Consumer behaviour towards light products in
Belgium
Presents the results of recent
empirical research on the
increasing consumer sensitiv-
ity to health issues in
Belgium. Focuses on factors
that determine consumer
behaviour in relation to light
products, using both quanti-
tative and qualitative
research techniques. In-depth
diagnostic interviews are
used qualitatively to develop a
structured questionnaire, and
quantitatively, a mail survey
was organized through which
the questionnaire was com-
pleted by 1,891 households.
Analyses the results of the
questionnaire by means of the
Triandis model to determine
behaviour towards light prod-
ucts. Eight components are
analysed to explain behav-
iour: cognitive; affective;
moral; social; behavioural
control; willingness to change
behaviour; facilitating condi-
tions; and habits. Results
reveal that dairy products are
the most popular of the
“light” products, though they
do not have a far from “light”
image. Behaviour is domi-
nated by a preoccupation with
weight control and illness
prevention, and is highly
influenced also by the house-
hold’s view. However, the
“light” focus on the slim
figure is now less appreciated
by consumers, while a more
dominant role is being allo-
cated to health aspects. From
a marketing point of view, a
dramatic switch in product
development and communica-
tion is needed.
British Food Journal
99/3 [1997] 105–113
© MCB University Press
[ISSN 0007-070X]
Jacques Viaene
Professor of Agricultural Economics, University of Ghent, Belgium
Xavier Gellynck
Assistant Professor, Department of Agricultural Economics, University of Ghent,
Belgium
ready-to-eat meals can be placed in this
Introduction context.
Since the mid-1970s, changing conditions in The consumption of light products in
the industrialized world, such as the greater Belgium has been analysed in terms of these
number of working women, the increasing
general trends relating to consumer attitudes
incidence of single-parent families and the and behaviour. It has been found to fit with
ageing of the population, have influenced
the increasing consumer preference for
people’s consumption behaviour in respect of quality rather than quantity.
food products. Several trends are evident:
Given the current welfare provision and
• Quality dominates quantity. First, food con- medical expertise in Western Europe, major
sumption in general is characterized by an
objectives in the field of public health are
increasing concern to eat less and to con-
concerned less with extending life than with
trol weight. It is related to the socially dom-
improving the quality of life, and this
inant image of the slim figure. Second, in
accounts for the emphasis on the relationship
the context of the growing sensitivity to
between nutrition and health (Tones and
health issues, people want to eat better and
Tilford, 1993).
acquire “fitness for use” (Meulenberg,
A major concern of public policy in Bel-
1990). This attitude is characterized on the
gium is with promoting health education by
one hand by a declining consumption of
means of communication and information
food products with a negative “health
campaigns. For many years, attempts have
image”, such as butter, fatty meats, coffee,
been made to convince people of the impor-
spirits and beer, and on the other hand by
tance of healthy food and eating habits.
an increasing consumption of products
Research towards measuring the impact of
with labels such as “low-fat”, cholesterol-
former campaigns has recently been pro-
free, “light” and “vital”.
grammed in Belgium. One of the recent
• Back to the roots. Most food products are
research programmes deals with the Con-
produced by the food industry and distrib-
sumption of light products in Belgium. The
uted through supermarkets. In this way, the
research is implemented by the Universities
consumer has become the “pure
of Ghent and Liège[1]. Ghent University took
consumer”, who has lost contact with the
on the responsibility for carrying out the
origins and processes of food production.
research in the Dutch-speaking areas of
However, because people are more and
Belgium, while Liège has covered the French-
better informed and human nature is
speaking areas.
inquisitive, consumers want to know where
a product comes from, how it is produced
and what ingredients are used. In this way,
Objectives
the increasing interest in labels, brands
The overall objective of the research lies in
and guarantees of origin can be explained.
describing and understanding Belgian con-
This concern with “roots” also reflects the
sumer behaviour in relation to food (and
increasing demand for traditional farm and
nutrition) in general and light products in
“alternative” products (Oude Ophuis,
particular. The following questions arose:
Steenkamp and van Trijp, 1990).
• Who is the light product buyer?
• Taking a bite to eat. The general structure
• Who is the light product consumer?
of meal-times, namely breakfast, lunch and
• Which light products are frequently bought
dinner or supper, remains. However, more
and consumed, and why?
meals are taken out of the home and more
• Which factors influence buyers’ choices
people eat snacks during the day.
and decision-making processes?
