health claims: reality for consumers slovene …...health claims reality for consumers what do...
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Health claims: reality for consumers
Slovene Consumer‘s Association - ZPSSlovene Consumer‘s Association - ZPS
Health claimsHealth claims
reality for consumers what do consumers perceive as a health
claim; can it be misleading and what nutritional profiling needs a
consumer
ZPSZPSWho are we?Who are we?
NGO , indepedent and autonomous
founded by members in 1990 Aim: protection of consumer
interests and rights Founder of the consumer
magazine VIP (in 1991)
ZPSZPS mmainain activities activities
Consumer advice and information
AdvocacyLegal aidConsumer education International co-operation
• International Consumer Research Institute International Consumer Research Institute (ICORI) - 1993(ICORI) - 1993
• Consumer International (CI) - 1991Consumer International (CI) - 1991• The European Consumer's Organisation (BEUC)The European Consumer's Organisation (BEUC)
ZPS national activitiesZPS national activities
Consumer comparative product quality and safety testing Provide information, educate through: VIP magazine , web
page Coverage in other media Maintain links with authorities and gov’t Maintain links with the testing labs Raising awareness in business Raising consumer awareness on product quality and safety –
empower a choice
ZPS Links to international activitiesZPS Links to international activities
www.beuc.org
www.consumerinternational.org
Our work and activities are chartered by
UN eight consumer rights
average consumer does not exist average consumer does not exist /it is not a statistical test //it is not a statistical test /
Buys a product or service forBuys a product or service for own use, not for sale own use, not for sale Child, parentChild, parent Young, adultYoung, adult Professional, HousewifeProfessional, Housewife Healthy, sick ...Healthy, sick ... Vulnerable groups???Vulnerable groups???
Who is a consumer?Who is a consumer?
the consumer and marketplace –
diverse and complex makes a prudent and judicious as well as makes a prudent and judicious as well as
informed choice within a market processinformed choice within a market process
is conscious and aware of all consequences is conscious and aware of all consequences of his/hers decisionsof his/hers decisions
while all other market players perfom and while all other market players perfom and or behave in the same manneror behave in the same manner
the consumerthe consumer and marketplace – and marketplace – diverse and complexdiverse and complex
this hypothesis is flawed: since well informed, this hypothesis is flawed: since well informed, educated and empowered consumer which on educated and empowered consumer which on the basis of analysis of all economic and other the basis of analysis of all economic and other
values takes reasonable, judicious , values takes reasonable, judicious , comprehensive and prudent decisions, does not comprehensive and prudent decisions, does not
exist.exist.
Consumer needs Consumer needs science based science based evidence evidence properly properly communicated communicated (education, (education, information, labelling) information, labelling) and and assessed assessed (“coctail”)(“coctail”)
Consumers are confused!Consumers are confused!
What is a riskWhat is a risk
harmful, undesired product properties and/or
harmful, undesired product useage properties
Hazard can be intrinsic, extrinsic,technological , environmental and also moral
(malpractice)
What is a riskWhat is a risk
Is obesity a risk?
Consumers perceive risk differently and diversely from experts
Expert: objectively assessed, managed and communicated
Consumer: subjective - affected by beliefs, trust, human nature, social status, education...
