Abstract
The current study examines the impact of health claims on consumer preferences and willingness to pay (WTP) for functional snack bars, focusing on anti-inflammatory and antioxidant properties. Through an experimental auction involving 175 participants, this study investigates how providing clear information on product health benefits influences consumer interest and WTP while analysing the role of individual health consciousness (HC) in shaping these preferences. The results indicate that detailed health claims positively affect consumer WTP for functional snack bars compared to standard options. Although both anti-inflammatory and antioxidant claims attract consumer interest, no significant difference in WTP was observed between the two, suggesting similar perceived value for these distinct benefits. However, highly health-conscious consumers demonstrate a stronger preference and WTP for anti-inflammatory options, indicating that HC influences specific health claim valuation. These findings underscore the importance of effective health-related messaging in promoting functional foods and suggest that general health claims may resonate more broadly with consumers than specialised ones. This study’s results enhance the current knowledge on functional foods, especially snack bars, offering valuable insights for manufacturers aiming to implement targeted marketing strategies and public health initiatives focused on promoting healthier dietary choices.
1. Introduction
In recent decades, there has been a significant shift in consumers’ food choices, with extrinsic attributes such as brand, packaging, and labelling gaining increasing prominence. These factors have progressively approached, and in some cases exceeded, the importance traditionally attributed to intrinsic attributes, such as food taste and texture [1,2,3,4,5]. At the same time, rising health awareness has driven consumers to prioritise foods that align with specific health and lifestyle goals [6,7,8]. Consumers are increasingly focused on their foods’ nutritional content and are willing to pay a price premium for products perceived as healthier or offering additional benefits [9,10,11]. In this context, the information on food packaging may be crucial in shaping consumer perceptions and purchasing decisions. Studies have shown that consumers are more likely to perceive products as healthier and more appealing when information about ingredients, nutritional value, and potential health benefits are clearly and prominently displayed on the packaging [7,12,13].
This shift in consumer behaviour is also reflected in European policy initiatives aimed at promoting healthier eating habits. In response to the rising prevalence of non-communicable diseases (NCDs), such as obesity, diabetes, and cardiovascular diseases, European policies have increasingly focused on fostering nutritional awareness and encouraging the consumption of healthier food options [14]. The European Commission’s Farm to Fork Strategy, a core component of the European Green Deal, underscores the importance of providing clear and accessible information to consumers, enabling them to make informed dietary choices [15,16].
Increasing awareness of the health impacts of diet has shifted consumer preferences towards products that support overall well-being, such as functional foods. The role of information could be particularly relevant in this growing market, which offers a wide range of products. According to Diplock et al. [17] (p. 6), functional foods are defined as “foods for which if it is satisfactorily demonstrated to affect beneficially one or more target functions in the body, beyond adequate nutritional effects, in a way that is relevant to either improved state of health and well-being and/or reduction of risk of disease”.
Previous contributions demonstrated that information could shape consumer behaviour towards functional foods. Studies have shown that clear and concise labelling can significantly influence consumer willingness to try and repeatedly purchase functional products [18,19,20]. Moreover, consumers are more likely to pay a premium for functional foods when they perceive the health claims to be credible and the nutritional benefits to be well communicated [21,22]. However, while the generally positive impact of health information on consumer choices is well documented, less attention has been given to how consumers differentiate between various types of health claims within the functional foods category.
Given the wide range of functional foods, communicating specific health benefits effectively becomes crucial.
Anti-inflammatory and antioxidant properties are especially relevant in this context, as there is high consumer interest in these attributes due to the link between many health issues and inflammation or oxidative stress [23,24]. While consumers are generally aware of the potential advantages of functional foods, the differentiation between products, such as those claiming anti-inflammatory versus antioxidant properties, still needs to be explored. The extent to which these specific claims influence consumer preferences and their willingness to pay (WTP) represents a critical area of investigation. Furthermore, in today’s environment of information saturation, it is essential to determine whether providing additional detailed information about product functionalities aids in informed decision-making or merely adds to consumer confusion.
This study explores the role of detailed information within the functional food market, focusing on the differentiation between products with distinct claims. Specifically, this study investigates whether consumers perceive anti-inflammatory and antioxidant benefits differently and how information shapes such perceptions. By analysing consumers’ WTP, this study seeks to determine whether additional information enhances consumer awareness and preference for a particular product or if it leads to confusion due to information overload. To gain deeper insights into real-world consumer behaviour, this study goes beyond hypothetical scenarios through experimental auctions to elicit consumers’ preferences in a non-hypothetical setting.
The paper is structured as follows: Section 2 outlines this study’s background and articulates the research questions. Section 3 details the materials and methods employed, while Section 4 presents and discusses the results. Finally, Section 5 offers this study’s conclusions, implications, and limitations.
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From Claims to Choices: How Health Information Shapes Consumer Decisions in the Functional Food Market
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Nazzaro, C.; Uliano, A.; Lerro, M.; Stanco, M. From Claims to Choices: How Health Information Shapes Consumer Decisions in the Functional Food Market. Foods 2025, 14, 699.
https://doi.org/10.3390/foods14040699
