SLIDE 1 Attitude s towar ds pr
c laims c laims
e por t fr
Synte tic r e por t fr
r e se ar c h-
SLIDE 2 Re spo nde nts. Who wa s ta rg e te d a nd why?
L DE RL Y (pe o ple o ve r fifty) Be c a use it wa s e xpe c te d the m to ha ve mo re he a lth re la te d pro b le ms, due to the ir a g e . T his sho uld re sult in mo re a tte ntio n to he a lthy die t.
HE RS o f c hildre n up to 15 ye a rs o f a g e Be c a use the y sho uld b e mo re a wa re ne ss o f he a lthy nutritio n in this g ro up, y y g p, sinc e the y a re in c ha rg e o f the ir c hildre n’ s e a ting .
SLIDE 3 Me tho do lo g y : re c ruiting pro c e dure
T wo o r thre e re c ruite rs pe r c o untry. Re c ruitme nt wa s do ne fa c e to fa c e o r b y te le pho ne inte rvie w. T he numb e r o f pa rtic ipa nts pe r g ro up va rie d fro m 6 te le pho ne inte rvie w. T he numb e r o f pa rtic ipa nts pe r g ro up va rie d fro m 6 to 11.
- Re c ruitme nt q ue stio nna ire :
se ve n q ue stio ns c o lle c ting b a sic so c io -de mo g ra phic da ta two q ue stio ns tha t e limina te d a s po te ntia l disc ussa nts two q ue stio ns tha t e limina te d a s po te ntia l disc ussa nts (a ) ma rke ting o r fo o d e xpe rts (b ) pe rso ns who a re no t a wa re o f the ir fa mily’ s fo o d ( ) p y purc ha se a nd c o nsumptio n. Blind re c ruitme nt pro c e dure (pa rtic ipa nts we re no t info rme d a b o ut the
- Blind re c ruitme nt pro c e dure (pa rtic ipa nts we re no t info rme d a b o ut the
disc ussio n to pic ) in o rde r to a vo id se lf-se le c tio n a c c o rding to inte re st in fo o d a nd he a lthy fo o d in pa rtic ula r.
SLIDE 4 Me tho do lo g y : c o nduc ting the F GDs
T ime line :
- De ta ile d fo c us g ro uo p g uide line , with spe c ific instruc tio ns
- Supe rvizing o f ma the ria l a c q uisitio n
- Re c o rding a nd no te ta king fo r e ve ry g ro up
C ll ti d t i th th i l ( ll )
- Co lle c ting a nd sto ring the ma the ria l (e .g . c o lla g e s)
SLIDE 5 Me tho do lo g y: re po rting sync hro niza tio n
- Re po rt te mpla te
- Na tio na l re po rts
S h i
SLIDE 6 Go a ls o f fo c us g ro ups o n fo o d with he a lth c la ims
- He a lthy life style , he a lthy die t
y y , y
- Mo de l o f fo o d purc ha se a nd fo o d c o nsumptio n
- Purc ha se pro c e ss: info rma tio n tha t ma ke a diffe re nc e fo r b uye rs
- Nutritive c la ims
- He a lth c la ims
- Mo tive s fo r purc ha se a nd c o nsumptio n o f pro duc ts with h c
- Mo tive s fo r purc ha se a nd c o nsumptio n o f pro duc ts with h.c .
- Ba rrie rs fo r purc ha se a nd c o nsumptio n o f pro duc ts with h.c .
