investigate how dual health claim regulations affect the market performance of functional food products. Focusing on the Japanese beverage market, we examine how the coexistence of the strictly regulated Foods for Specified Health Uses (FOSHU) and the more accessible Foods with Function Claims (FFC) labelling systems influences sales volumes, prices and the number of certified products. Design/methodology/approach Using a nine-year (2013–2022) transaction dataset of various functional beverage products, we develop a simultaneous equation model to capture the interaction between products with different labels. The model is estimated using the feasible generalised least squares method. Findings The introduction of the FFC system resulted in a decline in sales volume, price and the number of FOSHU products. These changes are attributable to increased market entry of FFC products, which act as substitutes despite differing scientific rigour. The results indicate that consumers are unable to identify quality differences between FOSHU and FFC products, suggesting limited awareness of the regulatory differences between them. This study demonstrates how introducing a simplified labelling system can drive high-quality products out of the market. Originality/value This study is among the first to empirically examine competition between food products certified under distinct health claim systems. It provides novel insights into the unintended consequences of regulatory coexistence, especially how looser certification may erode the value of stricter systems, with implications for consumer protection and market sustainability.

This review examines the role of public health nutritionists (PHNs) in reducing food waste at individual, community and policy levels. It highlights their potential to influence food choices, develop interventions and advocate for systemic changes that contribute to sustainable diets. A narrative review synthesizing relevant literature to identify key areas where PHNs can drive change regarding food waste reduction. The review focuses on the contributions of PHNs across various settings, including households, communities, food service environments and policymaking sectors. PHNs play a multifaceted role in reducing food waste. They raise awareness and promote behaviour change by educating communities on effective food waste reduction strategies. PHNs also conduct research to understand food waste patterns and develop data-driven solutions. Their expertise allows them to create targeted interventions based on regional and socioeconomic contexts. Additionally, PHNs build multi-sectoral collaborations with policymakers, the food industry and local communities to address food waste at a systemic level. By advocating for food market innovations like clearer labelling and waste reduction incentives, PHNs can drive broader changes within the food system. This review highlights the critical role of PHNs in reducing household food waste, which is essential for achieving sustainable diets. By integrating food waste reduction into Public Health Nutrition (PHN) efforts, PHNs can contribute to more sustainable food systems and enhance resource efficiency. Promoting their leadership in policy advocacy and multi-sectoral collaboration is key to driving systemic change in food waste reduction.

BackgroundFood marketing across all social media sites globally is dominated by the promotion of unhealthy food products such as snacks, confectionery, and fast food. This vast exposure to unhealthy food marketing across social media has contributed to the overconsumption of unhealthy food. Studies investigating the effect of the popularity of food images on food intake have produced mixed results, with some studies reporting no effect on food intake. The literature provides strong evidence of the influence of celebrities on food consumption and eating behavior. This research focuses on digital food posts with and without celebrity appearance and their role in nudging healthy eating. This research also tested the mediating role of celebrity-self congruency and the moderating role of celebrity attractiveness and involvement with healthy food.MethodsAn online experiment 2 (with celebrity vs. without-celebrity) x 2 (healthy vs. unhealthy food items) between-subjects design was conducted to test the effect of a celebrity’s Instagram posts featuring healthy vs. unhealthy food products on eating intention and digital engagement with food posts. Four hundred and thirty-two undergraduate students participated in this study in exchange for a cash incentive. The students were enrolled in a higher education institution in Lahore, Pakistan. 48% of participants were female, and 52% of them were male. Demographics of the participants represented Generation Z.ResultsWe found that the Instagram posts of unhealthy and healthy food images without a celebrity (vs. with a celebrity) led to higher eating intention and digital engagement. The mediation effect of celebrity congruency on eating intention and digital engagement with food posts was non-significant. The moderated mediating effect of celebrity attractiveness on digital engagement with food posts was significant, such that the high level of attractiveness leads to higher digital engagement. The moderated mediated effect of involvement with healthy food on eating intention was significant, such that the high level of involvement leads to higher eating intention.DiscussionThe findings showed that the wide influence of celebrities has an impact on eating intention and digital engagement. While this effect is significant, the aesthetically appealing food posts without featuring celebrities have a stronger impact on eating intention and digital engagement. Digital engagement has emerged as a significant online tool to promote healthy food consumption. We suggest that the promotion of healthy foods could be more successful on social media platforms when using attractive celebrities.Supplementary InformationThe online version contains supplementary material available at 10.1186/s12889-025-25208-4.

