European consumer preferences for beef with nutrition and health claims: A multi-country investigation using discrete choice experiments

Lynn Van Wezemael, Vincenzina Caputo, Rodolfo M. Nayga Jr., Georgios Chrysochoidis, Wim Verbeke

Research output: Contribution to journalArticlepeer-review

136 Citations (Scopus)


The European Union (EU) nutrition labelling policy aims to facilitate consumers’ food choice, stimulate innovation and facilitate the circulation of foods bearing claims across countries. However, the beef industry has not fully taken advantage of utilizing nutrition and health claims based on the EU nutrition labelling policy to differentiate beef products in the market. This study investigates consumer preferences for nutrition and health claims on lean beef steak. Two choice experiments were conducted among 2400 beef consumers in four EU countries (Belgium, France, the Netherlands, United and United Kingdom). Multinomial logit and error component models were estimated. Our results generally suggest that consumer valuation of nutritional and health claims varies across countries. In Belgium, the Netherlands and France, nutrition and health claims on saturated fat yielded higher utilities than claims on protein and/or iron, while the opposite was found among consumers in the UK. The results imply that marketing opportunities related to nutrition and health claims on beef are promising, but that different nutritional marketing strategies are necessary within different countries.
Original languageEnglish
Pages (from-to)167-176
Number of pages10
JournalFood Policy
Early online date28 Dec 2013
Publication statusPublished - Feb 2014

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