Perception of Health Food Labels and Factors Influencing Consumer Perception

Abstract

newlineBackground: Changing life styles and dietary habits leading to high prevalence of non- newline communicable diseases in India. A higher per capita income and buying capacity created a newline growing market for these health food. Buying of health food are specific to consumer, product newline or effective communication-based factors. newline This study was undertaken to identify the newline consumers for this growing market and the factors that motivate them to purchase health food. newline Method: To characterize the health food consumers, their nutritional knowledge level newline including the food labels and compare the self-reported behavior with the actual simulated newline purchase behavior. 319 health food consumers were interviewed from homes and newline supermarkets. A subset of 5 subjects was taken for Eye-Tracking experimentation to prioritize newline the information given in the food labels. newline Results: newline Best before, nutritional information, product name, brand name, ingredient newline information and price Claim of health benefit, followed by Nutritional information, along with newline doctor s or nutritionist s recommendations were found to be the leading factors for buying newline Health food. Married people with children are more regular buyer. Gender of the children has newline no impact. Triggering factor to purchase specific health food is age and gender also absence of newline any life style related condition indicates a strong self-motivation and awareness. Consumer s newline age is the determinant for type of health food selected. 21% consumer always read label newline including Best Before Date but 46.1% still do not refer to the nutrition label before buying. newline People with specific allergy problem at home only are concerned about allergen. newline Heat map in the eye tracking system indicates Real Fruits, Nuts, All-Natural Ingredients etc., newline create a health aura and drawn maximum attention as initiating point of the eye movement. newline Significant attention given to value added information to the customer including price or extra newline portion size. Sensory words like Crunch also catches a lot of attention. The word Instant newline had substantial attention for Breakfast product. newline Conclusions: It was noted that a crisp brief label with Plain and simple presentation is newline preferred. Urban health-conscious consumers are willing to pay more for health claims and are newline not price conscious. newline There is positive shift from curative approach towards preventive newline approach for health management. Convenience foods like breakfast cereal and health drinks newline were preferred over whole grains and organics. The food choice people make were directly newline xcorrelated with age and gender. Self-reported preferences while shopping for health food and newline readings with eye tracker had discrepancies.