Personal and Psychological Traits Influencing the Willingness to Pay for Food with Nutritional Claims: A Comparison between Vice and Virtue Food Products.

Several studies have demonstrated the usefulness of nutritional claims (NCs) to help consumers make more informed food decisions. However, fewer studies have investigated the effect of personal and psychological consumer characteristics on their food purchase decision. Hence, the main aim of this study is to examine the impact of body image, emotional eating style, anxiety traits, and body mass index on consumer preferences for multiple NCs on the front of the package (FOP) of hedonic (potato chips) and utilitarian (toasted bread) products carrying the same NCs. Therefore, a real choice experiment (RCE) has been used and the willingness-to-pay-space model was estimated to analyse the interaction between personal and psychological characteristics and consumer preferences. The main finding suggests differences in purchase behaviour between potato chips and toasted bread. In particular, consumers are willing to pay more for toasted bread with one NC than potato chips with one NC. Moreover, personal and psychological consumer characteristics influence the purchase behaviour regarding food products with nutritional claims. However, only the anxiety trait appears to explain the differences between the selection of both types of food products. In line with this new evidence, we proposed some behavioural, political, and managerial implications.

Testing Emotional Eating Style in Relation to Willingness to Pay for Nutritional Claims.

In face of the high prevalence of non-communicable diseases, nutritional claims represent a useful tool to help people to make healthier food choices. However, recent research notes that when some people experience an intense emotional state, they increase their food consumption, particularly of energy-dense and sweet foods. In consequence, this study aims to assess whether emotional eating (EE) style influences the purchase of food products carrying these claims. To this end, a real choice experiment (RCE) was conducted with 306 participants who were asked to evaluate different types of toast. An error component random parameter logit (ECRPL) was used to analyze their preferences for reduced-fat and low-salt claims toast and the effects of the variation of the EE score on individual preferences. Findings of this study suggest that emotional eating negatively impacts purchasing behavior related to nutritional claims. In particular, a decrease of the willingness to pay between 9% and 16% for every unit of toast with nutritional claims was noted when an increase of EE individual score was registered. In this regard, to increase the effectiveness of the nutritional claims, policymakers and private sectors should consider the management of individuals' emotional states in designing public health policies and marketing strategies, respectively.

Prevalence of relevant nutritional claims related to prevention of obesity in Spanish market / Prevalencia de las declaraciones nutricionales en la prevención de la obesidad en el mercado español

Introduction: Although previous studies have provided relevant information regarding the progress in the implementation of Regulation (EC) No 1924/2006 of the European Union. So far it not determined the prevalence of relevant nutrition claims in preventing obesity in the Spanish market. Objective: To determine the prevalence of relevant nutritional claims related to prevent the obesity in the Spanish market. Material and methods: A database with 9 food product categories and it nutritional claims was created. Three supermarket chains were included because they represent the 40% of market share. Only the nutritional claims that mention nutrients related obesity was considered. Results: A total of 4,568 products were examined and a total of 900 nutrition claims were found in 20% of the products found. The most frequent nutrients referred in the nutritional claims were fat (42%), sugar (32%), dietary fibre (20%) and salt (6%). Conclusions: In accordance with previous studies, findings reported a low prevalence of nutritional claims indicating that agrifood sector should include more nutritional claims to help consumers making better food choices.

Introducción: a pesar de que estudios anteriores han proporcionado información relevante respecto al avance en la aplicación del Reglamento (CE) n.o 1924/2006 de la Unión Europea, hasta ahora no se ha determinado la prevalencia de las declaraciones nutricionales relevantes en la prevención de la obesidad en el mercado español. Objetivo: determinar la presencia de las declaraciones nutricionales relevantes en la prevención de la obesidad en el mercado español. Materiales y métodos: se realizó un registro de productos alimenticios comercializados en 3 cadenas de distribución alimentaria que concentran el 40% del mercado. Se registró información nutricional de 9 categorías de productos representativos en la cesta de la compra de las familias españolas. Las declaraciones nutricionales analizadas hacen mención de los nutrientes que pueden contribuir o no al exceso de peso. Resultados: se examinó un total de 4.568 productos y se encontraron un total de 900 declaraciones nutricionales en el 20% de los productos analizados. Los nutrientes referidos en las declaraciones nutricionales encontrados con mayor frecuencia en las 9 categorías de productos fueron las grasas (42%), los azúcares (32%), la fibra alimentaria (20%) y la sal (6%). Conclusiones: al igual que en otros estudios realizados en España, nuestro estudio mostró una baja proporción de declaraciones nutricionales. Por lo tanto, para que estas cumplan su función informativa tanto la industria como la distribución alimentaria deben seguir trabajando por incluir más declaraciones en los alimentos que ofrecen. De esta manera facilitarán a los consumidores una mejor toma de decisiones alimentarias.

