Abstract
Air pollution is becoming an increasing problem in many developing economies with China being one of the countries most effected. Four Consumer Idealized Design (CID) workshops were conducted in Suzhou to explore the ideal product attributes consumers require in functional foods designed to combat the adverse impact of air pollution. A tablet was the most common format in the supplement designs and the majority of conventional-foods were designed as either snacks, drinks, or dairy options. Effective health claims were considered to be “boosting immunity” for products designed for long-term use and “relieving respiratory symptoms” for products designed for use in acute situations. Supplements and conventional-format functional foods were perceived as having different health benefits and target markets. Consumers’ attention to food safety suggested product producers should apply multi-methods to communicate the safety of their products to consumers. This study was the first to utilize CID workshops with Chinese consumers and will help inform industry product development.