CLYMBOL
Role of health-related claims and symbols in consumer behaviour
| Coordinatore | EUROPEAN FOOD INFORMATION COUNCIL AISBL
Organization address
address: HOTEL TASSEL - RUE PAUL EMILE JANSON 6 contact info |
| 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
| # | ||||
|---|---|---|---|---|
| 1 |
EUROPEAN FOOD INFORMATION COUNCIL AISBL
Organization address
address: HOTEL TASSEL - RUE PAUL EMILE JANSON 6 contact info |
BE (BRUXELLES) | coordinator | 555˙800.00 |
| 2 |
UNIVERSITAET DES SAARLANDES
Organization address
address: CAMPUS contact info |
DE (SAARBRUECKEN) | participant | 353˙325.00 |
| 3 |
AARHUS UNIVERSITET
Organization address
address: Nordre Ringgade 1 contact info |
DK (AARHUS C) | participant | 325˙300.00 |
| 4 |
WAGENINGEN UNIVERSITY
Organization address
address: DROEVENDAALSESTEEG 4 contact info |
NL (WAGENINGEN) | participant | 313˙646.00 |
| 5 |
UNIVERSITY OF SURREY
Organization address
address: Stag Hill contact info |
UK (GUILDFORD) | participant | 259˙389.00 |
| 6 |
UNIVERSITEIT GENT
Organization address
address: SINT PIETERSNIEUWSTRAAT 25 contact info |
BE (GENT) | participant | 249˙225.00 |
| 7 |
UNIVERZA V LJUBLJANI
Organization address
address: KONGRESNI TRG 12 contact info |
SI (LJUBLJANA) | participant | 205˙275.00 |
| 8 |
"SCHUTTELAAR & PARTNERS, ADVIESBUREAU VOOR MAATSCHAPPELIJKE COMMUNICATIE BV"
Organization address
address: Zeestraat 84 contact info |
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 contact info |
UK (OXFORD) | participant | 145˙813.00 |
| 11 |
CENTRO DE INVESTIGACION Y TECNOLOGIA AGROALIMENTARIA DE ARAGON
Organization address
city: ZARAGOZA contact info |
ES (ZARAGOZA) | participant | 122˙550.00 |
| 12 |
BUDAPESTI CORVINUS EGYETEM
Organization address
address: Fovam Ter 8 contact info |
HU (BUDAPEST) | participant | 57˙750.00 |
| 13 |
LIVSMEDELS VERKET
Organization address
address: Hamnesplanaden 5 contact info |
SE (UPPSALA) | participant | 47˙086.00 |
| 14 |
GLOBUS SB-WARENHAUS HOLDING GMBH & CO. KG
Organization address
address: LEIPZIGER STRASSE 8 contact info |
DE (SANKT WENDEL) | participant | 31˙200.00 |
Mappa
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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.