Health’s added value
Health benefits increase the appeal of established brands and generate added value. These are the findings of the latest BENEO-Orafti consumer research. The research was first conducted in France, Spain and the UK, and will soon be followed by other European countries and the US.
The research established the effect of Orafti® ingredients on the perception of leading food brands. It yielded some striking results:
- Up to 90 % of the respondents are willing to pay more for their usual fruit juice or dairy drink if it has an added health benefit based on Orafti® ingredients.
- Consumers do not necessarily equate ingredients s.a. vitamin C with the corresponding health benefits. By highlighting the health benefits rather than the ingredient, manufacturers can add significant value to their brands.
- Especially for women above 55, calcium absorption proves to be significantly more appealing than other benefits.
- Heart health, strong bones and a healthy digestive system are the three most valued benefits. These are all benefits closely associated with Orafti® ingredients.
Says Dominic Speleers, Managing Director of BENEO-Orafti: ‘This study shows that there is no one-size-fits-all solution and that a brand’s potential depends on many factors. With this new consumer research, our business partners have an interesting tool for developing attractive food concepts that really strike a chord with consumers.’
November 28, 2008
