Healthy food consumption in the Covid-19 era: Empirical evidence from Italian consumers choices on functional products

Titolo Rivista Economia agro-alimentare
Autori/Curatori Davide Dell'Unto, Giulia Meccariello, Raffaele Cortignani
Anno di pubblicazione 2023 Fascicolo 2023/1
Lingua Inglese Numero pagine 24 P. 11-34 Dimensione file 0 KB
DOI 10.3280/ecag2023oa13842
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più clicca qui

Vedi l'articolo Scarica l'articolo open access

FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

This study provides an explorative analysis of the potential appreciation manifested by 312 Italian consumers for functional confectionery products, obtained from high-amylose soft wheat flours (high-amylose confectionery products, HACPs). An online questionnaire was administered in 2021, which assessed respondents’ willingness to pay (WTP) a premium price for HACPs with respect to non-functional confectionery products. Detailed information about respondents and their families was collected and put in relation with the willingness, or not, to pay a premium price for HACPs through a Binary Logit model. Two thirds of respondents were willing to pay a premium price for HACPs, that stood at +12.3%. Analysis of the results of the Binary Logit model led to highlight that respondents’ WTP for HACPs is positively influenced by age, level of family income, satisfaction with the latter during the COVID-19 pandemic, habit to purchase food products on e-commerce channels, adoption of healthy eating styles and belief that functional foods can contribute to improve well-being. At the opposite, respondents’ WTP is negatively influenced by family size, presence of dependent members and, interestingly, habit to practice physical activity with high frequency. Based on these findings, useful insights also in support of confectionery industry and commercial distribution are finally reported.

Parole chiave:; Functional confectionery products; Consumers’ willingness to pay; Econometric analysis; COVID-19; Marketing strategies

