CLYMBOL

Role of health-related claims and symbols in consumer behaviour

Coordinatore	EUROPEAN FOOD INFORMATION COUNCIL AISBL    more  Organization address address: HOTEL TASSEL - RUE PAUL EMILE JANSON 6 city: BRUXELLES postcode: 1000 contact info Titolo: Dr. Nome: Sophie Cognome: Hieke Email: send email Telefono: +32 2 626 24 93 Fax: +32 2 506 89 80
Nazionalità Coordinatore	Belgium [BE]
Sito del progetto	http://www.clymbol.eu/
Totale costo	3˙827˙412 €
EC contributo	2˙999˙103 €
Programma	FP7-KBBE Specific Programme "Cooperation": Food, Agriculture and Biotechnology
Code Call	FP7-KBBE-2012-6-singlestage
Funding Scheme	CP-FP
Anno di inizio	2012
Periodo (anno-mese-giorno)	2012-09-01   -   2016-08-31

 Partecipanti

#	participant	country	role	EC contrib. [€]
1	EUROPEAN FOOD INFORMATION COUNCIL AISBL  Organization address address: HOTEL TASSEL - RUE PAUL EMILE JANSON 6 city: BRUXELLES postcode: 1000 contact info Titolo: Dr. Nome: Sophie Cognome: Hieke Email: send email Telefono: +32 2 626 24 93 Fax: +32 2 506 89 80	BE (BRUXELLES)	coordinator	555˙800.00
2	UNIVERSITAET DES SAARLANDES  Organization address address: CAMPUS city: SAARBRUECKEN postcode: 66041 contact info Titolo: Prof. Nome: Andrea Cognome: Groeppel-Klein Email: send email Telefono: +49 681 302 2135 Fax: +49 681 302 4370	DE (SAARBRUECKEN)	participant	353˙325.00
3	AARHUS UNIVERSITET  Organization address address: Nordre Ringgade 1 city: AARHUS C postcode: 8000 contact info Titolo: Mr. Nome: Mikkel Cognome: Larsen Email: send email Telefono: +45 8716 5907	DK (AARHUS C)	participant	325˙300.00
4	WAGENINGEN UNIVERSITY  Organization address address: DROEVENDAALSESTEEG 4 city: WAGENINGEN postcode: 6708 PB contact info Titolo: Ms. Nome: Ingeborg Cognome: Oude Lansink Email: send email Telefono: +31 317 486063	NL (WAGENINGEN)	participant	313˙646.00
5	UNIVERSITY OF SURREY  Organization address address: Stag Hill city: GUILDFORD postcode: GU2 7XH contact info Titolo: Ms. Nome: Maria Cognome: Sega-Buhalis Email: send email Telefono: +44 1483 683498 Fax: +44 1483 683791	UK (GUILDFORD)	participant	259˙389.00
6	UNIVERSITEIT GENT  Organization address address: SINT PIETERSNIEUWSTRAAT 25 city: GENT postcode: 9000 contact info Titolo: Dr. Nome: Margo Cognome: Baele Email: send email Telefono: +32 9 264 31 06 Fax: +32 9 264 35 83	BE (GENT)	participant	249˙225.00
7	UNIVERZA V LJUBLJANI  Organization address address: KONGRESNI TRG 12 city: LJUBLJANA postcode: 1000 contact info Titolo: Dr. Nome: Marija Cognome: Klop?i? Email: send email Telefono: +38 6 41 546 484 Fax: +38 6 1 7241 005	SI (LJUBLJANA)	participant	205˙275.00
8	"SCHUTTELAAR & PARTNERS, ADVIESBUREAU VOOR MAATSCHAPPELIJKE COMMUNICATIE BV"  Organization address address: Zeestraat 84 city: Den Haag postcode: 2518 AD contact info Titolo: Ms. Nome: Monique Cognome: Veenker Email: send email Telefono: 31703184444	NL (Den Haag)	participant	181˙980.00
9	KOBENHAVNS UNIVERSITET	DK	participant	150˙764.00
10	THE CHANCELLOR, MASTERS AND SCHOLARS OF THE UNIVERSITY OF OXFORD  Organization address address: University Offices, Wellington Square city: OXFORD postcode: OX1 2JD contact info Titolo: Ms. Nome: Linda Cognome: Pialek Email: send email Telefono: +44 1865 289800 Fax: +44 1865 289801	UK (OXFORD)	participant	145˙813.00
11	CENTRO DE INVESTIGACION Y TECNOLOGIA AGROALIMENTARIA DE ARAGON  Organization address city: ZARAGOZA postcode: 50059 contact info Titolo: Dr. Nome: Azucena Cognome: Gracia Email: send email Telefono: 34976716350 Fax: 34976716335	ES (ZARAGOZA)	participant	122˙550.00
12	BUDAPESTI CORVINUS EGYETEM  Organization address address: Fovam Ter 8 city: BUDAPEST postcode: 1093 contact info Titolo: Dr. Nome: Judit Cognome: Simon Email: send email Telefono: +36 1 482 5039	HU (BUDAPEST)	participant	57˙750.00
13	LIVSMEDELS VERKET  Organization address address: Hamnesplanaden 5 city: UPPSALA postcode: 751 26 contact info Titolo: Dr. Nome: Anita Cognome: Laser Reuterswärd Email: send email Telefono: 46733545337	SE (UPPSALA)	participant	47˙086.00
14	GLOBUS SB-WARENHAUS HOLDING GMBH & CO. KG  Organization address address: LEIPZIGER STRASSE 8 city: SANKT WENDEL postcode: 66606 contact info Titolo: Mr. Nome: Johannes Cognome: Scupin Email: send email Telefono: +49 68519093379	DE (SANKT WENDEL)	participant	31˙200.00

