Perceived fit of different combinations of carriers and functional ingredients and its effect on purchase intention

Scientific research that can support the consumer-oriented development of functional food products is still scarce. Up until now, only few studies have investigated consumer acceptance of different carrier–ingredient combinations in food products. The present study aims to identify which functional ingredients are accepted by consumers in selected food product categories such as yoghurt, muesli bars, fish balls, tuna salad, baby meals, rye bread and bacon liver pâté. Intentions to purchase different carrier–ingredient combinations are explained by perceived fit of a particular carrier–ingredient combination, as well as respondents’ general attitudes towards functional foods and their health concerns. A sample of Danish consumers (n = 959) participated in a survey. Results show that perceived carrier–ingredient fit is strongly related to purchase intentions. In addition, small effects of attitudes towards functional food were found. Perceived carrier–ingredient fit was related to familiarity with the combination and healthiness of the carrier food.