How Is Functional Food Advertising Understood? An Approximation in University Students

Abstract

In functional food advertising, messages are not always easily understandable for the target audience. Current European legislation, enforced through Regulation 1924/2006, specifies that such messages should be clear and precise so as not to mislead the consumer. The objective of this study was to observe consumers’ understanding of messages in functional food advertisements. The methodology used was a self-administered survey filled out by 191 students enrolled in a Degree in Advertising and Public Relations at the University of Alicante (Spain). The results suggest that a large number of students do not know what functional food is and obtain information about these products mainly from labelling/packaging. The major means of communication through which they learn about health benefits via advertising is the internet, followed by television. Most respondents indicated that they understood related advertisements and found it helpful to be given additional information on health benefits. Worthy of note, the greater their level of understanding of the messages, the higher their level of distrust of advertising messages, which they considered to be deceptive or misleading.

Consumer Acceptance toward Functional Foods: A Scoping Review

“…Communications and marketing professionals in the industry should carefully consider how to design labels, position brands, and develop advertising campaigns. According to results from the reviewed studies, functional food product labels should accurately and precisely communicate information about the type of functional ingredient and its benefits to human health [32,70,71,73]. Providing this type of health information on labels can significantly increase consumers' acceptance.…”

“…Therefore, certain health information on food labels may improve consumers' perceptions of health benefits and positively influence their acceptance [70]. Specifically, González-Díaz et al [71] found that health information, such as the type of added functional ingredients and how they benefit human health, may lead to higher purchase intentions. Ahn et al [72] explained that less informed consumers who did not fully understand the health attributes of functional products were unwilling to consume functional foods.…”

The Impact of Formulation on the Content of Phenolic Compounds in Snacks Enriched with Dracocephalum moldavica L. Seeds: Introduction to Receiving a New Functional Food Product

“…Today, next to a distinctive taste and standard nutritional values, foodstuffs are expected to provide additional health benefits. This is what functional food can do, especially if enriched with biologically active secondary plant metabolites, such as polyphenols [ 5 , 6 ].…”

Consumer Acceptance Toward Functional Foods: A Scoping Review

“…Communications and marketing professionals in the industry should carefully consider how to design labels, position brands, and develop advertisings. According to results from the reviewed studies, functional food product labels should accurately and precisely communicate information about the type of functional ingredient and its benefits to human health [32,70,71,73]. Providing this type of health information on labels can significantly increase consumers' acceptance.…”