nutrients Article Regulation and Consumer Interest in an Antioxidant-Enriched Ham Associated with Reduced Colorectal Cancer Risks Stéphan Marette 1,*, Françoise Guéraud 2 and Fabrice Pierre 2 1 University Paris-Saclay, INRAE, AgroParisTech, UMR Economie Publique, 78850 Grignon, France 2 Toxalim (Research Centre in Food Toxicology), Toulouse University, INRAE UMR 1331, ENVT, INP-Purpan, UPS, 31300 Toulouse, France;
[email protected] (F.G.);
[email protected] (F.P.) * Correspondence:
[email protected] Abstract: An economic experiment was conducted in France in 2020 to evaluate consumer attitudes toward two ham products associated with different colorectal cancer risks. We focused specifically on comparing a conventional ham and a new hypothetical antioxidant-enriched ham with a reduced risk of provoking colorectal cancer. Study participants were given descriptions of the two hams before carrying out successive rounds of willingness-to-pay (WTP) assessments. The results show that WTP was higher for the antioxidant-enriched ham than for the conventional ham. WTP estimates were also impacted by providing additional information about the reduction in colorectal cancer risk associated with the antioxidant-enriched ham. Based on the participants’ WTP, we came up with ex ante estimates for the social impacts of introducing the antioxidant-enriched ham onto the market, and we suggest that it would be socially optimal to promote the product. Competition arising from pre-existing product labelling and marketing assertions could greatly limit the market potential of antioxidant-enriched ham, which suggests that alternative approaches may be necessary, such as regulations mandating antioxidant enrichment. These results also concern all countries with high Citation: Marette, S.; Guéraud, F.; levels of meat consumption.