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C. M. BRUHN, Center for Consumer Research, Univ. of California, Davis, Dept. of Food Science & Technology, 1 Shields Ave., Davis, CA 95616 Some probiotic cultures appear to provide a wide range of important health benefits, however consumer awareness of these benefits is limited. Focus groups research found some consumers skeptical that probiotic cultures could be effective. Information as to the benefits of consumption of probiotic culture was more credible when it was consistent with the consumer’s existing beliefs and was endorsed by recognized health experts. Consumers aware of "friendly bacteria" in yogurt were more likely to accept the potential benefits of probiotic cultures than consumers unaware of beneficial bacteria. Some consumers were so sensitive to the risks of pathogenic bacteria that the concept of beneficial bacteria was not credible. European consumers appear more aware of potential benefits, although they are likely unfamiliar with the latest research relative to allergic response. Belief in health enhancing properties is enhanced when information is provided by a recognized health authority. Consumers wanted labels to contain information on the quantity and frequency of consumption necessary to produce health-enhancing benefits. In Europe as in the United States, taste, healthfulness, convenience, and price all contribute to decisions to select foods with unique health benefits
Session 24, Probiotics in health: Their potential against allergic diseases
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