Consumer Knowledge, Perceptions & Acceptance (locally & international

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Consumer Knowledge, Perceptions & Acceptance (International)
Consumer acceptability of functional foods and nutraceuticals is governed by a variety of factors including beliefs, nutritional knowledge, attitudes and the socio-demographic characteristics of consumers (Labrecque et al., 2006). In the literature some common themes have emerged in consumer acceptability that cut across countries. While consumers are heterogeneous in their perceptions of the health-enhancing abilities of these products, females tend to hold stronger beliefs and are more sustainable users of such products (Batte et al. 2007). This reflects the fact that, more generally, the disease risk perceptions of consumers and their belief about the effectiveness of functional foods and nutraceuticals in lowering this risk is significant in shaping the consumer acceptability of these products (Larue et al.,2004). It is evident that consumer demand for functional foods and nutraceuticals is based on perceptions of their ability to decrease the risk of degenerative diseases, supplement nutritional inadequacies and/or to enhance the beneficial effects of organic functions that are unlikely to be accomplished through regular foods (Roos, 2004). Thus, consumer demand in the United States has tended to be strongest for functional ingredients that have gained significant scientific agreement and endorsement from the US Food and Drugs as reducing the risk of specific disease, for example Omega-3 fatty acids (heart disease), fibre (cancer), plant sterols (heart disease) and calcium (osteoporosis). difficult to verify (Chadwick et al. 2003). Many Americans are becoming increasingly aware of the dangers of chronic Such endorsements, arguably, provide basis to consumer perceptions and to the fact that the claimed impacts may be

illnesses, such as cancer, heart disease, and hypertension, and are willing to take the extra precautions to reduce their chances of contracting one or more including paying a premium for foods that will promote better overall health which is the nutraceutical products. In a recent survey of 200 college students enrolled in classes within the College of Agricultural Sciences (COAS) at Southern Illinois University Carbondale (SlUC), which was conducted in February 2004,80 percent of the students indicated they would pay more for a product that either (a) was proven to promote better health, or (b) had a label that described its health benefits (Miller, 2004). While the majority of students were only willing to spend 10 percent or more on these premiere products, others were willing to give as

high-cholesterol. Best examples in this regards are Malaysia Institute of Pharmaceuticals and Nutraceuticals (University Sains Malaysia) and Functional Food and Nutraceuticals Research Unit (International Islamic university Malaysia). In the United States. 2001). Majority of Malaysian used it for different kind of purposes such as for beauty. However. Hassan et al. The respondent were among the inhabitants of Penang. 2009 .much as 20 percent more than the current price without an increase in their income. still there is a scarcity of efforts to explore the facts that how much do consumers actually know about the nutraceutical and what is their knowledge regarding the safety and the benefits of nutraceutical safety.. Malaysia is one of the countries where traditional and cultural medicines are abundantly practiced. nowadays the trend of using herbal products had been changed to the nutraceuticals use.2011). It is noted that Chinese were found to be more inclines toward the use of nutraceuticals as cure or preventive measure for various medical condition. Marcello. . However. Almost a similar attitude is seen toward the use od nutraceuticals. A study had been conducted which will focus on exploring the public knowledge and attitudes regarding the use of nutraceuticals in Malaysia (Tahir et al. Consumer knowledge. (2009) reported that the evidence of herbal beverages use in the Malaysian populations prevent most of the diseases. perception and acceptance in Malaysia It is reported that Malaysians are more prefer toward the used of herbal products (Hassan et al. The variety of such products can be found in the Malaysian shelves. anti-aging. hypertension and others (Terry. This study will also provide the figure on how many of the Malaysians are prone to use nutraceuticals with some major or minor illnesses. Varieties of nutraceuticals are available in the market which people commonly said it was food supplements. Malaysia. extra supplements for general wellbeing and diseases like diabetes. In recent years the area of nutraceuticals have been actively established by the Malaysian research institutes. disease related products. the focus of this new industry on disease prevention is growing due to the concern that all age groups are showing towards contacting serious illnesses. it can be concluded from this survey that consumers are currently being aware of the nutraceutical products and willing to consume them in order to improve their health. memory enhancements. Similarly. Both national and international nutraceuticals industry is providing a huge product range that provides prevention from disease in addition to nutrition. The findings of the study show evidence that the use of nutraceuticals is believed as a cure for various medical conditions. 2006). Thus. the use .

the use of nutraceutical among Chinese was higher in comparison to Malay and Indians (Hassan et al. 2009). it was found that majoritu believe that nutraceuticals are safe to use for general well being. benefits and claims and adverse effects associated with the use of nutraceuticals. In general. The commonly seen medical disorders were diabetes melitus. . Chinese respondents were found more likely to use nutraceuticals to improve their mental health. hypertension. the use of nutraceuticals to improve the body function was more common among Chinese men in comparison to women.of nutraceutical for general well being particularly to reduce weight was higher among women. source of product. In terms of race. it was also seen that majority 119 of the respondents are suffering from some type of medical complication. Most of the respondents shown their interest to know more about the safety issues of nutraceuticals. heart problems and high cholesterol.. In addition. Globally women are found to be more beauty conscious in comparison to men and this reason may have give effect on their will to use the nutraceuticals to reduce weight and physical beauty. On the other hand.

Doyon. 2003. D.. H. Shafie AA. International Journal of Collaborative Research on Internal Medicine & Public Health. 13(3): 273294 Marcello Duranti.. and von Wright. Critical Review in Food Science and Nutrition.. Tahir M Khan. Gendron. Hassali and Mahmoud S. Public Knowledge about Herbal Beverages in Penang. Nutraceuticals Use among the Inhibitants of Penang. 2009.. Public Understanding od and Attitudes toward Scientific Research: What We Know and What We Need to Know. N. C. A. B.Reference(s): Batte. Midden. Fitoterapia. American. Jon. Food Policy. Putting their money where their mouthsare: Consumer willingness to pay for multi-ingredient. Terry A Lennie. T.. C. E. Acceptance of Functional Foods: A Comparison of French. Promises and Problems of Functional Foods.. G. Agribusiness. Khan TM.. Henson.. and Kolodinsky. Miller. Influence of market forces on nutraceutical research: role of the academic researcher. Larue. R. A. 2004. Palou.. Consumer response to functional foods produced by conventional.. Bellavance. Berlin. 54(4): 647-661.. West. 2006. 1(6): 1-12. Labrecque. organic. M. . or genetic manipulation. 2004. 2006. Hooker. and Lambert. Chadwick. Malaysia. Public Understanding of Science. G. Mohammad Al-Haddad. 2004. J. Rechekemmer. R. Liakopoulos. and Beaverson. M. Nutrition. 17(5): 423-424.... 3(5):402-414. 32:145-159. J. and Nazir M.. Hassali MA. processed organic food products. and Canadian Consumers. 77: 67–82. AMJ. J. De Roos.. Schroder. G. M. Malaysia.. Canadian Journal of Agricultural Economics.. S.. M. B. Mohamed A.. C. Koenen. F. Grain legume proteins and nutraceutical properties. 20(2): 155-166. 44: 369-377. N.. Mosely. D. 2001. T. Springer-Verlag. Functional Foods.. Haab.. 2007. 2011.

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