The influence of product- and person-related factors on consumer hedonic responses to soy products

What's your beef with meat substitutes? Exploring barriers and facilitators for meat substitutes in omnivores, vegetarians, and vegans

The overconsumption of meat has been related to negative health, environmental, and animal welfare effects. As such, many people are now reducing their meat consumption, and for some this includes increasing their consumption of meat substitutes. While research has discussed the barriers towards the adoption of meat substitutes, there is a lack of studies examining the differences between omnivores and veg*ns. The objective of this research is to explore the facilitators, barriers, and negotiations (i.e., tensions) that various dietary groups encounter with meat substitutes. Six focus groups were conducted and our analysis found clear tension between many influences in food choice. These tensions result in the influences (sensory preferences, meat substitutes' classification, health perceptions, and social/culture) being both facilitators and barriers dependent on the dietary group. Yet, there are also key facilitators across all dietary groups such as resources (packaging and labelling), and food context (restaurants, takeaways), as well as barriers such as the "vegan tax" (high price) and lack of trust. A main value negotiation was also exhibited by all dietary groups, balancing familiarity with food/meal freedom and versatility. We provide a reflection on the practical implications for meat substitute companies.

Reading Food Experiences from the Face: Effects of Familiarity and Branding of Soy Sauce on Facial Expressions and Video-Based RPPG Heart Rate

Food experiences are not only driven by the food's intrinsic properties, such as its taste, texture, and aroma, but also by extrinsic properties such as visual brand information and the consumers' previous experiences with the foods. Recent developments in automated facial expression analysis and heart rate detection based on skin color changes (remote photoplethysmography or RPPG) allow for the monitoring of food experiences based on video images of the face. RPPG offers the possibility of large-scale non-laboratory and web-based testing of food products. In this study, results from the video-based analysis were compared to the more conventional tests (scores of valence and arousal using Emojis and photoplethysmography heart rate (PPG)). Forty participants with varying degrees of familiarity with soy sauce were presented with samples of rice and three commercial soy sauces with and without brand information. The results showed that (1) liking and arousal were affected primarily by the specific tastes, but not by branding and familiarity. In contrast, facial expressions were affected by branding and familiarity, and to a lesser degree by specific tastes. (2) RPPG heart rate and PPG both showed effects of branding and familiarity. However, RPPG heart rate needs further development because it underestimated the heart rate compared to PPG and was less sensitive to changes over time and with activity (viewing of brand information and tasting). In conclusion, this study suggests that recording of facial expressions and heart rates may no longer be limited to laboratories but can be done remotely using video images, which offers opportunities for large-scale testing in consumer science.

Effect of Branding and Familiarity of Soy Sauces on Valence and Arousal as Determined by Facial Expressions, Physiological Measures, Emojis, and Ratings

Food experiences can be summarized along two main dimensions: valence and arousal, which can be measured explicitly with subjective ratings or implicitly with physiological and behavioral measures. Food experiences are not only driven by the food's intrinsic properties, such as its taste, texture, and aroma, but also by extrinsic properties such as brand information and the consumers' previous experiences with the foods. In this study, valence and arousal to intrinsic and extrinsic properties of soy sauce were measured in consumers that varied in their previous experience with soy sauce, using a combination of explicit (scores and emojis), implicit (heart rate and skin conductance), and behavioral measures (facial expressions). Forty participants, high- and low-frequency users, were presented with samples of rice and three commercial soy sauces without and with brand information that either matched or non-matched the taste of the soy sauce. In general, skin conductance and facial expressions showed relatively low arousal during exposure to the brand name and again lowest arousal during tasting. Heart rate was lowest during exposure to the brand name and increased during tasting probably resulting from the motor activity during chewing. Furthermore, the results showed that explicit liking and arousal scores were primarily affected by the taste of the specific soy sauce and by the participants' previous experience with soy sauces. These scores were not affected by branding information. In contrast, facial expressions, skin conductance, and heart rate were primarily affected by (1) the participants' level of experience with soy sauce, (2) whether or not branding information was provided, and (3) whether or not the branding information matched with the taste. In conclusion, this study suggests that liking scores may be most sensitive to the food's intrinsic taste properties, whereas implicit measures and facial expressions may be most sensitive to extrinsic properties such as brand information. All measures were affected by the consumers' previous food experiences.

Some insights into the development of food and brand familiarity: The case of soy sauce in the Netherlands

With the increasing globalization, new unfamiliar flavors gradually find their way into local Western cuisines. The mechanisms behind the successful integration of novel flavors into local cuisines are largely unknown. This study investigates the effects of frequency of soy sauce use, levels of food neophobia, and brand specificity on liking of a relatively unknown flavor in the Netherlands, soy sauce. A total of eighty-nine (26 men and 63 women; mean age 47.5 ± 17.7 years) high- and low-frequency users of soy sauce rated liking of five soy sauces separately presented with and without branding information. Liking of four soy sauces with the typical salty and savory flavor increased with increasing frequency of use, and with decreasing levels of food neophobia. Another soy sauce with additives resulting in a distinctive taste was liked irrespective of the frequency of use. Soy sauces, which were recognized correctly or incorrectly as the participants' own familiar brand, received 50% higher or lower liking ratings than other soy sauces, respectively. Furthermore, users of one of the brands preferred the taste of their own brand over that of other brands, whereas users of the other brands did not show such specificity, indicating clear differences in specificity of liking soy sauce among the various user groups. This study provides insights into consumer liking and preference of semi-familiar foods, revealing the contribution of consumer traits and brand familiarity that may influence the spread of unfamiliar foods.