• Convenience products. It is considered that
as a general trend the time spent in prepar- In this study, the definition of light products
ing meals has declined. The success of con- used was: “Any food product or beverage
venience foods such as frozen products and characterized by a decline in calories on the
[ 105 ]
Jacques Viaene and one hand and a modification of its nutritional
Xavier Gellynck composition on the other hand.”
Consumer behaviour towards
light products in Belgium
British Food Journal Research methodology
99/3 [1997] 105–113 Both qualitative and quantitative research
techniques were applied in the study. During
the qualitative research, data were collected
through in-depth diagnostic interviews struc-
tured around a set of probing questions
related to the subjects of nutrition in general
and light products in particular.
The interviews were based on an interview
guide, which is a semi-structured topic list,
built up according to the funnel approach
(Aaker, Kinmar and Day, 1995; Burns and
Bush, 1995). Starting with topics about food
and nutrition, the focus was gradually nar-
rowed towards food-health relationships and
light product consumption.
The sample population was defined as
households which were former members of
the consumer panel of the Agricultural Eco-
nomic Institute (AEI) in Brussels. This con-
sumer panel was established in 1972 but, due
to budgetary constraints, was abandoned in
1992. The sample size for the qualitative
research was established at 40 respondents,
equally divided between the Dutch- and
French-speaking parts of Belgium. Quotas
were put forward according to:
• age;
• sex; and
• consumption rate: light product users ver-
sus non-users.
These quotas were intended to cover relevant
demographic distributions, rather than to
obtain statistical representativeness. Data
about light product users and non-users were
obtained from the consumer panel of the AEI,
where respondents were asked to indicate for
each product whether or not it concerns a
light product.
The qualitative research revealed some
interesting topics at the level of both light
products users and non-users, and these were
incorporated in the two structured question-
naires for the quantitative research. At the
level of the light product users, the perception
of products as “light” does not correspond
with the definition mentioned above. “Light”
makes consumers think of products labelled
“light” or which are normally associated
with fat, such as mayonnaise or cream, but
labelled “low-fat” and focusing on a slim
figure. Products such as yogurt, milk and
cheese are not perceived as light products,
even if a lower fat content is mentioned.
Related motivational elements such as med-
ical care, weight loss, good shape and other
members of the family were mentioned. At
[ 106 ]
the level of the non-users, light products are
perceived as treath for taste and providing no
surplus as compared to traditional products.
During the qualitative research, respondents
mentioned the misleading labelling of light
products and the abuses highlighted in the
press and on TV.
In order to measure the importance of these
topics, they were incorporated in the two
structured questionnaires for the quantita-
tive research. One questionnaire was for
households as a whole and the other for its
different members. Representative quotas
were put forward according to:
• region;
• professional status;
• size of the household.
The questionnaires were administered by
mail and were completed by 1,891 households
and by 3,697 individuals, which means an
average of 1.95 questionnaires per household.
The model
In the attempt to explain and describe the
health-related behaviour reported in the
questionnaire returns, the Triandis (1980)
model was applied as analysis schedule (see
Figure 1 and the Appendix). Tuorila and
Pangborn (1988) tested a part of the model
statistically to predict behaviour related to
food. Hereby, the probability of an act
depends on the strength of the habit produc-
ing the behaviour, the intention to act out the
behaviour and the facilitating conditions. Of
the various models available the Triandis
model seems to the authors the most relevant
because it takes habit into consideration.
The Triandis model is applied in four
stages:
1 The perceived threats to human health in
general and consumer behaviour in
respect of light products are described by:
• types of product bought and consumed;
• frequency of buying and consuming;
and
• supply channel.
2 Behaviour is explained through an analy-
sis of five basic “behaviour influencers”:
• cognitive;
• affective;
• social;
• moral or ethical; and
• behavioural control components.
3 These five basic influencers are used to
determine the extent of willingness to
change behaviour, which in turn is
influenced by facilitating conditions; facil-
itating conditions also influence the
habits.
4 Finally, the influence of demographics is
considered.
Jacques Viaene and Figure 1
Xavier Gellynck The Triandis model
Consumer behaviour towards
light products in Belgium
British Food Journal Perception of threats
99/3 [1997] 105–113 to human health

Cognitive Influencers
Willingness to
change behaviour
Affective Influencers

Facilitating or non-
Social Influencers facilitating conditions Behaviour
to behaviour change

Moral Influencers
Habits
Perception of
Behavioural control

Demographics (age, sex, ratio weight/size,…)

Source: Triandis (1980)

It is important to note that eight of the top

Results
The results of the research are described
below in terms of each element of the
Triandis model: perception of threats to
health and consumer behaviour; basic behav-
iour-influencers; willingness to change
behaviour, facilitating conditions and habits;
and, finally, the influence of demographics.
