Sensory characteristics of plant-based milk alternatives: Product characterisation by consumers and drivers of liking

Like other plant-based (PB) product categories, PB milk alternatives (PBMA) are in ascendency as part of the green consumer transition and a greater focus on personal health. However, consumption remains far below that for cow's milk, and among multiple barriers to uptake, inferior sensory properties is one problem, nutritional inadequacies another. While exceptions exist in both instances, a general need for improved products remains. The present research is situated in this nexus, and its primary aim was to contribute new consumer-centric insight regarding the sensory drivers of liking/disliking in the PBMA category. This was achieved through a central location study with adult New Zealanders (n = 143, not regular PBMA consumers) who tasted 18 different PBMA samples spanning a broad range of PB ingredients (soy, oat, coconut, almond, rice, cashew, peanut, macadamia, lentil, hemp, sesame) in different product types (single PB source, blends, barista style) with varying nutritional profiles. The most liked sample (6.5/9), which was made from soy, had the nutritional profile that most approximated cow's milk (3 g/100 mL protein), as well as a milky appearance and taste. Its mouthfeel was smooth, and this sensory characteristic was also paramount for barista-style PBMAs being well-liked (>5.9/9) regardless of their constituent PB ingredient (oat, almond, coconut). Opportunities for product innovation within this type of PBMA was identified including for using barista-style beyond hot beverages, as these samples received positive liking scores on average. The same applied to blends as multiple-source PBMAs can facilitate improved nutritional composition, and significant scope seemed to exist to identify more liked vs less liked PB ingredient combinations (e.g., almond/rice vs coconut/sesame). By identifying, through penalty/lift analysis that positive sensory drivers of PBMA liking span all sensory modalities (appearance, taste, flavour, texture and mouthfeel), it becomes easier to appreciate that products in this category are complex and challenging to optimise. A second minor research aim was focused on the modulating influence of PBMA consumption frequency on product liking and the sensory drivers of liking. The key result was a positive association between liking and higher consumption frequency, and greater appreciation of sweet, coconut, nutty and cereal/oaty characteristics of PBMAs.

Plant-Based Alternatives Need Not Be Inferior: Findings from a Sensory and Consumer Research Case Study with Cream Cheese

Reliance on animal foods must be reduced to improve planetary and human well-being. This research studied plant-based cheese alternatives (PBCA) relative to dairy cheese in a consumer taste test with 157 consumers in New Zealand. A case study approach used cream cheese (commercially available) as the focal product category (2 PBCA, 2 dairy) and implemented a multi-response paradigm (hedonic, sensory, emotional, conceptual, situational). "Beyond liking" insights were established, including drivers of liking (sensory, non-sensory) and sensory drivers of non-sensory product associations. Two consumer segments were identified, of which the largest (n = 111) liked PBCA and dairy samples equally (6.5-6.7 of 9). In this PBCA Likers cluster, the key sensory drivers of liking were 'creamy/smooth mouthfeel', 'dissolves quickly in mouth', and 'sweet', while a significant penalty was associated with 'mild/bland flavour'. The non-sensory data contributed additional consumer insights, including the four samples being perceived as differently appropriate for 9 of 12 use situations, with PBCA being regarded as less appropriate. In the limited confines of this case on cream cheese, the findings show that PBCA need not be inferior to their dairy counterparts despite a general narrative to the contrary. Of note, the results were obtained among participants who were open to eating a more PB diet but were not vegetarian or vegan.

