The objective of this study is to understand the level of attention that the consumer awards to a balanceddiet and to product ingredients, with a twofold purpose: to understand whether food product reformulationcan generate a competitive advantage for companies that practice it and to evaluate the mostappropriate policy interventions to promote a healthy diet. Reformulation strategy, in the absence ofbinding rules, could be generated by consumers. Results from qualitative research and from empiricalanalysis have shown that the question of health is a latent demand inﬂuenced by two main factors: ageneral lack of information, and the marketing strategies adopted by companies which bring about anincrease in the information asymmetry between producers and consumers. In the absence of bindingrules, it is therefore necessary that the government implement information campaigns (food education)aimed at increasing knowledge regarding the effects of unhealthy ingredients, in order to inform andimprove consumer choice. It is only by means of widespread information campaigns that food productreformulation can become a strategic variable and allow companies to gain a competitive advantage. Thismay lead to virtuous results in terms of reducing the social costs related to an unhealthy diet.
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