The International Food Information Council (IFIC) has been directing a four-year research effort on "functional foods" (foods that may provide health benefits beyond basic nutrition) to find out how consumers obtain, process and use information to make decisions about their diet. Specifically, IFIC research explores consumer attitudes toward the concept of functional foods using both qualitative and quantitative methods.
The most recent focus groups, conducted in spring of 1999, compared how two different consumer segments responded to the same information on functional foods. The two segments included unmotivated consumers, those who were aware of the connection between diet and health but had not made significant changes to their diet. The second segment consisted of motivatedconsumers who were aware of the diet and health connection and had changed their diet based on such information.
Interestingly, the unmotivated consumers expressed a high degree of skepticism about news media and other sources of information on diet and health. They cited numerous excuses for not changing their diets: they "don't have the time to prepare the right foods"; they "don't like the taste of many foods thought to be beneficial; and "there's no convincing evidence that diet makes a difference." Even those consumers who cited having close relatives become victims of heart disease or cancer would not sacrifice taste or convenience to improve their diet. The good news is that many did allow that they might be open to consuming a beneficial component that had been added to a food they already liked. Calcium fortified orange juice was a popular example.
Motivated consumers, on the other hand, regularly absorb and believe in a tremendous amount of information on diet and health. These consumers, empowered by knowledge from multiple, credible sources, really believe they have control over their own health. Unlike the unmotivated, these consumers want to avoid repeating the experience of a close relative who contracted disease. Some were also influenced to make changes by a warning from a physician about their own state of health. Others could cite a positive personal experience or had always been conditioned to recognize the positive impact of food on health. Learning more about consumer motivators for choosing functional foods is increasingly important. This year has been a real crossroads in terms of realizing their promise. Foods and dietary supplements containing soy protein or plant sterols to reduce the risk of cardiovascular disease will continue to be at the center of attention.
Uncertainties about regulatory boundaries will provide challenges. Responsibly communicating the benefits of functional foods may be the key to advising consumers about this new and exciting opportunity to optimize diet and health.
New from the IFIC Foundation:
Background on Functional Foods: This backgrounder, favorably reviewed by the University of Illinois Functional Foods for Health Program, provides everything from a definition of functional foods, to an explanation of the driving forces fueling U.S. interest in functional foods, and the need for scientific criteria. In addition, a list of functional components, their sources and potential benefits are included.
Functional Foods Attitudinal Research: This fact sheet summarizes IFIC's qualitative and quantitative research over the past 4 years. Responsibly communicating the benefits of functional foods may be the key to advising consumers about this new and exciting opportunity to optimize diet and health.
