MORRIS PLAINS, N.J.—Health benefits do increase the appeal of established brands and generate added value, according to consumer research from Spain and the United Kingdom released by BENEO-Orafti. In each country, a range of applications was put to the test. For example, a leading Spanish fruit juice with an added health benefit based on Orafti® ingredients would still be chosen by 88 percent of respondents even if it cost more than the standard product; 91 percent of existing regular users would pay the premium.
The study also found a gap between interest levels in ingredients and the health benefits they offer. Although consumers might know the names of key ingredients such as vitamin C, calcium, whole grain or prebiotics, they do not necessarily equate these names with the key health benefits the ingredients provide. Likewise, the data demonstrates that for consumers, the health claims of a product are even more important than the ingredients. By communicating more about the health benefits over and above the names of the ingredients included in the product, manufacturers can add significant value to already premium brands.
Dominic Speleers, managing director, BENEO-Orafti, commented: “This latest study is just another example of BENEO-Orafti’s commitment to investing in consumer research to best support our partners. The results of the preliminary study in the UK and Spain show that there is no ‘one-size-fits-all’ solution in these countries and that the most potential in a given category and for a given brand depends on many factors. Not only has this new consumer research provided BENEO-Orafti with a valuable consumer insight tool that is helping the company plan future product developments, but it can also be used by the company’s business partners to develop attractive food concepts that appeal to the consumer and that are easily understood.”
