Background: The dietary supplements market is growing, and their use is increasing among professional athletes. Recently, several new protein supplements have been placed in the marketplace, including energy bars enriched with insect flour. Edible insects, which are rich in protein content, have been promoted as the food of the future and athletes could be a reference sample for their continued emphasis on higher protein demand. The present study investigated the potential motivations to accept an energy protein bar with cricket flour, among a group of selected Italian professional athletes. A second aim was also to measure how an information treatment about the benefits of edible insects would have impact on acceptance. Methods: 61 Italian professional athletes (27 females) completed a structured questionnaire regarding supplements and eating habits, food neophobia, nutrition knowledge, willingness to taste edible insects and the associated factors. A question about sports endorsement was also posed at the end of the survey. Results: all subjects consumed supplements, generally recommended by medical personnel, even though their general knowledge of nutrition was poor (47.8%). Our main results shown that on a seven-point Likert scale, the protein content (5.74 ± 1.01) and the curiosity about texture (5.24 ± 0.98) were the main drivers to taste the cricket energy bar; whereas the feeling of disgust (5.58 ± 1.08) justified the rejection of tasting insects. In addition, the level of food neophobia increases with age (p < 0.05) and reduces willingness to endorse the cricket bar (p < 0.05). Male athletes (4.47 ± 1.69) were more likely to endorse the product than females (3.3 ± 1.49). An increase in willingness to taste was observed after the information treatment (z = 4.16, p < 0.001). Even though the population under investigation is unique, it is important to mention that this study involves a relatively small and convenience sample, and therefore generalizability of the results should be done with caution.

Olive oil is largely produced in southern European countries. It encompasses a mix of search (e.g., price, color, packaging features), experience (e.g., taste), and credence attributes (e.g., organic, health claim). The importance of these attributes on consumers’ attitudes and preferences for Olive oil has been explored quite extensively in the past. However, a recent body of literature has focused on product nutritional information and health claims in shaping consumers’ attitudes and preferences for Olive oil. This work aims to offer an updated review of consumers’ acceptance and preferences for Olive oil features. Applying the Systematic Literature Review method, a sample of 47 studies published over the last 20 years was reviewed through descriptive and content analysis. The following attributes, grouped in search, experience, and credence categories, were discussed: origin, sustainability, brand, health and safety, the production process, packaging, color, taste and flavor, and product features. The discussion of marketing and research implications closes the study. The study provides an overview of the literature background of consumer behaviors of Olive Oil, investigating the recent literature focused on product nutritional information and health claims.

Sustainable certifications communicate the environmental benefits of food products to consumers, and allow producers to differentiate their products from conventional ones. This study expands existing knowledge on fish consumers by assessing the importance of sustainable certifications in fish selection. A best–worst analysis was applied to a convenient sample of Italian household members responsible for food shopping, segmented with a latent class clustering model based on their socio-demographic characteristics, fish purchase behaviors, as well as attitudinal features. The results show that sustainable certifications were of interest to consumers, as more than 1 out of 10 respondents valued sustainable certifications in purchasing fish. Respondents interested in sustainable certifications on fish were medium-aged consumers, with high working status, well educated, as well as living in a medium-size household without children. These consumers were more interested in organic foods and had an interest in food nutritional information; they likely have a healthy holistic lifestyle, and may purchase organic food, including fish, to improve their health by increasing their physical well-being.

Labels play a strategic role in communication, representing the interface between consumers and the food system. Consumers’ ability to correctly understand product label information was essential for health and safety, making a sustainable choice, as also demonstrated by the Federal Regulations of USA, which define several guidelines to increase the readability of labels. Human Factor studies the interface design in order to assure users’ safety, comfort, and productiveness. So, it could be applied in label design to enhance consumers’ safeguard and healthcare. The aim of this study is to analyze the fields of application of the Human Factor in label design to evaluate the current methods of utilization in the food industry. A two-step literature review was applied, using bibliometric and content analysis. From bibliometric analysis, 6 clusters of themes and the predominance of medical terms arose. The absence of terms related to the food domain is surprising. So, a content analysis on lead papers’ sample related to the Food Industry was carried out to identify evidence about the human factor in food label design. From content analysis, 2 groups of works’ results, focused on the possibility to consider the human factor in: i) pharmaceutical label design, ii) food label design, respectively. The studies in food label design primarily focused on label readability related to content positioning and not on its understandability. The practical implications of the study include the construction of a new concept of label in terms of contents and communication channels.

The aim of this paper is to investigate consumers’ preferences and willingness to pay (WTP) for functional mozzarella cheese whose health benefits (reduced fat and enrichment in omega-3) are communicated by using nutrition claims (article 8) and health claims (articles 13 and 14) of the EU Regulation 1924/2006. In order to achieve the stated objective a choice survey was developed and administered to a sample of Italian respondents. The product attributes and attribute levels included in the choice experiment were obtained from in-depth interviews conducted with stakeholders working on the development of this new product in the Italian region of Puglia. Results show that many participants were not aware of functional food. Marketing segmentation performed via latent class analysis indicates that the development of this hypothetical product should be based on the addition of naturally enriched omega-3. In terms of health communication under Regulation 1924/2006, heterogeneity of preferences of the nine identified segments reveals that respondents have a clear preference for products from the Puglia region, for the combined nutrition claim over single nutrition claims and for the reduction of disease health claim (article 14) over the health claim (article 13). In monetary terms, willingness to pay for health claims is higher than nutrition claims.