Wspólnotowy Serwis Informacyjny Badan i Rozwoju - CORDIS

Data set from study on consumers� perspective of IF-enriched foods in 5 European countries

The success of IF-enriched foods is dependent on the level of acceptance of the product(s) in the target group. This study describes the acceptance of IF-enriched food products that are not on the market yet among women in five European countries: Italy, France, Finland, UK and the Netherlands. Based on focus group interviews, a questionnaire was developed. In total 2500 women 45-70 years of age from the five countries completed a self- administered questionnaire on attitudes, social influence, barriers, and claim acceptance towards IF-enriched products. Mean age of the women was 56.1 y (SD 7.2).

A self-administered questionnaire was used, including 34 questions on the following themes:
- Reduction of risk of osteoporosis through dietary adjustments;
- Knowledge of phyto-oestrogens / isoflavones;
- Attitude towards products enriched with isoflavones (IF) in general;
- Preference for type of IF-enriched products;
- Preference for properties of IF-enriched products;
- Perceived consequences of IF-enriched products;
- Personal values in reference to IF-enriched products;
- Attitude towards various claims;
- Personal data.

Stages of change towards reduction of osteoporosis through dietary adjustment showed that most women were in precontemplation (44%) and maintenance (39%). Breakfast was the preferred time of use for IF-enriched foods (70%). According to the women the most suitable for fortification were dairy products, bread and fruit juices.

Most important product properties were detailed information, good taste and available in the supermarket. 50% of the variance in intention to use isoflavone enriched food products could be explained by concerns, social influence, barriers and self-efficacy. There were several differences between countries in acceptance of IF-enriched foods.

This study showed many differences in perceptions between the countries. Therefore, for product development and marketing it is important that strategies and products will be designed that take account of the cultural diversity. Whether this should be focused on international differences or cross-cultural segments needs further research.

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