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The purpose of this study is to explore how consumers apply clean-eating criteria to a range of food characteristics, and the extent to which individuals are consistent in how they apply clean-eating criteria across products. Further, this study investigates how the clean-eating approach relates to underlying food choice motives.

Data were collected in a consumer survey (n = 666) in Sweden, where participants were prompted about the importance of a set of intrinsic food attributes of the “free-from” and “added” types, for three different food product types (bread, processed meat, ready meals). Data were analyzed using latent class cluster analysis, to explore segments of consumers that place similar importance to the food characteristics and hold similar food choice motives.

Clean eating can be described by two distinctly different attainment strategies: avoiding undesirable characteristics or by simultaneously approaching desirable characteristics. Notably, individuals who apply clean-eating criteria in their food choices strive for healthy, natural and environmentally friendly food, but the clean-by-approach strategy implies a stronger focus on personal health in the form of weight control.

While claims and labels on food packages concerning clean eating are implemented by food manufacturers, it remains unregulated. This study provides information for future regulations on how consumers apply clean-eating criteria, and their motives thereof. Further, the results provide insights food manufacturers regarding motives for clean eating in different consumer segments.

The purpose of this paper is to determine how the typical purchasers of products with nutrition symbols differ from other purchasers with respect to socio-demographic characteristics. Furthermore the authors examine if the typical purchaser is similar across six product types in Denmark and in the Netherlands.

The authors estimate probit models using a representative panel of households registering all their daily purchases during a year, three years after the introduction of a nutrition symbol in Denmark and the Netherlands (the Keyhole and the Choices). The purchase data are matched with information about labelling status. Other product and purchase characteristics, such as store-type and organic, are controlled for.

Households with children tend to have a lower probability of purchasing labelled products compared to other household types, while urbanity increases the probability. This holds both across countries and across products. In Denmark education is positively correlated with label purchase, while in the Netherlands it is income. Generally, the observable characteristics of the consumers are poor in explaining the probability of purchasing labelled products which suggests that other aspects as the underlying attitudes and general health awareness may be of greater importance in identifying these consumers.

There is a lack of studies analysing the effect of front-of-pack symbols on households’ product choices based on observed data as most previous studies are based on stated observation or purchase intentions.

The purpose of this paper is to explore the consumer acceptance of foods that are pesticide-free while obtained by cisgenics, a form of genetic modification that only allows gene transfers between sexually compatible species. Potential differences in acceptance between conventional and organic consumer segments are explored.

Data were collected from a survey, including a choice experiment, which was distributed to a consumer panel in Denmark. Survey responses were combined with actual purchase data among the same respondents and thereby providing information about the respondents’ share of organic consumption.

No consumer segment differentiated between pesticide-free, cisgenic bread and conventional alternatives. Conventional consumers preferred cisgenics over transgenics, while pesticide-free is not highly valued. Frequent organic consumers were having willingness-to-pay (WTP) a large premium for organic, indicating that they will continue to purchase such products even if cisgenic, pesticide-free products are introduced.

This paper provides insights on the potential reception of cisgenic food, and if there is a positive willingness to pay for a pesticide-free label if this is cisgenics. Moreover, the possibility to allow new breeding techniques in the organic requirements has been discussed, and this paper contributes with insights on the organic consumers’ preferences on this matter.