  1. Moskowitz, H.R., Saguy, I.S., & Straus, T. (Eds.) (2009). An integrated approach to new food product development. Boca Raton, Florida: CRC Press Publishing.
  2. Alongi, M., & Anese, M. (2021). Re-thinking functional food development through a holistic approach. Journal of Functional Foods, 81, 104466. DOI: 10.1016/j.jff.2021.104466
  3. Annunziata, A., & Vecchio, R. (2011). Functional foods development in the European market: A consumer perspective. Journal of Functional Foods, 3(3), 223-228. DOI: 10.1016/j.jff.2011.03.011
  4. Ares, G., & Gámbaro, A. (2007). Influence of gender, age and motives underlying food choice on perceived healthiness and willingness to try functional foods. Appetite, 49(1), 148-158. DOI: 10.1016/j.appet.2007.01.006
  5. Ares, G., Gimenez, A., & Gambaro, A. (2009). Consumer perceived healthiness and willingness to try functional milk desserts. Influence of ingredient, ingredient name and health claim. Food Quality and Preference, 20(1), 50-56. DOI: 10.1016/j.foodqual.2008.07.002
  6. Baglione, S.L., Tucci, L.A., & Stanton, J.L. (2012). Self-reported nutritional knowledge and the acceptance of health-related food benefit claims. British Food Journal, 114(4), 453-468. DOI: 10.1108/00070701211219496
  7. Baker, M.T., Lu, P., Parrella, J.A., & Leggette, H.R. (2022). Consumer acceptance toward functional foods: A scoping review. International Journal of Environmental Research and Public Health, 19(3), 1217. DOI: 10.3390/ijerph19031217
  8. Barauskaite, D., Gineikiene, J., Fennis, B.M., Auruskeviciene, V., Yamaguchi, M., & Kondo, N. (2018). Eating healthy to impress: How conspicuous consumption, perceived self-control motivation, and descriptive normative influence determine functional food choices. Appetite, 131, 59-67. DOI: 10.1016/j.appet.2018.08.015
  9. Bentivoglio, D., Rotordam, M., Staffolani, G., Chiaraluce, G., & Finco, A. (2021). Understanding consumption choices of innovative products: an outlook on the Italian functional food market. AIMS Agriculture and Food, 6(3), 818-837. DOI: 10.3934/agrfood.2021050
  10. Bird, A.R., & Regina, A. (2018). High amylose wheat: A platform for delivering human health benefits. Journal of Cereal Science, 82, 99-105. DOI: 10.1016/j.jcs.2018.05.011
  11. Bleiel, J. (2010). Functional foods from the perspective of the consumer: How to make it a success?. International Dairy Journal, 20(4), 303-306. DOI: 10.1016/j.idairyj.2009.11.009
  12. Bruschi, V., Teuber, R., & Dolgopolova, I. (2015). Acceptance and willingness to pay for health-enhancing bakery products – Empirical evidence for young urban Russian consumers. Food Quality and Preference, 46, 79-91. DOI: 10.1016/j.foodqual.2015.07.008
  13. Castellini, A., Canavari, M., & Pirazzoli, C. (2002). Functional foods in the European Union: an overview of the sector’s main issues. In: Proceedings of 8th Joint Conference on Food, Agriculture and the Environment, Red Cedar Lake, Wisconsin, 25-28 August 2002. DOI: 10.22004/ag.econ.14456
  14. Cavaliere, A., Ricci, E.C., & Banterle, A. (2015). Nutrition and health claims: Who is interested? An empirical analysis of consumer preferences in Italy. Food Quality and Preference, 41, 44-51. DOI: 10.1016/j.foodqual.2014.11.002
  15. Data Bridge Market Research (2022). -- Retrieved from: www.databridgemarketresearch.com/reports/global-functional-confectionery-market.
  16. Del Giudice, T., Nebbia, S., & Pascucci, S. (2009). The role of consumer acceptance in the food innovation process: young consumer perception of functional food in Italy. In: Proceedings of the 3rd International European Forum on System Dynamics and Innovation in Food Networks, Insbruck-Igls, Austria, 16-20 February 2009. DOI: 10.22004/ag.econ.59112
  17. Diplock, A.T., Aggett, P.J., Ashwell, M., Bornet, F., Fern, E.B., & Roberfroid, M.B. (1999). Scientific concepts of functional foods in Europe: consensus document. British Journal of Nutrition, 81, Suppl. 1, S1-S27. DOI: 10.1079/BJN19990002
  18. Euromonitor International (2022). -- URL: www.euromonitor.com/fortifiedfunctional-packaged-food-in-italy/report.
  19. Furno, M., Verneau, F., & Sannino, G. (2016). Assessing hypothetical bias: An analysis beyond the mean of functional food. Food Quality and Preference, 50, 15-26. DOI: 10.1016/j.foodqual.2015.12.012
