Department of Management

Communicating the benefits of wholegrain and functional grain products to European consumers

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • R. Shepherd, Food, Consumer Behaviour and Health Research Centre, Department of Psychology, University of Surrey, United Kingdom
  • M. Dean, School of Biological Sciences, Queen’s University Belfast, United Kingdom
  • P. Lampila, Valio, Oy, Research and Development, Finland
  • A. Arvola, VTT, P.O. Box 1000, FIN-02044 VTT, Finland
  • A. Saba, Instituto Nazionale di Ricerca per gli Alimenti e la Nutrizione, Italy
  • M. Vassallo, Instituto Nazionale di Ricerca per gli Alimenti e la Nutrizione, Italy
  • E. Claupein, Max Rubner-Institut, Germany
  • M. Winkelmann, Max Rubner-Institut, Germany
  • Liisa Lähteenmäki
In order to increase the consumption of wholegrain products or grain products with functional properties, it is important to understand consumer beliefs about such products and the impact of health claims. In a series of consumer studies several differences were found between countries. While consumers in Finland, Italy and the UK saw wholegrain products as having positive attributes, those in Finland had more negative beliefs about refined grain products. Health claims and wholegrain labels increased perceived healthiness but had a less positive impact on likelihood of buying, and in Italy both health claims and wholegrain labels even decreased the likelihood of buying.
Original languageEnglish
JournalTrends in Food Science & Technology
Pages (from-to)63–69
Number of pages7
Publication statusPublished - Jun 2012

    Research areas

  • Consumer beliefs, health claim, wholegrain, functional foods, MAPP

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