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Consumers’ perceptions and awareness towards ice cream as functional food

with respect to Ahmedabad City, India

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Consumers’ perceptions and awareness towards ice cream as functional food

with respect to Ahmedabad City, India

Manishkumar B Tadhani*,
Sunny P Shah.
Paresh M Karia

Ahmedabad Management Association,

Dr. Vikram Sarabhai Marg,
Ahmedabad, Gujarat,
India – 380015

* Corresponding author:
Manishkumar Tadhani, M Sc, Ph D, MBA.
83, Francis Road, Hounslow West,
Middlesex, UK TW4 7JT
Email: [email protected]

Abstract

In this paper, consumer awareness and perceptions towards ice cream as a

functional food with functional food properties was studied. A quantitative survey was

conducted to explore public knowledge about ice cream with functional food

properties and attitudes toward such foods. Self administered questionnaires,

focused on ice cream consumption, pack size preference, knowledge of the foods

with specific health benefits i.e. ice cream, availability of ice cream with functional

properties, whether they were interested to buy functional foods or were ready to pay

higher for a range of properties.

Results indicated that 47% respondents consume ice cream weekly and 31%

occasionally. Havmor was found to be most popular brand and nearly 45% of
 18

respondents preferred an ice cream with chocolate flavours. The subjects had

significantly lower knowledge about functional foods (33%) and ice cream available

with probiotic (18%). Advertisements and Newspapers were the main source of their

knowledge about functional foods. After counselling about functional foods and their

health benefits, 85% respondents were ready to buy functional foods and 66% were

ready to pay higher for foods product with health benefits. This research revealed

that there is lack of awareness towards functional foods. Effective communication

strategies with the involvement of health professionals and community based

scientific programmes are needed to make a success of functional food products in

the market place.

Keywords:

Ice cream, functional food, consumer awareness

Introduction

Over the last several years, there has been observed distinct changes in the

understanding of the role of foods in human health promotion. The frontier of

scientific research has expanded from the primary role of food as a source of energy

and body-forming substances to the more subtle action of biologically active food

components on human health (Grajek et al, 2005). Such foods are known as

"Functional Foods" which have a similar appearance to conventional foods and

consumed as part of the normal diet (Wahba et al, 2006). Food can be considered

functional if it is satisfactorily demonstrated to affect beneficially one or more target

functions in the body, beyond adequate nutritional effects in a way which is relevant

to either the state of well-being and health or the reduction of the risk of chronic

diseases such as cancer, cardiovascular diseases and osteoporosis (Diplok et al,

 19

1999; Berner and O’Donnell, 1998; Dimer and Gibson, 1998; Pisulewski and

Kostogrys, 2003).

Functional foods are mainly categorised as (i) conventional foods with naturally

occurring bioactive substances such as dietary fibre, (ii) foods enriched with

bioactive substances e.g., probiotics, antioxidants, and (iii) synthesized food

ingredients introduced to traditional foods (e.g., prebiotics).

Probiotics and prebiotics, soluble fibre, omega-3 fatty acids, conjugated linoleic acid,

plant antioxidants, vitamins, minerals, some proteins, peptides and amino acids are

example of some of the functional food ingredients frequently mentioned in the

literature (Grajek et al, 2005). Probiotics are defined as ‘‘live microorganisms, as

they are consumed in adequate numbers confer a health benefit on the host”

(Charalampopoulos et al, 2003; Stanton et al., 2005). Lactic acid bacteria (LAB) and

bifidobacteria; the most widely studied bacteria in the field of probiotic, are normal

flora of the intestine (Kociubinski and Salminen, 2006).

The term "functional food" originated in Japan in the 1980s, when it was used by the

industry to describe foods fortified with specific ingredients imparting certain health

benefits to the food products (Ruderus, 1993). Functional foods may contain

significant levels of biologically active components that impart health benefits when

consumed in an optimal serving size. Health claims for these foods influence

consumer behaviour and potentially affect public health (Clydesdule, 1997;

Roberfroid and Harper, 2000). Functional foods, also known as nutraceuticals,

medical foods or nutritional foods, are driving food markets around the world and are

expected to be one of the emerging trends for the food industry in this new

millennium (Xu and Xu, 2001). The consumer’s level of understanding and

awareness of the importance of diet in providing good health and preventing disease
 20

has grown as a result of the numerous government, public health, and education

campaigns (Childs, 1997). As a consequence of increasing interest in improving or

maintaining health in a proactive and convenient approach (Jong et al., 2003),

consumers have become more concerned about the nutrition, health, and quality of

food they eat (Gil et al., 2000).

Ice cream is a frozen dairy product developed from milk and cream with a

combination of flavours and sweeteners. These ingredients are stirred slowly during

cooling to prevent large ice crystals formation and result in a smooth textured

product. Since ice cream is considered a food for enjoyment, rather than a basic

food, a question remains as to whether the consumer will appreciate fortifications in

such food products. In the current health climate, consumers are likely to respond

positively to such fortifications in food products. However, the fortification of ice

cream with nutrients or other bioactive substances should not be supported without

first lowering the energy content of the product (Schaafsma, 2003).

