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NutrInsight • Satiety: from appetite sciences to food application
Such spontaneous description of satiety in lay consumers suggests that they will be able to correctly understand claims that have to do with post-ingestive fullness and absence of hunger. Nevertheless it is possible that such claims might be misunderstood by some potential buyers of the products. Consumers might believe that “enhanced satiety” claims immediately equate to a slimming claim [Booth & Nouwen, 2010]. It is clear, however, that weight loss can only be achieved by sustained, goal-directed changes in lifestyle, including both diet and activity. Satiety enhancement per se, even if successful, cannot produce automatic weight loss. Recent studies of consumer understanding [Bilman et al., 2012] indicate reasonable knowledge among consumers, with most accepting that such products can only play a part in weight management and do not provide a simple, single solution to weight control. A majority of respondents understood that personal efforts are required to translate product attributes into potential weight control benefits. Figure 1 shows the ascription of personal responsibility per type of perceived benefit. However, dieters are more likely than non-dieters to misinterpret a satiety claim.
Lose weight
63.2(23.7)
Controls calorie intake
55.1(26.4)
Make it through the day
55.7(24.5)
Controls appetite
49.2(24.8)
Feel full for longer
41.5(25.6)
Fills your stomach
40.2(26.2)
Contains specific ingredients
30.1(28.2)
7
6
5
4
3
2
1
Entirely up to the product
100
Entirely up to personal efforts
0
Figure 1: Ascription of personal responsibility, with mean (SD) personal responsibility score per perceived benefit.
As an example, subjects considered that losing weight is more based on personal effort (100 score in this scale) than related to product effects (0 score), as the mean score is 63.2.
Source: Bilman et al., 2012
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