HEALTH CLAIMS IN DAIRY PRODUCTS
Liisa Lähteenmäki 8.12.2016
LIISA LÄHTEENMÄKI PROFESSOR
OUTLINE FOR THE PRESENTATION
Health as a product attribute Health-related messages: keyhole, health claims Consumer perception and use of of keyhole How vitamin D enrichment is perceived Are there consumers who are interested in health claims in foods in Denmark? Summary
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BACKGROUND – MARKETING WITH HEALTH
Consumers and food industry are increasingly interested in health; for companies health claims offer a possibility to differentiate their products Health is a credence attribute requiring trust in the information given by food manufacturers Many messages carry health-related meanings that are not nutrition related Promising health-related benefits in food products is regulated in most countries In EU, making health claims requires pre-acceptance and the scientific evidence behind the claimed link between the product or its constituent and a health benefit is assessed by European Food Safety Authority LIISA LÄHTEENMÄKI PROFESSOR
Image of fresh ingredients
FOOD PACKAGE CONTAINS A LOT OF INFORMATION ABOUT THE PRODUCT WHAT IS IMPORTANCE OF DIFFERENT ATTRIBUTES?
Marketingrelated information Nature & People
Backgroun d color: White
Image of food in pack
Value-chain symbol
Nature
Country of origin symbol
Presentation of symbol LIISA LÄHTEENMÄKI PROFESSOR
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HEALTH-RELATED MESSAGES TO CONSUMERS IN THE FRONT-OF-PACKAGE
Nutrition claims – low-fat, low energy, high protein, contains Ca
Health claims – good for bone health
Health symbols - keyhole
Organic – perceived as healthy
Natural – perceived as health mostly
Clean label – no additives
Others?
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WHY PEOPLE DO NOT EAT WHAT THEY SHOULD EAT?
Capability Motivation Opportunity
Behaviour Michie et al., 2011
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Capability
Motivation Central/ Systematic/ Reflective route
Message
Interpretation of the message
Opportunity Peripheral/ Heuristic/ Automatic route
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SIMPLYFYING THE MESSAGE: SYMBOLS
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WHAT IS KEYHOLE: DEFINITION
Better choice within the product category
Based on nutrition profiling (Nutrition claim)
Less and healthier fat
Less sugar
Less salt
More fibre
Soft drinks, candy and cake cannot be labelled with keyhole
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KNOWLEDGE ON KEYHOLE SYMBOL
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PERCEIVED KNOWLEDGE OF KEYHOLE
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USE OF KEYHOLE
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MAIN MOTIVE FOR FOOD CHOICE
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WHEN LOOKING AT THE NUTRITION INFORMATION
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KNOWLEDGE ON DANISH ORGANIC SYMBOL
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KNOWLEDGE ON EU’S ORGANIC SYMBOL
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HEALTH CLAIMS
Promise a health-related benefit in food products
Need to be pre-approved and accepted by European commission
A positive list of health claims that are allowed in EU
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EU LEGISLATION ON HEALTH CLAIMS ‘claim’ means any message or representation, which is not mandatory under Community or national legislation, including pictorial, graphic or symbolic representation, in any form, which states, suggests or implies that a food has particular characteristics; ‘nutrition claim’ means any claim which states, suggests or implies that a food has particular beneficial nutritional properties ‘health claim’ means any claim that states, suggests or implies that a relationship exists between a food category, a food or one of its constituents and health; ‘reduction of disease risk claim’ means any health claim that states, suggests or implies that the consumption of a food category, a food or one of its constituents significantly reduces a risk factor in the development of a human disease;
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ACCEPTANCE OF HEALTH CLAIMS
Steps 1 STEP: Before submission
Key aspects Read EFSA NDA Penal guidance documents Formulation of the claim Check on the scope and admissibility of the target population Preparation of the application
2 STEP: Submission to an EU Member state (MS)
Acknowledgement of receipt by the MS Check of the application by the MS MS forward the application to EFSA without
3 STEP: Receipt by EFSA
