Functional Foods in Finland

ESPOO 2005
VTT PUBLICATIONS 581
VTT PUBLICATIONS 581
The aim of this study was to investigate how functional foods are perceived,
what kinds of dimensions underlie the acceptance of functional foods
among Finns and could these dimensions be used as a tool in explaining
Functional foods in Finland. Consumers' views, attitudes and willingness to use
Finns' willingness to use such foods. Seven data sets involving 4536
Finnish participants were included in this study between 1999 and 2004.
This study showed that functional foods are not seen as a homogenous
group of foods. Finns were neutral or positive towards different health-
related claims. Four dimensions describing the functional food-related
attitudes were found: Reward from using functional foods, Necessity for
functional foods, Confidence in promises of functional foods and Safety of
functional foods. These attitudes had different weight depending on the
functional food product. However, perceived reward was the strongest
factor in explaining Finns' willingness to use different types of functional
foods. FF-attitudes did not differ between genders or educational- and age
groups. Roles of expected and actual hedonic liking had clear association
with real functional food choices indicating that functional foods were seen
more as foods than medicines and they have to have excellent sensory
characteristics.
Nina Urala
Functional foods in Finland
Consumers' views, attitudes and
willingness to use
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ISSN 1455–0849 (URL: http://www.vtt.fi/inf/pdf/)

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VTT PUBLICATIONS 581
Functional foods in Finland
Consumers’ views, attitudes and
willingness to use

Nina Urala
VTT Biotechnology


ACADEMIC DISSERTATION

To be presented with the permission of the Faculty of Agriculture and
Forestry of the University of Helsinki for public criticism in Walter Hall,
Viikki, on 7th December, 2005 at 12 o’clock noon.

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ISBN 951–38–6673–4 (soft back ed.)
ISSN 1235–0621 (soft back ed.)
ISBN 951–38–6674–2 (URL: http://www.vtt.fi/inf/pdf/)
ISSN 1455–0849 (URL: http://www.vtt.fi/inf/pdf/)
Copyright © VTT Technical Research Centre of Finland 2005

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tel. växel 020 722 111, fax 020 722 4374
VTT Technical Research Centre of Finland, Vuorimiehentie 5, P.O. Box 2000, FI–02044 VTT, Finland
phone internat. +358 20 722 111, fax + 358 20 722 4374


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phone internat. +358 20 722 111, fax +358 20 722 2103




Cover: An oil painting by Nasu Raittinen (2000).



Otamedia Oy, Espoo 2005

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Urala, Nina. Functional food in Finland. Consumers’ views, attitudes and willingness to use.
Espoo 2005. VTT Publications 581. 79 p. + app. 109 p.
Keywords
functional food, consumers, attitudes, health effect, acceptance, food choice,
healthiness, liking
Abstract
New kinds of foods, so-called functional foods, have been developed and
launched in recent years. They provide a novel approach to the idea of healthy
eating by linking a single component with a certain health benefit in a single
product. However, comprehensive knowledge on the dimensions behind the
acceptance of functional foods is lacking and there is no clear understanding of
the consumer’s perceptions of single functional foods. In addition, it is not
known how the dimensions describing functional foods in consumers’ minds
could explain consumers' willingness to use such foods.
The general aim of this study was to investigate how functional foods are
perceived in Finland, what kinds of dimensions underlie the acceptance of
functional foods among Finns and could these dimensions be used as a tool in
explaining consumers’ willingness to use such foods. Seven data sets involving
4536 Finnish participants were included in this study between 1999 and 2004.
As the health effects attached to food products cannot be perceived directly from
the product itself, they have to be communicated to consumers. Usually, so-
called health-related claims are used. The perception of different types of health-
related claims, varying in their intensities, was studied by a survey (n = 958) in
which respondents evaluated the perceived disadvantages/advantages of eight
health-related claims. All claims were seen as advantages regardless the intensity
level of the claim. Women and respondents who trusted the sources of food
information reacted more positively towards the claims than men and non-
trusting respondents, respectively. However, none of these groups viewed the
claims negatively.
Next, the reasons behind choosing or not choosing six functional foods were
studied by laddering interviews (n = 50). The functional food products were not
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seen as one homogenous food category: the reasons for choosing functional
foods varied within different food categories and the functional food choices in
one product category did not correlate with choosing a functional food
alternative in other categories. However, they were clearly seen as a member of
the primary product group (yoghurts, for instance) and as a functional alternative
for the conventional products in that particular category. The belief structures
found in the hierarchical value maps were used as a basis of functional food-
related statements that were monitored in three surveys representing the Finnish
population (n = 1158, n = 1156 and n = 1113).
Four dimensions describing the functional food-related attitudes were found:
Reward from using functional foods (FF REW, 8 items), Necessity for functional
foods (FF NEC, 8 items), Confidence in functional foods (FF CON, 4 items) and
Safety of functional foods (FF SAF, 5 items). The attitudes towards functional
foods had different weight depending on the functional food product, supporting
the finding that the functional foods are not seen as a homogenous group. The
perceived reward from using functional foods was evidently the best predictor of
reported willingness to use such food products. The rewarding feeling was
linked with personal use of functional foods, describing how the improved
performance and mood, disease prevention and healthy lifestyle derived from the
use of functional foods are perceived. Necessity focused on the necessity of
functional foods as a concept and it was considered from society’s perspective.
The confidence in functional foods included trust in the science behind the
health benefits and in the health effects that functional foods provide. The safety
focused on the possible risks when functional foods are used. In functional food
attitudes, there were no differences between men and women, nor were there
differences based on respondents’ age or education.
In addition, the roles of hedonic liking and the perceived healthiness of
functional foods were examined in two choice experiments (n = 41 and n = 60).
Actual and expected hedonic liking clearly influenced the functional food
choices, but the role of participants’ background attitudes remained unclear. The
functional foods were seen more as foods than as medicines.
Functional foods seem to approach the status of conventionally healthy foods in
Finland. This means that their benefits may become standard options of
healthiness.
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Academic dissertation
University of Helsinki – Faculty of Agriculture and Forestry – Department of
Food Technology, Finland

