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Functional Foods in Europe
The fact that the European markets for functional foods generally are less developed, compared to the US and the Japanese markets, has often been attributed to a restrictive and inconsistent health claim legislation in and between the European countries. With the European Parliament's second reading of the main principles of the harmonized regulation COM/2003/0424, this situation is about to change. This article reviews the regulatory aspects, the results of consumer research and the marketing strategies regarding the use of health claims for functional foods in Europe, and it comments on the lack of correspondence between the new regulation and the marketing experiences and research as regard consumer reactions to health claims.
Food Sustainability Understanding in the Nordic-Baltic countries
Available online: https://pub.norden.org/temanord2023-530/ Consumer-citizens are concerned about food sustainability. However, there is a gap between the degree of concern and the rate of choices for relatively more sustainable food products. Funded by the Nordic Council of Ministers, a representative consumer-citizen survey study across eight Nordic-Baltic countries about sustainability understanding in the food context was conducted in summer 2022 by the MAPP Centre at Aarhus University, Denmark, with the contribution of a steering committee consisting of representatives from each country.The report provides research insights, which allow decision makers to know where consumer-citizens are in their current understanding of food sustainability. This serves as an important input for discussing an efficient design of and communication about a future sustainability labelling framework empowering consumer-citizens to make informed food choices.
Danish and Chinese Adolescents' Perceptions of Healthy Eating and Attitudes Toward Regulatory Measures
This article aims to examine young consumers' perceptions of healthy eating, contexts where healthy or unhealthy eating are practiced, and their evaluation of regulatory measures that discourage the consumption of unhealthy foods in two different markets. A convenience sampled survey was conducted of 386 Danish and Chinese adolescents using a structured questionnaire. Results showed that perceptions of healthy eating were generally based on concepts such as balance and moderation. Unhealthy eating was most frequently practiced at parties and in festive periods. Hong Kong respondents were more likely to associate eating habits with healthy eating than Danish respondents. Danish respondents we...
The Supermalt Identity
Purpose - The objective of this article is to conduct a case study of the Supermalt brand of malt beer, which has become the preferred beverage of Afro-Caribbean consumers in Brixton on a very limited marketing budget. Design/methodology/approach - The article uses the concepts of personal identity and brand identity in a qualitative study to explore how Brixton-based Afro-Caribbean consumers construct their self-identities and the brand identity of Supermalt. Semi-structured interviews were conducted with 14 Afro-Caribbean consumers. Each interview was divided into three parts. The first part focused on consumers' self-identities. The second part explored the role of food and beverage produ...