Perception of threats to health and
consumer behaviour
The majority of the respondents (97.3 per
cent) evaluate the impact of food on health as
important or very important. This perception
is positively correlated with age, since the
importance attributed to food in relation to
health increases with the age.
Also a significant relationship is identified
between consumers and non-consumers of
light products, on the one hand, and the per-
ception of the impact of food on health on the
other hand. Despite the fact that for the
majority of the respondents, food in relation
to health is considered as important, higher
scores were obtained for consumers of light
products.
The degree of penetration of different types
of light product is determined by calculating
the share of households which had bought the
light product in question at least once during
the last three months (see Table I).
ten light products are dairy products. iuth the
exception of semi-skimmed butter and light
desserts, all dairy products are listed in the
top-ten.
Based on the number of persons in a house-
hold who consume a specific light product – a
measure of so-called intra-family consump-
tion – three categories of light product con-
sumption can be distinguished (see Table II):
1 family products: each or a majority (up to
50 per cent) of the family members con-
sume(s) the particular light product;
2 individual products: only one or a minority
(below 50 per cent) of the family members
consume(s) the particular light product;
and
3 mixed products: for the light product in
question, no general trend is identifiable.
Within the group of light products with a
household penetration higher than 30 per
cent, five of these products are classified as
family products, while three are mixed prod-
ucts and only one is an individual product. It
means that the household penetration of light
products depends on the number of family
members consuming the product.
The supermarket is the most important
supply channel for light products. In 1993-
1994, light products were bought in super-
markets by 90.5 per cent of the households

[ 107 ]
Jacques Viaene and interviewed, in local shops by 6.5 per cent and Only three products are consumed daily by a
Xavier Gellynck in both supply channels by 3.0 per cent. majority of the respondents. Most of the
Consumer behaviour towards Based on consumption frequencies calcu- light products characterized by occasional
light products in Belgium lated for the consumers of light products, the consumption are products for which high
British Food Journal light products are classified into three cate- consumption frequencies are difficult to
99/3 [1997] 105–113 gories (see Table III): obtain because of the product type. However,
1 light products for which daily consump- within the group of products with a
tion dominates: > 50 per cent of the respon- diversified consumption, higher consump-
dents consume the product daily; tion frequencies could be obtained for
2 light products for which occasional con- products such as yogurt, skimmed milk,
sumption dominates: > 50 per cent of the cheese and jam.
respondents consume the product less
than once a week; and Basic behaviour influencers
3 light products for which consumption is Respondents’ motivation and perception of
diversified: no clear consumption pattern the “light image” are examined as cognitive
can be identified. influencers.
The perception of a product’s light image is
verified through two questions:
• first, the respondent was asked if he or she
Table I consumes light products;
Degrees of penetration of households in Belgium, 1993-1994, by different • second, the respondent was asked which of
types of light product, in % the listed products (see Table I) he or she
consumes.
Penetration degree of total
Light product households in % (N = 1.891) The perception is obtained by calculating the
perception coefficient, which is obtained by
Low-fat yogurt 76.8
Semi-skimmed milk, products based on semi-skimmed milk 73.2 calculating the following ratio (A:B):
Low-fat fresh cheese 72.5 • A: the percentage of respondents declaring
Low-fat margarine 58.5 consumption of light products and who
Low-fat processed cheese 50.4 do consume the light product;
Low-fat matured cheese 37.8 • B: the percentage of respondents declaring
Low-fat mayonnaise 37.5 non-consumption of light products but
Low-fat cream 30.9 who consume the light product.
Skimmed milk, products based on skimmed milk 30.3 A high perception coefficient indicates a
Light soft drinks 27.5 clear “light image” for the product, and vice
Semi-skimmed butter 20.1 versa.
Light soup and broth 19.4 It is interesting to note (see Table IV) that
Beer without alcohol 18.0 the dairy products mentioned in the product
Light desserts 17.0 list do not have a strong “light image”. More-
Light jam 16.9 over the top three of the light products obtain
Light confectionery 13.0 the lowest perception coefficient.