Custos
Professor Lea Hyvönen
University of Helsinki – Faculty of Agriculture and Forestry – Department of
Food Technology, Finland

Supervisor
Dr. Liisa Lähteenmäki
Technical Research Centre of Finland – VTT Biotechnology, Finland

Reviewers
Dr. Sara Jaeger
University of Auckland – Department of Marketing, New Zealand
Professor Wim Verbeke
Ghent University – Department of Agricultural Economics, Belgium

Opponent
Professor Pirjo Laaksonen
University of Vaasa – Department of Marketing, Finland

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Acknowledgements
This study was carried out in VTT Biotechnology during the years 1999–2005.
The research was part of the national “Tools for consumer-oriented product
development” project. The study was included in the VTT research programmes
“Future Foods” and “Tailored technologies for Future Foods”. “Innovation in
Foods”, a research programme of the National Technology Agency (Tekes,
Finland) and participating companies are gratefully acknowledged for partially
funding the research.
I sincerely thank Professor Juha Ahvenainen for providing excellent working
facilities. In addition, I am deeply grateful to Professor Lea Hyvönen for her
support and optimism during this process. Reviewers of this thesis, Dr. Sara Jaeger
and Professor Wim Verbeke are highly appreciated for their thorough reading,
valuable criticisms and irreplaceable advise how to improve the summary.
I thank most gratefully my supervisor Dr. Liisa Lähteenmäki for guiding me
through this process. Liisa’s wide competence has impressed me during these
years. Her expertise and enthusiasm has provided an inestimable basis for my
learning. I thank Professor Hely Tuorila for being always so encouraging and
optimistic towards my studies and this work. Hely’s experience has provided me
with extensive support. I am grateful to Professor Kaisa Poutanen for extremely
pertinent commenting on this work.
I sincerely thank the project group comprising Niina Hautala, Dr. Anna
Huotilainen, Sari Ollila, Dr. Sirpa Tuomi-Nurmi and Professor Hely Tuorila, and
coordinated by Dr. Liisa Lähteenmäki, for providing me the framework for this
study.
Päivi Wennerstöm and Merja Lintunen are acknowledged for their flexible
cooperation in collecting the survey data. Participants of this study are especially
appreciated. Kaisa Vesivalo is gratefully acknowledged for her flexibility in
scheduling the English revisions during this study.
I wish to thank all my workmates at VTT Biotechnology. I warmly thank our
working group: Anne Arvola, Heidi Eriksson, Dr. Raija-Liisa Heiniö, Johanna
Kuosmanen, Tuija Kössö, Pirkko Nousiainen, Piritta Lampila, Marika Lyly,
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Dr. Katariina Roininen and Ulla Österlund for a positive and supportive work
atmosphere. The skilful help of Heidi, Pirkko and Ulla during these years is
gratefully acknowledged. Especially warmly I thank Marika for sharing all the
ups and downs of this process with me. Anne and Katariina I particurarly thank
for being so supportive during the final moments of writing.
My dearest thanks go to my friends, relatives and family. I thank my absolutely
fabulous friends Heli, Irma, Kati, Mia and Tiina for guaranteed laughter and
always enjoyable eating sessions. Remembering undergraduate studies in Viikki
with Irma, Åsa, Ari and Julle and festive family meetings with children and
spouses Karri, Rogge, Ursula and Outiina have been highlights of these years.
I highly appreciate my mother and sister for being so encouraging despite some
hard times and my late father and grandmother who always pushed me onwards.
Finally, I wish my most loving thanks for my husband Timo for his love,
supportive discussions and taking care of the household during the last weeks of
hard writing. To my dearest, Visa and Pyry, I owe thousands of hugs.


