consumer choice of omega-3 rich foods
TRANSCRIPT
5th International MAPP Workshop on Consumer Behaviour and Food Marketing, Middelfart, 8-9 May 2007
Joachim Scholderer, Anne C. Bech, Line Christensen, Uwe Czienskowski, Jens-Peter Graverholt, Kit Hagemann, Loa Hvilsted, Rasa Krutulyte, Bjarne T. Sørensen
Consumer choice of omega-3 rich foods
From health risk to product choice
From health risk to product choice: a behaviour-change framework
(modified after Schwarzer, 1999, 2001)
Perceivedhealth risk
Expectedbenefits of ingredient,
product,or diet
Intention toadopt orchange
Initiation(trial purchase)
Maintenance(repeat puchase)
Planning where to buy
what for which occasion
Health motivation
Consumer behaviour in
the marketplace
Self-efficacy(perceived ability to overcome
barriers to dietary change)
Research questions
What motivates consumers to adopt omega-3 rich products?
Do functional foods and supplements compete with products that are naturally rich in omega-3 PUFAs ?
Which carrier foods are best suited for enrichment with omega-3 PUFAs?
How should omega-3 enriched foods be positioned and priced?
Study 1: Method
Participants and procedure
Mail survey conducted Nov./Dec. 2005
Sampling frame: persons mainly responsible for food shopping and cooking in household
N = 959 (74% women), representative for age and region
Questionnaire with 260 items in five modules
− Personal diet and health− Fatty fish− Omega-3 enriched functional foods− Omega-3 supplements− Demographics
Study 1: Results
Perceived risk and the “optimistic bias” phenomenon
-0.5
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
Arthritis Stress Cancer CVD Low n-3PUFAintake
Generalhealth risk
Obesity Diabetes
Degree to which consumers feel more or less at risk than"the average person"
Me
an
pe
rceiv
ed
ris
k
Trigger events: disease occurrence in close personal environment
No
No
Yes
Yes
-0.5
-0.3
-0.1
0.1
0.3
0.5
0.7
0.9
Cardiovascular disease Arthritis
Diagnosed case among family or close friends?
Mea
n p
erc
eiv
ed
ris
k
Expected benefits of omega-3 PUFAs from different sources
1
2
3
4
5
6
7
CVD
Welln
ess
Agein
g
Cance
r
Art
hritis
Hair a
nd s
kin
Mast
ery
Obesi
ty
Menta
l health
Str
ess
Benefit
Me
an
ou
tco
me
ex
pe
cta
ncy
Fatty fish
n-3 supplements
n-3 enrichedfunctional food
Self-efficacy: perceived ability to overcome barriers to dietary change
1
2
3
4
5
6
7
Pro
ble
ms
Bein
g b
usy
Vaca
tion
Fam
ily
Str
ess
Dela
yed
eff
ect
s
Eating h
abits
Tast
e
Shoppin
ghabits
Pla
nnin
g
Availa
bili
ty
Price
Unce
rtain
qualit
y
Confu
sing
media
report
s
Barrier
Me
an
se
lf-e
ffic
acy
Fatty fish
n-3 supplements
n-3 enrichedfunctional food
Cross-sectional behaviour change model for fatty fish
Perceivedhealth risk
Perceived self-efficacy
Expectedbenefits of ingredient,
product,or diet
Intention toadopt orchange
Initiation Maintenance
Planning ofwhen, howand where
.28 .23
.30
.25
.36
.42.32 .19
.10.11
.09 .10.19
R2 = .43
(PLS estimates)
Cross-sectional behaviour change model for omega-3 enriched functional foods
Perceivedhealth risk
Perceived self-efficacy
Expectedbenefits of ingredient,
product,or diet
Intention toadopt orchange
Initiation Maintenance
Planning ofwhen, howand where
.17
.41
.12
.12
.54
.69
.20
.41.17 .34
.08.05
R2 = .67
(PLS estimates)
Cross-sectional behaviour change model for omega-3 supplements
Perceivedhealth risk
Perceived self-efficacy
Expectedbenefits of ingredient,
product,or diet
Intention toadopt orchange
Initiation Maintenance
Planning ofwhen, howand where
.19
.30
.14
.21
.66
.69
.26
.47.26 .23
.07
.08 .03
R2 = .83
(PLS estimates)
Relationship between fish consumption and supplement use
n-3 intake from fatty fish (mg/day)
0 0 - 272.92 272.93 - 531.67 531.68 - 1033.33 1033.34 - 1882.22 1882.23+
0.00
100.00
200.00
300.00
n-3
in
take f
rom
su
pp
lem
en
ts(m
g/
day)
Relationship between fish consumption and functional food consumption
n-3 intake from fatty fish (mg/day)
0 0 - 272.92 272.93 - 531.67 531.68 - 1033.33 1033.34 - 1882.22 1882.23+
5.00
10.00
15.00
20.00
25.00
n-3
in
take f
rom
fu
nct
ion
al
foo
ds
(mg
/d
ay)
Carrier-ingredient fit
7477222914Fibre
0100010Caffeine
1915184815Plant
sterols
101614751218Minerals
111719961625Vitamins
6126221932Fish oil
9285171166Omega-3
Liver paté
Rye bread
Baby food
Tuna salad
Fish balls
Müsli barYoghurt
Carrier food
Ing
red
ien
t
% consumers who “would possibly buy” product
Study 2: Method
Participants and procedure
1. PR exposure
2. Advertising exposure (Product category 1)
3. Choice task (Product category 1)
4. Advertising exposure (Product category 2)
5. Choice task (Product category 2)
6. Advertising exposure (Product category 3)
7. Choice task (Product category 3)
8. Follow-up questionnaire
Follow-up to Study 1 (one year later), N = 226
Experimental design
1. PR exposure (no, yes)
2. Advertising exposure (no, yes)
