Factors influencing consumers' willingness to use beverages and ready-to-eat frozen soups containing oat β-glucan in Finland, France and Sweden

Factors affecting consumers' willingness to use beverages and ready-to-eat frozen soups containing oat beta-glucan were studied in Finland, France and Sweden (N = 1157). Three beverage or soup samples were presented to each consumer: a reference sample without beta-glucan/health claim, a sample containing beta-glucan, without claim and a third one with beta-glucan and claim (cholesterol or glucose related). Questions about liking, beneficiality, willingness to use and price estimates for purchasing were asked before and after tasting. A trained sensory panel (N = 11) also profiled the sensory characteristics of the samples. Taste of the samples strongly affected the willingness to use them. Health claim gave a significant but small added value to beverages and soups with beta-glucan. The price respondents were willing to pay for the beverages and soups containing beta-glucan decreased after tasting, regardless of the health claim. No notable effect due to gender or age on the willingness to use products with health claims was found. (C) 2005 Elsevier Ltd. All rights reserved.