Funktionaalisten elintarvikkeiden mainonta vatsan ja ruuansulatuskanavan hyvinvointiin liittyen

Ruoansulatuskanavan ja vatsan toimintaan vaikuttavia elintarvikkeita mainostetaan nykypäivänä melko paljon. Niitä näkee esimerkiksi televisiossa, lehdissä, mainoskylteissä, internetissä…
Tuotteita mainostetaan yhä enemmän lisääntyneen kysynnän ja tarpeen vuoksi. Kuluttajat ovat tulleet tarkemmiksi elintavoistaan. Lisäksi toiminnalliset vatsaongelmat ovat lisääntyneet tai ainakin niihin kiinnitetään enemmän huomiota.
Ruuansulatuskanavan hyvinvointiin vaikuttavia elintarvikkeita ovat muun muassa Valion Olo, Danonen Activia ja Actimel jogurtit. Lisäksi erilaiset A+-tuotteet, Gefilus-tuotteet ja Yosa-kauratuotteet. Nämä sisältävät hyödyllisiä maitohappobakteereita, kuten L. rhamnosus ( Gefilus, Olo), L. casei defensis ( Actimel, Olo), L.reuteri ( AB+) ja Bifidobacterium lactis (Activia).

 
actimel kuva

AINEKSET
Pastöroitu maito, sokeri, vadelma 1,7 %, karpalomehu 0,4 %, glukoosi, muunnettu tapiokatärkkelys, aromit, happamuudensäätöaine (natriumsitraatti), jogurttihapate, L. Casei Danone –hapate, väri (antosyaanit), B6-vitamiini, D-vitamiini.

“Ihanan raikas vadelma-karpalo Actimel antaa lempeän alun päivääsi. Uutuus vadelma-karpalo ilman keinotekoisia makeutusaineita. Jokaiseen Actimel-pulloon mahtuu yli 10 miljardia L.Casei-maitohappobakteeria täynnä elämää.”

Mainonnassa näkyvät terveysväitteet

Danone on hakenut lukuisia terveysväitteitä tuotteilleen. Väitteitä on haettu muun muassa Activia ja Actimel tuotteille. Danone on hakenut Activialle ”parantaa hidasta ruuansulatusta” ja ”edistää ruuansulatuksen hyvinvointia” ja Actimelille ”auttaa vahvistamaan kehon luonnollista vastustuskykyä”. Nämä terveysväitteet EFSA on kuitenkin hylännyt riittämättömän tieteellisen näytön vuoksi. Nykyään mainontaa on hillitty terveysväitteiden osalta eikä tuotteita mainosteta enää niin voimakkaasti väitteisiin perustuen. Tänä päivänä tuotteita pyritään mainostamaan toisesta näkökulmasta, kuten esimerkiksi Actimel tuotteissa on lisätty D-vitamiini tuoteselostukseen, jotta vastustuskykyä voidaan mainostaa.

activia kuva 1

activia kuva 2

Valio on myös hakenut terveysväitteitä tuotteilleen, kuten Olo-jogurtille sekä Gefilus-tuotteille, mutta yhtä huonolla menestyksellä. Valio ei ole myöskään saanut terveysväitehakemuksiaan läpi. Kuten Danonekin, Valio on joutunut uusimaan pakkauksiaan, koska hylätty terveysväite ei saa näkyä pakkauksissa.

valio gefilus kuva 1

valio gefilus kuva 2

Kumoutuneet terveysväitteet kummallakin yrityksellä keskittyivät tuotteiden sisältämiin maitohappobakteereihin. Niistä ei kuitenkaan ole tehty tarpeeksi tieteellisiä tutkimuksia, jotta EFSA voisi hyväksyä haettuja terveysväitteitä elintarvikkeisiin.

Lähteet
– http://www.valio.fi
– http://www.danone.fi
– (kuvat) www.google.fi
– luentomateriaali 30.9.2013

Tekijät: Liisa Peltonen ja Susanna Ahonen

3,051 thoughts on “Funktionaalisten elintarvikkeiden mainonta vatsan ja ruuansulatuskanavan hyvinvointiin liittyen

  1. On hauska huomata, etteivät terveysväitteet ole saaneet hyväksyntää EFSA:ssa. Mainonta kylläkin antaa ymmärtää, että näillä tuotteilla on perustellut terveysväitteet. Useat ostavat Activiaa tai Valion oloa siinä uskossa, että niistä on todellista hyötyä ruuansulatukseen. Harvoin tullaan ajatelleeksi, että ruuansulatuksen hyvinvointi ei ole taattu yhtä tuotetta käyttämällä, vaan se on monen tekijän summa.

