Which “free from”-claims are important to which consumers when buying food?
- 30.05.2023
- English Articles
- Sina Nitzko
- Laura H. Gertheiss
Peer Reviewed / Manuscript (Original) received: 5 August 2022 / Revision accepted: 27 September 2022
A consumer segmentation
Introduction
Health and naturalness aspects are important motives for various consumer groups when consuming food [1]. In the course of this, consumers are interested in information about the components of food or strive to avoid various ingredients. These needs have been addressed by the food industry. Products are offered that do not contain ingredients or substances that consumers want to avoid. The absence of these substances is advertised on the packaging. Frequently used are “free from” claims, which are assigned to the “clean labels” [2]. In general, “clean labeling” means the labeling of foods to the effect that certain ingredients/substances are not contained [3, 4]. Based on textual or visual claims on the packaging (e.g., logos, “free from”-claims), consumers can infer the “purity” of a “clean label” product [2].
The present study considers the consumer relevance of two categories of “free from” claims, i. e., textual claims on food packaging 1.) on the absence of gluten, lactose, and fructose (for products in which these are otherwise naturally present) and 2.) on the absence of additives/flavorings (in the style of [5]). ...
Abstract
“Free from”-claims on foods are steadily gaining in importance; a uniform legal framework for their use is lacking so far. In the present contribution, “free from”-claims 1.) on the absence of additives/flavorings and 2.) on the absence of gluten/lactose/ fructose are examined in more detail. By means of an online questionnaire, 703 German consumers were asked about the relevance of various “free from”-claims when purchasing food, their trust in food manufacturers, as well as their health and naturalness orientation. Bi- and multivariate statistical analysis methods were used to evaluate the data. The analyses identified four consumer segments that differ in terms of the importance of additive/flavoring-related as well as gluten-, lactose-, and fructose-related “free from”-claims when purchasing food: 1.) “free from”-claims disinterested consumers, 2.) “free from” additives/flavorings consumers as well as 3.) moderate or 4.) intensive “free from” consumers. The segments were further characterized in terms of their health and naturalness orientation, their trust in food manufacturers as well as sociodemographic and health-related variables. Additive-/flavoring-related “free from”-claims are slightly to significantly more important than average for 74.6%.
Due to the lack of legal regulations, consumer information on additive-related “free from”-claims should include information on the fact that substances with the same effect can be used despite the claims. There is also a need for research on possible consumer overload due to the variety of “free from”-claims.
Keywords: consumer behavior, food, “free from”-claims, food labeling, market research, gluten, lactose, fructose, food intolerance
