Consumer Acceptance of Food with Claims: Studies on Consumer Protection

The new regulation EC 1926/2006 aims at ensuring that consumers throughout the EU are presented with equally understandable and scientifically proven nutritional and health claims. However, research about consumer reactions to claims in the EU is still lacking. A research project analyses consumers purchasing reactions and assessment of claims with the help of a simulated purchase and a subsequent interview. The results show that claims increase the likelihood of purchase, but that the factors can vary between different food categories. Products with claims are regarded as healthier and consumers tend to believe the claims even if they are unfamiliar. The results further indicate that persons with a lower educational level and less nutritional knowledge might be more likely to buy products with claims. Based on these results, the restrictive regulation can be regarded as favourable for consumer protection.