Light meat products 11.7 The most important motivations for con-
Light spirits 10.7 suming light products (see Table V) are “to
Light ready-to-eat meals 10.1
avoid an increase in weight” and their “pre-
Low-fat vinaigrette 7.9
ventive effect for certain illnesses”. Two
Light crisps and other snacks 6.8
other motivations have a score higher than 20
per cent, namely “to improve diet” and
“because these products are bought by
Table II another member of the family”.
Classification of light products according to intra-family consumption, By verifying correlations between motiva-
Belgium 1993-1994 tion and the demographic factors of age, sex
and the body mass index (BMI), interesting
Family products Individual products Mixed products
relationships are identified. The BMI is
Semi-skimmed milk Low-fat processed cheese Low-fat fresh cheese obtained by calculating the ratio between
Low-fat yogurt Light soft drinks Low-fat matured cheese weight (in kg) and the size squared (m2)[2].
Low-fat margarine Beer without alcohol Skimmed milk This index is frequently used by health care
Low-fat mayonnaise Light jam Semi-skimmed milk professionals to determine an excess or
Low-fat cream Light confectionery Light desserts deficit in weight.
Light soup and broth Light spirits Light meat products The following correlations were noticed:
Light ready-to-eat meals Low-fat vinaigrette • There is a positive correlation between the
Light crisps and other snacks motivations “in terms of medical care” and

[ 108 ]
Jacques Viaene and “to lose weight” and the demographic fac- Table V
Xavier Gellynck tors of age and BMI. Motivation for consuming light products for %
Consumer behaviour towards • There is a negative correlation between of respondents, Belgium 1993-1994
light products in Belgium
the motivations “because I like the prod-
British Food Journal ucts” and “because these products are Motivation N %
99/3 [1997] 105–113
bought by another member of the family” To avoid an increase in weight 1,042 37.2
and the demographic factors of age and Preventive effect for certain illnesses 892 31.8
BMI; To improve my diet 763 27.2
• Significant differences in motivation were Because these products are bought by
noticed between males and females. The another member of the family 627 22.4
most important motivation for females is Because I like these products 480 17.1
“to avoid an increase in weight”, while To be in good shape 450 16.0
males are motivated “because these prod- Part of a medical treatment 406 14.5
ucts are bought by another member of the To lose weight 310 11.1
family”. Other reason 121 4.4

Table III
Consumption frequencies for light products by percentage of consumers in
Belgium 1993-1994
Daily consumption by Occasional consumption:
> 50 per cent of less than once a week by
of consumers > 50 per cent of consumers
Low-fat margarine (76.8) Light snacks (78.3)
Semi-skimmed milk (61.2) Light ready-to-eat meals (74.3)
Semi-skimmed butter (50.3) Beer without alcohol (67.8)
Low-fat cream (66.9)
Light spirits (62.5)
Light vinaigrette (62.4)
Light desserts (58.5)
Light meat products (51.7)
Light confectionery (50.1)
Table IV
Perception coefficient of light image per prod-
uct considered, Belgium 1993-1994
Light product
Light ready-to-eat meals
Light jam
Light meat products
Low-fat vinaigrette
Low-fat mayonnaise
Light soup and broth
Low-fat cream
Light confectionery
Light crisps and other snacks
Light soft drinks
Light desserts
Low-fat processed cheese
Skimmed milk
Light spirits
Low-fat margarine
Semi-skimmed butter
Beer without alcohol
Low-fat matured cheese
Low-fat fresh cheese
Low-fat yogurt
Semi-skimmed milk
The highest levels of consumption of light
products are recorded for the respondents
whose motivations were “to lose weight” and
“to be in good shape”, with an average con-
sumption score of 5.2 and 4.7 respectively[3].
Diversified consumption The importance of taste of food in general
Low-fat yogurt and of light products in particular are exam-
Skimmed milk ined as affective influencers. Respondents
Low-fat fresh cheese were asked what level of importance they
Low-fat processed cheese attach to taste. Three levels were
Low-fat matured cheese distinguished:
Low-fat mayonnaise 1 very important;
Light jam 2 important; and
Light soup and broth 3 less important.
Light soft drinks
Related to other characteristics of food prod-
ucts such as presentation, composition and
energy value, taste is considered by 76 per
cent of the respondents as very important.
For 22 per cent of the respondents taste is
important, while only 2 per cent consider it as
less important.
