Drivers of Consumer Choice

Drivers of Consumer Choice

Scientific evidence & policy implications

Eva Woelbert Joint Research Centre

Institute for Health and Consumer Protection

Public Health Policy Support

DG SANTE Conference

on Food Safety and Nutrition in 2050

EXPO Milano, 17th July 2015

2 DG SANTE Conference on Food Safety and Nutrition in 2050 – EXPO Milano, 17th July 2015

The citizen as the driver of a healthy food chain


Consumer information

Notice

and Read Understand

Change Behaviour

?



What determines food choice?

DE 2014 N=1851


Predispositions

• basic flavors: eat sweet and avoid bitter

• be careful with unknown food

• learn about food by experience

-> Food preferences are shaped by environment & experience

What determines food preferences?


Advertising contains elements important in learning

Exposure to food advertising causes children to prefer the advertised foods

and request them from their parents

Food preferences: Advertising


Create a healthy preference learning environment

• Ensure healthy infant & school food

• Encourage & model healthy eating

• Reduce food advertising, especially to children

Food preferences: Implications


Price as a barrier to healthy choice


"Price is more important to me than anything else"

2013, N=8076


The effect of subsidies for fruit and vegetables

Thow, Downs, Jan, 2014


Decisions are not always in our best long-term interest


Present bias


People make healthier decisions when they choose in advance

Timing matters

Time 1:

Eat apple at time 2

Time 2:

Eat chocolate

now


Placement matters

© Joe McKendry



• Consumers care about food information

• Food preferences are shaped by experience

• Consumers respond to price changes

• Choice environments can be changed to make it easier to choose healthy

The best effects can be achieved in combination!

Conclusion

© European Union, 2015 Disclaimer: The contents of this presentation are the views of the author and do not necessarily represent an official position of the European Commission.

Thank you for your attention ec.europa.eu/jrc/

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