Evaluation of Some Ingredients and Energy Content on Front‐of‐Pack Cereal Bar Labeling as Drivers of Choice and Perception of Healthiness: A Case Study with Exercisers

Abstract

The objective of this study was to explore the drivers of choice and perceptions of healthiness that specific ingredient or energy content information displayed on the front‐of‐pack label of cereal bars triggers among different groups of consumers. The participants (18 to 50 years old), classified as exercisers (n = 103, 52 women) or nonexercisers (n = 101, 51 women), completed a questionnaire and then rated their interest using images of cereal bars that varied in four characteristics (“With fruit,” “With chocolate,” “High protein,” and calorie content). Conjoint analysis showed that the most important motives were associated with the convenience, pleasure/indulgence and liking dimensions, which did not differ between groups. These were followed by two other motives introduced in this study: energy/physical activity and satiety, in which the exercisers showed a distinctively higher level of interest than the nonexercisers. Chocolate and a low calorie content were the outstanding drivers of interest, at similar levels for both groups. A high protein content claim increased the interest of all participants, but more so for exercisers and for men. Fruit had a low impact on interest, which was only significant for women. These results indicate that front‐of‐pack label information influences choice in a distinctive way for some targeted population groups. Practical Application This study contributes knowledge about the impact that front‐of‐pack label information about certain ingredients and the energy content has on the motives and drivers for snack choices and perceptions of healthiness. The results contribute interesting results on the behavior of some consumer segments, in particular, exercisers and people involved in fitness activities, who are supposed to have special dietary needs.

Impact of sustainability and nutritional messaging on Italian consumers’ purchase intent of cereal bars made with brewery spent grains

“…Centurión, Machín, and Ares (2019) and Salazar et al. (2019) indicated that label information influenced consumers’ choice and healthfulness perception. BSG's “rich in fiber” message had a significant positive effect on purchase intent.…”

“…While snacking behavior is often associated with an unhealthy diet and raises concerns about diet quality (Lambert, Mann, Partacz, & Jurss, 2020; Sogari et al., 2018), in the Western market, cereal bars are viewed as “healthy” alternatives to more traditional confections (Bower & Whitten, 2000). The versatility of the cereal bars ingredient formulations (Salazar et al., 2019) allows the ready adoption of an ingredient, such as BSG. The rate of successful introduction for new products in the market is related to product optimization, which includes meeting consumer expectations (Giacalone, 2018).…”

“…The eight‐statement General Health Interest scale (Roininen et al., 2001, Van Westendorp, 1976) was used to gauge panelists’ attitudes toward health and nutrition. The hypothesis was that those who regularly exercise would be more concerned about nutrition to support their physical activity level (Salazar, Fiszman, Orrego, & Tarrega, 2019). Questions on sustainability and food waste recovery were adapted from Stefan et al.…”

Consumer Motives for Choosing Fruit and Cereal Bars—Differences Due to Consumer Lifestyles, Attitudes toward the Product, and Expectations

“…However, the nutritional quality of cereal bars varied greatly [35], and they are only slightly more natural than chocolate bars [62], which may be a reason to change the choice of bars in the future. In addition, for the consumer, a healthier fruit and cereal bar should still be a tasty bar, and at the same time, chocolate plays an important role in the consumer's liking of cereal bars [63,64] so eliminating it from the product by replacement with fruit may not always be acceptable. Further research on the consumer acceptability of cereal bars with regard to their composition and also motives of choice is needed.…”

Mango (Mangifera indica L.) Dehydration as a Women Entrepreneurship Alternative in Vulnerable Communities

“…• Fruit Mango (Mangifera indica L.) variety Tommy Atkins was selected because of its frequent consumption in the local diet and the strong production of these crops in the region where the plant is located. Additionally, this type of mango has shown results in transformation studies [13,14]. Slice maturation and thickness are the main factors that affect the drying results.…”