Food choice: The battle between package, taste and consumption situation

Voices of Thai Patients With Non-Communicable Diseases Towards Healthy and Ready Meal Products: A Mixed-Methods Research

Introduction

Healthy diets reduce the risk of several non-communicable diseases (NCDs) from diabetes to heart disease and hypertension to cancer. Given their busy lifestyles, it is difficult for individuals to routinely prepare healthy food. Therefore, healthy and ready meal products have been developed and commercially launched in Thailand.

Objectives

Considering ready and healthy meals as an innovative product line in the Thai market, the aim of this study was to identify the factors that influence NCD patients to adopt this product innovation.

Methods

This study used a mixed-methods approach based on Roger's model of innovation adoption. Two hundred and twenty NCD patients completed a questionnaire regarding their expectations towards healthy meal products. In-depth interviews were conducted with 20 respondents to explore the underlying reasons behind their scoring decisions in the questionnaires.

Results

The findings revealed that the highest rated items were the expectation that healthy meals reduce the severity of disease, help avoid high-cholesterol food, and comprise a variety of meal choices. Instead of celebrity marketing and corporate branding, the patients preferred healthy meals that are recommended by health professionals and produced by university research teams. The qualitative findings also demonstrated that most patients welcomed healthy menus as a preventive treatment, but still have concerns regarding the availability and quality of the products.

Conclusion

This study reveals the expectations of prospective consumers, specifically NCD patients, towards healthy and ready meal products. It adds key information for food producers, health professionals, and policymakers to foster healthy food innovation, especially in the context of emerging economies like Thailand where healthy food choices are limited.

Investigating the relative merits of using a mixed reality context for measuring affective response and predicting tea break snack choice

Sensory evaluation for the investigation of food consumption is often conducted in a controlled laboratory environment, which does not reflect consumption behaviour in real world. Here, we compared the effect of consumption setting (traditional sensory booth, mixed reality projection café, and a café) on consumer affective responses, and to investigate the effectiveness of using Microsoft HoloLens technology, an Augmented Mixed Reality device, as an ecologically valid alternative to natural consumption eating for sensory evaluation. Participant [(n = 120): 86 females/34 males, aged 18-65 years] affective response (overall liking, attribute liking, emotional response, and snack choice) towards two commercially available tea break snacks (caramel slice and chocolate digestive biscuit) was assessed in three different consumption settings using a balanced crossover design. There were no significant differences for most affective ratings between data obtained from the HoloLens evoked café and real café (p ≥ 0.10), suggesting that mixed reality could provide an ecologically valid context for consumer research. However, response differences were observed between these two contexts and the sensory booths. For example, interested, joy, enthusiastic emotion terms were rated slightly higher in the evoked café in comparison to the booth context and slightly higher emotional engagement was observed for joy in the café compared to the booths (all p < .10). This study highlights key considerations for deciding where consumer testing should be conducted and the importance of using a combination of overall liking, attribute liking and emotional response to obtain data representative of real-world environments in consumer studies.

Effect of Geographical Indication Information on Consumer Acceptability of Cooked Aromatic Rice

Geographical indication (GI) labeling is used to represent information about specific geographical origins of target products. This study aimed at determining the impact of GI information on sensory perception and acceptance of cooked aromatic rice samples. Ninety-nine participants evaluated cooked rice samples prepared using each of three aromatic rice varieties both with and without being provided with GI information. Participants rated the acceptance and intensity of the cooked rice samples in terms of appearance, aroma, flavor, texture, and overall liking, and also reported how important the GI information was to them. The results showed that consumers rated the cooked rice samples higher in appearance and overall liking when provided with GI information. Interestingly, participants who valued “state-of-origin” information more highly exhibited increased hedonic ratings of cooked rice samples when provided with GI information, but not when no GI information was given. Participants provided with GI information rated flavor or sweetness intensities of cooked aromatic rice samples closer to just-about-right than those without such information. This study provides empirical evidence about how GI information modulates sensory perception and acceptance of cooked aromatic rice samples. The findings will help rice industry, farmers, and traders better employ GI labeling to increase consumer acceptability of their rice products.

The impact of the Nutri-Score nutrition label on perceived healthiness and purchase intentions

Making healthier food choices easier at the time of purchase is a challenge for public policy makers. The Nutri-Score can be an effective tool for guiding and steering consumers toward more informed, healthier purchasing decisions. This research investigates the impact of the presence of the Nutri-Score and its five categories on consumers' perceived healthiness perceptions and purchase intentions. Consumers in the EU took part in two online experiments, in which they rated products from different categories, with or without Nutri-Scores, in terms of their perceived healthiness and purchase intentions. The presence of the Nutri-Score enabled respondents to assess the healthiness of products better; furthermore, it offers the potential to boost sales of healthy products, without affecting sales of unhealthy products. Perceived healthiness mediates the relationship between Nutri-Score categories and purchase intentions, and focusing on the healthiness of products can give producers a competitive advantage, regardless of whether it is a manufacturer brand or a private label. These findings offer actionable insights for public policy makers and manufacturers; they also suggest the need to embrace the Nutri-Score as the standard front-of-pack label to help fight the increasing obesity pandemic.