Dimensions of food-related wellbeing and their relative importance among New Zealand consumers: A quasi-replication and extension approach

Research into perceived wellbeing (WB) can improve understanding of consumer food choices and support development of strategies to promote healthier and more sustainable eating habits. In this research, using online studies, food-related WB was explored among New Zealand consumers. In a "quasi-replication" of Jaeger, Prescott, and Worch (2022), Study 1 uncovered word associations to different WB-related terms ('Sense of wellbeing,' 'Lack of wellbeing,' 'Feeling good,' 'Feeling bad/unhappy,' 'Satisfied with life,' and 'Dissatisfied with life') with 912 participants in a between-subjects design. The results confirmed the multidimensional nature of WB, and the need to consider positive and negative aspects of food-related WB, as well as differences linked to physical, emotional, and spiritual WB. Drawing on Study 1, 13 characteristics of food-related WB were identified, and in Study 2 their importance for feeling a 'Sense of wellbeing' and 'Satisfied with life' was determined with 1206 participants using a between-subjects design. In a further extension, Study 2 also adopted a product-specific perspective and explored the associations of, and importance, for 16 different foods and beverages to food-related WB. Based on Best-Worst Scaling and penalty/lift analysis, the four most important characteristics overall were 'Is good quality,' 'Is healthy,' 'Is fresh,' and 'Is tasty,' with the nuance that healthiness contributed most to feeling a 'Sense of wellbeing' while good quality contributed most to feeling 'Satisfied with life.' The associations to individual foods and beverages underscored that food-related WB is a complex construct arising from an overall evaluation of the different effects of foods (including physical health, social and spiritual aspects of food consumption) and their short-term effects on food-related behaviour. Contextual and individual differences in perceptions of WB in relation to food deserve further investigation.

High arousal as the source of food rejection in food neophobia

Food neophobia (FN) at moderate to high levels is very common among adult populations in all cultures and is usually defined in terms of rejection of unfamiliar foods. However, food rejection in FN is only partly related to food familiarity. Experimental and survey studies have suggested that unpleasantly high arousal may be induced by food novelty, but also be produced by foods with intense or complex flavours, that are perceived as dangerous or foreign, or that have unusual ingredients. Liking for foods with these characteristics have recently been shown to be strongly negatively associated with FN. Thus, induced high arousal may underlie food rejection in FN. Here, we collected familiarity, liking and arousal ratings, and scores on the standard Food Neophobia Scale from more than 7000 consumers in four countries - Australia, United Kingdom, Singapore, Malaysia - for a series of food names that were manipulated to produce standard and 'high arousal' (variant) versions of the same foods. Consistent across all four countries, arousal ratings increased, and liking decreased, with decreases in food familiarity. Variant food names were always associated with ratings of higher arousal than the standard names. The variant foods were generally less familiar than the standard foods, although this was not a necessary condition for their higher arousal ratings, suggesting that the other arousal-inducing factors (e.g., flavour intensity) also played a role. Across all foods, arousal ratings increased, and liking ratings decreased, as FN increased, but these effects were accentuated for the variant foods. The consistency of these effects across multiple countries supports a view that arousal is universally a strong determinant of liking for foods and that this underlies the rejection of foods, familiar and novel, in FN.

An exploration of what freshness in fruit means to consumers

Perceived freshness is a key determinant of consumers' food choices but remains an imprecisely defined concept. A comprehensive and consumer-centric definition of freshness appears to be lacking, and the present research was situated in this knowledge gap, seeking, in particular, to explore the complexity of freshness in consumers' minds. People from the USA (n = 2092) took part in an online survey and completed a text highlighting task. Herein, participants read a text that described different aspects of freshness and the technologies used to prolong freshness during storage. While reading, they used highlighting functions within the software to indicate text content that they liked/disliked or agreed/disagreed with. The combined results from text highlighting and responses to the open-ended question "Considering the fruit you eat, why is freshness important to you?" confirmed that freshness is a complex construct with multiple dimensions and suggested that the complexity of freshness extends from food in general to specific product categories (in the case of fruit and apples). Further, the findings showed that freshness is desired by consumers because fruit are perceived as healthier and better tasting. The findings revealed negative attitudes towards stored fruit among participants, but also indicated some acceptance of the fact that some storage was unavoidable. Results provide useful insights to the development for communication strategies to increase consumer acceptance of stored apples and fruits in general.

