Eye tracking revolution by Robin Brouns and Elvira Arslanova
NUTRITION INFORMATION USAGE AND FUTURE FOOD · van Buul, V. J., & Brouns, F. J. P. H....
Transcript of NUTRITION INFORMATION USAGE AND FUTURE FOOD · van Buul, V. J., & Brouns, F. J. P. H....
-
Vincent van Buul, Ph.D.Brightlands Agrifood Ventures
NUTRITION INFORMATION USAGE AND FUTURE FOOD
-
2© 2018 Chemelot Ventures Management
Background & welcome
Ph.D. research: Nutrition information usage in food choices
Brightland Agrifood Ventures
Considerations on nutrition and health claims on future food
Discussion
Overview
-
3© 2018 Chemelot Ventures Management
Interdisciplinary researcher in food & health
B.Sc. (2010) in Life Sciences
M.Sc. (2012) in Health Food Innovation Mgmt.
Ph.D. (2018) in Food Psychology
Former R&D Manager of multinational tortilla-producer (2014 – 2018)
Currently Investment Analyst for Brightlands Agrifood Ventures
And, most of all, a foodie who wants to shape our future food
Background & welcome
-
4© 2018 Chemelot Ventures Management
Research interest
What we eat
How much we eat
Health
• Products• Brands
• Nutrients• …
• Portion size• Energy density
• Frequency• …
• Obesitas• Diabetes
• Mental health• …
-
5© 2018 Chemelot Ventures Management
Research on how nutrition information usage affects healthy food choices
Nutrition information comes through many sources
Consumer definition of healthy food is not always in line with scientific definition
Food choices are hard to predict
Ph.D. research
-
6© 2018 Chemelot Ventures Management
1. How do European consumers perceive nutrition and health claims about specific food
ingredients and how to improve the attention to and comprehension of such claims?
2. Why are recommendations to reduce fructose-consumption disputable and impractical
given the current scientific findings on the relation between fructose and obesity?
3. What are the determinants of inadvertent (un)healthy substitutive food choices from
consumers who have the intention to eat healthily?
4. What are differences between groups of consumers who intend to eat healthily, segmented
on the time and frequency of energy, salt, sugar, and saturated fat information usage?
Ph.D. research – Research questions
-
7© 2018 Chemelot Ventures Management
Nutrition and health claims as marketing tools
van Buul, V. J., & Brouns, F. J. P. H. (2015). Nutrition and health claims as marketing tools. Critical Reviews in Food Science and Nutrition. 55(11), 1552-1560.
-
8© 2018 Chemelot Ventures Management
Nutrition and health claims as marketing tools
Regulation (EC) 1924/2006
What it contains What it does
Type of
claim: NCs HCs
Name: Content claimsComparative
claimsFunction claims
Reduction of disease risk
claims
Parameter:Based on generally accepted
scientific evidence
Based on newly developed
scientific data
(includes claims on growth
and development of
children)
Reference: Art. 8 Art 9 Art. 13(1) Art 13(5) Art. 14
Example:“Source of
vitamin C”
“High in vitamin
C”
“Vitamin C increases iron
absorption”
“Water soluble tomato
concentrate helps maintain
normal platelet aggregation”
“Vitamin D may reduce the
risk of falling. Falling is a
risk factor for bone
fractures
van Buul, V. J., & Brouns, F. J. P. H. (2015). Nutrition and health claims as marketing tools. Critical Reviews in Food Science and Nutrition. 55(11), 1552-1560.
-
9© 2018 Chemelot Ventures Management
Nutrition and health claims as marketing tools
Product
Product category
Brand
Functional ingredient
Benefit claimed
Taste/sensory attributes
Claim format
o Ingredient, function
benefit
Claim wording
o Positive/negative
o May/can
o Vague/precise
Final Consumer
Understanding of the claim Attitude to the claim
Attitude to
the product
Purchase intent
Purchase behavior
Target group
Beliefs
Relevance
Familiarity
Nutrition knowledge
modified from Wills, et al. (2012)
-
10© 2018 Chemelot Ventures Management
Nutrition and health claims as marketing tools
van Buul, V. J., & Brouns, F. J. P. H. (2015). Nutrition and health claims as marketing tools. Critical Reviews in Food Science and Nutrition. 55(11), 1552-1560.
Need the product Understand the benefit
Who
When
Why
Physical
Intellectual
Emotional
Accept the ingredient(s) Trust the brand
Awareness level
Interest level
Trendspotting
History
Promise
Image
-
11© 2018 Chemelot Ventures Management
Misconceptions about fructose-containing
sugars and their role in the obesity epidemic
van Buul, V. J., Tappy, L., & Brouns, F. J. P. H. (2014). Misconceptions about fructose-containing sugars and their role in the obesity epidemic. Nutrition Research Reviews. 27(1), 119-130.
-
12© 2018 Chemelot Ventures Management
1. 1 g sugar in strawberries = 1 g sugar in soda. Still, strawberries are healthier..