  20. Gibson G.R., & Williams C.M. (Eds.) (2000). Functional foods, 9, 9-27. Boca Raton, Florida: CRC Press Publishing.
  21. Henke, R., & Sardone, R. (2020). Innovation in the Italian Sector of Vending Machines. Between Growth and Search for Sustainability. Italian Review of Agricultural Economics, 75(2), 13-23. DOI: 10.13128/rea-12067
  22. Idda, L., Madau, F.A., & Pulina, P. (2008). The motivational profile of organic food consumers: a survey of specialized stores customers in Italy. In: Proceedings of the 12th Congress of the European Association of Agricultural Economists – EAAE 2008, Ghent, Belgium, 26-29 August 2008. DOI: 10.22004/ag.econ.43946
  23. Jew, S., AbuMweis, S.S., & Jones, P.J. (2009). Evolution of the human diet: linking our ancestral diet to modern functional foods as a means of chronic disease prevention. Journal of Medicinal Food, 12(5), 925-934. DOI: 10.1089/jmf.2008.0268
  24. Jeżewska-Zychowicz, M. (2009). Impact of beliefs and attitudes on young consumers’ willingness to use functional food. Polish Journal of Food and Nutrition Sciences, 59(2), 183-187.
  25. Karelakis, C., Zevgitis, P., Galanopoulos, K., & Mattas, K. (2020). Consumer trends and attitudes to functional foods. Journal of International Food Agribusiness Marketing, 32(3), 266-294. DOI: 10.1080/08974438.2019.1599760
  26. Kavoosi-Kalashami, M., Pourfarzad, A., Ghaibi, S., Allahyari, M.S., Surujlal, J., & Borsellino, V. (2017). Urban consumers’ attitudes and willingness to pay for functional foods in Iran: A case of dietary sugar. AIMS Agriculture and Food, 2(3), 310-323. DOI: 10.3934/agrfood.2017.3.310
  27. KBV Research (2021). -- Retrieved from: www.kbvresearch.com/functional-food-market/.
  28. Khan, R.S., Grigor, J.V., Win, A.G., & Boland, M. (2014). Differentiating aspects of product innovation processes in the food industry: An exploratory study on New Zealand. British Food Journal, 116(8), 1346-1368. DOI: 10.1108/BFJ-04-2013-0094
  29. Kraus, A., Annunziata, A., & Vecchio, R. (2017). Sociodemographic factors differentiating the consumer and the motivations for functional food consumption. Journal of the American College of Nutrition, 36(2), 116-126. DOI: 10.1080/07315724.2016.1228489
  30. Martirosyan, D., von Brugger, J., & Bialow, S. (2021). Functional food science: Differences and similarities with food science. Functional Foods in Health and Disease, 11(9), 408-430. DOI: 10.31989/ffhd.v11i9.831
  31. McCullough, D. (1998). Web-based market research: The dawning of a new age. DIRECT Mark. CITY, 61, 36-38.
  32. Moro, D., Veneziani, M., Sckokai, P., & Castellari, E. (2015). Consumer Willingness to Pay for Catechin-enriched Yogurt: Evidence from a Stated Choice Experiment. Agribusiness, 31(2), 243-258. DOI: 10.1002/agr.21401
  33. Moutinho, P., Andrade, I., & Macedo, A. (2022). Functional food consumption by Portuguese university community: Knowledge, barriers and motivators. Economia agro-alimentare. DOI: 10.3280/ecag2022oa13258
  34. Newberry, M., Berbezy, P., Belobrajdic, D., Chapron, S., Tabouillot, P., Regina, A., & Bird, A.R. (2018). High-amylose wheat foods: A new opportunity to meet dietary fiber targets for health. Cereal Foods World, 63(5), 188-193. DOI: 10.1094/CFW-63-5-0188
  35. Paffarini, C., Torquati, B., Tempesta, T., Venanzi, S., & Vecchiato, D. (2021). Rural sustainability and food choice: the effect of territorial characteristics on the consumers’ preferences for organic lentils. Agricultural and Food Economics, 9(1), 1-23. DOI: 10.1186/s40100-021-0200-9
  36. Palmieri, N., Stefanoni, W., Latterini, F., & Pari, L. (2021). An Italian Explorative Study of Willingness to Pay for a New Functional Pasta Featuring Opuntia ficus indica. Agriculture, 11(8), 701. DOI: 10.3390/agriculture11080701
  37. Palmieri, N., Stefanoni, W., Latterini, F., & Pari, L. (2022). Factors influencing Italian consumers’ willingness to pay for eggs enriched with omega-3-fatty acids. Foods, 11(4), 545. DOI: 10.3390/foods11040545
  38. Pappalardo, G., & Lusk, J.L. (2016). The role of beliefs in purchasing process of functional foods. Food Quality and Preference, 53, 151-158. DOI: 10.1016/j.foodqual.2016.06.009