Purpose This study investigates ethically ambivalent consumers (EACs) – consumers who experience conflicting orientations towards ethical consumption due to structural marketplace contradictions, a substantial yet neglected segment. Drawing from the sociological ambivalence theory, it examines how EACs construct moral identity projects (MIPs) through artisan food consumption, challenging the ethical/mainstream consumer dichotomy that dominates current literature. Design/methodology/approach A qualitative study was conducted in the Irish artisan food sector. Screening surveys and 19 in-depth interviews with EACs were analysed using the Gioia method to develop a theoretical framework. Findings Three interconnected processes reveal how EACs construct MIPs: artisan producers enable identity development through values of care, responsibility, preservation and fairness; EACs express identity through health consumption, sociality, expertise sharing and waste reduction; while navigating tensions including marketplace accessibility, contradictory consumption, conspicuous signalling and consumer scepticism. Research limitations/implications This study broadens moral identity research beyond sustainability-focused frameworks and questions the ethical/mainstream consumer divide. Applying the sociological ambivalence theory to identity work, it shows how structural contradictions shape moral consumption and offers strategies for food marketers to engage EACs through broader moral appeals. Originality/value This research introduces the first empirical framework explaining how EACs construct MIPs, showing moral consumption operates through wider values than recognised in traditional discourse. Applying sociological ambivalence theory provides fresh insights into the structural nature of consumer moral contradictions.

Social media has become a dominant channel for food marketing, particularly targeting youth through visually engaging and socially embedded content. This study investigates how young adults visually engage with food advertisements on social media and how specific visual and contextual features influence purchase intention. Using eye-tracking technology and survey analysis, data were collected from 35 participants aged 18 to 25. Participants viewed simulated Instagram posts incorporating elements such as food imagery, branding, influencer presence, and social cues. Visual attention was recorded using Tobii Pro Spectrum, and behavioral responses were assessed via post-surveys. A 2 × 2 design varying influencer presence and food type showed that both features significantly increased visual attention. Marketing cues and branding also attracted substantial visual attention. Linear regression revealed that core/non-core content and influencer features were among the strongest predictors of consumer response. The findings underscore the persuasive power of human and social features in digital food advertising. These insights have implications for commercial marketing practices and for understanding how visual and social elements influence youth engagement with food content on digital platforms.

Background Nettle ( Urtica cannabina L.) is a promising traditional food source with great potential in the expanding functional foods market; however, the bioactive potential of its polysaccharides, a major component, remains underexplored as a functional food ingredient. This study evaluated the effects of U. cannabina polysaccharides (UP) on gut microbiota modulation and systemic antioxidant activity in healthy mice. Methods Mice were fed a basal diet or diets supplemented with low (300 mg/kg) (UPL) and high (600 mg/kg) (UPH) doses of UP for 28 days. Results Our findings revealed that UP supplementation, particularly at low doses, significantly improved growth performance ( P < 0.05), serum lipid profiles ( P < 0.05), and hepatic and serum antioxidant capacity without inducing liver damage. Notably, UPL treatment reduced malondialdehyde (MDA) levels ( P < 0.01) and enhanced the activities of superoxide dismutase (SOD), glutathione peroxidase (GSH-PX), catalase (CAT), and total antioxidant capacity (T-AOC) ( P < 0.05). Sequencing of 16S rRNA indicated that UP supplementation altered gut microbiota composition, particularly by increasing the relative abundance of beneficial genera such as Parabacteroides ( P = 0.0973) and Dubosiella ( P = 0.0648) in the UPL group, which were positively correlated with antioxidant biomarkers. Moreover, UPL treatment elevated levels of short-chain fatty acids (SCFAs), especially acetate and butyrate ( P < 0.05). Untargeted metabolomics demonstrated that UPL treatment influenced serum metabolic profiles and enriched the bile acid (BA) secretion pathway, with notable increases in deoxycholic and taurocholic acid, suggesting a potential link between gut microbiota, BA metabolism, and host antioxidant status. Conclusion These findings indicate that UP could serve as a safe and effective functional dietary supplement capable of improving antioxidant function through gut microbiota modulation and gut–liver axis signaling.