That's My Cue to Eat: A Systematic Review of the Persuasiveness of Front-of-Pack Cues on Food Packages for Children vs. Adults

Packaging is increasingly recognized as an essential component of any marketing strategy. Visual and informational front-of-pack cues constitute salient elements of the environment that may influence what and how much someone eats. Considering their overwhelming presence on packaging of non-core foods, front-of-pack cues may contribute to the growing rates of overweight and obesity in children and adults. We conducted a systematic review to summarize the evidence concerning the impact of front-of-pack cues on choices and eating behaviors. Four electronic databases were searched for experimental studies (2009-present). This resulted in the inclusion of 57 studies (in 43 articles). We identified studies on children (3-12 years) and adults (≥ 18 years), but no studies on adolescents (12-18 years). The results suggest that children and adults are susceptible to packaging cues, with most evidence supporting the impact of visual cues. More specifically, children more often choose products with a licensed endorser and eat more from packages portraying the product with an exaggerated portion size. Adults' eating behaviors are influenced by a range of other visual cues, mainly, package size and shape, and less so by informational cues such as labels.

Colouring perception: Package colour cues affect neural responses to sweet dairy drinks in reward and inhibition related regions

Extrinsic product cues such as package colour may change product perception and perceived reward value during product evaluation. Healthier foods (i.e., 'light', sugar- or fat-reduced) often have different packages than regular products, e.g., they may be less vibrantly coloured. People vary in their degree of health-interest and self-control ability and may be affected differently by package colour. This study assesses the extent to which package colour and participant characteristics interact and influence product perception and brain responses. Thirty-four healthy females performed a functional MRI task in which they viewed four differently coloured packages (regular vs. healthier; differing in brightness and saturation levels) with or without simultaneously tasting a either a regular or a healthier calorie-reduced drink. Results indicate main effects of package and taste and a package*taste interaction effect. Compared to healthier packages viewing regular packages enhanced activation in region implicated in inhibitory control (inferior frontal gyrus) and a reward-related region (striatum), the latter even more so as participants' health interest increased (r = 0.43, p = 0.01). Incongruent package-taste combinations decreased activation in the orbitofrontal cortex (OFC, a region implicated in reward representation) compared to congruent combinations. Tasting the healthier compared to regular product enhanced activation in the middle and superior frontal gyrus, which are implicated in inhibitory control, as well as the striatum and OFC, suggesting a cognitively driven preference for the healthier product. In conclusion, this paper provides evidence for the conditions under which package colour and taste properties modulate neural correlates related to reward and inhibition. Individual differences in health-interest and impulsivity influence package- and taste-related neural correlates and thus underscore the importance of taking participant characteristics into account in food research.

Does Perception of Dietary Fiber Mediate the Impact of Nutrition Knowledge on Eating Fiber-Rich Bread?

The average daily intake of fiber is still too low in relation to nutritional recommendations, as was found in several studies. Therefore, it is necessary to recommend ways to increase fiber intake in the diet. Increasing the consumption of bread rich in fiber as a substitute of white bread is one of the ways to increase fiber intake. The aim of this study was to find out whether nutrition knowledge and perception of dietary fiber affected the frequency of eating wholemeal bread and white bread fortified with fiber. The data were collected in 2014 through a cross-sectional quantitative survey that was performed under the Bioproduct project among a group of 1013 Polish adults. The associations between variables were investigated using multiple regression analysis. The respondents’ general knowledge on nutrition influenced their knowledge on fiber intake (correlation coefficient r = 0.30). Respondents with a greater knowledge perceived higher benefits of consuming cereal products that were fortified with fiber (r = 0.78), and attached greater importance to the information on the label (r = 0.39) as well. The nutrition knowledge determined the familiarity with fiber-enriched bread and the consumption of this product (r = 0.40) to a greater degree than the frequency of wholemeal bread consumption (r = −0.10). The respondents’ perception of dietary fiber was observed to play a partial mediation role between the knowledge on nutrition and the consumption of both kinds of breads, suggesting that it can be an important predictor of bread consumption. To increase the consumption of bread that is rich in fiber, emphasis should be laid on specific information on fiber, referring to food products as well as on individual’s perception of those products. The said information should be reinforced along with overall communication regarding nutrition to influence the bread-related decisions.

Prevalence of child-directed and general audience marketing strategies on the front of beverage packaging: the case of Chile

Objective

Front-of-package (FOP) marketing strategies of a wide variety of beverages were catalogued to examine the prevalence of each strategy prior to a sweeping Chilean restriction of child-directed marketing aimed at reducing obesity-related disease among Chile’s youth.

Design

Photographs of 1005 beverage packages were quantitatively content-analysed to code whether a variety of child-directed, health-oriented and other marketing strategies (e.g. sales promotions) were present on each product’s FOP. Strategies were then analysed based on beverages’ product category, total sugar, energy and tax status (beverages with added sugars are taxed at different rates).

Setting

Photographs were taken in six urban supermarkets in Santiago, Chile, representing five different supermarket chains.

