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The right health claim for the right consumer?

February 20 2019 - Are health claims used by their target group(s)?

CLYMBOL researchers from the University of Ghent have found that only certain health claims reach or are being used by their intended target group. There was some evidence that high blood cholesterol could be linked to individuals or households using health claims referring to plant sterols and stanol esters featuring cholesterol-lowering effects. The authors call for better targeted communication efforts to improve intended consumer group targeting. 

The study was published in Food Quality & Preference (and can be accessed freely until March 15 2019).