Different Approaches to Healthy Eating by Gender: Dentsu Inc. Investigates Consumer Awareness of Foods with Functional Claims

One year after the launch of the new "Functional Claims Food" system, Dentsu Inc. announced the results of its "2016 Consumer Awareness Survey on Functional Claims Food" on June 20. Awareness of the system rose 1.3 percentage points from last year to 80.4%, indicating growing familiarity.

 

The survey found that 21.6% of respondents had actually purchased such products. While slightly more men than women were among purchasers, women showed higher interest in and adoption rates for various approaches and products beyond functional foods—such as nutrient-rich "superfoods" and dietary practices like "vegetable-first" eating—compared to men.

Furthermore, regarding approaches to foods touting health benefits, men tend to favor readily available options like Foods for Specified Health Uses (FOSHU) and functional foods, while women appear to be more proactive in selecting ingredients and adjusting eating habits from various perspectives.

For details, see here (Dentsu Inc. News Release: 'Conducting the '2016 Consumer Awareness Survey on Foods with Functionality Claims')