Espoo, November 2005

Nina Urala
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List of original publications
The present thesis is based on the following publications (I–V), which will be
referred to in the text by Roman numerals (I–V):
I
Urala, N., Arvola, A. & Lähteenmäki, L. 2003. Strength of health-
related claims and their perceived advantage. International
Journal of Food Science and Technology 38: 815–826.
II
Urala, N. & Lähteenmäki, L. 2003. Reasons behind consumers'
functional food choices. Nutrition & Food Science 33: 148–158.
III
Urala, N. & Lähteenmäki, L. 2004. Attitudes behind consumers’
willingness to use functional foods. Food Quality and Preference
15: 793–803.
IV
Urala, N. & Lähteenmäki, L. Consumers’ changing attitudes
towards functional foods. Food Quality and Preference. In press.
V
Urala, N. & Lähteenmäki, L. Hedonic ratings and perceived
healthiness in experimental functional food choices. Revised
manuscript.
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Research input and authorship of
publications (I–V)
The present thesis is a summary of the research reported in the five (I–V)
appended articles. The research input and authorship of the articles is as follows:
I
Urala, N., Arvola, A. & Lähteenmäki, L. 2003. Strength of health-
related claims and their perceived advantage. International
Journal of Food Science and Technology 38: 815–826.
The planning and the data collection were carried out by Anne Arvola M.Sc. and
Dr. Liisa Lähteenmäki. The data analysis and preparation of the manuscript were
carried out by Nina Urala M.Sc. The study was supervised by Dr. Lähteenmäki.
Anne Arvola and Dr. Lähteenmäki also participated in writing the manuscript by
providing comments and suggestions.
II
Urala, N. & Lähteenmäki, L. 2003. Reasons behind consumers'
functional food choices. Nutrition & Food Science 33: 148–158.
The planning of this study was carried out by Nina Urala M.Sc. and Dr. Liisa
Lähteenmäki. The data collection and analysis and preparation of the manuscript
were also carried out by Nina Urala M.Sc. The study was supervised by Dr.
Lähteenmäki and she also participated in writing the manuscript by offering
comments and suggestions.
III
Urala, N. & Lähteenmäki, L. 2004. Attitudes behind consumers’
willingness to use functional foods. Food Quality and Preference
15: 793–803.
The planning of this study was carried out by Nina Urala M.Sc. and Dr. Liisa
Lähteenmäki. The data collection and analysis and preparation of the manuscript
were also carried out by Nina Urala M.Sc. The study was supervised by Dr.
Lähteenmäki and she also participated in writing the manuscript by offering
comments and suggestions.
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Document Outline

• Abstract
• Academic dissertation
• Acknowledgements
• List of original publications
• Research input and authorship of?V)
• Contents
• Introduction
• 1. Literature review
  • 1.1 The concept of functional foods
  • 1.2 EU regulation and self-regulation of health-related
  • 1.3 Characteristics of functional food development
  • 1.4 Acceptance of functional foods
    • 1.4.1 Demographic background
    • 1.4.2 Personal motivation
    • 1.4.3 Confidence in functional foods
    • 1.4.4 Concern with naturalness
    • 1.4.5 Hedonic perception
  • 1.5 Attitudes in explaining functional food acceptance
• 2. Aim of the study
  • 2.1 Overall aim
  • 2.2 Sub-aims
  • 2.3 Means to achieve the sub-aims
• 3. Materials and methods
  • 3.1 Participants and sampling
  • 3.2 Functional food samples
  • 3.3 Procedures
    • 3.3.1 Perceptions of health-related claims
    • 3.3.2 Reasons behind functional food choices
    • 3.3.3 Dimensions underlying functional foods
    • 3.3.4 Attitudes in explaining the willingness to use functional
    • 3.3.5 Liking and perceived healthiness
• 4. Results
  • 4.1 Health-related claims
  • 4.2 Reasons behind functional food choices
  • 4.3 Dimensions underlying functional foods
  • 4.4 Attitudes in explaining the willingness to use
  • 4.5 Liking and perceived healthiness
• 5. Discussion
  • 5.1 Health-related claims
  • 5.2 Reasons behind functional food choices
  • 5.3 Dimensions underlying functional foods
  • 5.4 Attitudes in explaining willingness to use
  • 5.5 Liking and perceived healthiness
  • 5.6 General limitations
• 6. Conclusions
• References
• Appendix 1: General description of?V
• Appendix 2: Descriptive statistics of
• Appendix 4: FF-statement means in2002 and 2004

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