Functional foods are assumed to make it possible for the consumer to lead a

healthier life without changing eating habits. Whether consumers accept this type of

change in the products or not is potentially influenced by their perceptions of the

robustness of the processing methods, food components used for enrichment, type

of food products as well as health claims used in the production and marketing of

functional foods. Because consumers may perceive functional enrichment as

interfering with nature, cultural values pertaining to man's manipulation of nature may

also influence consumer acceptance of functional foods (Bech-Larsen and Grunert,

2003).
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Functional foods are not an easily recognizable concept. Unlike organic foods, there

is no statutory definition of the term ‘functional food’ (Cockbill, 1994). They have

been viewed by some as standing between food and drugs (Chadwick, 2000),

however, this tends to ignore naturally occurring functional foods. Researchers have

focused on the importance of the product having enriched or added beneficial

physiological effects when included in a normal daily diet (Bech-Larsen and Grunert,

2003). Therefore, it is necessary to search a market potential of functional food

products with respect to consumer perceptions and knowledge, buying behaviour,

readiness to accept the functional food products.

The present study was planned with the objective to study the awareness of

consumer towards ice cream as a functional food. Furthermore the study covered

the perceived knowledge and buying behaviour of the product with functional

properties.

Materials and Methods

A structured questionnaire was used comprised of 10 questions: seven questions

were based on perception and awareness of ice cream and functional food whereas

last three questions focused on buying behaviour towards such functional foods.

After the first seven questions, respondents were briefly introduced to the concept of

functional foods and its health benefits. Whilst there are undoubtedly weaknesses in

this method adopted, such questions and approach allowed the introduction of

products new to the customer. In addition, three questions were based on

demographics (gender, age and income). The questionnaire was administered

personally and filled out by consumers ‘on the spot’. An attached letter explained the

objectives of the study and assured anonymity of the consumer’s response hence
 22

addressing relevant ethical issues. It took between 7 and 10 minutes to fill out the

questionnaire including a discussion on the health benefits of functional foods; the

response rate was 100%. The questionnaire was developed from the findings of in-

depth interviews. It was pre-tested by 15 persons for refinement. Changes were

made to those questions that needed adjustments based on feedback such as

wording of the questionnaire, sequencing of questions and clarity. A total of 150

subjects were covered from the selected location of Ahmedabad city, Gujarat, India.

Results and Discussions

Table 1 below shows the demographics of the respondents. The consumer survey

revealed that the gender ratio was found to be 63% male and 37 % female among

total 150 consumers interviewed. The major group was below 25 years (47.0%)

followed by 26-34 years (26.0%), 35 –44 years (10%) and above 45 years (17%).

Nearly half of respondents (48%) belong to income group up to 10k Rs. Per month

whereas only 8% of consumers have income above 30K Rs.

Table 1 Demographic data of respondents

Questions % Responses Age Groups (years)

Gender Below 25 47

Male 63 26-34 26

Female 37 35-44 10

Above 45 17

Income Groups
(Rs.)

0-10 K 48

10-20K 32

20-30K 12

Above 30K 8
 17

Table 2 shows the results of frequency for ice cream eating, brand preference,

choice of flavour, pack size, label claim information during purchase, ice cream

available with probiotic, awareness towards the functional food, whether ready to

higher for products with health benefits, looking for new functional food products

during the time of shopping.

Table 2: Awareness of consumers towards ice cream as functional food

Questions % Responses Kaju Draksh 7

How often you eat ice Other 51

cream
Which Pack size do you
Daily 6 prefer

Weekly 47 Tri cone 26

Monthly 15 Cup 53

Occasionally 31 Family pack 31

Not at all 1 Other 11

Which brand you prefer & Do you see a label claim and
Why
content of ice cream?
Amul 20
Yes 35
Vadilal 29
No 36
Havmor 41
Sometime 29
Others 23
Are you aware about
functional

Food

What are your Flavours of Yes 31

your choice
Advertisement 37
Chocolate 45
Friends 28
Vanilla 19
Family 7
Butterscotch 17
News paper 33
Strawberry 11
Others 13
Rajbhog 7
No 69
 18

No 3

Have you heard about ice cream with Can’t Say 12

probiotics

Yes 18
Do you wish to pay higher for functional
Advertisement 33 food (positive health benefits) product?

Friends 22 Yes 66

Family 26 No 17

News paper 11 Can’t Say 17

Others 22 Are you looking for functional food

products during buying of food item?
No 82
Yes 36
If you know that the Product have health
benefit, will prefer to buy? No 35

Yes 85 Can’t Say 31

Data from this study of ice cream consumption shows that the 47% people eating ice

cream weekly whereas 31% people eat ice cream occasionally. Only six per cent of

people eat ice daily and one per cent found to be non-consumers of the product.

Results of present research indicated that Havmor (41%) have the highest

percentage of consumers followed by Vadilal (29%) and Amul (20%). Local and

other brands also have good market share i.e. about 23%. About 25% of people

prefer more than one brand as a choice for ice cream.

