The Value of the Term ‘Organic’ in Messaging as a Driver of Product Acceptance in Older vs. Younger Consumers
November 2008
This paper presents the highlights of a database dealing with consumer responses to concepts about 29 good-for-you foods and beverages. Consumers evaluated systematically varied test concepts, with different messages about the features of foods and beverages. The elements of the concepts ranged from what was in the food, to emotional responses to the food, along with specific health-and-wellness features. We compare the data from two groups (individuals age 60+ versus individuals age 20-30) across these topics. These groups differ, especially in their response to endorsements from professional organizations about ‘good for you’.
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