Perception coefficient By comparing the taste of light products
12.4 with similar traditional products, the
9.2 answers obtained were not unanimous. For
8.8 53.6 per cent of the respondents light products
7.4 were as good as traditional products, while
6.8 34.5 per cent evaluated light products as hav-
6.1 ing less taste. Only 1.6 per cent of the respon-
5.5 dents considered these products to be better
5.5 than the traditional ones. The rest – 10.3 per
5.1 cent – had no opinion.
5.0 Within the group of respondents who con-
3.4 sidered light products less tasty than similar
3.2 traditional ones, 85.2 per cent were
3.0 consumers of light products. In this way, taste
2.9 is not a determinant for consumers of light
2.9 products.
2.7 The social environment of the respondents
2.4 was likely to influence their decision to try a
2.3 light product for the first time. The presence
2.2 of a light product in the home was consid-
2.1 ered the most important incentive to try the
1.7 product (31.4 per cent), followed by
[ 109 ]
Jacques Viaene and recommendations of a medical doctor (27.3
Xavier Gellynck per cent) and the opinion of a member of the
Consumer behaviour towards family (20.2 per cent).
light products in Belgium
The following correlations with
British Food Journal demographic factors were identified:
99/3 [1997] 105–113
• recommendations of a medical doctor and
recommendations of a dietitian are posi-
tively correlated with age and BMI; and
• the presence of the product in the home and
individual curiosity are negatively corre-
lated with age and BMI.
As regards moral influencers towards light
products, interesting data are obtained from
two groups of respondents:
• group A: respondents who did not consume
any light products or gave up consuming
one or all light products;
• group B: respondents whose consumption
pattern had not changed during the last
three months, but who did not consume all
of the considered light products in any case.
Here, the link to attitude formation and the
resulting behaviour becomes clear.
The most important reason cited by both
groups of respondents for not consuming a
particular light product was failure to “see
any benefit in consuming this kind of prod-
uct” (31.0 per cent), followed by “not wanting
to modify food habits” (18.6 per cent) and
considering “these products too expensive”
(16.4 per cent). For a survey administered by
mail, the pricing aspect scores very highly
and must therefore be high in reality.
Significant differences noticed between
group A and group B appeared to be related to
gender:
• respondents of group A cited significantly
more “no utility” and “not wishing to mod-
ify food habits”;
• respondents of group B cited significantly
more “pricing” and “lack of information
about these products”;
• for females, “price” is the dominant factor;
• for males, “no utility” and “not wishing to
modify food habits” are significantly more
important.
Behaviour control was examined in relation
to the extent of intention to control weight.
“To avoid an increase in weight” is the most
important motivation for consuming light
products. To control weight, 55 per cent of the
respondents from time to time pay attention
to what they eat, while 14 per cent always do
and 31 per cent never do. At the time of the
survey, 15.9 per cent of the respondents
followed a specific diet.
Significant correlations were noted
between demographic factors and consump-
tion:
[ 110 ]
• 44 per cent of males claimed never to pay
attention to what they eat with the inten-
tion to control weight, while only 18.3 per
cent of females claimed to have this behav-
iour;
• there was a positive correlation between
the preoccupation with weight control and
the age of the respondent; and
• the consumption of light products and the
preoccupation with weight control were
positively correlated.
Willingness to change behaviour and the
influence of facilitating conditions and
habits
The results of the survey enabled examina-
tion of the willingness to change behaviour by
discussing possible diet improvements and
consumption intentions for the future.
According to 69.8 per cent of the respond-
ents, their diet could be improved. The way
most frequently cited by respondents (46.9 per
cent) to improve diet was to eat less between
meals (see Table VI). It is important to note
that about 25 per cent of the respondents
consider the increased consumption of
organic foods as a way to improve diet, while
only 11.9 per cent cited increased consump-
tion of light products.
By verifying consumers’ intentions for the
future, it became clear that most of the
respondents (70.3 per cent) intended to main-
tain their consumption of light products at
the same level. Only 6.1 per cent intended to
consume more light products in the future,
while 3.7 per cent said they would consume
less light products. For 19.9 per cent of the
respondents, it is not clear whether consump-
tion of light products will change.
Facilitating conditions examined the avail-
ability of light products on the one hand and
reasons for modifying the diet on the other
hand.
