S.B. Johansen* 1,2; T. Nćs 1; M. Hersleth 1,2
1 Nofima Mat, Norway;
2 The Norwegian University of Life Sciences, Department of Chemistry, Biotechnology and Food Science, Norway
Understanding consumers’ motives for selecting calorie reduced dairy products is important to ensure suitable communication with different consumer segments. The aim of this study was to identify the main motives for consumption of calorie reduced dairy products among consumers (18 to 25 years old), as well as to identify how these consumers’ perceive healthiness of such products compared to other food products.
Consumer data were collected in Norway (N=118), Denmark (N=125), and California (N=127). The respondents sorted, using a dual sorting test (Sulmont-Rosse et al., 2007), 24 statements referring to motives for choosing calorie reduced yoghurt and cheese (Steptoe, Pollard, & Wardle, 1995). The study also assessed the aspect of perceived healthiness of these products in comparison with other food products using a two step ranking procedure. The other products presented were; avocado, beer, egg, milk, nuts, olive oil, orange juice, pasta, pork, potatoes, raisins, salmon and wine. Data were analysed using chi-square analysis and Friedman’s test.
Results showed that the most important motives for consuming a calorie reduced cheese are; low fat content, that it keeps one healthy and that it either is nutritious (CA), helps control ones weight (DK) or taste good (N). For calorie reduced yoghurt the most important motives for consumption are low fat content, that it taste good and that it either is nutritious (CA) or keeps one healthy (DK and N). In all three countries salmon was perceived as the healthiest of the products and calorie reduced yoghurt was ranked as being healthier then calorie reduced cheese (only significant difference in CA). In California and Denmark salmon was followed by yoghurt (not significant different from salmon). In Norway salmon was followed by avocado (not significant different from salmon), egg and yoghurt (significant different from salmon). Although cross-cultural differences exist in motives for choice and perceived healthiness of the products, the similarities between the countries were evident in this study.
References:
Steptoe, A., Pollard, T. M., & Wardle, J. (1995). Development of a Measure of the Motives Underlying the Selection of Food - the Food Choice Questionnaire. Appetite, 25(3), 267-284.
Sulmont-Rosse, C., Issanchou, S., Enderli, G., Verbeke, W., Vanhonacker, F., Contel, M., Scalvedi, M. L., Zakowska-Biemans, S., Sajdakowska, M., Guerrero, L., Guárdia, M. D., Granli, B. S., & Hersleth, M. (2007). Which innovations do consumers accept in traditional foods? Application of a dual sorting test. Poster presented at the 7th Pangborn Sensory Science Symposium, Minneapolis, MN, USA.
Keywords: Cross-culture, calorie reduced, dairy, health perception, motives