- Pe rc e ptio n o f typic a l c o nsume r o f pro duc ts with h.c .
p yp p
uture e xpe c ta tio ns
SLIDE 7
R e sults summar y
SLIDE 8 He a lthy die t, spo nta ne o us a sso c ia tio ns
- All WBC, do mina nt a sso c ia tio ns: he a lthy fo o d, pra c tic ing physic a l a c tivity,
c le a nne ss, e c o no mic a nd so c ia l se c urity. I t is e sse ntial to have e c o no mic we ll b e ing in o rde r to b e he althy (E lde rly I t is e sse ntial to have e c o no mic we ll b e ing in o rde r to b e he althy, (E lde rly, 58, Mac e do nia)
- Additio na lly, a ll WBC, e lde rly: pra c tic ing da ily ro utine s (i.e . so und sle e p,
re g ula r me a ls) a s we ll a s re stra int a nd mo de ra tio n: a life witho ut stre ss re g ula r me a ls) a s we ll a s re stra int a nd mo de ra tio n: a life witho ut stre ss, a lc o ho l, drug s a nd c ig a re tte s. Afte r re tiring pe o ple c o uld fre e ze o n so fa (E lde rly 63, S lo ve nia)
SLIDE 9 F
He a lthy fo o d:
S f
( f t i i d i M d i S b i & M t )
- Safe (sa fe ty issue mo re ra ise d in Ma c e do nia , Se rb ia & Mo nte ne g ro )
- L
ike tho se c o o kie s we use d to g e t fro m Ame ric a. T he y we re made in 1944. the ir o wn war re se rve s. “ (Re tire d , 65, BI H). ( )
- “Pe o ple se ll pro duc ts that no b o dy c o ntro lle s fo r q uality. T
he r is also the thing with sto ring the fo o d: during the summe r the y take o ut fruit, ve g e tab le s, g re e ns o n the side walk ne ar b usy c ro ssro ads the y sto re the juic e s and o il g re e ns o n the side walk ne ar b usy c ro ssro ads, the y sto re the juic e s and o il and the y do n't think ab o ut the he at, ab o ut the sun... “ (Ho use wife , 55, Mo nte ne g ro ) &
Be ne fic ial for he alth (mo the rs a re b e tte r info rme d o n up to da te nutritio na l
re c o me nda tio ns) re c o me nda tio ns)
SLIDE 10
Koncept zdrave hrane (ubaciti fotografije sa kolaža)
SLIDE 11
Nutritio na l la b e ls: wha t do the y te ll the c o nsume rs
De ta ile d nutritio na l info rma tio n: q ua lity g ua ra nte e . I t indic a te s it ha s b e e n pro pe rly a na lyze d. I t is impo rta nt fo r it to b e tra nsla te d in lo c a l la ng ua g e . BUT T he re is no ha b it o f re a ding a nd no unde rsta nding o f nutritio na l la b e ls. No diffe re ntia tio n b e twe e n list o f c o nte nts, nutritio n fa c ts a nd o the r pro duc t info rma tio n a va ila b le o n pa c ka g ing . “I am no e xpe rt, it do e sn’ t me an anything to me ” (Mo the r, BI H 28) I f nutritio na l la b e ls a re re a d, the y a re sc rutinize d fo r NE GAT I VE I NF ORMAT I ON: da ng e ro us a dditive s o r pre se rva tive s. g p “I am se arc hing fo r the ‘ E ’ sig ns- if the re are to o many, no way I will b uy the pro duc t” (Ho use wife , S e rb ia 53) p ( )
SLIDE 12 Nutritio na l la b e ls: wha t do the y te ll the c o nsume rs
De ta ile d sc rutinizing o f nutritive la b e ls: o nly fo r SOME pro duc ts a nd SOME po pula tio ns:
- Only fo r a fe w pro duc ts, c o nsume rs kno w wha t to lo o k fo r c o nte nt-
wise , the y a re a wa re o f q ua lity indic a to rs ( e .g . pe rc e nta g e o f c o c o a in c ho c o la te )
- Spe c ific sub po pula tio ns (c hro nic a lly ill, a lle rg y pro ne , o n spe c ia l
die ta ry re g ime nt) a re fo rc e d to b e info rme d a b o ut nutritive c o nte nt: y g ) pe rc e nta g e o f fa t, sug a r, a lle rg e ns.
