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Ita Sulistyawati, Siet Sijtsema, Matthijs Dekker, Ruud Verkerk and Bea Steenbekkers
The purpose of this paper is to explore consumers’ health perception and demonstrate its relevance in product and process design in early stages of new product development.
Abstract
Purpose
The purpose of this paper is to explore consumers’ health perception and demonstrate its relevance in product and process design in early stages of new product development.
Design/methodology/approach
A dried mango was used as a case study involving three countries: Indonesia, China and the Netherlands. Data were collected from nine focus groups (n=53 participants) and were content-analysed to acquire in-depth insights.
Findings
Four themes of health perception emerged, namely, nutrition, naturalness, taste and well-being, which were all expressed on different levels of abstractness. Participants’ health perception of dried mango varied, it is related to the product category it is compared with, e.g. candy or fresh fruit, and the eating context, e.g. position in the diet either as a snack or a meal. In extension participants mentioned product and process characteristics. Application of the insights into product and process design was performed through iterative interactions between consumer scientists and food technologists. The development of two product concepts was elaborated to transform the insights into technical product and process specifications for a natural dried mango product.
Originality/value
This transformation suggests that iterative interactions are necessary to achieve relevant product and process characteristics in the simultaneous design of the technical product and process specifications based on consumer perceptions.
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Cintia Pereira da Silva, Aline Cristina Bento and Elaine Guaraldo
The purpose of this scoping review was to summarise the general results of the Chilean Food Law implementation to help to understand how this policy has changed consumer's…
Abstract
Purpose
The purpose of this scoping review was to summarise the general results of the Chilean Food Law implementation to help to understand how this policy has changed consumer's behaviour.
Design/methodology/approach
Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) extension for scoping reviews (PRISMA-ScR) guidelines were followed. Five databases were searched for studies published from January 2015 to February 2020 evaluating the Chilean population's perception, behaviour and purchasing habits of processed foods.
Findings
The results showed that consumers support the implementation of a front-of-package warning label (FOPWL) and thought it a good strategy to help make healthier food choices for themselves. However, even with a positive perception about these products, the intention-to-change the purchase of unhealthy food occurred only for sugar-sweetened beverages. Meanwhile, children did not stop eating foods that had a FOPWL, although the mothers' perception was that the presence of FOPWLs could be important to differentiate unhealthy from healthy products. The availability of products with FOPWLs at schools decreased, indicating that the law was being complied with and that the child-directed marketing strategy showed a reduction after the first phase of implementation.
Practical implications
This evidence will guide other countries about in understanding and improving this policy.
Originality/value
This is the first study to gather research available in international databases that evaluated the results of the Chilean Law on the advertising of children's food and the perception, purchase intention, reformulation of products and consumption behaviour of the Chilean population.
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Angela Tarabella, Andrea Apicella, Sara Tessitore and Maria Francesca Romano
The purpose of this research is to trace the evolution of the claims used for advertising food products in Italian magazines, by analysing the content and structure of the claims…
Abstract
Purpose
The purpose of this research is to trace the evolution of the claims used for advertising food products in Italian magazines, by analysing the content and structure of the claims, the target audiences and the elements that have the greatest influence on the presence of the claims in food advertising.
Design/methodology/approach
On the basis of the research conducted by Pratt and Pratt (1995), revised and adapted to the Italian food context, the authors designed a matrix of 1,316 advertisements, which were selected based on the analysis of 67,340 advertisements and using the reference to the food sector as a discriminator. The advertisements were extrapolated from a sample of six Italian magazines, so as to determine the extent to which the various demographic groups in Italy are exposed to print advertising for food, beverages and food supplements. The authors examined the frequency of the relevant advertising forms over a period of four years, from January 2014 to December 2017.
Findings
The results revealed the main types of claims used in the four-year period, as well as the statistically significant differences between the different magazine panels, as concerns the frequency and the types of messages. Moreover, a strong relationship between the number of advertisements in the magazines and the time of the year was also ascertained, as well as significant gender variations.
Originality/value
This study introduces the trends and dynamics of the Italian printed advertising for food to the relevant scientific literature. The results yielded by this research have added further implications and contributions to the existing studies, as concerns claim diffusion based on type, gender and seasonality, and the authors also provide important insights to various socio-economical stakeholders.
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