Oświadczenia zdrowotne i żywieniowe na rynku produktów żywnościowych (original) (raw)

Health and nutrition claims on the market of food products This book concerns the use of health-related information in food marketing, focussing on health and nutrition claims, which are placed on labels. The selection of the topic stemmed, on the one hand, from a growing importance of non-price attributes of food products, which include information on nutritional and health properties, and, on the other hand, from a research gap in this area in the Polish literature of the subject. The book was prepared in the framework of an Opus research grant awarded by the National Science Centre. The monograph is based on both quantitative and qualitative research. 78 enterprises involved in food processing and distribution participated in this study. An online survey was conducted in a representative sample of 1051 Polish consumers. Moreover, in-depth interviews and analysis of company websites and social media profiles enabled to develop three case studies of firms emphasising the role of health in their marketing communications on the food market. A catalogue of 107 good practices in the “healthy food” industry was formulated. Nine research hypotheses were tested. There is a relationship between the attitude of consumers to health-related information and their willingness to pay a premium price for products with such information. Psychographic criteria better explain the importance attached to health-related information than demographic and socio-economic characteristics of consumers. Health-related information pieces which contain a reference point are more effective in terms of consumer preference than those without such an element. The use of health logos is much more effective than the basic version of the label with only textual information, in terms of consumer attention and preference. There is a considerable segment of consumers who pay attention to health-related information. Co-existence of health-related information with a private label is less effective than with a producer brand. The hypothesis that health-related information with the promotion focus is more effective than information with the prevention focus was rejected. Food processors do not attach higher importance to health-related information than distributors and consumers. Processors and distributors do not underestimate the potential of new marketing communication tools, such as social media and mobile applications, in the promotion of food products with health-related information. The book may be useful for researchers and students interested in food marketing, consumer behaviour, and nutrition studies, as well as for practitioners of marketing management in food-processing enterprises and distributors operating in the segment of the so-called “healthy food”.