Citation
(2015), "Executive summary of “Impacts of the FoSHU (Food for Specified Health Uses) system on food evaluations in Japan”", Journal of Consumer Marketing, Vol. 32 No. 7. https://doi.org/10.1108/JCM-11-2015-052
Publisher
:Emerald Group Publishing Limited
Executive summary of “Impacts of the FoSHU (Food for Specified Health Uses) system on food evaluations in Japan”
Article Type: Executive summary and implications for managers and executives From: Journal of Consumer Marketing, Volume 32, Issue 7
This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.
Packaging and labels on food products invariably contain information about ingredients and nutrition. Many also include claims relating to health benefits associated with consumption of the product. When consumers perceive such health messages as credible, they are more likely to purchase the item. Otherwise, the claims are typically dismissed as being a sales ploy. However, some marketers remain inclined to make claims which mislead or misinform the consumer. These practices risk both consumer well-being and the equity of the manufacturer’s brand.
Health claims on food packaging have become a regular feature since the mid-1980s. This has prompted action from governments to regulate the information manufacturers include on their products. A prime example is the 1990 introduction of the Nutritional Labeling and Education Act (NLEA) by authorities in the USA. Later work showed that this helped to better inform less knowledgeable consumers, who subsequently became more aware of both positive and negative nutrient information on food packaging. Another outcome was that authorization of voluntary health claims by the NLEA did not impact considerably on the existing skepticism about positive nutrient information among consumers identified as “highly motivated”.
Different studies conducted in the USA have compared the interaction between nutrition facts and claims about health benefits or nutrient content and how this impacts on consumers. Despite the clampdown on exaggerated claims by the NLEA legislation, in most cases, it was found that the effect of health claims on consumer choice was low. Consumers paid more attention to the nutrient facts than to any claims about the health qualities of a food. Interplay between these information sources was largely not evident either.
Any contradiction between health claims and nutrition can further harm consumer trust. The damage is often greater if the discrepancy relates to disease prevention as opposed to health benefits, respectively indicated through such as fat or fiber content. Evidence suggests that impact of conflicting information can be more profound on individuals who are less health-conscious. In such circumstances, the possibility of people demonstrating greater health consciousness choosing a product containing health claims is less likely to be affected.
Similar tendencies to rely more on nutrition facts were evident among consumers in the UK who attached importance to nutritional information. However, health claims impacted on purchase decisions more for people influenced by “family preference”. Some evidence also suggests that those whose knowledge of nutrition is lower are less likely to rely on such information for their purchase decisions. Studies in Canada found that inclusion of health claims pertaining to lowering cholesterol levels had a more positive effect than nutrient content information on perceptions of healthiness, attitudes and purchase intention.
Regulation of health claims is not a feature in most Asian countries, although several do forbid the making of improper claims which refer to disease. An exception is Japan, where the government followed its US counterpart by introducing its own system in 1991. Labeled the FoSHU (Foods for Specified Health Uses), the purpose was to regulate health-related claims on food products launched in Japan. Those classified as FoSHU foods are allowed to include on the front of their packaging one or more health claims from an approved list. This system is the first where health-related claims are controlled by the government.
Recent research confirms that the vast majority of Japanese consumers are aware of the FoSHU system and around half seek FoSHU brands when aiming to consume healthy foods and drinks. The number of brands is growing to meet rising demand. By 2013, the value of the market had reached around $63 billion. Popularity of these brands is heightened by the fact that the Japanese Government permits the inclusion of the FoSHU seal alongside health claims. This “symbolic logo” indicates the product as a healthy option.
It has been noted in some studies that consumers in Japan are liable to chose FoSHU brands over alternatives and are willing to pay a price premium. But given the research limitations, Ono and Ono seek to further explore how the FoSHU system influences consumer evaluation of different food products within a specific category.
Nutrition labeling has not been mandatory in Japan, so consumers have been likelier to rely on information placed on the front of the product. This potentially raises the importance of the qualified health claims and/or the FoSHU seal as regards influencing consumer perceptions of FoSHU brands. Impact on their views of non-FoSHU products is also possible, research suggests. Gaining FoSHU status demands sizeable investment and some brands decide not to apply for this reason. The fact that allowable health claims are limited is another disincentive.
The authors explore these issues within two studies involving undergraduates from a Tokyo university. In both cases, the vast majority of participants were aware of FoSHU and almost half expressed interest in FoSHU brands. The first study aimed to test the direct impact of FoSHU on the brand involved. Subjects were randomly exposed to one of four pictures of a fictitious jelly drink in “squeeze-and-eat packaging”. Pictures combined presence or absence of the FoSHU seal with a health claim pertaining to gastrointestinal conditions. The product was chosen because its relative newness largely eliminated bias from prior knowledge.
A similar process was adopted for the second study. This time exposure combined either exposure or non-exposure to the FoSHU brand with the FoSHU and non-FoSHU brand having comparable or different packaging. The same jelly drink was used for the FoSHU brand, while the two non-FoSHU brands in the same category were in squeeze-and-eat packaging and a plastic bottle, respectively. As the aim was to investigate the external effects of health claims, the FoSHU seal was not included in this study.
Main findings from the two studies showed that consumer perceptions of a brand’s healthfulness are:
positively influenced by the FoSHU seal;
not affected by health claims on their own; and
positively influenced when the FoSHU seal and health claims were combined.
In addition, non-FoSHU brands are regarded as healthy when a FoSHU brand is present in the same category. This effect becomes even stronger when packaging of the non-FoSHU brand closely resembles that of the FoSHU brand. This is presumed to be because consumers attribute health qualities to the category rather than to an individual brand.
On this evidence, the authors conclude that Japanese consumers regard health claims as sales promotion when used independently. Findings also confirm the significance of the FoSHU seal in indicating the nutritional qualities of food brands.
Ono and Ono recommend that managers place a strong emphasis on the FoSHU logo and ensure that it is displayed prominently on the front of packaging. They could also use distinctive packaging to differentiate their offerings from non-FoSHU brands. It is likewise suggested that food policy makers would influence consumer choice more if they substantiate health claims with use of the FoSHU logo.
Exploration of additional products and categories is needed to ascertain variations in the impact of health claims at brand and category levels. The authors note the rising competition among FoSHU brands and propose exploring consumer preference for a particular FoSHU brand among the alternatives available.
Nutrition information on food packaging is to become a legal obligation in Japan during 2015. Examining interaction between the three information types is therefore another research possibility.
To read the full article enter 10.1108/JCM-09-2014-1144 into your search engine.
(A précis of the article “Impacts of the FoSHU (Food for Specified Health Uses) system on food evaluations in Japan”. Supplied by Marketing Consultants for Emerald.)