Consumers' attitude toward dietary supplements and functional food: a prospective survey in a Greek population sample

Purpose: The main objective of the present study was to investigate the attitudes among a sample of educated Greek consumers toward the use of dietary supplements (DS) and functional foods (FF) given that attitudes and behaviors as regards DS/FF have not been sufficiently evaluated in Southern Europe, where their penetration is lower as compared to northern countries.

Method: An online questionnaire was completed by 358 individuals (n = 358, 55.6% females, 44.4% males, and 82% of the total with higher education). Questionnaire reliability was assessed by Cronbach's alpha coefficient while independence among qualitative variables was assayed by Pearson's chi-squared test or Fisher's exact test. The different groups of questions were analyzed by factor analysis, with principal component analysis and Varimax rotation, applied after a factor analysis and Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy test. Finally, a hierarchical cluster analysis based on Ward's method, using the squared Euclidean distance as a measure, was performed in order to identify and classify cases.

Results: Our results revealed that the majority of responders were aware of the principles of healthy eating, considering DS/FF as valid additives conferring beneficial effects. A surprising finding is that consumers, independently of the use of DS/FF, tend to prepare food at home and to adhere strongly to the Mediterranean diet and its principles. In addition, they express a certain degree of wariness as to product labeling and health claims, following instead the recommendations of health professionals and scientific evidence. Finally, they prefer to purchase DS/FF from pharmacies.

Conclusion: Our findings provide valuable data concerning active Greek consumers' attitudes toward these relative new products, which could be extended to other Mediterranean and South European populations.