Food or pharmaceutical? Consumers perception of health-related borderline products

Publication date: Available online 10 October 2017 Source:PharmaNutrition Author(s): Sukhada Khedkar, Laura Carraresi, Stefanie Bröring The aim of this paper is to explore consumer perception of health-related borderline products between food and pharmaceuticals. Such products emerge due to the blurring of boundaries between the food and pharmaceutical industries. They usually fit the description of both food as well as pharmaceuticals to a certain extent. Literature suggests that such products present innovation avenues to companies. However, their ultimate success largely depends on consumers’ perception of their safety, efficacy, appearance, and the product category that they may belong to (food or pharmaceutical). Our study investigated consumer perception of seven health-related borderline products (Probiotic yoghurt, Phytosterol margarine, Vitamin juice, Garlic tablets, Omega-3 eggs, Vitamin C tablets, Echinacea tea). To this end, we conducted an online survey of 104 consumers in Germany. Findings from statistical analysis indicated that consumers in Germany in general, and specifically, young, highly educated women, appeared to be sceptical of the health-benefits of health-related borderline products. They perceived these products to be generally safe to consume. However, consumption of such products was not perceived to be an easy method of staying healthy. Product appearance also seemed to influence consumers’ perception of health-related borderline product...

Source: PharmaNutrition - October 10, 2017 Category: Nutrition Source Type: research