FNLI: Healthy temptation Food and health Report consumer research October 2013 – free report in Dutch
Two-thirds of the Dutch people between the ages of 18-65 say that they often or always pay attention to their health when they buy food. However, consumers pay even more attention to aspects like taste, quality and price. Health is only in fifth place.
A third of the Dutch consumers associate a healthy diet with fruits and vegetables. If one wants to make a healthy choice within a product group, a quarter of respondents especially look at the number of calories. One in five consumers pays no attention at all to health aspects. Consumers are sceptical about the claim ‘light’. They are more positive about claims indicating ‘less salt’.
To download the report click here (936 kB in Dutch).