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The aim of this study was to examine what reasons consumers give for either choosing or not choosing functional foods. Laddering interviews were used to find out how consumers described their reasons for choosing functional food alternatives in different product categories and how these descriptions are linked with values. Yoghurt, spread, juice, carbonated soft drinks, sweets and ice cream were used as example product categories. In total, five central means-end chains, describing the product attributes, consequences and values behind respondents' food choices, were found, which referred to healthiness, taste and pleasure, security and familiarity, convenience and price. They were found to be independent from each other and had different connotations depending on the product category. The results indicate that respondents did not see functional foods as one homogenous group over different product categories. Instead, consumers seemed to perceive functional products as a member of the general product category such as yoghurt or spread and only secondarily as a functional food.

Consumers (n ¼ 958) were asked to evaluate whether product-related health claims in foods were either advantageous or disadvantageous, in their opinion. Claims were made for six functional components and two control products, namely low salt content and a high-pressure technique and the strength of claims varied between four intensity levels. In general, all claims were perceived as neutral or as advantageous. Increasing the strength of the claim did not automatically increase the perceived benefit. Gender, trust in different information sources and the frequency of use of so-called functional foods affected the perceived benefit. Women perceived the claims to be more beneficial than men did. Trustful respondents perceived the claims as more advantageous than did sceptical respondents, and the users of functional foods perceived health claims to be more advantageous than did non-users. In addition, personal motivation affected the perception of the claims. With less familiar functional components, the strength of the claim increased the perceived benefit, whereas with familiar components, claims mentioning the reduced risk or prevention of a disease did not increase the perceived advantage.

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Response surface methodology was employed to study the influence of four recipe variables (wheat: rye flour ratio, bread acidity, ash content of rye flour and sodium chloride content) on the identity and overall acceptance of two rye bread types (soft and crisp rye bread). The subjects (n ϭ 79) rated attribute intensities, the extent to which the salient sensory properties and the overall sample corresponded to their expectations of rye bread, and the overall acceptance (pleasantness and purchase intentions). The acidity and ash content contributed the most to the extent to which a sample met subjects' expectations. The NaCl content was not critical. Consumer acceptance was affected by ash content, and by the interactions, NaCl content ϫ acidity and wheat:rye ratio ϫ ash content. The non-significance of NaCl content should encourage the baking industry to put lowsalt rye products on the market.

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