ABSTRACT This study examines the impact of stress on spicy food consumption (SFC) through changes in appetite and the moderating role of expressive suppression. Drawing on the transactional model of stress and coping, we surveyed 553 consumers of spicy food and analyzed their responses using partial least squares structural equation modeling with SmartPLS (version 4.0). Both stress-induced appetite gain and loss increase SFC, revealing a bidirectional influence that previous studies have often overlooked. Additionally, expressive suppression intensifies the impact of appetite gain on SFC, highlighting the important role of emotion regulation in shaping specific food preferences. Beyond insights into consumer attitudes, this study also has strategic implications for marketers of spicy foods. We propose differentiated product innovations, such as stress-relief spice kits and mood-enhancing spicy beverages, tailored to varying appetite states. Our findings inform targeted brand messaging and product positioning, thereby enhancing relevance for consumer segments defined by stress-coping and emotional regulation styles, as presented in a stress – appetite – spice marketing matrix.

Background: Grocery stores are considered the gold standard consumer source for healthful foods and an answer to food deserts. Safeway and especially Whole Foods Market are generally perceived by consumers and branded as providing essential, high-quality, or premium-quality products that support customers' health. Per the Food and Drug Administration (FDA), products are considered healthy based on nutritional amounts of sodium, added sugar, and saturated fat, which contribute to cardiovascular diseases and diabetes. Research Question: Is there a discrepancy between consumer perceptions of food healthiness between Whole Foods and Safeway products? What is the prevalence of healthful products in the Whole Foods Market store? Methods: On 4/1/ 2025, we conducted a web scrape of the entire food/beverage inventory (8096 items, including 374 fresh produce) for a Whole Foods Market store (location: zip code 94022). We designated each product item to be healthy if it had any of these: low sodium, low added sugar, or low saturated fats, per the Food and Drug Administration’s (FDA’s) recommendations. Concurrently (from 3/15/2025 - 4/15/2025), we digitally surveyed 144 adult residents (1 per household), within 20 miles of the Whole Foods store, on their perceptions of the healthiness of Whole Foods products (versus those of Safeway/Other stores), health beliefs, and grocery shopping behaviors. Results/Data: Survey respondents rated Whole Foods’ healthiness more favorably than Safeway’s (3.60 versus 2.89 on Likert scale, 5= healthiest, p<0.001). When asked to choose which is healthier, 60.4% perceived Whole Foods to be healthier than Safeway, while the rest responded “no difference” (p<0.015). Yet, based on the web scrape, a greater proportion of the Whole Foods store products were not healthy (4,451 items, or 54.98%) compared to those classified as healthy (3,645 items, or 45.02%) (p<0.0001). Conclusion: Despite Whole Foods’ favorable perception as a healthier grocery store option, our results reveal a disconnect between consumers’ perceptions of Whole Foods' healthiness and Whole Foods' objective nutritional value. As such, healthy branded grocery stores– and grocery stores in general– may not be as nutritionally healthy as consumers previously assumed.

Purpose The purpose of this study is to investigate the various motivational factor behind the consumer's intention to buy organic food. It also examines how their intention affects actual buying behaviour towards organic food. The motivation, opportunity and ability theory served as the conceptual underpinning for the theoretical framework of this paper. Design/methodology/approach The empirical study was based on responses from a survey completed by 284 individuals. A PLS based structural equation modelling method was used to analyse the collected data. Findings Results revealed that among all motivational factors, knowledge of organic food and health consciousness strongly and positively affects consumer's intention to buy organic food. Further, organic food availability as a consumers' opportunity and their ability in terms of willingness to pay for organic products followed by intention to buy organic food, significantly and positively affect actual buying behaviour. Practical implications The findings have implications for organic food producers, distributors, and market regulators. The study's concepts and recommendations may assist organic food retailers and marketers in increasing sales and satisfying customers. This research should help to fill the gap in knowledge about organic food in India and encourage healthier and sustainable consumption practices. Originality/value The organic food market has not been extensively studied, and the studies that have been done have mostly been limited to the developed nations. Also, motivation, opportunity, and ability theory has been utilised in this study in the context of a developing country like India.

