An Audit of the Nutrition and Health Claims on Breakfast Cereals in Supermarkets in the Illawarra Region of Australia

Sussman, Romi L.; McMahon, Anne; Neale, Elizabeth P.

doi:10.3390/nu11071604

Cited by 15 publications

(26 citation statements)

References 55 publications

(106 reference statements)

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“…The third and fourth most frequent claims are health and nutrition claims, reporting the product to be wholegrain and with high or added fibre. These results are in line with previous reports [25] that the wholegrain claim is the most frequently made health claim on breakfast cereals. Health and nutrition claims represent 27% of all the claims on the newly introduced breakfast cereals for the period January 2000 to September 2019.…”

Section: Overview Of the Introduction Of New Breakfast Cereals In Thesupporting

confidence: 93%

“…Previous studies have observed the positive impact of health claims on consumers' evaluations of food [23,24]. Moreover, as reported in previous research, breakfast cereals are one of the food categories that make a higher number of health and nutrition claims [25]. Hieke et al [26] considered five European countries and reported that almost a third of cereal products in the market make nutritional claims.…”

Section: Introductionmentioning

confidence: 85%

“…Hieke et al [26] considered five European countries and reported that almost a third of cereal products in the market make nutritional claims. Later, Sussman et al [25] revealed that, in the Australian market, 95% of the breakfast cereal products they surveyed made nutrition-, health-or other related claims.…”

Section: Introductionmentioning

confidence: 99%

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Importance of Health Claims in the Adoption of New Breakfast Cereal Products in the UK

Costa‐Font

Revoredo‐Giha

2019

Nutrients

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Regular breakfast consumption has the potential to prevent the prevalence of NCDs and to improve the nutritional profile of diets. Given consumers’ interest in improving their diets, food suppliers are interested in introducing new cereal products making different health claims to capture consumers’ attention. The purpose of this study is threefold: first, it aims to understand whether UK food suppliers are working to increase the availability of breakfast cereals with healthy and nutritious attributes; second, it explores which companies are leading the launch of these products; and third, it assesses to what extent health and nutrition claims made by breakfast cereals have an impact on their market success. The study employs an assembled database combining data from Mintel Global New Products Database (GNPD) and Kantar Worldpanel Dataset (KWDS) for the UK. A hazard-based duration model was used to analyse the success of the new products launched in the UK market in 2011 following them up to 2015. Our results reveal that UK suppliers broadened the number of breakfast cereals on offer in the period 2000 to 2018, with a particular focus on multigrain cereals, porridge and granola. Health and nutrition claims were added to 27% of these products. Although consumers welcome healthy alternatives such as muesli, the impact of positional claims on the success of newly developed breakfast cereals is claim-specific. No clear pattern regarding the impact of health and nutrition claims is identified. However, other elements such as celiac-friendly ingredients and UK origin do have a positive impact on the success of breakfast cereals.

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Section: Overview Of the Introduction Of New Breakfast Cereals In Thesupporting

confidence: 93%

Section: Introductionmentioning

confidence: 85%

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Importance of Health Claims in the Adoption of New Breakfast Cereal Products in the UK

Costa‐Font

Revoredo‐Giha

2019

Nutrients

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“…Another study in New Zealand, considering both breakfast cereals and cereal bars, rendered lower values (around 60%) [ 32 ]. A prevalence over 80% were obtained in several studies in Brasil, Australia and Ireland [ 6 , 27 , 34 , 35 , 37 ]. However, the rate in the present work was higher (4.3 NCs/food) than in Lalor et al (2.2 NCs/food) [ 34 ].…”

Section: Discussionmentioning

confidence: 99%

“…The EC considers that nutrition and health claims confer a positive image to the foods bearing them [ 1 ]. In fact, some authors talk about a ‘health halo’ effect, “whereby an individual generalises from a nutrition or health claim that a product is healthier or has more favourable attributes than it actually does” [ 5 , 6 , 7 , 8 ]. Some reviews suggest that nutrition claims (NCs) can actually influence food choices [ 9 , 10 , 11 ].…”

Section: Introductionmentioning

confidence: 99%

Nutrition Claims Frequency and Compliance in a Food Sample of the Spanish Market: The BADALI Study

2020

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Nutrition claims (NCs) have been shown to affect customers’ perceptions and behaviour. In Europe, they are regulated by Regulation (EC) No 1924/2006. The aim of this work was to analyse the prevalence and compliance of NCs according to this regulation in Spain. For this purpose, we used the BADALI database, which included 3197 foods present in the Spanish market. Our results show that 36.1% of all foods carried NCs, at a rate of 3.3 NCs/food. The prevalence was very heterogeneous among food groups. Nuts and seeds, legumes and non-alcoholic beverages were the groups with the highest prevalence. Micronutrients, fat, fibre and sugars were the nutrients most referred to in NCs. Overall, the compliance was low, with 49.2% NCs correct. Fibre and proteins were the nutrients with most correct NCs. Vegetables and non-alcoholic beverages were the food groups with the highest proportion of correct NCs. The main reason for incorrect NCs was because the amount of the nutrient was not stated in the label. The results of our study reveal that the aim of the European Commission to ensure a high level of protection for consumers regarding NCs has not been fulfilled. Therefore, we consider it crucial that European institutions invest in guaranteeing regulation compliance.

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Nutrition and Health Claims: Consumer Use and Evolving Regulation

Neale

Tapsell

2022

Curr Nutr Rep

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Purpose of Review The value of nutrition and health claims (N&HC) depends on how consumers use them and the regulatory framework that enables them. This paper aims to explore the impact of claims on consumer behaviour and identify evolving regulatory challenges, using the Australian experience as a reference point. Recent Findings N&HC can influence consumer food purchasing and consumption, but how consumers interpret and act on specific claims is less well understood, and regulatory frameworks are evolving. In the last 10 years, changes to the Australian regulatory framework have exposed greater opportunities for promoting foods, albeit with challenges regarding self-substantiation of claims. Summary N&HC can play a significant role in driving consumer choices towards a healthier food supply. The Australian experience demonstrates how N&HC can continue to evolve, reflecting developments in methodologies and a fundamental appreciation of the relationship between food and health.

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An Audit of the Nutrition and Health Claims on Breakfast Cereals in Supermarkets in the Illawarra Region of Australia

Cited by 15 publications

References 55 publications

Importance of Health Claims in the Adoption of New Breakfast Cereal Products in the UK

Importance of Health Claims in the Adoption of New Breakfast Cereal Products in the UK

Nutrition Claims Frequency and Compliance in a Food Sample of the Spanish Market: The BADALI Study

Nutrition and Health Claims: Consumer Use and Evolving Regulation

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