The influence of health claims and nutritional composition on consumers’ yoghurt preferences

Abstract

The use of health claims on foods with a poor nutritional composition could pose a risk of misleading some groups of consumers in their food choices. This study aimed to explore the influence of the use of claims on consumers’ preferences for yoghurts with a different nutritional composition and the influence of more and less familiar claims on food choices. The study was conducted on 371 consumers using conjoint methodology and further cluster analysis. Fruit yoghurt was used as a base product. We investigated the impact of the following product attributes on consumers’ preferences: presence/absence of a probiotic and fat metabolism claim; sugar content; and fat content. The results suggest that, while consumers generally consider the nutritional composition of yoghurt to be more important than the tested claims, some groups of consumers are more sensitive to the use of health-related statements. We observed the consumers’ generally positive preference for a familiar probiotic claim, and their negative preference for a non-familiar fat metabolism claim. Overall, these results indicate that some groups of consumers are more sensitive to the use of health-related communications and are therefore more exposed to the risk of being misled if the composition of the yoghurt they buy is in fact less favourable. It would be beneficial if nutrient profiles were introduced to limit the use of claims on foods.