The interest of consumers is the consumption of healthy food, whereas the interest of food manufacturers is that consumers recognize the produced “healthier” food items on the shelves, so they can satisfy their demands. This way, identifying the factors that influence the perceived healthiness of food products is a mutual interest. What causes consumers to consider one product more beneficial to health than another? In recent years, numerous studies have been published on the topic of the influence of several health-related factors on consumer perception. This analysis collected and categorized the research results related to this question. This review collects 59 articles with the help of the search engines Science Direct, Wiley Online Library, MDPI and Emerald Insight between 1 January 2014 and 31 March 2019. Our paper yielded six separate categories that influence consumers in their perception of the healthiness of food items: the communicated information—like FoP labels and health claims, the product category, the shape and colour of the product packaging, the ingredients of the product, the organic origin of the product, and the taste and other sensory features of the product.
Our research explores the methods consumers would consider using in order to prevent non-communicable diseases, with consuming functional food products being one of these methods. Previous research has pointed out the importance of missing information such as which diseases worry consumers and what they would use to avoid them. We conducted a personal survey with 1027 people in Hungary about 13 diseases and four prevention methods. We analyzed the results with descriptive statistical methods, binary logistic regression, and random forest. According to our results, the highest proportion of worried respondents think it is justified to consume functional foods for the prevention of digestive problems, a weakened immune system, and high cholesterol level. Our results help to characterize the target group for these three diseases. Completed education plays a key role in choosing functional foods to prevent a weakened immune system. Those with tertiary education are the most likely to choose this prevention method. With the other two diseases, age played a crucial role. All age groups over 36 would be more likely to choose functional foods to prevent digestive problems, whereas in case of high cholesterol level, the 36–50 age group would be more likely to apply this method.
Due to the high proportion of impulse purchases and the short time devoted to purchase decisions, packaging and other extrinsic attributes are becoming increasingly important in demonstrating the health benefits of a functional food item to consumers as plausibly as possible. Our research aims at identifying the role of extrinsic features (claims related to ingredients and health claims, organic or domestic origin, as well as the shape and color of packaging), gathered in the course of in-depth literature analysis, in the case of a functional smoothie. Our online consumer questionnaire was completed by 633 respondents, and the answers were assessed by choice based conjoint analysis. Our results show that each examined attribute plays a role in the assessment of health effects. The color blue has the biggest impact on making the consumer believe in the health benefits of the product. This is followed by the indication of organic origin, then the statement emphasizing the natural quality of the ingredients. The assessment of the specific extrinsic attributes is affected by consumers’ general health interest level, their involvement with food items, and their various demographic features.
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