engleski

Transforming consumer's healthy eating perceptions into product development

Recently published survey on a national sample of Croatian adults aged 15 years and over relating consumer healthy eating interpretation showed, that behind the most frequently mentioned concept of healthy eating ‘’fresh, natural foods’’ (50%), were lay down various interpretations like food without additives, pesticides, fertilizers, GMO, organic or bio produced food, safe packed food, domestic and traditional food products, good and safe for health, Dalmatian, Croatian or Mediterranean origin. It indicates that for Croatian subjects regarding of ‘’healthy eating’’, the way a food product is manufactured, packed or originated might be more relevant, than safety and healthy eating aspects. It is so probably, not because of lack of safety concerns among Croatian adults, than they assume the local or regional origin, domestic and traditional food is the ‘food you can trust’ in the terms of honesty, quality and food safety. For product developers, that perceptions give wide opportunities to develop various food products that are ‘’safe by the design’’, taking into account the complexity with which food are currently being viewed by the Croatian consumers. It implies developing effective communication strategies for increasing competitiveness in the market and also, labeling, consumer education to enhance healthy dietary practices.

healthy eating; Croatia; consumers

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