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Consumer understanding and nutritional communication: key issues in the context of the new EU legislation

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Abstract

Background

Nutrition communication by means of nutrition and health claims and otherwise, holds the potential to contribute to public health by stimulating informed healthier food choices and enhanced health-focussed competition in the market place, provided that the health messages are trustworthy (i.e. scientifically substantiated) and correctly used and interpreted by the consumer. Not surprisingly, these two considerations constitute the cornerstone of the new EU legislation on nutrition and health claims, in which evidence for consumer understanding of nutrition and health claims is a new requirement.

Aim of the study

To review some of the key issues in consumer understanding of nutritional communication as a basis for reflection on the consumer understanding element of the new EU legislation on nutrition and health claims.

Conclusions

There is a need for more methodologically advanced research in consumer understanding of nutrition and health claims as a basis for truly assessing the real-life use of such information and its actual effect on consumer food choices. Such approaches are pertinent in light of the evaluation and approval process of (new) nutrition and health claims as required under the new EU legislation on nutrition and health claims.

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Acknowledgements

This article was commissioned by the Functional Foods Task Force of the European branch of the International Life Sciences Institute (ILSI Europe). Industry members of this task force are Ajinomoto Europe, Barilla G. & F. Fratelli, Bayer CropScience BioScience, Beverage Partners Worldwide, Cadbury, Coca-Cola Europe, Colloïdes Naturels International, CSM, Danisco, Danone, Dow Europe, DSM, FieslandCampina, Frutarom, International Nutrition Company – INC, Kellogg Europe, Kraft Foods, La Morella Nuts, Mars, Martek Biosciences Corporation, McNeil Nutritionals, Monsanto, Naturex, Nestlé, PepsiCo International, Procter & Gamble, Raisio Group, Red Bull, Raffinerie Tirlemontoise – ORAFTI, Südzucker/BENEO Group, Syral, Tate & Lyle, Ülker Bisküvi, Unilever, Soremartec Italia – Ferrero Group, Valio, Wild Flavors, Wimm-Bill-Dann Foods, Wrigley and Yakult Europe. For further information about ILSI Europe, please email info@ilsieurope.be or call +32 2 771 00 14. The opinions expressed herein are those of the authors and do not necessarily represent the views of ILSI Europe.

Conflict of interest statement

The author declares no conflict of interest.

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Authors and Affiliations

  1. Marketing and Consumer Behaviour Group, Wageningen University, Hollandseweg 1, 6706 KN, Wageningen, The Netherlands

    Hans C. M. van Trijp

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Please direct all correspondence to: ILSI Europe a.i.s.b.l, Avenue E. Mounier 83, Box 6, 1200 Brussels, Belgium. E-mail: publications@ilsieurope.be

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van Trijp, H.C.M. Consumer understanding and nutritional communication: key issues in the context of the new EU legislation. Eur J Nutr 48 (Suppl 1), 41–48 (2009). https://doi.org/10.1007/s00394-009-0075-1

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