  39. Plasek, B., & Temesi, Á. (2019). The credibility of the effects of functional food products and consumers’ willingness to purchase/willingness to pay-review. Appetite, 143, 104398. DOI: 10.1016/j.appet.2019.104398
  40. Roberfroid, M.B. (2000). Prebiotics and probiotics: are they functional foods?. The American Journal of Clinical Nutrition, 71(6), 1682S-1687S. DOI: 10.1093/ajcn/71.6.1682S
  41. Rodríguez, G. (2007). Lecture Notes on Generalized Linear Models. -- Retrieved from: https://grodri.github.io/glms/notes/.
  42. Saguy, I.S., & Moskowitz, H.R. (1999). Integrating the consumer into new product development. Food Technology, 53(8), 68-73.
  43. Siegrist, M., Stampfli, N., & Kastenholz, H. (2008). Consumers’ willingness to buy functional foods. The influence of carrier, benefit and trust. Appetite, 51(3), 526-529. DOI: 10.1016/j.appet.2008.04.003
  44. Siegrist, M., Shi, J., Giusto, A., & Hartmann, C. (2015). Worlds apart. Consumer acceptance of functional foods and beverages in Germany and China. Appetite, 92, 87-93. DOI: 10.1016/j.appet.2015.05.017
  45. Siró, I., Kápolna, E., Kápolna, B., & Lugasi, A. (2008). Functional food. Product development, marketing and consumer acceptance – A review. Appetite, 51(3), 456-467. DOI: 10.1016/j.appet.2008.05.060
  46. Stein, A.J., & Rodriguez-Cerezo, E. (2008). Functional food in the European Union. Joint Research Centre. European Commission. DOI: 10.2791/21607
  47. The Business Research Company (2022). -- Retrieved from: www.thebusinessresearchcompany.com/report/functional-foods-global-market-report.
  48. Topolska, K., Florkiewicz, A., & Filipiak-Florkiewicz, A. (2021). Functional Food – Consumer Motivations and Expectations. International Journal of Environmental Research and Public Health, 18(10), 5327. DOI: 10.3390/ijerph18105327
  49. Tuorila, H., Lähteenmäki, L., Pohjalainen, L., & Lotti, L. (2001). Food neophobia among the Finns and related responses to familiar and unfamiliar foods. Food Quality and Preference, 12(1), 29-37. DOI: 10.1016/S0950-3293(00)00025-2
  50. Van Kleef, E., van Trijp, H.C., & Luning, P. (2005). Functional foods: health claimfood product compatibility and the impact of health claim framing on consumer evaluation. Appetite, 44(3), 299-308. DOI: 10.1016/j.appet.2005.01.009
  51. Van Trijp, H.C., & Van der Lans, I.A. (2007). Consumer perceptions of nutrition and health claims. Appetite, 48(3), 305-324. DOI: 10.1016/j.appet.2006.09.011
  52. Vecchio, R., Van Loo, E.J., & Annunziata, A. (2016). Consumers’ willingness to pay for conventional, organic and functional yogurt: evidence from experimental auctions. International Journal of Consumer Studies, 40(3), 368-378. DOI: 10.1111/ijcs.12264
  53. Vicentini, A., Liberatore, L., & Mastrocola, D. (2016). Functional foods: trends and development of the global market. Italian Journal of Food Science, 28(2), 338-351. DOI: 10.14674/1120-1770/ijfs.v211
  54. Vorage, L., Wiseman, N., Graca, J., & Harris, N. (2020). The Association of Demographic characteristics and food choice motives with the consumption of functional foods in emerging adults. Nutrients, 12(9), 2582. DOI: 10.3390/nu12092582
  55. Zanchini, R., Di Vita, G., & Brun, F. (2022). Lifestyle, psychological and sociodemographic drivers in functional food choice: a systematic literature review based on bibliometric and network analysis. International Journal of Food Sciences and Nutrition, 1-17. DOI: 10.1080/09637486.2022.2048361
  56. Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers’ perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: a case study of Beijing, China. Journal of Cleaner Production, 197, 1498-1507. DOI: 10.1016/j.jclepro.2018.06.273A

  • Functional Biscuits, a Healthy Addition to Your Coffee Break—Evaluating Consumer Acceptability and Willingness to Pay Emanuele Blasi, Eleonora Sofia Rossi, Roberta Pietrangeli, Marco Nasso, Clara Cicatiello, Samuela Palombieri, Francesco Sestili, in Foods /2024 pp.1731
    DOI: 10.3390/foods13111731

Davide Dell'Unto, Giulia Meccariello, Raffaele Cortignani, Healthy food consumption in the Covid-19 era: Empirical evidence from Italian consumers choices on functional products in "Economia agro-alimentare" 1/2023, pp 11-34, DOI: 10.3280/ecag2023oa13842