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 Obiettivo del progetto (Objective)

'Health-related symbols and claims may be potentially influential in supporting informed choice, furthering healthier consumer food choices, and strengthening competitiveness of the European food industry in bringing about food products that support a healthier lifestyle. However, current insights into how health symbols and claims are understood and used in real-world shopping situations are limited, making it difficult to derive recommendations on the wording and design of health claims and symbols, including the context in which these appear on the food label. The objectives of this project are to determine how health-related symbols and claims, in their context, are understood by consumers, and how they affect purchasing and consumption, taking into account both individual differences in needs and wants and country-specific differences with regard to use of health claims and symbols. Guidelines will be developed for EU policy directed towards health-related symbols and claims, and a set of methods will be developed that can be used by policy-makers and industry to assess the effects of health claims and symbols as these appear on the market. The project will draw heavily on the involvement of stakeholders from the whole food sector to ensure results with high practical relevance.'

Descrizione progetto (Article)

Findings from the project 'Role of health-related claims and symbols in consumer behaviour' (http://www.clymbol.eu (CLYMBOL)) will inform EU policy in this area. Partners are further developing a toolbox of methods designed to enable policymakers, the food industry to assess the effects of health claims and symbols as these appear on the market.

The project began by identifying differences in the historical use of health claims and symbols across Europe. Interviews were conducted with national food authorities, representatives of the food industry and consumer organisations. Before 2006, some countries reported health claims to be regulated at national level while others prohibited their use. On the other hand, health symbols have been regulated in only 3 of the EU Member States, others have voluntary codes of practice in place. Availability of national databases on health claims and symbols was and remains low, and the data is often incomplete.

Project researchers have since sampled and analysed a total of 2,036 food and drink products from five different European countries in order to map the current prevalence of claims and symbols. Based on the nutritional composition data of these foods, they will further study the healthfulness of foods with and without health claims as well as compare them against criteria in place for assigning health symbols.

Additional studies that have been undertaken include qualitative research into how consumers use their beliefs about health to interpret health claims and a pan-European survey on the differences in consumer motivation and ability to process health-related claims and symbols.

The methodological toolbox is currently testing select methods to measure consumer understanding, purchase and consumption behaviour with regards to health claims and symbols.

In addition to this, the research framework for the empirical investigation of the effect of health claims and symbols on understanding, purchase and consumption is being developed. A range of different methodologies will be applied to provide a holistic understanding of consumer behaviour. This research should be completed by mid-2016.

Communication guidelines are being developed that will include the identification of innovative and competitive ways to communicate health-related claims and symbols in their context. Final recommendations and guidelines will be available towards the end of the project, in summer 2016.

The project so far has produced various dissemination materials, including its website, a Facebook page and Twitter account and is linked to project partner websites. A first publication has appeared in the Nutrition Bulletin (2015: 40(1), open access). Also, partners have given more than 30 presentations at various scientific and stakeholder events including poster presentations and conference abstracts.

CLYMBOL works to improve our understanding of how health claims and symbols can impact consumer behaviour, thus aiming to enable European consumers in making more informed choices. The project will provide recommendations for better communicating health-related information to consumers.