Food choice, health information and functional ingredients: An experimental auction employing bread

In this paper we present the results of an experimental auction conducted to examine the influence of health and nutritional information on food choice and in particular estimate consumer willingness to pay (WTP) for bread that contains functional ingredients. Employing a sandwich we find that consumers are WTP more for a whole grain and whole grain granary bread sandwich than other bread types including white bread that contains a functional ingredient. We also find that consumers react positively to the provision of nutritional and health benefit information but that this effect occurs regardless of whether we supply specific or non-specific health benefit information. We discuss information provision and health policy implications that emerge from our analysis for bread products in the sandwich market.