Food Chain 2004: Summaries of Session 3

European Consumers’ Attitudes and Beliefs about Safe and Nutritious Foods Concepts, Barriers and Benefits

Professor Michael Gibney, Director of the Institute of European Studies, Trinity College Dublin

According to Professor Michael Gibney, Director of the Institute of European Studies, Trinity College Dublin, there is a very significant gap in knowledge between the manufacturers of food who know their consumer, and the public health authorities who think they know their consumer. Professor Gibney was referring to the study of consumers’ attitudes to food safety and nutrition and the communication of risk by public health nutritionists.

Some of the reasons for the gap in knowledge can be explained by understanding the difference in risk perception between men and women or by taking into account what individuals perceive as a risk to themselves and to society. For example, many risks that are regarded as having a low public health burden (additives, pesticides, BSE etc) by the scientific community figure highly in consumers’ perceptions of risk.

Also interesting is that individuals will rate obesity as an important issue to society as a whole but less so for them personally. The reason for this is two-fold; firstly, individuals feel they are in control of their own weight but do not have the same confidence in their neighbour. Secondly, there can be an element of risk denial by individuals as to the actual risk.

The lesson to be learnt from these studies is that in understanding and communicating risk to the consumer a number of factors need to be taken on board. These include the attitudes, fears and emotions of the consumer. Consumer shunning of genetically modified foods is purely on emotional grounds and is not based on scientific fact.

So how do we bridge the gap between consumer perceptions and the communication strategy used by public health officials, which aims to improve the health of the nation?

The answer is far from clear at this stage and requires a deeper understanding of consumer attitudes, risk assessment, risk management and risk communication. In general, scientists and those involved in risk management, seem to feel that all that is needed to appease the “poor confused consumer” is knowledge: explain the facts and all will be well. Nothing could be further from the truth, reported Professor Gibney.

Future Trends in the Area of Food, Nutrition and Human Health: An Epidemiologist’s Prediction

Professor Pieter van’t Veer, Division of Human Nutrition and Epidemiology, Wageningen University, the Netherlands

Diet accounts for one sixth of all deaths in the Netherlands, according to Professor Pieter van’t Veer, Division of Human Nutrition and Epidemology at Wageningen University. Although Dutch women live, on average, five years longer than Dutch men, the number of years spent in good health is similar, indicating that women spend longer in ill health, he reported.

Now that the EU is extended to 25 states there are certain questions that need to be asked, for instance, are there health inequalities that need to be considered, and how does the food we eat influence our health? A closer look at the top-ten diseases in the original EU (15) shows that cardiovascular disease ranked number one and cancers ranked number four, can be influenced considerably by diet.

The ten new member states, however, have a very different socio-economic and health profile. For example, the life expectancy in the EU (15) ranges from 72 to 78 years with the new states all at the lower end. Infant mortality in new member states, although decreasing, is also higher as is the prevalence of stunting. With regard to chronic disease the risk of cardiovascular disease in the new members is just over half that of the EU (15).

So, how does food influence the health of a population? In developing countries mortality is affected by nutrient deficiencies such as zinc, vitamin A and iron. Whereas in developed countries where sufficient food is available the problems are very different. Lack of physical activity, obesity, high intakes of tobacco and alcohol as well as low consumption of fruit and vegetables contributes to the main killer diseases, cardiovascular disease and cancers.

Therefore, in developing a health strategy the new enlarged EU will need to adopt a two-pronged approach, which takes account of the health problems in both regions. The first step will be to identify the health inequalities between the two regions by monitoring the food habits and nutrient intakes and relate these to the population's health.

The food industry needs to take heed of the nutritional requirements of the two regions and take greater responsibility for the health of their customers. We in the west live in a consumer society where convenience is now driving the market. Optimal nutrition is more important in some of the new states. Working in partnership, governments and the food industry can improve the health of us all.

Functional Foods for the Health of the Consumer Scientific Basis, Regulatory Issues and Future Trends

Professor Albert Flynn, Department of Food and Nutritional Sciences, National University of Ireland, Cork

Can “functional foods” improve health and can they do what they claim? Professor Albert Flynn, UCC, reported that there is considerable potential to improve public health in Europe by means of dietary change.

Europe's food industry has a central role in facilitating dietary change by providing convenient, palatable and acceptable foods with health promoting properties, including functional foods. There are already many functional food products which have been successful in the marketplace in Europe, and there is confidence in industry that the sector is set to grow significantly.

Functional foods differ from other healthy foods in that they provide an additional benefit to the consumer in one of two ways. They either enhance the function of one of the body’s organs, e.g. effective probiotics promote better gut health, or are associated with a reduction in disease level, e.g. Benecol, which contains an active plant compound, is associated with lower cholesterol levels and a reduction in heart disease.

But there is a need for more research and more regulation. In Japan, where functional foods are well established, a regulatory framework was introduced in 1991. The US has allowed substantiated claims for foods linked with disease reduction since 1993. Unfortunately, the EU is lagging and regulation is not expected until 2005. The proposed regulation represents a key advance and is expected to have a major influence on the future development of functional foods in Europe.

In addition to regulation, functional foods need a scientific basis for their claims, that is, scientists need to establish the precise effect the food and it components has on the body and how it influences health.

The news on functional foods is good: the challenge for industry is to develop new safe foods that are underpinned by nutrition and consumer sciences. It seems to be a win-win situation all round. The consumer will be healthier which will fuel consumer demand creating new opportunities for industry. Not alone will these two self-interest groups be happy but, improving public health will help reduce Europe’s health care costs and result in a lower tax bill. Too good to be true? The future awaits.

An Industrial Perspective on Health-Promoting Foods of the Future

Professor Colette Shortt, Yakult, Consumer Information Services, London, UK

The food industry plays a key role in shaping the health of the nation. Increased health awareness and the desire to improve well being and quality of life through diet are key driving forces behind the development of health-promoting foods. But a major challenge for the food industry is to combine current dietary recommendations and cutting edge technology to meet consumer needs. Gene technology is rapidly advancing and will enable manufacturers to respond to consumers’ demands for healthier foods.

Gene technology is an important tool that can benefit health, improve animal and crop productivity, increase disease resistance, enhance flavour and provide more nutritious foods. Using this technology provides the opportunity to expand the variety and range of health-promoting food products on the market. The integration of such foods into the nation's diet will support national policy on the promotion of good health and reduce the risk of disease.

Health-promoting foods, also known as functional foods, are already available on the market. For example, cholesterol-lowering food products are available to those who need to reduce their blood cholesterol levels. Probiotic foods in the form of yoghurts enhance the body's immune system, aid general gut maintenance and appear to improve other health conditions such as eczema in children.

Professor Colette Shortt, Yakult Consumer Information Services, discussed the industrial aspect of health-promoting food product development. To ensure market success, food industry must take several factors into consideration such as consumer awareness, attitudes and acceptance as well as good marketing and communication strategies.