The availability of light products in retail
outlets satisfied the consumers. The results of
Table VI
Means of improving the diet in percentage of
respondents, Belgium 1993-1994
Means N %
Eat less between meals 1,199 46.9
Diversify the diet 1,110 43.5
Take more time for a meal 981 38.4
Pay more attention to the quality of
food 757 29.6
Consume more organic food 627 24.5
Take more time to prepare meals 525 20.6
Consume more light products 303 11.9
Spend more money on food 114 4.5
Jacques Viaene and the survey reveal that for 64 per cent of the
Xavier Gellynck consumers supply was considered sufficient,
Consumer behaviour towards while 25.2 per cent had no opinion on the
light products in Belgium
topic.
British Food Journal The most important reasons for modifying
99/3 [1997] 105–113
the diet are indicated in Table VII. Consump-
tion of light products was significantly higher
by respondents who modified their diet as a
result of:
• recommendations of a medical doctor or
dietitian; and/or
• information obtained from magazines and
books.
The following correlations with demographic
factors were identified:
• recommendations of a medical doctor or
dietitian were positively correlated with
age and BMI; and
• the opinions of members of the family and
of friends and colleagues were negatively
correlated with age and BMI.
Concerning information on the packaging of
food products in general, 24.6 per cent of the
respondents evaluated it as insufficient. A
significant difference was noted between
consumers and non-consumers of light prod-
ucts, namely: more information is required
by the consumers. The information required
concerns:
• energy value;
• fat content; and
• sugar content.
Related to the satisfaction of actual food
habits, 36.3 per cent of the respondents
claimed to be very satisfied, while 59.0 per
cent were more or less satisfied and 4.7 per
cent were not satisfied.
A large majority of the respondents (92 per
cent) claimed to take a hot meal each day,
of whom 94.3 per cent take it at home.
Considering the different types of meal,
namely breakfast, lunch and supper, 30 per
cent of the respondents had lunch outside of
Table VII
Reasons for modifying the diet in percentage of
respondents, Belgium 1993-1994
Reason N %
Information obtained from books/ 1,811 48.9
magazines
Opinion of members of the family 1,584 42.9
Recommendations of medical doctor
of dietitian 1,546 42.7
Changes in the diet of a member of
the family 703 19.0
Information obtained from TV 692 18.7
Opinion of friends, colleagues 516 14.0
Budgetary 151 4.1
the home. It is obvious that for these cases
control over what is eaten is less evident than
when lunch is taken at home.
Demographics
Demographics have a considerable influence
on the consumption of light products. Based
on binomial regression, the following signifi-
cant relationships were determined between
consumption of light products and demo-
graphic factors (see Table VIII):
• Households with a larger number of chil-
dren below the age of 16 years are charac-
terized by a lower consumption of light
products.
• A larger number of females per household
implies a higher consumption of light prod-
ucts.
• The age of the housewife negatively influ-
ences the consumption of light products.
• Households in which the women have jobs
outside the home are characterized by a
higher level of light products consumption.
Conclusions
The Triandis model is a helpful instrument
for the evaluation of consumer sensitivity to
health issues and resulting behaviour.
Despite the fact that the boundaries between
its different components are not always very
clear, a major advantage of the model consists
in its ability to split up and to identify
various components and determinants of
behaviour. However, in order to test the statis-
tical relevance and reliability of all compo-
nents of the model, more research is required.
The impact of food on health is perceived by
a large majority of consumers as important.
In other words, food is a possible threat to
human health.
Dairy products are the most popular light
products in Belgium, but are not necessarily
perceived as such by the consumer. The study
reveals that only products where the word
“light” is clearly marked on the packaging
obtain a relatively high “light image”. How-
ever, these products indicate the lowest pene-
tration degree at household level.
Consumers are aware that their diet can be
improved, mostly through eating less
between meals and by diversifying the diet.
Consumption of light products is not consid-
ered as a determinant of improved diet.
Behaviour and the willingness to change
behaviour towards light products are influ-
enced by several factors:
• Consumers of light products are motivated
by weight control intention, illness preven-
tion, dietary improvement and family pur-
chases. The taste of foods is considered very
[ 111 ]
Jacques Viaene and
Xavier Gellynck
Consumer behaviour towards
light products in Belgium
British Food Journal
99/3 [1997] 105–113
Table VIII
Significant relationships between consumption of light products per house-
hold and demographic factors (p < 0.05)
Demographic factors
Number of children below 16 years of age
Number of females per household
Age of housewife
Women with a job outside of the house
[ 112 ]
important, but is not a determinant for
consumption of light products.
