Krutulyte, Rasa1; Grunert, Klaus G.5; Scholderer, Joachim6
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University6 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
Scientific research that can support the consumer-oriented development of functional food products is still scarce. For example, there are very few scientific studies that look at consumer acceptance of different carrier/ingredient combinations in food products (Bech-Larsen & Grunert, 2003; van Kleef, van Trijp & Luning, 2005; Patch, Tapsell & Williams, 2005). With this in mind, the present study aimed at uncovering which functional ingredients consumers accept in selected food product categories such as yoghurt, muesli bars, fish balls, tuna salad, baby meals, rye bread and liver pâté. Furthermore, the research looks at the possible determinants of acceptance of various enrichments of these foods, mainly focusing on factors such as respondents' present and intended eating behaviour, lifestyle-related habits (i.e. smoking, exercising, drinking), and expected outcomes of consuming the food enriched with different ingredients. Other parameters such as age, gender, income, education, presence of children or sick members in a family, and body mass index were also considered. The present study deals with the role that these various determinants play when it comes to the acceptance of carrier product/functional ingredient combinations. For this purpose, a survey with a random sample of Danish consumers (n=959) was carried out. Preliminary results show that respondents accept those enriched foods that have been available in the market for some time. Specifically, rye bread, which is available in the Danish market, was readily accepted with all kinds of functional ingredients under investigation, with fibre and omega-3 ingredients scoring highest. Moreover, the study revealed that some functional ingredients are viewed as combining more naturally with certain food product categories.