“…Significant potential public health and economic benefits from consumption of food products and/or non-prescription pills containing phytosterols (see, for example, Malla et al, 2005;Gerber et al, 2006) have been estimated, although the realization of these benefits is dependent on the propensity of consumers to make commensurate changes in their diets. Indeed, the importance of understanding consumer perceptions of functional foods and nutraceuticals, alongside other food technologies, has been recognized (see, for example, Wrick, 1993;Childs and Poryzees, 1997;Gilbert, 2000;Frewer et al, 2003;Verbeke, 2005;Niva, 2007;Blandon et al, 2008;Herath et al, 2008).…”