Awareness and preference for functional foods: the perspective of older Italian consumers

Abstract The literature has identified several factors that specifically influence how older consumers view and consume functional foods (FFs), including the perceived need for the product and perceived health benefit. Health claims (HCs), symbols and logos on FF labels can thus play a central role in enhancing product attractiveness and perception of health benefits. Nevertheless, few studies have examined how elderly consumers perceive non‐verbal communication (such as symbols) associated with health‐related information on FFs. Research undertaken on 400 Italian consumers aged over 60 revealed that HCs on FF influence older consumers' perceptions of the healthiness of products. However, respondents also stated that they had difficulties reading and interpreting HCs and nutritional information on food labels. The findings highlight the existence of significant barriers to FF acceptance and use by older consumers, namely price sensitivity, availability and general scepticism on the reliability of the information provided by food manufacturers.