A good feeling versus a healthy choice

Representative quantitative market research was done among 1200 consumers in order to find out how they perceive food items in relation to health. In other words: whether they perceive a product as being good or bad for their health. The results of this analysis are displayed in the ‘emotional value’ and ‘health value’ column. The numbers indicate how consumers perceive products and which emotional and health value they attach to it.

Emotional value

When we attach emotional value to food, it means that we value it in terms of the sentimental associations it has for us. It is all about the connotations of a food item. The ‘ultimate’ emotional value of a food item is usually strongly connected to its taste. However, it is not only about taste. Other aspects such as price, packaging, brand, and the total experience of a product all contribute to its overall emotional value. We are all biased about food products and those prejudices are decisive for the way in which we perceive a product. Our memories, emotions, ideology and personal beliefs all influence our opinion about food. If we perceive the price as being too high, this might be detrimental to the emotional value of a product.

Health value

The concept of health is a very broad one, as is our interpretation of it. When talking about healthy food, people usually consider the amount of nutrients and the contribution to a healthy weight as being decisive. In this research, we asked consumers how healthy or unhealthy they believe a particular food category is. The answers are based on the knowledge they have about that particular product in terms of its ingredients. In other words: does the product contain a lot of sugar, (saturated) fat, salt, calories, fibers, vitamins, minerals and artificial flavors, colors and preservatives?

Consumer choice is strongly influenced by marketing and advertising. Manufacturers take advantage of the fact that we are easily influenced by communicating clever claims that ‘manipulate’ us and make us believe that something is healthy, whether it is true or not …

 © Foodnutritiontabel.com


A cookie wall? Annoying huh? Unfortunately, we cannot do without it on Foodnutritiontable.com. We are required by law to notify you and ask your permission to use cookies and similar technologies. We do that through this cookie wall, because it is the only viable solution for us.

On Foodnutritiontable.com we use:

  • Functional Cookies These cookies are necessary for the functioning of the website. On Foodnutritiontable.com we use session cookies.
  • Analytics Cookies Thru Google Analytics the data on surfing habits are collected anonymously. So we can see how visitors like you use the website and based on that update the website.
  • Advertising Cookies To serve ads, a cookie from DoubleClick is placed. This cookie does not collect surfing habits and personal data and ensures that the same ads aren’t continuously displayed. This is called a "frequency cap". Advertisers may use the cookies they place to collect information abour visitors. This is not our preference, but we have no influence.

Yes, I accept cookies

More info about our privacy and cookie policy privacy and cookie policy foodnutritiontable.com