  2. Jotenkin ihmetyttää tämä “kakkajugurttien” valtava määrä markkinoilla ja ilmeinen suosio, kun muutama vuosi sitten niitä ei ollut lainkaan. Onkohan tässä käynyt niin päin, että tarjonta ja agressiivinen markkinointi ovat itse asiassa luoneet tuotteille uutta kysyntää vai ovatko ruoansulatusongelmat todella voineet lisääntyä näin nopeasti ja rajusti…

  3. Suolistoflooran laadun merkitys on ilmeisen suuri ajatellen ihmisen hyvinvointia. Paraikaa tutkitaan mm. suolistofloora ympin vaikutuksia. Ja Euroopan ulkopuolella on hyväksytty terveysväitteitä probiooteille.

  4. Kurssin aikana on kyllä avautunut aivan uusi maailma siitä, miten elintarvikeala oikein käytännössä keinottelee ja oikoo mutkia suoriksi, turvautuen muutamiin käteväiksi havaittuhin keinoihin, jotta sinne omaan lähikauppaankin saataisiin se kaikkein hyperterveellisin jogurttipurkki. Tai niin ainakin siinä purkin kyljessä näkyisi ainakin lukevan. Tämä teksti on sitten päätynyt siihen erilaisten elintarvikealan harjoittamien kikka kuutosten voimin: ensin tuotteelle on esimerkiksi voitu hakea siihen sopivaa terveysväite, vedoten tuotteen parantavaan kykyyn aina syövästä kihtiin. No, koska tämän väitteen todistamispuolessa on ymmärrettävästi ollut hieman hankaluuksia, niin eipä se silti pahemmin menoa hidasta! Kyseistä tuotettahan saa silti markkinoida niin kauan, kun EFSA tunnollisesti käy läpi sille lähetetyn roskapostin (tosin tässä kohdin EFSA on kyllä nyt muuttanut toimintakäytäntöä). Ja sitten kun se kielteinen päätös vihdoin sieltä postiluukusta kolahtaa, niin mitäpä tuosta! Kyllä ne kaikkein tavallisimmat Maijat ja Matkitkin ovat tähän mennessä ihan varmasti käsittäneet kuinka korvaamaton se jogurtti nyt kuitenkin on. Ja loppujen lopuksi ainahan sinne kippoon voi vähän sitä E-vitamiinia lisätä, jotta saataisiin nyt edes se antioksidanttivaikutus sinne. Pikkupränttiä muuttamalla saadaankin samalla vaihdettua uusi väri siihen purkin kylkeen, jolloin taas tapetaan kaksi kärpästä yhdellä iskulla, kansahan kun nyt sattuu niin rakastamaan uutuuksia.

  5. Tekstiänne lukiessa oli huvittavaa huomata kuinka eri tuotteista mainitsemanne väitteet tosiaan liitti automaattisesti kyseisiin tuotteisiin. Mielikuvien voima on vahva tässäkin asiassa ja tämähän tuotteiden markkinoijille varmasti sopii. Vaikka nyt tiedän, että tiettyjen tuotteiden lupaama vastuskyvyn vahvistaminen liittyy todellisuudessa vitamiineihin, ensimmäinen ajatukseni väitteen ja tuotteen yhteydestä ei suinkaan koske vitamiineja. Myös jo käytöstä karsitut väitteet olen kuullut niin moneen kertaan, että nykyään jo pelkkä purkin näkeminen riittää tuomaan ne mieleeni. Kurssin aikana tosiaan huomasi miten helppo kuluttajaa onkaan höynäyttää!

