Communicating the benefits of wholegrain and functional grain products to European consumers

R. Shepherd, M. Dean, P. Lampila, A. Arvola, A. Saba, M. Vassallo, E. Claupein, M. Winkelmann, L. Lahteenmaki

Research output: Contribution to journalArticle

15 Citations (Scopus)

Abstract

In order to increase the consumption of wholegrain products or grain products with functional properties, it is important to understand consumer beliefs about such products and the impact of health claims. In a series of consumer studies several differences were found between countries. While consumers in Finland, Italy and the UK saw wholegrain products as having positive attributes, those in Finland had more negative beliefs about refined grain products. Health claims and wholegrain labels increased perceived healthiness but had a less positive impact on likelihood of buying, and in Italy both health claims and wholegrain labels even decreased the likelihood of buying.

Original languageEnglish
Pages (from-to)63-69
Number of pages7
JournalTrends in Food Science and Technology
Volume25
Issue number2
DOIs
Publication statusPublished - Jun 2012

ASJC Scopus subject areas

  • Food Science
  • Biotechnology

Cite this

Shepherd, R., Dean, M., Lampila, P., Arvola, A., Saba, A., Vassallo, M., Claupein, E., Winkelmann, M., & Lahteenmaki, L. (2012). Communicating the benefits of wholegrain and functional grain products to European consumers. Trends in Food Science and Technology, 25(2), 63-69. https://doi.org/10.1016/j.tifs.2012.01.002