Acknowledgement of receipt by EFSA Completeness check Communication with the applicant for clarifications/missing information Once the application is complete, an acceptance letter is sent to the applicant and the evaluation starts EFSA informs/makes the application available to the Commission/MSs The application status is published (including the summary of the application, where applicable)
4 STEP: EFSA evaluation
5 STEP: EFSA opinion adopted
Source: Adopted from General scientific guidance for stakeholders on health claim applications (EFSA 2016)
6 STEP: EFSA opinion published
7 STEP: Commission authorisation decision
Elaboration/Discussion of the draft opinion by the WG on Claims EFSA may request clarification/additional information to the applicant (‘stop-the-clock’ procedure) Submission of the draft opinion to the Panel for discussion/adoption EFSA has 5 months to deliver its opinion (excluding ‘stopthe-clock’ procedure) Application withdrawal is only possible before adoption of the opinion by the Panel Notification of the adoption to the applicant one working day after adoption of the opinion Notification of the opinion to the applicant one working day before publication of the opinion Comments on the EFSA opinion should be sent to the Commission within 30 days after publication Post-adoption meeting with applicants (if requested) Applicants can discuss the final wording of claims with the Commission Authorised claim, including the final wording and the conditions/restrictions of use, is published
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EU REGISTER OF CLAIMS APPLIED AND AUTHORISED: SITUATION IN NOVEMBER 2016
259 claims authorised from the 2309 claims suggested/ applied for
13.1. generic claims: 229 authorised, 1875 not authorised 13.5. claims based on new knowledge: 4 authorised, 108 not authorised 14.1a. risk reduction claims: 14 authorised, 23 not authorised 14.1b. children’s development claims: 12 authorised, 44 not authorised
About one in ten suggested claims have been approved
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OBJECTIVES OF THE EU HEALTH CLAIM REGULATION
to ensure the effective functioning of the internal market as regards nutrition and health claims whilst providing a high level of consumer protection to ensure fair competition within EU markets by harmonising the rules of using health claims to promote innovation in the area of food and beverages by allowing protection of proprietary data
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VITAMIN D: IMPROVING NUTRITIONAL QUALITY FOR A PUBLIC HEALTH NEED
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SURVEY ON DANISH CONSUMERS’ PERCEPTION AND ACCEPTANCE OF VITAMIN D ENRICHMENT IN FOOD PRODUCTS A survey containing two parts: a product part and a more general part on how consumers relate to healthy eating, and vitamin D and its enrichment in food products 1263 respondents
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ACCEPTANCE OF VITAMIN D FORTIFICATION UNDER DIFFERENT CONDITIONS
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ATTITUDE TOWARDS ENRICHMENT AND HEALTH CLAIMS IN GENERAL
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F2
F1
14
Slide nummer 28 F1
typically one decimal for means and 2 for SDs
F2
Can this be true?
Forfatter; 31-07-2014 Forfatter; 31-07-2014
ATTITUDE TOWARDS VITAMIN D ENRICHMENT
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ATTITUDES TOWARDS ENRICHMENT Kontrol over valg Berigelse af fødevarer skal helt forbydes.
13,5
Det er i orden at berige mindre sunde fødevarer, så de bliver sundere.
7,9
7,1
22,1
27,6
Det er i orden at berige sunde fødevarer.
12,7
29,7
Det er i orden at berige fødevarer, men jeg vil ikke købe dem.
15,4
Berigelse af fødevarer er i orden, men der skal være mulighed for at vælge tilsvarende fødevarer der ikke er beriget. Det er i orden at bruge berigede fødevarer på restauranter og andre spisesteder.
10,8
11,6 12,3
8,7 3,9 5,7
15,4
15,4 0%
10%
25 15
8,1 30%
17 40%
17,5 50%
60%
6,3
7,6
6,3
9,3
17,1 10,8
8,5
11,6 12,4
17,8
9,3
14,6
22,6
14,5
20%
25,4
19,6
48,5
Berigelse af fødevarer er i orden hvis det styres af myndighederne.
14,2
10,8
12,1
35,9
Det er i orden at producenter frit kan vælge at berige fødevarer.
9,8
4
11,5
16,5 70%
5
9,5
10,3
80%
2 3
13,5
34,1 19,9
1 Helt uenig
5,5 4 4,8 3,93,3
6 7 Helt enig
16,2 90%
100%
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EXPECTED IMPACT ON PRODUCT QUALITY Forventet indvirkning af D-vitaminberigelse på fødevarekvaliteten
7,8
...indtaget af andre næringsstoffer kan blive påvirket.
6
8
10,2
21,2
19
1 Slet ikke sandsynligt 2
18,7
17,9 10,3
16,9 21,3
12,9
20%
30% 40%
17,7 20,1
24,1
23,4 15,3
17,3
4 5
12,9 10,4
6
9,6
1,7
10%
14,7
3 8,4
38
0%
14,5 16
22,6
21,5
...fødevarerne kommer til at smage dårligere.