• Trying light products for the first time is
highly influenced by family members. The
presence of the product in the home and the
opinion of family members are important
determinant factors.
• Reasons for not consuming or for renounc-
ing consumption of light products are lack
of benefit, refusal to modify food habits and
price.
• Consumption of light products is higher by
consumers preoccupied with weight con-
trol.
• Changes in diet through consumption of
light products are the result of recommen-
dations of a medical doctor/dietitian
or of information obtained from books/
magazines.
• Consumers of light products require more
product information related to energy
value, fat and sugar content.
• The traditional pattern of three daily meals
– breakfast, lunch and supper – remains
strong. But, eating out of the home is on the
increase and implies less control over food
consumption.
• Demographic factors have a major impact
on consumption of light products. House-
holds with children younger than 16 years
and those with elderly females consume
less light products, while households with
women working outside of the home and/or
which include several females consume
more light products.
Based on the results of the study, the frequent
user of light products can be described as:
• a member of a family in which everyone
consumes light products;
• a person for whom weight control is a pre-
occupation and at regular times a specific
diet is followed;
• motivated to start light product consump-
tion by a medical doctor or dietitian.
It can be concluded that the word “light” on
the label or the packaging of a product is no
longer a magic tool for selling that product.
Several abuses of the “light” image have been
Estimated Standard Coefficient/
coefficient error standard error
–0.31 0.09 –3.56
+ 0.16 0.06 + 2.54
–0.003 0.001 –2.44
+0.33 0.08 +3.95
highlighted in the Belgian press, which per-
haps suggest that the consumer has lost confi-
dence in the label “light”. “Light-labelling”,
focusing on the slim figure, is less appreci-
ated by consumers today, while a more impor-
tant role is now allocated to health aspects.
From a marketing point of view, the research
reported here indicates that a dramatic
switch in product development and communi-
cation is required.
Notes
1 Professor Reginster, Université de Liège, Ecole
de Santé Publique, Sart Tilman B-23, 4000
Liège.
2 kg
BMI = ________
m
2
Related to BMI obtained, the following classifi-
cation is made (Gosset, 1992):
• BMI < 18 = high deficit in weight;
• 18 ≤ BMI < 20 = underweight;
• 20 ≤ BMI < 27 = normal weight;
• 27 ≤ BMI < 30 = excess in weight; and
• BMI ≥ 30 = high excess in weight and obesity.
3 The global consumption score per respondent
for the light products considered is calculated
as follows:
• daily consumption of a light product: 1 point;
• minimum consumption of once a week: 0.5
point;
• consumption of less than once a week: 0.1
point;
• no consumption: 0 point
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Appendix. Detail of the Triandis (1980)
model
The perceived threats to human health are
classifiable into five influencers or
components:
1 Cognitive components relate to consumer
knowledge, information sources and infor-
mation processing. In terms of “light prod-
ucts”, such topics as consumers’ definition
of the word “light” and the rational objec-
tives of consuming light products are
involved.
2 Affective components represent people’s
feelings, emotions and moods. In the
research under consideration, it repre-
sents the importance of taste related to
food in general and light products in par-
ticular.
3 Social components refer to the impact of
the cultural environment and factors that
influence social controls, including refer-
ence groups, sub-cultures and family. A
major role is played by the overall “pic-
ture” people have of food, nutrition and
health, and the threat to health of obesity
or being significantly overweight. In the
context of light products, it refers to social
influencers inciting people to try a product
for the first time.
4 Moral or ethical components deal with
people’s personal way of life and the rules
imposed on and by oneself. It refers to the
exercise of personal control over the quan-
tity of food consumed. Related to light
products, it consists of moral feelings that
lead people to renounce light products.
5 Behavioural control components include
the extent to which people experience
difficulties in managing their personal
behaviour. It refers to the ability of some-
one to maintain a proper weight.
These five basic influencers determine will-
ingness to change behaviour, which is a
matter of attitude formation. This willing-
ness to change behaviour in turn is
determined by facilitating conditions, which
refer to such environmental stimuli as
product availability, persuasive information,
medical and dietetic advice. Facilitating
conditions also determine people’s habits.
Related to food, habits concern the satisfac-
tion of food intake patterns and whether or
not one regularly eats at home. Demographic
factors influence all five of the basic influ-
encers, as well as willingness to change
behaviour through habits and facilitating
conditions, and behaviour itself.
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