A critical review of social media research in sensory-consumer science

The collection and analysis of digital data from social media is a rapidly growing methodology in sensory-consumer science, with a wide range of applications for research studying consumer attitudes, preferences, and sensory responses to food. The aim of this review article was to critically evaluate the potential of social media research in sensory-consumer science with a focus on advantages and disadvantages. This review began with an exploration into different sources of social media data and the process by which data from social media is collected, cleaned, and analyzed through natural language processing for sensory-consumer research. It then investigated in detail the differences between social media-based and conventional methodologies, in terms of context, sources of bias, the size of data sets, measurement differences, and ethics. Findings showed participant biases are more difficult to control using social media approaches, and precision is inferior to conventional methods. However, findings also showed social media methodologies may have other advantages including an increased ability to investigate trends over time and easier access to cross-cultural or global insights. Greater research in this space will identify when social media can best function as an alternative to conventional methods, and/or provide valuable complementary information.

Emoji meanings (pleasure–arousal–dominance dimensions) in consumer research: Between‐country and interpersonal differences

In line with the increasing popularity of emoji, the need for methodological research into these pictorial representations of emotion remains. The present research contributes to this goal by continuing to establish the meaning of emoji and exploring these according to between-country and interpersonal differences. The emoji (n = 12) were selected to span the valence × arousal emotion space, and the PAD model (Pleasure-Arousal-Dominance) was used to establish emoji meaning for the three dimensions, operationalized as measurement on 6 × 3 semantic differentials. Participants in the main study came from three countries-Germany, Singapore, and Malaysia (n = 2465), and a supplementary study included the United Kingdom and New Zealand (n = 600) (subset of four emoji). The results confirmed that emoji meanings according to the PAD model were largely similar between countries (albeit not identical). There were multiple minor significant differences for individual emoji, and where these existed, they often related to the dimension of Arousal, prompting a need for further investigation. Interpersonal differences were examined for gender (men and women), age group (18-45 and 46-69 years old), and frequency of emoji use. Again, significant differences were smaller rather than larger and supported the notion that emoji are generally applicable for multicountry research. However, caution regarding the participants who use emoji infrequently may be warranted. PRACTICAL APPLICATION: The findings from this research will help academics and practitioners who are interested in using emoji for sensory and consumer research (or are already doing so) with more robust interpretations of their findings. For a set of 12 emoji that provide broad coverage of the valence × arousal emotional space, meanings are provided on the three dimensions of the PAD model. The data is collected in five countries and contributes to increased confidence that emoji meanings are by and large similar in these countries.

Consumer Preference Segments for Plant-Based Foods: The Role of Product Category

A survey of willingness to consume (WTC) 5 types of plant-based (PB) food was conducted in USA, Australia, Singapore and India (n = 2494). In addition to WTC, emotional, conceptual and situational use characterizations were obtained. Results showed a number of distinct clusters of consumers with different patterns of WTC for PB foods within different food categories. A large group of consumers did not discriminate among PB foods across the various food categories. Six smaller, but distinct clusters of consumers had specific patterns of WTC across the examined food categories. In general, PB Milk and, to a much lesser extent, PB Cheese had highest WTC ratings. PB Fish had the lowest WTC, and two PB meat products had intermediate WTC. Emotional, conceptual and situational use characterizations exerted significant lifts/penalties on WTC. No penalty or lifts were imparted on WTC by the situational use of 'moving my diet in a sustainable direction', whereas uses related to 'when I want something I like' and 'when I want something healthy' generally imparted WTC lifts across clusters and food categories. The importance of this research for the study of PB foods is its demonstration that consumers are not monolithic in their willingness to consume these foods and that WTC is often a function of the food category of the PB food.

