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Drivers of Consumer Choice
Scientific evidence & policy implications
Eva Woelbert
Joint Research Centre
Institute for Heal...
2 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
The citizen as the driver
of a he...
3 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Consumer information
Notice
and R...
4 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
5 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
What determines food choice?
DE 2...
6 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Predispositions
• basic flavors: ...
7 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Advertising contains elements imp...
8 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Create a healthy preference learn...
9 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Price as a barrier to healthy cho...
10 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
"Price is more important to me t...
11 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
The effect of subsidies for frui...
12 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Decisions are not always in our
...
13 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Present bias
14 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
People make healthier decisions ...
15 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
Placement matters
© Joe McKendry
16 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
17 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
• Consumers care about food info...
© European Union, 2015Disclaimer: The contents of this presentation are the views of the author and do not necessarily rep...
Asian Food Regulation Information Service is a resource for the
food industry. We have the largest database of Asian food
...
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Drivers of Consumer Choice

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The conference on Food Safety and Nutrition in 2050 – organised by Directorate-General for Health and Food Safety of the European Commission – provided an opportunity for dialogue among global stakeholders on the emerging challenges to the food chain and the role of future policy-making in addressing those challenges.

The conference also provided the opportunity to foster a dialogue on consumers' expectations for safe, nutritious, quality and sustainable food and the role of food science, technology and innovation in achieving them. Held on 17 July 2015 in Milan, Italy.

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Drivers of Consumer Choice

  1. 1. Drivers of Consumer Choice Scientific evidence & policy implications Eva Woelbert Joint Research Centre Institute for Health and Consumer Protection Public Health Policy Support DG SANTE Conference on Food Safety and Nutrition in 2050 EXPO Milano, 17th July 2015
  2. 2. 2 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 The citizen as the driver of a healthy food chain
  3. 3. 3 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 Consumer information Notice and Read Understand Change Behaviour ?
  4. 4. 4 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
  5. 5. 5 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 What determines food choice? DE 2014 N=1851
  6. 6. 6 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 Predispositions • basic flavors: eat sweet and avoid bitter • be careful with unknown food • learn about food by experience -> Food preferences are shaped by environment & experience What determines food preferences?
  7. 7. 7 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 Advertising contains elements important in learning Exposure to food advertising causes children to prefer the advertised foods and request them from their parents Food preferences: Advertising
  8. 8. 8 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 Create a healthy preference learning environment • Ensure healthy infant & school food • Encourage & model healthy eating • Reduce food advertising, especially to children Food preferences: Implications
  9. 9. 9 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 Price as a barrier to healthy choice
  10. 10. 10 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 "Price is more important to me than anything else" 2013, N=8076
  11. 11. 11 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 The effect of subsidies for fruit and vegetables Thow, Downs, Jan, 2014
  12. 12. 12 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 Decisions are not always in our best long-term interest
  13. 13. 13 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 Present bias
  14. 14. 14 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 People make healthier decisions when they choose in advance Timing matters Time 1: Eat apple at time 2 Time 2: Eat chocolate now
  15. 15. 15 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 Placement matters © Joe McKendry
  16. 16. 16 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015
  17. 17. 17 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015 • Consumers care about food information • Food preferences are shaped by experience • Consumers respond to price changes • Choice environments can be changed to make it easier to choose healthy The best effects can be achieved in combination! Conclusion
  18. 18. © European Union, 2015Disclaimer: The contents of this presentation are the views of the author and do not necessarily represent an official position of the European Commission. Thank you for your attention ec.europa.eu/jrc/
  19. 19. Asian Food Regulation Information Service is a resource for the food industry. We have the largest database of Asian food regulations in the world – and it’s FREE to use. We publish a range of communication services (free and paid), list a very large number of food events and online educational webinars and continue to grow our Digital Library. Feel free to contact us anytime to talk about your specific requirements, offer comments, complaints or to compliment us. We look forward to hearing from you soon! www.asianfoodreg.com admin@asianfoodreg.com

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