Prevalencia de las declaraciones nutricionales en la prevención de la obesidad en el mercado español / Prevalence of relevant nutritional claims related to prevention of obesity in Spanish market

Introducción: a pesar de que estudios anteriores han proporcionado información relevante respecto al avance en la aplicación del Reglamento (CE) n.o 1924/2006 de la Unión Europea, hasta ahora no se ha determinado la prevalencia de las declaraciones nutricionales relevantes en la prevención de la obesidad en el mercado español. Objetivo: determinar la presencia de las declaraciones nutricionales relevantes en la prevención de la obesidad en el mercado español. Materiales y métodos: se realizó un registro de productos alimenticios comercializados en 3 cadenas de distribución alimentaria que concentran el 40% del mercado. Se registró información nutricional de 9 categorías de productos representativos en la cesta de la compra de las familias españolas. Las declaraciones nutricionales analizadas hacen mención de los nutrientes que pueden contribuir o no al exceso de peso. Resultados: se examinó un total de 4.568 productos y se encontraron un total de 900 declaraciones nutricionales en el 20% de los productos analizados. Los nutrientes referidos en las declaraciones nutricionales encontrados con mayor frecuencia en las 9 categorías de productos fueron las grasas (42%), los azúcares (32%), la fibra alimentaria (20%) y la sal (6%). Conclusiones: al igual que en otros estudios realizados en España, nuestro estudio mostró una baja proporción de declaraciones nutricionales. Por lo tanto, para que estas cumplan su función informativa tanto la industria como la distribución alimentaria deben seguir trabajando por incluir más declaraciones en los alimentos que ofrecen. De esta manera facilitarán a los consumidores una mejor toma de decisiones alimentarias (AU)

Introduction: Although previous studies have provided relevant information regarding the progress in the implementation of Regulation (EC) No 1924/2006 of the European Union. So far it not determined the prevalence of relevant nutrition claims in preventing obesity in the Spanish market. Objective: To determine the prevalence of relevant nutritional claims related to prevent the obesity in the Spanish market. Material and methods: A database with 9 food product categories and it nutritional claims was created. Three supermarket chains were included because they represent the 40% of market share. Only the nutritional claims that mention nutrients related obesity was considered. Results: A total of 4,568 products were examined and a total of 900 nutrition claims were found in 20% of the products found. The most frequent nutrients referred in the nutritional claims were fat (42%), sugar (32%), dietary fibre (20%) and salt (6%). Conclusions: In accordance with previous studies, findings reported a low prevalence of nutritional claims indicating that agrifood sector should include more nutritional claims to help consumers making better food choices (AU)

The Impact of Body Image on the WTP Values for Reduced-Fat and Low-Salt Content Potato Chips among Obese and Non-Obese Consumers.

The aim of this study is to assess the influence of body image on consumers' willingness to pay (WTP) for potato chips carrying nutritional claims among obese and non-obese people. About 309 non-clinical individuals participated in a Real Choice Experiment. They were recruited by a company and grouped in: (i) non-obese with good body image; (ii) non-obese with body image dissatisfaction; (iii) obese with good body image; (iv) obese with body image dissatisfaction. Results indicate differences in consumers' willingness to pay among consumer groups. Body image dissatisfaction of normal people did not influence the WTP for healthier chips. Obese people with body image dissatisfaction were willing to pay more for healthier chips (i.e., low-salt content potato chips) than normal ones with body image dissatisfaction. Examining the role of knowledge in the light of how this could impact on body image is relevant to improve the health status of individuals and their diet. Knowledge about nutrition could improve the body image of obese people.