SLIDE 13
Ra tio na lle fo r pro duc t c ho ic e (re g ula r vs HC pro duc ts)
SLIDE 14 Ra tio na lle fo r pro duc t c ho ic e (re g ula r vs HC pro duc ts)
- Dia ry pro duc ts: c o nsume rs fa milia r with b e ne fits o f lo w fa t, pro b io tic s a nd
All WBC
Dia ry pro duc ts: c o nsume rs fa milia r with b e ne fits o f lo w fa t, pro b io tic s a nd
- me g a a c id e nric he d pro duc ts.
- Juic e s: fa milia r with a dde d vita mins. BUT
c o nside re d he a lthy “b y de fa ult”.
- Co o kie s: no me ntio n o f fib re s (who le we a t is so me time s me ntio ne d)
- Co o kie s: no me ntio n o f fib re s (who le we a t is so me time s me ntio ne d).
Cho o se n he do nic a ly (ta ste ). BUT so me who le -we a t lo w sug a r pro duc ts
- fte n pe rc e ive d a s ta sty.
SLIDE 15 Ra tio na lle fo r pro duc t c ho ic e (re g ula r vs HC pro duc ts)
imita tio ns: a wa re ne ss, kno wle dg e . F d f th ht T t ? P i ? (C t ti ? ) F
a ste ? Pric e ? (Co nsume r e xpe c ta tio ns? )
- Co nsume rs pre fe r fa milia r pro duc ts. Slo ve nia a nd Cro a tia : hig he r c o nsume r
e thno c e ntrism
- Dukat liq uid yo g urt b e c ause it is Cro atian b rand, Cappy o rang e juic e ag ain
b e c ause it is Cro atian b rand and I think that the y have le ss pre se rvative s and additive s than impo rte d juic e s. Marg o lig ht yo g urt is my c ho ic e p j g g y g y b e c ause it has le ss c alo rie s.” (E lde rly, Cro atia)
- “Cappy juic e , b e c ause it is Cro atian do me stic b rand marg arine o me g o l –
b e st Cro atian b rand has a fine taste favo urab le ratio o f o me g a 3 and b e st Cro atian b rand, has a fine taste , favo urab le ratio o f o me g a 3 and
- me g a 6, whic h is he althy Co o kie - dig e stive , the fine taste o f the c ake fo r
the m ... the y are he althy, b e lie ve in c e re als.” (Mo the r, Cro atia) i i (
trust do me stic pro duc ts muc h mo re that tho se impo rte d.” ( E lde rly, 51, S lo ve nia)
SLIDE 16 Food with health claims: typical consumer
All WBC! (media stereotype?) female h
younger than 25 well situated health problems appearance health problems appearance well informed urban trendy Mothers Elderly
SLIDE 17 Pe rc e ptio n o f pro duc t c la ims:c o mme rc ia l, nutritive , he a lth
- All thre e type s o f c la ims a re e q ua lly c ho se n within the g ro ups.
yp q y g p Mo the rs fa vo r c o mme rc ia l sta te me nt, while e lde rly fa vo r he a lth c la im.
c ial state me nt is vie we d a s c a tc hy b ut no t “to o muc h” so it
c ial state me nt is vie we d a s c a tc hy, b ut no t to o muc h , so it
do e sn’ t pro vo ke suspic io n. I t is pe rsua sive a nd c a lls fo r c o nsumptio n.
Nutr itive c laim is pe rc e ive d a s e xc e ssive ly te c hnic a l, to o lo ng a nd
“ ” H
lth l i
i h lth b fit thi i li t “sc a ry”. He alth c laim pro mise s he a lth b e ne fits- this is a ppe a ling to so me , b ut a “turn-o ff” fo r the g ro ups witho ut spe c ific he a lth pro b le ms.
n Slo ve nia , c o nsume rs e xpre sse d hig he st le ve l o f suspic io n c a lling the p g p g he a lth c la ims “fa shio n” o r e ve n “fra ud“. Co nsume rs in ma jo rity o f WBC wa nte d to kno w whic h g o ve rnme nt a g e nc ie s c he c k the a c c ura c y o f the c la ims a nd if this wa s do ne o r no t. a c c ura c y o f the c la ims a nd if this wa s do ne o r no t.
