The Peception of "Naturalness" - Dr Peter Williams

How is “naturalness” in food perceived by consumers, used by manufacturers, and regulated by food authorities? A descriptive pilot study. Veronique Chachay, Julijana Markoska, Peter Williams, Anne McMahon, Sara Grafenauer Funding: Smart Foods Centre

Background ,[object Object],[object Object],[object Object],[object Object],[object Object]

Background: “natural” definition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Aims ,[object Object],[object Object],[object Object],Ethics approval was granted by the UOW Human Research Ethics Committee

Methods: regulations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methods: regulations Table 1: Search strategy for regulations of the term ‘natural’ Databases Searched Websites Searched Search Terms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methods: product survey ,[object Object],Food groups with “natural” Food groups without “natural” Dairy, soy product, ice cream Meats, seafood, eggs Baby foods Frozen products except ice cream Soft drinks, mineral water, juice Sauces, dressings, oils, herbs, spices Jams and confectionary Flour, sugar Breads and crackers Rice, instant soup, noodles & pasta Cereals, muesli, fruit & breakfast bars, other grain products Potato crisps, biscuits Dried fruit and nuts Honey, tinned fruit, fruit juice Health food products Fresh fruit & vegetables

Methods: product survey ,[object Object],[object Object],[object Object],[object Object],[object Object]

Methods: questionnaire ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methods: questionnaire ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methods: focus group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methods: focus group questions ,[object Object],[object Object],[object Object],[object Object],[object Object]

Results: regulations Regulations & definitions of "natural" in Australia and overseas Country/ Region Natural definition - guideline Natural definition – legally enforceable Misleading & deceptive representation regulation Australia/NZ Yes No Yes Canada Yes No Yes UK Yes No Yes USA No Yes – specific products only Yes European Union Yes – partial No Yes Codex No No No

Results: definitions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results: product survey (n=353) Figure 1: Uses of the term "natural" on foods products Legend Natural ingredients Natural style Natural source (nutrients/goodness) Natural flavours/colours Brand and product names Miscellaneous

Results: product survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Percentage of participants who indicated that the listed ingredients would be suitable for inclusion in a product labeled ‘natural’ Results: questionnaire Ingredients Frequency (%) Yes No Not Sure whole meal flour vitamin C pear puree yeast canola oil sugar natural flavour apple juice concentrate glucose syrup gluten malt extract guarana extract whey powder wheat starch gelatine soy lecithin food acid citric non-fat milk solids vegetable gum honey powder maltodextrin hydrolysed vegetable protein inulin colour caramel colour 129 (allura red) 80 73 67 63 62 58 45 44 41 39 37 34 31 29 28 28 26 25 18 16 15 11 10 8 2 11 12 16 22 22 31 30 36 42 34 35 33 33 35 23 46 42 38 35 51 30 48 20 72 76 7 13 15 15 16 10 23 16 15 26 26 31 35 30 47 24 29 35 45 30 53 40 68 20 22

Results: questionnaire ,[object Object],[object Object],[object Object],[object Object]

Results: focus group ,[object Object],[object Object],[object Object]

Results: focus group themes ,[object Object],[object Object],[object Object],[object Object]

Discussion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Limitations ,[object Object],[object Object],[object Object],[object Object],[object Object]

Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object]

Contact ,[object Object],[object Object],[object Object]

The Peception of "Naturalness" - Dr Peter Williams

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The Peception of "Naturalness" - Dr Peter Williams