Home Men's Health Well being advantages and pure components key to selling candy protein alternate options over sugar

Well being advantages and pure components key to selling candy protein alternate options over sugar

Well being advantages and pure components key to selling candy protein alternate options over sugar


In a latest research revealed within the journal Meals Analysis Worldwide, researchers explored the position of message framing in selling the consumption of different sweeteners, particularly candy proteins, to cut back sugar consumption. Their findings point out that people usually tend to be influenced by messaging highlighting sugar substitutes’ well being advantages, although specializing in their lack of synthetic components can be useful.

Study: Beyond sugar: Exploring the influence of health and naturalness framing on attitudes towards products with sweet proteins in EuropeExamine: Past sugar: Exploring the affect of well being and naturalness framing on attitudes in the direction of merchandise with candy proteins in Europe


Estimates recommend that European Union residents devour a mean of 34 kg of sugar every year, greater than thrice the quantity really helpful by the World Well being Group. The rise in sugar consumption has a deleterious impact on public well being and has been related to rising weight problems charges. Methods resembling taxing sugary meals and drinks, strengthening dietary labeling laws, and lowering the advertising of those meals to kids haven’t had the specified impact of lowering their consumption.

Nevertheless, breakthroughs in precision fermentation have allowed scientists to develop ‘candy proteins’ resembling thaumatin, which is well digestible and non-allergenic. Notably, they’re created utilizing yeast to precise and isolate proteins occurring naturally in some fruit. They’re a promising different to synthetic sweeteners resembling sucralose and aspartame with out the related well being dangers.

It’s crucial to market the novel candy proteins in a method that influences shopper attitudes and perceptions and interprets to diminished sugar consumption. Earlier analysis has indicated that perceptions of well being and naturalness have a job to play and could also be moderated by physique mass index (BMI) and feelings related to sugar consumption, like anticipatory guilt.

In regards to the research

Within the current research, researchers investigated how well being and naturalness perceptions influenced attitudes towards merchandise containing candy proteins. A subsequent research additionally assessed the elements that reasonable this relationship, resembling BMI and anticipatory guilt for well being messaging, earlier consumption of different sweeteners, and anticipatory pleasure for naturalness messaging.

The researchers examined these influences experimentally by presenting comparable messages that solely differed in how they described candy proteins. The well being body centered on their well being advantages as a sugar different, whereas the naturalness body highlighted their variations from presently obtainable synthetic sweeteners. To be eligible for the research, individuals wanted to be between 20 and 70 years previous and both be decision-makers for his or her households or share accountability for meals purchases.

Researchers assessed perceptions of the proteins by asking individuals to fee the objects on Likert scales the place greater values indicated greater settlement with statements associated to their advantages. Different questions elicited the diploma of accountability, accountability, and guilt individuals really feel when consuming sugary meals. Participant BMI was calculated from self-reported data. Sociodemographic traits had been additionally included. The information was analyzed utilizing strategies resembling evaluation of covariance and regression-based path evaluation, with nation of residence as a covariate.


For the principle experiment on the position of product messaging (well being vs. naturalness), knowledge had been collected from 296 individuals in Denmark, of whom 147 acquired naturalness messages and 149 acquired well being messages. Half of the individuals had been male, and the typical age was 27 years.

The evaluation indicated a big distinction in attitudes in the direction of candy proteins between the 2 teams. Individuals who acquired the health-related messaging reported a mean favorability of 5.07 out of a most of seven, as in comparison with 4.34 for individuals who acquired naturalness messaging. Gender and age didn’t present vital correlations with attitudes to the merchandise.

Within the subsequent research, researchers centered on three international locations whose residents have proven curiosity in lowering sugar consumption – Poland, Germany, and Denmark. There have been roughly 1,000 individuals from every nation, of whom half acquired messages associated to every experimental situation (well being and naturalness). They had been 45.59 years previous on common, and 48% had been male.

Just like the principle research, individuals throughout all three international locations as soon as once more reported extra constructive attitudes when uncovered to the well being framing. There was a slight however vital destructive impact of BMI on well being perceptions with a slope of -0.008. Bootstrapping methods confirmed this notion was significantly vital for these with medium to excessive BMI ranges. The implication is that well being message framing will increase well being perceptions for these at excessive BMI ranges. Equally, anticipatory guilt translated to extra favorable product attitudes for individuals who acquired well being messages.

Researchers discovered a touch vital end result for the naturalness messaging, indicating that individuals who devour extra sweeteners might understand candy proteins extra positively. In addition they established that anticipatory pleasure moderates the impact of the naturalness messaging, implying that those that already devour sweeteners could also be extra receptive to this message as a result of they anticipate the enjoyment of consuming them.


The research generated novel insights into how candy proteins will be promoted to shoppers to cut back sugar consumption and enhance well being outcomes. Nevertheless, the authors acknowledge that whereas attitudes are essential, they might not all the time translate to conduct and consumption. Additional research ought to strengthen these findings by behavioral knowledge.



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