Consumer conceptualisations of food-related wellbeing: An exploration of wellbeing-related terms in four industrialised countries

Perceived (or subjective) wellbeing is regarded as key to understanding consumer food choices and the development of strategies to promote desirable eating habits. Yet, in-depth understanding of the specific factors that contribute to people's perceived wellbeing across cultures is lacking. These factors motivated the present research that used word associations to conduct an exploratory analysis of consumer conceptualisations of food-related wellbeing (WB). Adults (n = 4945) living in the United Kingdom, Australia, Singapore or Germany, speaking respectively, English or German, took part in the study. Health, pleasure, food quality, positive emotions and social aspects of food consumption were the main associations with food-related wellbeing. Absence hereof was associated with unhealthiness, disgust, negative emotions and poor mental health. The differences in these main associations emphasised the importance of exploring wellbeing, as well as lack hereof. Not doing so leads to an incomplete understanding of this multidimensional construct. The research was conducted with four terms related to wellbeing (each in their positive and negative versions): 'sense of wellbeing' and 'lack of wellbeing', 'feeling good' and 'feeling bad/unhappy', 'satisfied with life' and 'dissatisfied with life' and 'fulfilled in life' and 'unfulfilled in life'. Because these different terms gave rise to different wellbeing associations, researchers in this area must choose their empirical approach with care. The terms 'sense of wellbeing' and 'feeling good' tended to more frequently give rise to health-related associations. Conversely, 'satisfied with life' and 'fulfilled in life' tended to more frequently give rise to positive spiritual and emotional associations of food-related wellbeing. The main conceptualisations of food-related wellbeing were cross-culturally similar, but extension of the present research to other Asian countries was recommended based on several differences between Singaporean participants and those from other countries. In ethnically diverse countries like Singapore, further within-country investigations of different cultures also have merit.

Consumer attitudes to vertical farming (indoor plant factory with artificial lighting) in China, Singapore, UK, and USA: A multi-method study

Major changes are needed both with regard to what we eat and how food is produced. The latter is the focus of the present research, specifically the rise of controlled environment agriculture. In this context, empirical research is presented on consumer attitudes to vertical farming (VF) (i.e., indoor plant factory with artificial lighting), conducted in four countries (USA, UK, Singapore, and China) using online surveys (637-683 participants per country with matched gender and age group distributions). A multi-method research approach was used, including a novel methodology of text highlighting, which requires that participants read a descriptive text about VF with mentions of pros and cons and use highlighter functions to select aspects of the text that they 'like' and 'dislike'. Based on the information provided in the text, attitudes towards VF were largely positive in the four countries. The characteristics of VF that aligned with the United Nations Sustainable Development Goals were identified as key drivers of positive attitudes (i.e., higher yield, reduction of carbon emissions, and securing access to food). On the other hand, high energy use and premium prices contributed to negative attitudes about VF. Although the majority of participants responded to the text with an overall positive attitude towards VF, there were smaller groups of participants in every country who expressed a negative or neutral/ambivalent attitude. These between-segment differences were larger than cross-cultural differences, although the latter did exist, particularly for selected aspects of VF. For example, Chinese participants tended to be the least negative about the use of robots to help planting and harvesting. Future research is needed to understand consumer responses to aspects VF not covered in the text (e.g., powering VF with renewable energy, product range), and consumer insights about VF should be sought in other countries.

Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use

Emoji have been argued to have considerable potential for emotion research but are struggling with uptake in part because knowledge about their meaning is lacking. The present research included 24 emoji (14 facial, 10 non-facial) which were characterized using the PAD model (Pleasure-Arousal-Dominance) of human affect by 165 consumers in New Zealand and 861 consumers in the UK. The results from the two countries were remarkably similar and contributed further evidence that emoji are suitable for cross-cultural research. While significant differences between the emoji were established for each of the PAD dimensions, the mean scores differed most on the Pleasure dimension (positive to negative), then on the Arousal dimension (activated to deactivated), and lastly on the Dominance dimension (dominance to submissive). The research also directly measured the perceived appropriateness of the 24 emoji for use with foods and beverages. The emoji face savoring food, clapping hands and party popper were in the top-5 for the highest appropriateness in food and beverage context for both studies, as was a strong negative expression linked to rejection (Study 1: face vomiting; Study 2: nauseated face). On the other hand, zzz and oncoming fist were considered as the least appropriate to be used in a food and beverage context in both studies. Again, the results from the UK and NZ were in good agreement and identified similar groups of emoji as most and least suitable for food-related consumer research.