Influence of nutritional knowledge on perceived healthiness and willingness to try functional foods.

In order to assess the influence of nutritional knowledge on perceived healthiness and willingness to try functional foods, 104 consumers filled out a Nutritional Knowledge Questionnaire and answered a conjoint task. Participants had to evaluate 16 concepts consisting of combinations of carrier products (yogurt, milk desserts, pan bread and mayonnaise) and nutritional modifications (regular product, low-fat, enriched with antioxidants, and enriched with fibre). Three groups of consumers were identified with different level of nutritional knowledge. Highly significant differences were found in the healthiness evaluations of the clusters, which mainly depended on nutritional knowledge related to the links of diet and diseases. Highly significant differences in willingness to try functional foods were also found between the clusters. Whereas consumers with the lowest nutritional knowledge were not interested in consuming functional foods, the addition of fibre or antioxidants to healthy products increased the willingness of consumers with the highest level of nutritional knowledge to try the evaluated functional foods. These results suggested that lack of nutritional knowledge might limit the acceptance of functional foods and thus the use of health claims might be necessary to assure that consumers are aware of their health benefits.