- Co nsume rs sta te the y do no t b a se the ir c ho ic e upo n the se c la ims. At
b e st, the c la ims c o uld b e a trig g e r to try it o nc e .
SLIDE 18 Pro duc ts with h.c ., mo tive s fo r purc ha se
I nno va tive , sc ie ntific “I t is sc ie ntific ally pro ve n to b e b e ne fic ial fo r he alth. T he re is re se arc h b e hind it.”(E ng ine e r, 71)
ng ine e r, 71) Spe c ific ing re die nt (fa milia r he a lth c la im) “ I t is impo rtant fo r me that is b io ac tive ” (S e rb ia Mo the r 43) I t is impo rtant fo r me that is b io ac tive . (S e rb ia, Mo the r, 43) “I lo o k fo r pro b io tic s.” (Cro atia, Re tire d, 58) “ I t c o ntains mag ne sium. Mag ne sium re laxe s.” (Mac e do nia, Ho use wife , 58) Prio r e xpe rie nc e “I trie d it b e fo re , it se e ms to impro ve my dig e stio n.” (S lo ve nia, Re tire d, 62) Wo rd o f mo uth “ I b uy Balans with c e re als fo r the kids, e ve ryo ne says it’ s h lth ”(M t M th 41) he althy.”(Mo nte ne g ro , Mo the r, 41) T re nd “My daug hte r is always se arc hing fo r ne w thing s to he lp he r lo o se we ig ht”. (S e rb ia, Mo the r, 43)
SLIDE 19 Pro duc ts with h.c ., b a rrie rs fo r purc ha se
Do ub t in a dde d ing re die nts : vita mins, mine ra ls, Q10 a nd o the r e nzyme s- the y a re untra c e a b le . “ I do n’ t kno w if the y adde d it I do n’ t kno w ho w muc h the y adde d I f I am to I do n t kno w if the y adde d it, I do n t kno w ho w muc h the y adde d. I f I am to take supple me nts, I will b uy tho se in pharmac y, so I c an have so me c o ntro l to what I am c o nsuming .” (E ng ine e r, S e rb ia 54) So me a dding is unna tura l a nd unne c e ssa ry. So me a dding is unna tura l a nd unne c e ssa ry. “Yo u te ll me what are adde d vitamins lo o king fo r in yo g hurt! T he yo g hurt c o ntains e no ug h vitamins itse lf.” (Re tire d te ac he r, S lo ve nia, 65) e
a s se . ( e e d e ac e , So e a, 65) “Why sho uld o ne add Calc ium in the fruit juic e - the re are natural so urc e s o f Calc ium” (Mo the r, Mo nte ne g ro , 28) He a lth c la im do e sn’ t c o mmunic a te to c o nsume rs He a lth c la im do e sn t c o mmunic a te to c o nsume rs “T his c laim is to o lo ng . T
- o many sc ie ntific te rms. No t fo r me .” (Cle rk, BI
H, 43) Pro duc ts pe rc e ive d a s pro duc ts fo r spe c ific g ro ups. Pa rt o f the po pula tio n do e sn’ t vie w the mse lve s a s po te ntia l c o nsume rs do e sn t vie w the mse lve s a s po te ntia l c o nsume rs. “T his is fo r pe o ple with he alth pro b le ms. I will try it whe n I am o ld” (Mo the r, S e rb ia, 28) “Why sho uld I try this- I have no pro b le ms with my b o ne s ye t? ” (Mo the r 33) Why sho uld I try this I have no pro b le ms with my b o ne s ye t? (Mo the r, 33)
SLIDE 20
Pro duc ts with h.c ., b a rrie rs fo r purc ha se