2. Production and/or sales data within one country are not equal to consumption data
3. Excessive consumption of pure fructose, at levels in food that are not relevant for human nutrition
(> 10%), cause harmful metabolic effects in animals and humans
4. In combination with glucose, these effects are mitigated at concentrations
-
13© 2018 Chemelot Ventures Management
In July 2016, 240 Dutch participants
completed a questionnaire
Their average age was ~ 52 years
Our target was to study food choice behavior
and to link it to their psychosocial
characteristics
Empirical research in Dutch consumers
van Buul, V. J., Bolman, C. A. W., Brouns, F. J. P. H., & Lechner, L. (2017). Back-of-pack information in substitutive food choices: A process-tracking study in participants intending to eat healthy. Appetite. 116, 173-183.
-
14© 2018 Chemelot Ventures Management
Empirical research in Dutch consumers
Table 2: Descriptive statistics of the amount and time of nutritional information considered, taste preferences, and 1
percentage of healthy food choices 2
Mean ± SD Range
(min – max)
Cronbach’s
alpha
Number of information-cells opened per choice (9
choices)
21.02 ± 8.50 2.00 – 56.22 0.883
Time used to view information-cells per choice (in
seconds; 9 choices)
18.72 ± 9.38 1.00 – 46.01 0.871
Percentage of healthy food choices (from max. 9 matrices) 82.16 ± 17.42 25.00 – 100.00 -
3
van Buul, V. J., Bolman, C. A. W., Brouns, F. J. P. H., & Lechner, L. (2017). Back-of-pack information in substitutive food choices: A process-tracking study in participants intending to eat healthy. Appetite. 116, 173-183.
-
15© 2018 Chemelot Ventures Management
Empirical research in Dutch consumers
Table 3: Associative factors of the percentage of healthy choices made (N = 240) 1
Variables β t p R2
Model 3 0.229
Gender 0.030 0.472 0.638
BMI -0.024 -0.393 0.694
Age -0.026 -0.419 0.676
Intention to eat healthy 0.205 2.287 0.023*
Self-efficacy -0.216 -2.535 0.012*
Action planning -0.005 -0.047 0.962
Coping planning 0.054 0.522 0.602
Taste preference 0.361 6.037
-
16© 2018 Chemelot Ventures Management
Participants were subdivided into 3 groups:
High information users
Medium information users
Low information users
Low information users made significantly less healthy choices
Within this group, there was some evidence that too much self-efficacy
can have a negative effect
Cluster-analysis on usage of energy, salt, sugar,
and saturated fat-information
van Buul, V. J., Bolman, C. A. W., Brouns, F. J. P. H., & Lechner, L. (2017). Back-of-pack information in substitutive food choices: A process-tracking study in participants intending to eat healthy. Appetite. 116, 173-183.
-
17© 2018 Chemelot Ventures Management
Nutrition and health claims can only be used as marketing instruments in certain cases
The definition of health for consumers ≠ scientific definition of health
Even health-conscious consumers will make unhealthy choices
Although 82% healthy food choices seem high, we must remember that we make more than 200 food
choices every day
Nutrition literacy is an important determinant in healthy food choice behavior
Process-tracing studies offer certain advantages over food frequency questionnaires
General conclusions Ph.D. research
-
18© 2018 Chemelot Ventures Management
-
19© 2018 Chemelot Ventures Management
Ecosystem investors
Chemicals & Materials
Regenerative medicine
Chemicals & Materials
Regenerative medicine
Circular
Chemicals & Materials
Regenerative medicine
Circular
AgriFood
Cell
therapy
Gene
therapy
Biomedical
Materials
Mechanical
recycling
Chemical
recycling
Thermal
recycling
BiobasedNutrition
Smart
agriculture
2004 2014 2017
-
20© 2018 Chemelot Ventures Management
Phase of investment
Pre-seed
~50k
Seed
~200k
First round
>1M€
Second round
>2M€
Angels / RVO / EU grants
VCs (non-regional)
-
21© 2018 Chemelot Ventures Management
Fund focus areas
AgriSeed & grow
FoodHarvest & formulate
Product innovations & enablers
• Crop protection products• Biological agriculture (BioAg) • Seed improvement
• Microbiome regulation• Alternative proteins• Animal nutrition (feed)• Animal breeding
Process innovations & enablers
• Urban/vertical farming• Smart agriculture/horticulture• Biomass processing• Seed treatment
• Extraction & food processing technologies
• Formulation technologies• Animal & aquaculture product
innovations
-
22© 2018 Chemelot Ventures Management
We invest in breakthrough innovations with a proof-of-concept
We believe that there is an increased chance of success by the “ecosystem”
We are actively involved on an ‘as needed’ basis.
We invest max € 3.5 mln per company; typical initial investment € 0.5 mln
Our return requirements: financial and ecosystem benefits
How we work
-
23© 2018 Chemelot Ventures Management
Three major future food challenges:
1. Growth in demand does not match increase in
agricultural productivity
2. Our current food system has an immense
impact on climate change
3. Malnutrition incidence (both under- and
overnutrition) needs to be reduced
A deep understanding of consumer behavior is
required to address these challenges
Considerations on NHCs on future food
-
24© 2018 Chemelot Ventures Management
We need new food products and processes to solve these future food challenges
Nutrition and health claims are a way to stimulate innovations
Nutrition literacy should be improved
Disruptive technology might enable quicker solutions
Food innovation is part of our history
Good food innovation requires:
The right people
Money and facilities
A great idea
Considerations on NHCs on future food
-
Vincent van Buul, Ph.D.Brightlands Agrifood Ventures
NUTRITION INFORMATION USAGE AND FUTURE FOOD