  6. Samaa mieltä, kuluttajaa on helppo hämätä 😀 tulee välillä sokeasti luotettua noihin luotuihin mielikuviin esim Valio Olo-jogurtin suhteen. Makealle rahkalle se maistuu ja kaloreita melkein tuplasti normi vähärasvaiseen jogurttiin verrattuna. Lisäksi ruuansulatustuotteisiin liittyvä mainonta on usein tökeröä… Vaikea kai niistä vatsavaivoista on jouhevaa tarinaa keksiä 🙂

  7. Kun kuluttajan hämääminen tuntuu noinkin helpolta, eikö terveysväittämien esittämisestä voisi lailla säädellä jotenkin niin, että niiden väärästä (ei EFSA:n hyväksymistä väitteiden) esittämisestä saisi esimerkiksi vaikka jotain sakkoa? Täten tuotteisiin ei saisi laittaa terveysväitettä ennen kun se olisi hyväksytty EFSA:ssa.

  8. Moni tuote (kuten valio gefilus) on mainostanut markkinoille tullessaan olevansa terveysvaikutteinen, olisi varmaan siis syytä boikotoida ko. tuotteita ensimmäiset puolivuotta, jospa terveysväite poistuukin pakkauksesta. On myös jännä huomata, miten mainonnan antama mielikuva jää ihmisen mieleen vaikka tuotteesta poistettaisiinkin terveysväite.

  9. Herättelevä kirjoitus elintarvikeyritysten toiminnasta!
    Minusta on ylipäätään mielenkiintoista, että miten esimerkiksi näitä ylimääräisiä maitohappobakteereja (eli näitä probiootteja, joita ei tuotteen varsinaiseen valmistamiseen tarvita) jaksetaan tunkea joka paikkaan, kun niille ei tosiaan ole hyväksyttyjä terveysväitteitä. Voisi ajatella, että ihan tavallisen jugurtin valmistaminen vitamiinilisillä tulisi halvemmaksi tuottaa?

  10. Kurssin aikana oli jännä huomata, miten ovelasti kuluttajia voidaankaan hämätä pakkausmerkinnöillä. Itselleni ei ollut tullut mieleenkään, että maitohappobakteereja sisältävien jogurttien väite vastustuskyvystä ei perustukaan maitohappobakteereihin vaan vitamiineihin.

  11. Kurssi avasi kyllä aivan uudella tavalla silmät terveysväitteisten elintarvikkeiden suhteen. Kuluttajan huijaaminen on todella helppoa, ylempänä joku jo totesikin, miksei tällaisista harhaan johtavista luvattomista terveysväitteistä anneta sakkoja yrityksille? Eihän kuluttaja saisi tulla huijatuksi.. Vähintään aiheesta tulisi kirjoittaa enemmän mediaan jotta kuluttajat saataisiin tietoisiksi asioiden oikeasta puolesta.

    • Isot yritykset huijaavat kuluttajia jatkuvasti pakkausmerkinnöillään. Olen huomannut kyseisen ilmiön myös esimerkiksi rasvaton-merkinnän käytön yhteydessä. Kuluttajalle herää mielikuva rasvattomasta ja terveellisestä elintarvikkeesta, vaikka todellisuudessa tuote voi sisältää hirveän määrän sokeria, jolla rasvattomuus kompensoidaan.

      Vaikka itse olen tarkka pakkausmerkintöjen lukija, on minuakin höynäytetty näiden jogurttien kohdalla! En ennen kurssia tiennyt että kyseisiin terveystuotteisiin pitää lisätä esimerkiksi D-vitamiinia, jotta tuotteen vastustuskyvyn lisäämistä voitaisiin mainostaa.

  12. Terveysväitteet joita vatsan toimintaa edistävissä tuotteissa on käytetty ensimmäisen puolenvuoden ajan ovat kyllä jääneet päähän pyörimään, ja vaikka terveysväitteitä ei saakkaan enään käyttää, niin silti ainakin itse yhdistän vielä esim. danonen ei hyväksyttyjä terveysväitteitä tuotteeseen. Terveysväitteitä sisältävien tuotteiden välttely ensimmäisen puolenvuoden aikana markkinoille tulosta vaikuttaakin hyvältä vinkiltä.

  13. Olemme samaa mieltä siitä, että tuotteiden boikotoiminen olisi hyvä asia, ainakin siihen asti että väitteiden oikeellisuudesta saataisiin varmuus. Ja jos väitteet eivät saa EFSA:n hyväksyntää, pitäisi “väärät” mainonnat saada nopeammin pois markkinoilta, ettei kuluttajille jää väärää mielikuvaa tuotteen terveellisyydestä.

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