3. Product positioning (mental health/stress relief/weight control, CVD/anti-inflammatory/delayed aging)
4. Product category (rye bread, müsli bar, tuna salad, fish burger, yoghurt, liver paté)
5. Brand (private label, market leader brand)
6. Omega-3 enriched (no, yes)
7. Price premium for enriched alternatives (0%, 25%, 50%, 75%, 100%)
Stimulus examples
Study 2: Results
Effects of PR exposure On choice of n-3 enriched private-label product
.09
.16
.09 .09.13
.06
.14.09
.14
.22.19
.25
.17 .17 .17
.24
.12
.18
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
Rye bread Müsli bar Tuna salad Fish burger Yoghurtdrink
Liver paté
C
ho
ice
pro
ba
bil
ity
None
Mental health, stress relief, weight control
Cardiovascular health, anti-inflammatory effects
Claims:
Effects of PR exposure On choice of n-3 enriched market-leader brand
.21.25
.20
.09.13
.09
.23
.32 .32
.19
.25
.13
.37.40
.30
.15
.27
.18
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
Rye bread Müsli bar Tuna salad Fish burger Yoghurtdrink
Liver paté
C
ho
ice
pro
ba
bil
ity
None
Mental health, stress relief, weight control
Cardiovascular health, anti-inflammatory effects
Claims:
Synergetic effects of PR and advertisingOn choice of n-3 enriched private-label product
.08.13
.04
.19 .19
.06
.14 .14 .14
.00
.10
.30
.21
.29
.21
.31
.13
.19
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
Rye bread Müsli bar Tuna salad Fish burger Yoghurtdrink
Liver paté
C
ho
ice
pro
ba
bil
ity
None
(PR) Mental health, stress relief, weight control, (Ad) Stress relief
(PR) Cardiovascular health, anti-inflammatory effects, (Ad) Delayed aging
Claims:
Synergetic effects of PR and advertisingOn choice of n-3 enriched market-leader brand
.25.29
.25
.00
.06
.13
.20 .20 .20 .20
.40
.20
.44 .44
.33
.11
.22 .22
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
Rye bread Müsli bar Tuna salad Fish burger Yoghurtdrink
Liver paté
C
ho
ice
pro
ba
bil
ity
None
(PR) Mental health, stress relief, weight control, (Ad) Stress relief
(PR) Cardiovascular health, anti-inflammatory effects, (Ad) Delayed aging
Claims:
Effects of price premium On choice of n-3 enriched private-label product
.29
.38
.29 .30
.17
.30
.10
.20
.15.17
.21
.13
.06
.12
.00.04
.11
.19
.05 .05 .05
.22
.17
.06.08
.00
.08
.15
.07.04
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
Rye bread Müsli bar Tuna salad Fish burger Yoghurtdrink
Liver paté
C
ho
ice
pro
ba
bil
ity
0%25%50%75%100%
Price premium:
Effects of price premium On choice of n-3 enriched market-leader brand
.56
.48.52
.23
.38
.27
.38
.29 .29
.20
.28
.16
.22
.33
.22
.10 .10.14
.05
.26
.11
.00
.14
.00.04
.16
.08.12
.06
.000.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
Rye bread Müsli bar Tuna salad Fish burger Yoghurtdrink
Liver paté
C
ho
ice
pro
ba
bil
ity
0%25%50%75%100%
Price premium:
Conclusions
Consumer motivation to adopt omega-3 rich foods
Unlike fish consumption, adoption of omega-3 supplements and functional foods is motivated by health considerations
For supplements as well as functional foods, maintaining an adopted consumption pattern appears much easier than for fish
Neither omega-3 supplements nor functional foods compete with fish – in fact, the correlations are weakly positive
Omega-3s do not fit into every carrier food –categories work best in which the functional ingredient appears “natural”
Positioning options for omega-3 enriched foods
Cardiovascular and anti-inflammatory effects are currently the strongest “negative”, disease-related benefits associated with omega-3s
Wellness and delayed aging are the strongest “positive” benefits associated with omega-3s
New functional claims cannot be etablished by advertising alone – their credibility has to be strengthened by publicity in the media
The attractiveness of different positioning options depends on the product category –unfortunately, there does not seem to be an obvious systematic pattern
Pricing of omega-3 enriched foods
“Optimal” price premia vary strongly between product categories and as a function of brand equity
Most omega-3 enriched foods should be sold at a moderate price premium, even new brands and private-label products
Although there is a tendency towards generification, steep discounts may signal untrustworthiness
Pricing of omega-3 enriched foods
0
10
20
30
40
50
60
0% 25% 50% 75% 100%
Rye breadMüsli barTuna saladFish burgerYoghurt drinkLiver paté
Pre
dic
ted
rela
tive v
alu
e s
hare
(%
)o
f n
-3 e
nri
ched
pri
vate
-lab
el p
rod
uct
Price premium (relative to unenriched product)
Thank you for your attention!
And thanks to the SCANomega team:
Charlotte Jacobsen, Nina Skall Nielsen (DFU)
Huiling Mu (DTU)
Jens-Peter Graverholt (DAX Consult)
Kirsti Wettre Brønner (Tine BA)
Kit Hagemann, Rasa Krutulyte, Bjarne Taulo Sørensen, Line Christensen, Loa Hvilsted (MAPP)
Tage Affertsholt (3A Business Consulting)
More info?
www.mapp.asb.dk