Introduction The rapid rise of vegetarian tourism mirrors the global expansion of the plant-based food market. Despite this trend, limited research has explored how vegetarian restaurants influence consumers’ pro-environmental behaviors through sensory experiences and the dissemination of green knowledge. Methods Guided by the Stimulus–Organism–Response (SOR) framework, this study developed and empirically tested a conceptual model linking sensory perception, perceived green knowledge, green mindfulness, eco-reflection, and environmentally friendly dietary behavior. A mixed-methods approach was adopted, combining qualitative exploration with a quantitative survey conducted among 615 diners at vegetarian restaurants in Shanghai. Results Structural equation modeling results indicated that sensory experience and perceived green knowledge significantly enhanced green mindfulness and eco-reflection, which in turn promoted environmentally friendly dietary behavior. Both direct and indirect pathways were significant, confirming the mediating roles of green mindfulness and eco-reflection within the SOR framework. Discussion These findings deepen theoretical understanding of sustainable consumption mechanisms in vegetarian dining contexts by identifying sensory and cognitive routes that foster pro-environmental dietary behavior. Practically, the results offer insights for vegetarian restaurant managers on designing sensory environments and educational strategies that encourage mindful eating and reduce food waste.

The misuse of "natural" claims on food products and how they can influence perceptions of naturalness and healthiness.

Evaluation of the use of pullulan films with the addition of organophilic clay in the post-harvest conservation of guavas.

Oat protein extraction: The role of oat flourcomposition on extraction yield, purity, and functionality.

This study, titled “Green Crunch: Utilizing Cassava Leaves (Manihot esculenta Crantz) into Healthy Chips”, explores the possibilities of using cassava leaves as an innovative raw material for producing healthy and environmentally friendly snack products. The study aimed to determine the acceptability of cassava leaf chips based on color, texture, taste, and aroma using two different treatment processes: (1) direct frying after seasoning, and (2) blending, steaming, drying, and frying. A sensory evaluation was carried out among 50 respondents using a 5-point hedonic scale. Results revealed that both treatments were acceptable; however, Treatment 2 had the highest overall weighted mean (4.92), and interpreted as “Highly Acceptable”. The enhanced processing technique contributed to better texture, flavor uniformity, and aroma. The results show that cassava leaves, which are usually considered agricultural waste, can be transformed into a sustainable and marketable food product that promotes health, minimizes waste, and cultivates local agriculture. This study advocates for sustainable food innovation through converting underutilized resources into high-value, eco-conscious consumer products.

Exposure of children and adolescents to unhealthy food through marketing and advertising on television (TV) is associated with increased consumption of unhealthy foods and subsequently, overweight/obesity and diet-related non-communicable diseases (NCDs). This study assessed the nature, frequency, and exposure of children to food and beverage advertisements on TV and the perspectives of children/adolescents and parents on food marketing on TV. Mixed methods, nationally representative study, guided by the International Network for Food and Obesity/NCDs Research, Monitoring and Action Support (INFORMAS) protocol for monitoring food promotion. This entailed simultaneous recording of the three most popular national TV channels in Kenya for eight randomly selected days, 18h/day, over a 3-month period in 2021-2022. The NOVA classification was used to categorize food based on level of processing. Differences in advertisements by food groups, recording days (weekday/weekend) and seasons (holiday/non-holiday) were assessed. Focus group discussions (n = 14) and in-depth interviews (n = 29) were conducted with school children/adolescents (~ 9-18years) and parents respectively in three counties, to explore their experiences and perspectives of food advertisements. Data were coded in NVIVO and analyzed thematically. Of the 3700 advertisements recorded, about a third (36%, n = 1316) comprised of food and beverages; 94.7% (n = 1213) were ultra-processed foods (UPFs), with a mean rate of 2.8 ads/channel per hour, the majority (95.9%, n = 557) of which were broadcast during peak hours. Some of the children interviewed vividly remembered some of the advertised food brands, mainly those related to UPFs. Most parents acknowledged that their children paid attention to food advertisements and sometimes requested and expressed preference for the advertised foods orbrands. Parents generally considered food advertising to be safe, with no concerns about unhealthy food exposure to children. Exposure of Kenyan children and adolescents to unhealthy foods through advertisements on national TV is higher than healthier food options. These advertisements enhance recognition and recall of the food brands, while parental concern about unhealthy food advertising is limited. Policies restricting advertising of unhealthy foods accompanied by nutrition education are urgently needed to limit unhealthy food exposure and consumption by children and adolescents, to address the increasing burden of overweight/obesity and NCDs.

