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BENEO-Orafti has released its latest findings from consumer research conducted in the US and Germany and it appears that price premiums are still possible, if consumers understand and value the associated health benefits.
The survey results that were based on quantified surveys conducted online in July 2009 with 1,000 respondents for each survey – male and female respondents, between the ages of 18-64.
According to New Nutrition Business’ key trend predictions for 2009, it was predicted that if consumers could feel the benefits, and if that benefit represented value for money, they would be brand loyal despite the economic conditions they found themselves in.
This trend was found to be true in BENEO-Orafti’s consumer research, carried out in UK, Spain and France in the beginning of the credit crunch.
Almost a year on, the consumer research, designed to monitor the end user’s perceptions of premium priced functional foods, has shown that there is still a willingness to pay more, particularly in the arena of digestive health and calcium claims.
The company tested a range of claims on the respondents and found that more familiar health benefits are still popular.
When asked to rate a variety of ingredients that users found appealing, calcium absorption featured in the top four in the US and German surveys for both men and women (alongside ‘protects your heart’, ‘keeps your digestive system healthy’ and ‘reinforces natural defences’).
Although popular as a health benefit, the survey wanted to test if a range of calcium benefits would translate into potential purchases.
In Germany, it was found that when used on the packaging of well-known yogurt brand, a calcium claim made the product more popular with regular, occasional and non users alike.
About 66% of all the respondents were more likely to buy the product with the accompanying calcium benefit and the same number was prepared to pay a premium for it.
This preference was reflected in the US survey, where 79% of all respondents were more likely to buy a well-known cereal product that had a suggestion of a calcium benefit on the packaging and 60% of them would be prepared to spend more on this premium priced product.
The same in terms of popularity seems to be true of digestive health claims, as ‘keeping a digestive system healthy’ rates as one of the top four benefits for both men and women in the US and in Germany.
Cereals are a popular vehicle for digestive benefits for both sets of respondents.
In Germany 67% would buy a well-known cereal brand that communicated a digestive health benefit over and above the same product without any specified claim and 70% would be happy to pay a higher price premium for this product.
There were similar findings in the US, where 79% of the respondents would be more likely to buy a cereal that had stronger bone messaging on it and 60% would be prepared to pay a premium price for it.
The respondents also liked digestive health claims on a range of products such as cereal bars and fruit juices.
Tim Van der Schraelen, BENEO-Orafti marketing and communication manager, comments: “The results show that there is still a strong and very profitable market for those looking who create relevant functional foods.”
The survey results that were based on quantified surveys conducted online in July 2009 with 1,000 respondents for each survey – male and female respondents, between the ages of 18-64.
According to New Nutrition Business’ key trend predictions for 2009, it was predicted that if consumers could feel the benefits, and if that benefit represented value for money, they would be brand loyal despite the economic conditions they found themselves in.
This trend was found to be true in BENEO-Orafti’s consumer research, carried out in UK, Spain and France in the beginning of the credit crunch.
Almost a year on, the consumer research, designed to monitor the end user’s perceptions of premium priced functional foods, has shown that there is still a willingness to pay more, particularly in the arena of digestive health and calcium claims.
The company tested a range of claims on the respondents and found that more familiar health benefits are still popular.
When asked to rate a variety of ingredients that users found appealing, calcium absorption featured in the top four in the US and German surveys for both men and women (alongside ‘protects your heart’, ‘keeps your digestive system healthy’ and ‘reinforces natural defences’).
Although popular as a health benefit, the survey wanted to test if a range of calcium benefits would translate into potential purchases.
In Germany, it was found that when used on the packaging of well-known yogurt brand, a calcium claim made the product more popular with regular, occasional and non users alike.
About 66% of all the respondents were more likely to buy the product with the accompanying calcium benefit and the same number was prepared to pay a premium for it.
This preference was reflected in the US survey, where 79% of all respondents were more likely to buy a well-known cereal product that had a suggestion of a calcium benefit on the packaging and 60% of them would be prepared to spend more on this premium priced product.
The same in terms of popularity seems to be true of digestive health claims, as ‘keeping a digestive system healthy’ rates as one of the top four benefits for both men and women in the US and in Germany.
Cereals are a popular vehicle for digestive benefits for both sets of respondents.
In Germany 67% would buy a well-known cereal brand that communicated a digestive health benefit over and above the same product without any specified claim and 70% would be happy to pay a higher price premium for this product.
There were similar findings in the US, where 79% of the respondents would be more likely to buy a cereal that had stronger bone messaging on it and 60% would be prepared to pay a premium price for it.
The respondents also liked digestive health claims on a range of products such as cereal bars and fruit juices.
Tim Van der Schraelen, BENEO-Orafti marketing and communication manager, comments: “The results show that there is still a strong and very profitable market for those looking who create relevant functional foods.”
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