Data analysis revealed that the brand preference in case of Amul is nearly similar in

both male and female categories. In the case of Vadilal, male preference (32%) is

higher compared to female (25%). Fifty four per cent of females preferred Havmor as

a brand choice compared to males (34%). About 61% of females preferred a

chocolate flavour in ice cream whereas it was 32% in the male sample. Vanilla
 18

flavour was less preferred by females (13%) compared to males (23%) whereas

other flavours had similar preference. In general consumers (45%) prefer a

chocolate flavour followed by Vanilla (19%), Butterscotch (17%), Strawberry (11%),

Rajbhog (7%), Kaju Draksh (7%).

Out of 150 respondents, 53% of consumers preferred a cup, 31 % with family pack

and 26 % chosen the tricone as pack size. The rest of consumers preferred other

pack sizes including weight basis issues, local packaging etc. About the 20% of the

sample gave a preference to more than one pack size according the occasion or

time.

During the purchase of ice cream, only 35 % of consumers had seen the packing for

the label claim and 36% of consumers never saw the label claim whereas 29 % of

consumers saw the label sometimes on the ice cream pack.

The results indicate that consumer awareness towards functional food was very low.

Only 31% of consumers knew about functional foods and their health benefits.

Compared to functional food awareness, only 18% respondents knew that ice cream

with probiotics was available in the market. About 37% of consumers gained

awareness about functional foods through advertisement as a source of information.

Information gained about functional foods from newspapers and friends were 33 %

and 28%, respectively. Only 7% people got their information on this topic from family.

Results about functional ice cream availability indicated that 33% of consumer knew

about ice cream available with Probiotic in the market through advertisement.

Information gained about probiotic ice cream from newspaper and friends were 26 %

and 22%, respectively. Only 11% of the sample got their information from the
 19

company about its product. This response indicates that there is need to develop a

meaningful marketing strategy to reach the target audience.

Consumers are increasingly demanding nutritious, flavourful and healthy food

products. Bruhn et al (1992) found that 90% of women and 75% of men were

concerned with what they eat and the way it affects their health. Furthermore, the

most important factor in a consumer’s decision to buy a product was taste, and then

nutrition. Consumers have concerns about the content of total fat, saturated fat, and

cholesterol (Welty et al, 2001).

After counselling about functional foods and its health benefits, 85% of consumer

were ready to buy the food products with functional properties. Only 3 % of people

refused to buy the functional food products whereas 12 % consumers were unable to

answer whether they buy or not. Out of total, 66% consumers were ready to pay

higher for functional food products, seventeen per cent of respondents are not ready

to pay higher for health benefit products and a similar per cent also unable to answer

for the same.

Modern consumers are health conscious and interested in foods which will keep

them healthy as well as help them in preventing diseases. However, the interaction

between food and health is a very complex one and it is very important for

consumers to understand. It is important to identify the specific effects of food on

health and gain a better understanding of the mechanisms involved in these effects

in order to provide consumers with a real understanding of the value of food.

Consumers are much more likely to accept functional ingredients with a well-

established and broadly appealing health image than functional ingredients which

are unfamiliar or appeal only to consumers with rather advanced medical or nutrition
 20

knowledge (Bech-Larsen and Grunert, 2003; Menrad, 2003; Poulsen, 1999; Urala

and Lahteenmaki, 2007). Hence, it is much easier to gain consumer acceptance for

a functional food that is enriched with compounds that are well-known for their health

benefits (such as probiotics, prebiotics, antioxidants) than it is for compounds that

are practically unknown to the general public.

A central concept in the ‘‘quality’’ of research on the acceptance of functional foods

is the general health orientation of consumers in whatever chosen country. As

already found in the studies of US consumers (Gilbert, 2000), general health

orientation varies systematically as a function of age and gender. Women tend to be

slightly more health-oriented than men, and middle aged and elderly consumers tend

to be substantially more health-oriented than younger consumers, which is usually

mirrored by similar patterns in awareness of functional foods and intentions to buy

functional foods (Bech-Larsen and Grunert, 2003; Poulsen, 1999; Urala and

Lahteenmaki, 2007; Verbeke, 2005).

Conclusion

The functional food market is fast growing and constitutes a dynamic segment of the

food industry. From the product market experience and consumer research reviewed

above, it becomes clear that the successful marketing of functional foods requires

skills and resources that go far beyond the capabilities of many companies that

attempt to enter the market. Consumer awareness and acceptance of functional

foods has been recognized as key factor for success of products in the market.

Results of the authors’ research indicate that consumers have limited knowledge and

awareness about functional foods. Therefore, there is need for specific marketing

strategies and effective communication activities to increase awareness among

 21

consumers. If the message regarding health benefit effects of functional food

ingredients are conveyed to their customers properly from the company it will help

consumers to accept such products and hopefully gain success in the market.

Consumer research plays an important role in this marketing process, helps in

consumer measurement, market potential, sales forecasts, and each element like

product mix. In a fiercely competitive situation, it is extremely critical for an

organization to monitor its customer relationships on a regular basis.

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