Consumers’ Perception of Bread From a Health Perspective- an Exploratory Study Among a Swedish Population
P. Sandvik1, I. Kihlberg1, M. Nydahl1, I. Marklinder1
1Uppsala University
Background For strategies to increase the consumption of healthier bread one aspect to explore is consumers’ quality perceptions of bread from a health perspective. Method Survey, response rate 38 % n=1134. Open-ended questions regarding perceptions of healthy bread were content analyzed. Statistics: Correspondence analysis, Mann-Whitney U test and Chi-square. Findings 1/3 had decreased their intake of bread, mainly to maintain/improve health. 1/5 did not know any bread that they considered healthy. Among respondents who did know healthy bread, 1/3 found it hard to identify. Most frequent descriptions of healthy bread were coarse, fiber, wholegrain, sourdough, dark. Most listed health effects were: good for stomach, fiber content, bowel health and satiating. Discussion Increasing consumers’ awareness of different types of breads contribution to a healthy diet is a challenge. The general health perception of bread was in line with recommendations but cues used may be misleading. Health is a credence quality attribute, but health effects that to some extent can be evaluated by the consumer after consumption are more relevant forming health related quality expectation of bread.