01.01.09
Research involving consumers in Spain and the U.K., conducted by BENEO-Orafti, Tienen, Belgium, demonstrates that health benefits generate added value for shoppers and increase the appeal of established brands. The company tested a range of applications in each country. For example, a leading Spanish fruit juice with an added health benefit—containing Orafti ingredients—would still be chosen by 88% of respondents even if it cost more than the standard product, and 91% of existing regular users would pay the premium. Although consumers might know the names of key ingredients, such as vitamin C, calcium, whole grain or prebiotics, they do not necessarily equate these names with the key health benefits the ingredients provide. By communicating more about health benefits, manufacturers can add significant value to already premium brands, according the company’s findings. Data also show that the health claims of a product are even more important than the ingredients for consumers. The study also found that the benefits in which people were most interested varied by gender rather than by country. In both the U.K. and Spain, heart health, strong bones and a healthy digestive system were the top three rated benefits. The company expects to release results covering other European countries and the U.S. in the near future.