Results

Beverages using child-directed characters or nature/fruit references were higher in total sugar and beverages with child-directed characters or childhood/family references were higher in energy than beverages without these respective strategies. Of the beverages taxed at the highest rate (greatest amount of added sugars), 49 % used nutrition and health appeals and 80 % used nature or fruit appeals. Plain waters and plain milks were less likely than other selected product categories to use health-oriented appeals or multiple FOP strategies in combination.

Conclusions

FOP marketing on beverages varied according to the nutritional quality of the product, with heavier use of health-oriented and child-directed strategies in less healthy products. Marketing activities warrant continued observation to evaluate how industry responds to new marketing restrictions as these restrictions are evaluated in the light of existing taxes and other regulatory efforts to improve diets and reduce obesity-related disease.

Influencing Eating Choices: Biological Food Cues in Advertising and Packaging Alter Trajectories of Decision Making and Behavior

From an ecological perception perspective (Gibson, 1977), the availability of perceptual information alters what behaviors are more and less likely at different times. This study examines how perceptual information delivered in food advertisements and packaging alters the time course of information processing and decision making. Participants categorized images of food that varied in information delivered in terms of color, glossiness, and texture (e.g., food cues) before and after being exposed to a set of advertisements that also varied in this way. In general, items with more direct cues enhanced appetitive motivational processes, especially if they were also advertised with direct food cues. Individuals also chose to eat products that were packaged with more available direct food cues compared to opaque packaging.

Willingness to pay more for value-added pomegranate juice (Punica granatum L.): An open-ended contingent valuation

This study aimed at estimating the consumer's willingness to pay (WTP) more for value-added pomegranate juice using the contingent valuation method (CVM). The WTP was estimated applying the open-ended elicitation technique with 454 consumers in two supermarkets located in Rio de Janeiro, Brazil. The average consumer's WTP more for pomegranate juice was estimated in R$2.04 (Brazilian currency) and the income elasticity coefficient at the midpoint was 0.19, i.e., a 10% increase in consumer income will increase, on average, 1.9% the WTP of pomegranate juice (ceteris paribus). Therefore, the income elasticity coefficient was considered inelastic, once an increase in income would have low effect on the WTP for these consumers. The results indicated that the consumers were interested in acquiring a non-traditional juice processed using a technology that preserves vitamins and antioxidants, maintains the flavor of "fresh juice" without colorants and preservatives, despite the pomegranate is not part of the Brazilian diet.

Brain Potentials Highlight Stronger Implicit Food Memory for Taste than Health and Context Associations

Increasingly consumption of healthy foods is advised to improve population health. Reasons people give for choosing one food over another suggest that non-sensory features like health aspects are appreciated as of lower importance than taste. However, many food choices are made in the absence of the actual perception of a food's sensory properties, and therefore highly rely on previous experiences of similar consumptions stored in memory. In this study we assessed the differential strength of food associations implicitly stored in memory, using an associative priming paradigm. Participants (N = 30) were exposed to a forced-choice picture-categorization task, in which the food or non-food target images were primed with either non-sensory or sensory related words. We observed a smaller N400 amplitude at the parietal electrodes when categorizing food as compared to non-food images. While this effect was enhanced by the presentation of a food-related word prime during food trials, the primes had no effect in the non-food trials. More specifically, we found that sensory associations are stronger implicitly represented in memory as compared to non-sensory associations. Thus, this study highlights the neuronal mechanisms underlying previous observations that sensory associations are important features of food memory, and therefore a primary motive in food choice.

Evoked emotions predict food choice

In the current study we show that non-verbal food-evoked emotion scores significantly improve food choice prediction over merely liking scores. Previous research has shown that liking measures correlate with choice. However, liking is no strong predictor for food choice in real life environments. Therefore, the focus within recent studies shifted towards using emotion-profiling methods that successfully can discriminate between products that are equally liked. However, it is unclear how well scores from emotion-profiling methods predict actual food choice and/or consumption. To test this, we proposed to decompose emotion scores into valence and arousal scores using Principal Component Analysis (PCA) and apply Multinomial Logit Models (MLM) to estimate food choice using liking, valence, and arousal as possible predictors. For this analysis, we used an existing data set comprised of liking and food-evoked emotions scores from 123 participants, who rated 7 unlabeled breakfast drinks. Liking scores were measured using a 100-mm visual analogue scale, while food-evoked emotions were measured using 2 existing emotion-profiling methods: a verbal and a non-verbal method (EsSense Profile and PrEmo, respectively). After 7 days, participants were asked to choose 1 breakfast drink from the experiment to consume during breakfast in a simulated restaurant environment. Cross validation showed that we were able to correctly predict individualized food choice (1 out of 7 products) for over 50% of the participants. This number increased to nearly 80% when looking at the top 2 candidates. Model comparisons showed that evoked emotions better predict food choice than perceived liking alone. However, the strongest predictive strength was achieved by the combination of evoked emotions and liking. Furthermore we showed that non-verbal food-evoked emotion scores more accurately predict food choice than verbal food-evoked emotions scores.