The rapid growth of the halal industry has positioned halal certification and branding as central elements in food marketing. This study examines the effects of price, halal awareness, halal label, and product quality on purchase decisions of halal-packaged foods, with brand image as a mediating variable. A survey was conducted among 96 Muslim consumers in Banjarmasin, Indonesia, and analyzed using structural modeling techniques. The findings reveal that halal awareness and product quality significantly enhance brand image, while price and halal label do not. In turn, brand image strongly influences purchase decisions, confirming its role as a mediator. These results underscore the importance of building strong halal brand associations through consumer awareness and quality improvement, rather than relying solely on price competitiveness or certification logos.

Nangahale Village in Talibura District, Sikka Regency, is the location for the 2025 Community Service Program (KKN) of Nusa Nipa University Indonesia, focusing on preventing stunting by optimizing local food resources, particularly skipjack tuna. This village has significant fisheries potential but also faces a high prevalence of stunted children under five. The main KKN program is the production of skipjack tuna floss as a nutritious, practical, long-lasting, and marketable food product. This activity involves training, education, counseling, and community empowerment, aimed at raising awareness about the importance of balanced nutrition, especially animal protein, and providing new skills in processing marine products. The results show that the tuna floss training successfully increased community awareness of the importance of nutrition and provided them with new skills to process marine resources. This KKN program not only helps prevent stunting but also strengthens the local coastal economy sustainably by creating opportunities for businesses that can improve family incomes. Thus, this program has a significant impact on improving children's nutritional status and enhancing the economic well-being of families in Nangahale Village in a sustainable manner.

Despite growing global interest, neuromarketing remains underutilized in India’s agri-food sector. This study investigates the awareness, application, and potential of neuromarketing tools—such as EEG (Electroencephalography), eye-tracking, IAT, and VR/AR—in shaping sustainable consumer behavior in India. Respondents for the study were selected using purposive and snowball sampling techniques. While global corporations leverage neuroscience to refine marketing strategies, Indian agribusinesses and food startups often lack the awareness, infrastructure, and policy support to adopt such innovations. Using mixed methods and a sample of 120 participants for the quantitative survey and 12 experts for in-depth qualitative interviews, from marketing, academia, Fast-Moving Consumer Goods (FMCGs), and agri-businesses, the study reveals that only 27% are familiar with neuromarketing as a field, and a mere 14% report active implementation. Awareness and application are higher in metro-based food-tech startups and FMCGs, while traditional agri-businesses and policymakers show minimal engagement. Education and urban access strongly influence exposure to neuromarketing. The findings highlight a significant urban–rural and disciplinary divide. The final prioritization highlights that accuracy and lack of bias emerged as the most critical factors influencing the adoption of neuromarketing tools for sustainable product marketing in India’s agri-food sector. Among the application areas, advertising (weight = 0.610) and branding (weight = 0.271) emerged as the most influential domains, indicating where business decision-makers are most likely to leverage neuromarketing techniques to boost consumer engagement and advance sustainability-oriented strategies. Neuromarketing shows promise for promoting sustainable choices—like climate-resilient crops and eco-labels—by tapping into subconscious consumer responses. The study recommends policy interventions including academic integration, funding support, ethical frameworks, and public-private partnerships. By aligning neuromarketing with SDGs—particularly SDG 2, 4, and 12—this research positions it as a transformative tool for advancing sustainability and consumer-centric innovation in India’s food and agribusiness sector.

Media food marketing (MFM) may greatly influence adolescents’ and parents’ dietary behaviors through direct and mutual influences, yet the interplay of these dynamics is unexplored. This study investigated the impact of parents’ and adolescents’ trust in MFM on their own and each other’s unhealthy food consumption (actor and partner effects). Parent–adolescent dyadic data (n = 1656 dyads) collected from the 2014 Family Life, Activity, Sun, Health and Eating study were analyzed. Actor–Partner Interdependence Models were estimated to assess for actor and partner effects of MFM trust/influence on unhealthy food intake (i.e., detrimental food, junk food, sugar-sweetened beverages, fast and convenience foods) while accounting for dyadic interdependence. Covariates included parents’ and adolescents’ age and sex, and parents’ health literacy, food insecurity, and food label reading habits. Parents’ and adolescents’ higher MFM trust/influence were related to their higher unhealthy food intake (actor effects). Parents’ higher MFM trust/influence was also associated with unhealthy food intake in adolescents (partner effect). Partner effects from adolescents to parents were found for sugar-sweetened beverages only. Parents’ and adolescents’ MFM trust/influence was related to adolescents’ unhealthy food intake, highlighting the need to address it in both parents and adolescents to reduce adolescents’ unhealthy dietary intake.