THE ATTITUDES OF EUROPEAN CONSUMERS TOWARD INNOVATION IN BREAD; INTEREST OF THE CONSUMERS TOWARD SELECTED QUALITY ATTRIBUTES

This survey concerns industrial bread making and has been carried out within the European project entitled EU-FRESHBAKE (October 2006 to October 2009), which concerns the bake-off technology. This technology consists in producing bread at industrial level (frozen most of the time) and to retail the bread in "baking stations" or in small vending shops.
The objectives of this survey were (1) to better understand the attitude of the European innovations in bread and (2) to understand the main determinants of it. Two main categories of consumers were observed; (1) frequent (daily) buyers with a focus on quality and pleasure and (2) less frequent buyers (once a week) with a more pronounced interest in nutrition, shelf life and energy (process). The first group was named the "crust group" and the second one the "crumb group." The "crumb group" seems to be the one that is the most interested in the outcomes of the EU-FRESHBAKE project.

PRACTICAL APPLICATIONS

This survey brings interesting information regarding the expectations of EU consumers toward innovation in bread making. Bread is a very symbolic food, carrying a lot of messages coming from religion, social classification and from well being.
Among the key messages to be withdrawn from this survey, it appears that northern and eastern Europe, and also the young population, are expecting from bread a food that must adapt to the constrain of life. It must have a long shelf life and it must carry a nutritional value. On the other hand, French and southern Europe countries are bringing more attention to the pleasure and to the freshness of the product. There is thus a complex matrix of social and qualitative attitudes toward bread from one country to the other. Innovation can be considered as a positive image in some countries, whereas it may have a very negative image in other countries.     

THE CLAIM FROM ADOPTION REVISITED

In a recent paper published in this journal, Thomas S. Petersen makes a qualified defense of what he calls ‘the Claim from Adoption’, according to which, ‘instead of expending resources on bringing new children [in developed countries] into the world using reproductive technology and caring for these children, we ought to devote these resources to the adoption and care of existing destitute children’. My purpose in this paper is not to discuss Petersen’s argument in favor of that claim. Rather, I want to show that, even if the Claim from Adoption might be, other things being equal, true, it is not true all things considered. What is, all things considered, true is a much more complex set of statements, including a general prima facie obligation to adopt, as well as an obligation by the state of developed countries to discourage procreation and promote adoption of destitute children.     

CONSUMER ATTITUDES AND OPINIONS TOWARD FUNCTIONAL FOODS: A FOCUS GROUP STUDY

Acceptance of foods with specific health characteristics depends largely on the consumers' opinion. The objective of this work was to investigate Spanish consumers' opinions, attitudes and beliefs regarding functional foods in general, and one of the most popular foods, yogurt, in particular. Six consumer focus group interviews were conducted, involving a total of 59 participants. Each group profile was chosen to either complement or contrast the other groups according to previously established criteria (gender, age and educational level). The youngest consumers (18–30 years old) proved, in general, to have a fairly negative attitude toward these types of products, although this attitude varied according to the type of food. For the consumers participating in this study, the most acceptable functional foods were low-fat foods and some fermented dairy products. Purchase and consumption of yogurt were more dependent on its sensorial qualities and its price than on the nutritional information printed on the label.

PRACTICAL APPLICATIONS

The influence of attitudes, beliefs and opinions on food choice and purchase is specially important in the acceptance of some types of foods (organic or ecological, genetically modified or functional) that are presented to the consumer as a possible alternative to the conventional foods. The application of focus groups can help not only in explaining consumer behavior, but also in designing more effective nutritional education rules and products that satisfy consumer needs and expectations.