Manufacturers may profit from multiple health claims

Products offering multiple health benefits can profit from added consumer appeal, according to a survey commissioned by Hamburg-based ingredients firm National Starch Food Innovation.

The online survey, conducted in Germany, was designed to gauge the opinions of more than 1,000 people on everyday products bearing different combinations of health claims.

The results revealed a preference for products offering multiple health claims, provided the nutritional benefits were relevant to the food in question and fitted the brand image.

An ‘increases dietary fibre intake’ claim was seen as relevant across all product categories, offering manufacturers a valuable starting point for developing added value products, claimed National Starch.

According to the study, cornflakes were perceived to benefit most from the claims ‘increases dietary fibre intake’ and ‘helps to control blood sugar highs’. That was because these qualities were considered relevant to consumer needs and likely to increase product usage. In contrast, the combination of ‘increases dietary fibre intake’ and ‘promotes a healthy digestive system’ was found to add the greatest value to nutrition bars.

White sliced bread was found to benefit significantly from any of the suggested claim combinations, such as ‘increases dietary fibre intake’ and ‘promotes a healthy digestive system’. Findings suggest the frequency of consumption of bread offering proven health claims would increase by 10-26% compared with a standard white loaf.

“Claim combinations offer manufacturers a valuable means of differentiation,” said National Starch's marketing manager Dr Antje Baumgarten. “The research confirms that consumers (and particularly frequent users) are more likely to perceive foods bearing a brand-compatible claim combination as unique. As a result, they are more inclined to purchase foods that offer added health benefits.”