We c a nno t a uto ma tic a lly a ssume tha t c o nsume rs will a c c e pt no ve l fo o ds if the re is a c o nc re te a nd ta ng ib le c o nsume r b e ne fit a sso c ia te d with the m the re is a c o nc re te a nd ta ng ib le c o nsume r b e ne fit a sso c ia te d with the m, whic h implie s tha t func tio na l fo o ds wo uld q uic kly b e a c c e pte d. the re is e vide nc e tha t individua ls a re like ly to diffe r in the e xte nt to whic h the y a re like ly to b uy pro duc ts with pa rtic ula r func tio na l pro pe rtie s. Ge nde r: mo re fe ma le Ag e : yo ung (in the ir 20ie s) o r e lde rly Childre n? (limite d to vita mins) Ag e : yo ung (in the ir 20ie s) o r e lde rly. Childre n? (limite d to vita mins) He a lth sta tus: with c hro nic illne sse s o r he a lth tro ub le s Unde rsta nding c o nsume rs’ risk pe rc e ptio ns a nd c o nc e rns a sso c ia te d with e me rg ing sc ie ntific inno va tio ns a nd the ir o wn he a lth sta tus ma y e na b le the de ve lo pme nt o f info rma tio n stra te g ie s tha t a re re le va nt to wide r g ro ups o f de ve lo pme nt o f info rma tio n stra te g ie s tha t a re re le va nt to wide r g ro ups o f individua ls in the po pula tio n, a nd de live r re a l he a lth b e ne fits to pe o ple a t risk o f, o r suffe ring fro m, diffe re nt illne sse s.
SLIDE 21 Pro duc ts with h.c ., b a rrie rs fo r purc ha se
T he re c a n b e two ma in c a use s to the se b a rrie rs: T he re c a n b e two ma in c a use s to the se b a rrie rs: K no wle dg e : ma jo rity o f c o nsume rs is still une duc a te d whe n it c o me s to this type o f pro duc t a nd e xpre ss re sista nc e to wa rds inte rpre ting c o mplic a te d sc ie ntific c la ims; Ac c e pting ino va tio n: the re is do ub t a nd re sista nc e to c ha ng e (he a lth c la ims tha t a re lo ng e r pre se nt o n the ma rke t a re ta ke n to b e trustwo rthy, hil th j t d) while the ne w o ne s a re re je c te d).
Awar e ne ss – Knowle dge – T r ust Awar e ne ss Knowle dge T r ust Mac e donia, Monte ne gr
bia---Cr
SLIDE 22 F
H lth
F
g e ne ra l we ll- b e ing
He a lth b e ne fit linke d to c o mmo n l i t
b e ing
c o mpla int Avo id ta rg e ting to o spe c ific No mo re tha n o ne c la im pe r pro duc t
E ffe c tive he a lth c la im
spe c ific po pula tio n s pro duc t Avo id
sc ie ntific Avo id unre a listic pro mise s sc ie ntific c la ims pro mise s
SLIDE 23 F
- o d with h.c . future e xpe c ta tio ns
I n Mo nte ne g ro , Ma c e do nia , BI H a nd Se rb ia fo o d with he a lth c la ims is pe rc e ive d g , , p to b e upc o ming tre nd in the fo o d ma rke t, while in Cro a tia a nd Slo ve nia it is a n a c tua l tre nd, a s sta te d b y c o nsume rs. Co nsume rs do no t ha ve spo nta ne o us e xpe c ta tio ns re g a rding he a lth c la im pro duc ts Whe n pro mpte d the y sa y the y e xpe c t: pro duc ts. Whe n pro mpte d, the y sa y the y e xpe c t: (a )g re a te r a va ila b ility (in re g ula r supe rma rke ts, no t spe c ia lize d sto re s); (b ) mo re dive rsifie d o ffe r a nd (c ) mo re c o nsume r a wa re ne ss (he a lth impa c t o f diffe re nt ing re die nts will b e g ro w to b e mo re c o mmo nly kno wn).
SLIDE 24
T ha nk yo u fo r yo ur y y a tte ntio n
