Articles
Perceptions of German consumer regarding methods for fortifying foods with iodine
Article number
1407_6
Pages
43 – 50
Language
English
Abstract
Iodine is an essential trace element and must therefore be regularly taken in with food.
Due to iodine-poor soils and low sea fish consumption, iodine deficiency is common in central Europe.
To improve iodine intake, various fortification methods can be used alongside iodized table salt.
The study aim was to evaluate how consumers assess these different methods of iodine enrichment in food, among others in terms of trustworthiness, naturalness or environmental friendliness.
It was also investigated whether positive attitudes toward fortification methods from a health perspective were related to purchasing and consumption behavior or socio-demographic characteristics of the participants.
For this purpose, an online consumer survey was conducted among 1,016 adult Germans.
Overall, the breeding of iodine-rich plants was rated best by the consumers surveyed.
The participants consider this approach to be particularly effective, environmentally friendly, trustworthy and natural, and the food produced in this way to be particularly healthy.
Iodine fertilization, both via soil and foliage, as well as the supply of iodine into the feed of farm animals, were assessed rather skeptically in most aspects.
Regression analysis showed that the acceptance of fortification methods is influenced, among other things, by consumers’ attitudes toward sustainable food production.
These findings show potential for target group-specific marketing of iodine-enriched foods.
Due to iodine-poor soils and low sea fish consumption, iodine deficiency is common in central Europe.
To improve iodine intake, various fortification methods can be used alongside iodized table salt.
The study aim was to evaluate how consumers assess these different methods of iodine enrichment in food, among others in terms of trustworthiness, naturalness or environmental friendliness.
It was also investigated whether positive attitudes toward fortification methods from a health perspective were related to purchasing and consumption behavior or socio-demographic characteristics of the participants.
For this purpose, an online consumer survey was conducted among 1,016 adult Germans.
Overall, the breeding of iodine-rich plants was rated best by the consumers surveyed.
The participants consider this approach to be particularly effective, environmentally friendly, trustworthy and natural, and the food produced in this way to be particularly healthy.
Iodine fertilization, both via soil and foliage, as well as the supply of iodine into the feed of farm animals, were assessed rather skeptically in most aspects.
Regression analysis showed that the acceptance of fortification methods is influenced, among other things, by consumers’ attitudes toward sustainable food production.
These findings show potential for target group-specific marketing of iodine-enriched foods.
Authors
A.-K. Welk, R. Kleine-Kalmer, D. Daum, U. Enneking
Keywords
iodine deficiency, food fortification, consumer attitudes, dietary habits, naturalness
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