Examining Consumers' Perceptions of the Health Benefits of Products with Fiber Claims

Abstract

Many foods, including margarines and sugary cereals that were once viewed as unhealthy, are being reformulated and repositioned as healthier. A number of companies have launched new products touting fiber. Critics express concern that the increased interest in fiber as a marketing claim is not necessarily a good thing for consumers because many companies are using isolated fiber that does not have all the health benefits as naturally occurring fiber. This research examines whether consumers understand information related to fiber claims by specifically examining their perceptions of the nutrition level and health benefits of products with these claims. Additionally, consumption frequency of these products and consumer knowledge about fiber is assessed. Direction for public policy is provided.

Empirically derived dietary patterns and obesity among Iranian Adults: Yazd Health Study‐TAMYZ and Shahedieh cohort study

“…The odds of obesity are reduced in the prudent dietary pattern, since it is rich in fruits and vegetables, which contain fiber (Burton‐Freeman, 2000; Glore, Van Treeck, Knehans, & Guild, 1994; Zank & Kemp, 2012). In addition, chewing fiber requires more time than normal foods (Heaton, 1973) and it absorbs more water, creates a viscous gel that increases stomach distention (Howarth, Saltzman, & Roberts, 2001), provides low energy, and slows down the gastric emptying (Ruhee & Suzuki, 2018).…”

Defining and Conceptualizing Product Literacy*

“…However, even though results of studies identified tobacco as a health hazard in the popular press in the 1950s, the change in aggregate consumer behavior has been a result of a combination of more specific product warning information, stiff retail price increases, severe restriction of availability and broad reductions in promotional activities. Clearly, simple provisions of warning information are not adequate to reduce consumption of some products (Capella, Taylor, and Kees 2012), encourage beneficial consumption of other products (Zank and Kemp 2012) or allow consumers to withdraw from some markets (Garrison et al 2012; Labrecque et al 2012).…”

“…Zank and Kemp (2012) raise the issue of whether consumers understand information related to fiber claims. Food manufacturers have begun to promote the fiber content of products; “fiber” occurs in different forms, and one form may not provide the same nutritional benefits as another.…”

“…The authors examine consumer responses to fiber‐specific health claims and find that consumers may be unable to distinguish between the types of fiber in foods or the functions of fiber in one's diet; however, consumers may perceive products with fiber claims as more nutritious than those without fiber claims, whether the product provides those health benefits or not. Based on the results of their study, Zank and Kemp (2012) made recommendations for both consumer education and information provision.…”

“…Some consumer‐interest analyses have attempted to optimize the information provided to consumers (e.g., Kemp and Kopp 2011; Zank and Kemp 2012), under the assumption that providing the right amount of the right words about a product will persuade a change in behavior. Others have suggested that there are limits to the effectiveness of providing more and more information (Keller and Staelin 1987; Rotfeld 2009).…”