Risk, uncertainty and consumerRisk, uncertainty and consumer
ZPS and BEUC emphasisZPS and BEUC emphasis
Risk-benefit analysis should be Risk-benefit analysis should be clearly explained to consumers clearly explained to consumersSugar, fat intake, salt intake, alergens…etc----Sugar, fat intake, salt intake, alergens…etc----
Impact on health, choice, Impact on health, choice, environment,environment,
trade and competitivenesstrade and competitiveness
Risk, uncertainty and consumerRisk, uncertainty and consumer
European consumer makes a European consumer makes a choice of foodstuffs on:choice of foodstuffs on: Quality: 42 % Quality: 42 %
Price: 40 %Price: 40 %
Taste: 31 %Taste: 31 %
Pleasure: 29 %Pleasure: 29 %
Hunger: 27 %Hunger: 27 %
Health: 19 %Health: 19 %
Food safety: 8 %Food safety: 8 %
Consumer’s choiceConsumer’s choice
European consumer’s view on European consumer’s view on riskrisk
Eurobarometer 2005/2006 on risk perception in foodEurobarometer 2005/2006 on risk perception in food
European consumer is worried:
Pesticides: 71% Veterinary residues: 68% Additives: 61% Polutants: 63%
European consumer’s view on European consumer’s view on risk and trustrisk and trust
Eurobarometer 2005/2006 on risk perception in foodEurobarometer 2005/2006 on risk perception in food
European consumer agrees 39%
disagrees 47%
that
DO public authorities in the EU view the health of consumers as being more
important than the profits of producers
European consumer’s view on European consumer’s view on risk and trustrisk and trust
Eurobarometer 2005/2006 on risk perception in foodEurobarometer 2005/2006 on risk perception in food
Prefered sources of information
Consumer groups: 32% Physicians/doctors: 32% Public authority: 30% Media: 17%
Claims in Slovenia Claims in Slovenia
Till 2004 a food item could not bear a health and or any other claim
Since then – a proliferation of
Labelling of foods bacame school curicula
in 2007/08 (elementary shool), no curicula on consumer education in other schools
Claim: it contains a lot of milkClaim: it contains a lot of milk
Very little milk Lots of sugar and fat
Claim: for kidsClaim: for kids
But not for todlers (contains aditives )
Is this clear to consumer?
NO
Claims: pytosterolsClaims: pytosterols
DG Sanco: Comm reg re: information to consumers
EFSA: scientific substanciationNot for children 5yrs (3 g/day/70kg
consumer)Not for pregnant, those on drugsDaily dosedoes not replace varied diet and exercise
Claims probioticsClaims probioticsZPS – VIP testZPS – VIP test
Claims on probiotics registered with Comm:- Taksonomic name given
- Claim registered for gut health, effect on immune system, vaginal health..etc
- On average 10 to 9 cfu/day
Claims probioticsClaims probioticsZPS – VIP testZPS – VIP test
ResultsPoor identification of probio bakteria,
taksonomy?Poor dose info to consumerPoor identification of number of bacteria
present in product
Claims probioticsClaims probioticsZPS – VIP testZPS – VIP testConsumer trust?
How to verify the claim?
Scientific substanciation gap on info to consumer
Consumer, claims and food Consumer, claims and food profile profile
10,5 g of sugar per 100g of product
Daily dose according to Danone reserch, FSA and AFSA research: 300-400g
Intake of sugar = 31-42 g per day or at least 50% of WHO recommendation!
What is a riskWhat is a risk
Is obesity a risk?
Is profile necessary for a product bearing a claim?
Kruh, žitarice, krompir
Sadje, zelenjava
Mleko, meso,
ribe, jajca
Recommendet food intake
Kruh, žitarice, krompir
Sadje, zelenjava
Mleko, meso,
ribe, jajca
Slaščice, maščoba
Živila z veliko maščobe in sladkorja
This is SERVED on th TV
Consumer profiling food?Consumer profiling food?
Easy to understand and use:
GDA or multiple color coding?
Consumer protected: legaly or voluntary?
Multople color coding for food Multople color coding for food profile - FSAprofile - FSA
Health claims: reality for consumers:
what do consumers perceive as a health claim; can it be misleading and what nutritinal profiling needs a consumer
Who is a consumer?Who is a consumer?Kennedy, 15th March 1962Kennedy, 15th March 1962
«Consumers by definition, include us all. They are the largest economic group, affecting and affected by almost every public and private economic decision. Yet they are the only important group... whose views are often not heard» John F. Kennedy, 15th March 1962