18,8
24,5
15,6
...fødevarerne kan være skadelige for nogle mennesker.
8,7
15,8
24,1
6,2
11,4
...det kan føre til, at man får for meget D-vitamin.
33
8,3
7,8
...fødevarerne bliver mindre naturlige.
6,3
2,9
...fødevarerne bliver dyrere.
6,9
...der kan være langtidseffekter af D-vitaminberigelse, man 4,8 ikke kender til.
8,2
9,9
50% 60%
22,2
70%
80%
4
7 Meget sandsynligt
2,7
90% 100%
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KNOWLEDGE ON SOURCES OF VITAMIN D
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CONSUMERS’ KNOWLEDGE ON VITAMIN D SOURCES
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PERCEIVED BENEFITS OF VITAMIN D
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OWN RELEVENCE: BENEFITS OF INCREASED VITAMIN D INTAKE FOR YOU
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KNOWLEDGE ON VITAMIN D STATUS IN DENMARK
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OWN VITAMIN D STATUS WAS KNOWN BY 17% OF THE RESPONDENTS: ONE QUARTER HAD TOO LOW STATUS
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SUITABILITY OF DIFFERENT FOODS AS CARRIERS FOR VITAMIN D ENRICHMENT
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WILLINGNESS TO BUY PRODUCTS WITH ENRICHED VITAMIN D
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IMPORTANCE OF FRONT-OF-PACKAGE LABELLING FOR THE ENRICHED VITAMIN D
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VITAMIN D IN WILLINGNESS TO BUY PRODUCT EXAMPLES
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WILLINGNESS TO BUY PRODUCTS WITH ENRICHED VITAMIN D
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ACCEPTABILITY AND WILLINGNESS TO BUY PRODUCTS WITH VITAMIN D ENRICHMENT
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VITAMIN D - SUMMARY
In general, Danes are not positive about enrichment of food products – the same applies to health claims
Consumers should be informed about the enrichment and able to avoid enriched products, if they so wish.
Yet, 45-50 % are relatively positive about vitamin D enrichment
Vitamin D enrichment is seen more positively if authorities have a control over it.
Respondents did not believe that vitamin D has an impact on taste, but lowers the perceived naturalness and increases healthiness. Respondents have good knowledge on sources of vitamin D.
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CONSUMERS MAKING CHOICE BETWEEN EXTRA VIRGIN OLIVE OILS IN DENMARK AND ITALY
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CHOICE-BASED MODELLING
Contini et al., 2015
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Example of the product presented to respondents (n= 1024 in DK, and 1000 in IT). Choosing between two options presented side-by-use (+ option not to choose)
Contini et al., 2015
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Contini et al., 2015 LIISA LÄHTEENMÄKI PROFESSOR
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8
Price
6
Production
Health claims and organic label
Choice
4
2 Class 1
0
Level 1
Level 2
Level 3
Level 4
Outside EU
EU
Italy
Tuscany
No Health message claim 1
Health claim 2
Health H claim 1 H claim 2 H claim 3 Organic claim 3 + org + org + org
No choice
Choice
Class 3 Class 8
-2
-4
-6
Contini et al., 2015
-8
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SUMMARY
Consumers perception and responses to different health-related messages vary Nutrition is not the only basis for consumers to make health-related connotations in the food products Danish consumers are not keen on vitamin enrichment, even when a public health need is acknowledged Health claims in food product add perceived value only to limited consumer segments
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PRESENTATION IS MAINLY BASED IN THREE REPORTS:
Mørk & Tsalis: Nøglehulskampagne 4 – vurdering af effekten på forskellige målgrupper i udvalgte butikker i Jylland. DCA Rapport Nr. 051, December 2014, Aarhus Universitet
Tsalis, Hummelhøj & Lähteenmäki: Undersøgelse af forbrugernes holdning til produkter, der er tilsat D-vitamin af sundhedsmæssige årsager. DCA Rapport Nr. 067, September 2015, Aarhus Universitet
Aachmann & Grunert: Mærkningselementer på fødevarer – forståelse og oplevet relevans forbrugere. DCA Rapport Nr. 009, September 2012, Aarhus Universitet
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THANK YOU FOR YOUR ATTENTION
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