Serge Michels presented the results of the Euroclaim survey.
The Euroclaim study was conducted to understand the perception of health in food, and health claims in 6 countries of Europe : UK, France, Germany, Sweden, Spain, Poland.
In each country a qualitative exploratory research was conducted by 2 focus groups by country. The aim of this qualitative phase was to validate the concepts and wording used in the quantitative phase. The quantitative phase was conducted by a questionnaire to a representative sample of more than 1000 people in each country. This survey explored :
- Attitudes toward food and health.
- Signification of "eating well".
- Concerns about eating.
- Correlation between natureness and health of 15 foods without claims using a scoring scale.
- Variation of health score of foods before and after claims (33 claims testing different hypothesis).
Serge Michels works as VP of Proteines, a market research company; previously he has worked for industry, and for the largest French Consumer association Journal (UFC/Que Choisir). Serge has vast experience of consumption and especially the food market.