HIE 2008 Paris
BENEO-Orafti’s latest research findings confirm that health benefits generate added value
4 - 6 November 2008, Booth F051,
Health benefits do increase the appeal of established brands and generate added value.
These are the preliminary findings of the latest consumer research into shopping behaviour related to ingredients and perceived benefits, carried out by BENEO-Orafti using a representative sample of adults in both Spain and the UK. Results covering further European countries and the
In each country a range of applications was put through the test. For example, a leading Spanish fruit juice with an added health benefit, based on Orafti® ingredients, would still be chosen by 88% of the respondents even if it would cost more than the standard product and 91% of existing regular users would pay the premium.
Apart from demonstrating the worth consumers place on health benefits in terms of monetary value, the study also found that there is a gap between interest levels in ingredients and the health benefits they offer. Although consumers might know the names of key ingredients such as vitamin C, calcium, wholegrain or prebiotics, they do not necessarily equate these with the key health benefits these ingredients provide. By communicating the health benefits over and above the ingredients included in the product, manufacturers can add significant value to already premium brands.
Benefit awareness
The gap between interest levels in ingredients and the health benefits they offer can be seen in the excerpt from the research below. Shown are some of the top ingredients and benefits as rated by
|
Benefits |
Ingredients |
||
|
Builds stronger bones |
8.01 |
Calcium |
7.61 |
|
Boosts the friendly bacteria in your digestive system |
7.95 |
Prebiotic |
5.88 |
|
Lowers cholesterol |
7.86 |
Plant stanols |
4.70 |
Consumers do not necessarily equate an ingredient with the benefit offered and likewise, the data demonstrates that for consumers, the health claims of a product are more important than the ingredients. In addition to ingredients meaning less to consumers than their benefits, the study also found that the benefits people were most interested in, varied depending on their sex rather than the country.
In both the
Stronger bones, a healthy digestive system, improved natural defences, an improved regularity and weight management are all benefits closely associated with Orafti® ingredients and especially with Orafti®Synergy1. Several human intervention studies have shown that inulin and oligofructose enhance digestive health.
Added value generation
By providing respondents with key existing brands and asking them to rate various health benefits put onto the packaging, the survey has highlighted that there are key desirable benefits for cereals, yoghurts and drinks sectors that customers are prepared to pay a premium for. Here follow the results demonstrating the value-added potential of key health claims on packaging for fruit juices.
Fruit juices
A leading dairy and fruit juice drink enriched with A,C,E vitamins, was put through its paces and it was found that a calcium absorption benefit was significantly more appealing than other benefits. 45% of respondents chose the product with calcium absorption benefit as their first choice and the one that they would be most likely to buy. Of those who chose the leading brand with the calcium absorption benefit, 88% would still choose it even if it would cost more than the standard product and 91% of existing regular users would pay the premium.
Benefits for food manufacturers
Dominic Speleers, Managing Director of BENEO-Orafti commented: “This latest study is just another example of BENEO-Orafti’s commitment to investing in consumer research to best support our partners. The results of the preliminary study in the
-Ends-
Note to Editors:
A decade of research
BENEO-Orafti’s 2008 consumer insight study is the 15th piece of consumer research commissioned by the company over the last decade. BENEO-Orafti’s consumer expertise currently spans 4 continents and 14 different countries and has been carried out both quantatively and qualitatively. This coupled with scientific knowledge has allowed BENEO-Orafti to develop a key strength in the translation of science into consumer friendly language, which has the ability to successfully market functional products.
About BENEO-Orafti
BENEO-Orafti is part of the BENEO-Group, a division of the Südzucker Group that specialises in functional ingredients. BENEO-Orafti is world leader in the production and sales of food ingredients derived from chicory. The company's Orafti® inulin and oligofructose products have been scientifically proven to improve the balance of the body’s intestinal flora by stimulating our own beneficial bifidobacteria, helping the body to absorb more essential nutrients, such as calcium, from our diet.
Orafti® ingredients can be the basis for well-balanced food products that improve digestive health and the feeling of well-being. With a head office in
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BENEO-Orafti
Tim Van der Schraelen
Marketing & Communication Manager
Aandorenstraat 1
3300 Tienen
Fax: +32 16 801 308
Email: tim.van.der.schraelen@BENEO-Orafti.com
www.BENEO-Orafti.com
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