Food labeling: Insights into consumer sensitivity and behavior from surveys on taste and functionality

Abstract

In this study, we surveyed consumer evaluations of the taste and functionality of a product containing the tomato Shonan Pomoron–which is rich in lycopene–from the Kanagawa prefecture in Japan. This is an initiative to register foods with functional claims (kinou sei hyoji shokuhin). The purpose is to use the insights gained into consumer sensitivity and behavior to explore future possibilities for labeling and display of products with health benefits. The investigation indicates that the perceived effect of lycopene on cholesterol differs depending on gender and we propose changing the nutritional display depending on the target market. We hope examining the labeling method is an important means of improving the welfare of consumers.