Nutrition in Disguise: Effects of Food Neophobia, Healthy Eating Interests and Provision of Health Information on Liking and Perceptions of Nutrient-Dense Foods in Older Adults

Older adults (60+ years) are at higher risk of malnutrition. Improving the nutrient-density of their diets is important but presents challenges due to the introduction of new ingredients, liking implications and heterogeneity of older consumers. Ten nutrient-enhanced foods were evaluated for liking (9-point hedonic scale) and sensory perception (check-all-that-apply) by 71 older adults. Three foods were re-evaluated after participants were provided with information about their healthy ingredients and benefits. Participants were also segmented based on their degrees of food neophobia and interests in healthy eating, using questionnaires. The results showed that eight foods had adequate sensory appeal (overall hedonic score of 6) to be pursued for residential care menus. Segmentation based on food neophobia and healthy eating interests did not yield any meaningful differences between groups. The effect of health information on liking for the overall sample and subgroups was product-specific: liking scores only increased for the raspberry banana smoothie in the overall test population and higher healthy eating interest subgroup. Health information may lead to the experience of more positive attributes in some foods. Overall, eight foods that were tested could be accepted by a wide range of consumers and providing them with health information may further improve acceptance.

Emotional State During Tasting Affects Emotional Experience Differently and Robustly for Novel and Familiar Foods

Emotional state during food consumption is expected to affect food pleasantness. We hypothesize that a negative emotional state reduces food pleasantness and more so for novel foods than for familiar foods because novel foods have not yet been associated with previous emotions. Furthermore, we expect this effect to be stronger when judging the food again from memory without tasting. We induced a positive emotional state in 34 participants by telling them that they earned a monetary bonus and induced a negative emotional state in 35 other participants by subjecting them to a social stress test. After this emotion induction, both groups tasted and rated a (for them) novel soup (sumashi soup) and a familiar soup (vegetable soup). Several explicit and implicit measures of food pleasantness (rated valence, EsSense25, willingness-to-take-home and sip size) indicated that while the negative emotion group did not experience the soups as less pleasant than the positive emotion group, there was an interaction between food familiarity and emotional group. The positive emotion group experienced novel and familiar soups as equally pleasant, whereas the negative emotion group experienced the novel soup as relatively unpleasant and the familiar soup as pleasant. The latter result is consistent with a comforting effect of a familiar taste in a stressful situation. This effect remained in the ratings given 1 week later based on memory and even after retasting. Our results show that emotional state affects food pleasantness differently for novel and familiar foods and that such an effect can be robust.

Insects as Novel Food: A Consumer Attitude Analysis through the Dominance-Based Rough Set Approach

In Western societies, the unfamiliarity with insect-based food is a hindrance for consumption and market development. This may depend on neophobia and reactions of disgust, individual characteristics and socio-cultural background, and risk-perceptions for health and production technologies. In addition, in many European countries, the sale of insects for human consumption is still illegal, although European Union (EU) and the European Food Safety Authority (EFSA) are developing regulatory frameworks and environmental and quality standards. This research aims to advance the knowledge on entomophagy, providing insights to improve consumer acceptance in Italy. This is done by carrying out the characterization of a sample of consumers according to their willingness to taste several types of insect-based food and taking into account the connections among the consumers’ features. Thus, the dominance-based rough set approach is applied using the data collected from 310 Italian consumers. This approach provided 206 certain decision rules characterizing the consumers into five groups, showing the consumers’ features determining their specific classification. Although many Italian consumers are willing to accept only insects in the form of feed stuffs or supplements, this choice is a first step towards entomophagy. Conversely, young Italian people are a niche market, but they can play a role in changing trends.

Factors Influencing Purchase Intention for Low-Sodium and Low-Sugar Products

As sodium and sugar intake in South Korea exceed recommended levels, the government and food industry have been attempting to reduce the amount of sodium and sugar in the food products. In line with these efforts, this study sought to examine how the purchase intention for low-sodium/low-sugar products vary based on consumers’ previous choices of low-sodium/low-sugar products and other consumer-related factors. For this study, two online survey-based experiments were conducted: one using soy sauce to represent a sodium-based product and the other using yogurt to represent a sugar-based product. The significant variables that influenced the purchase intention for both were the consumers’ previous low-sodium/low-sugar product choices and their propensity for food neophobia. Consumers who had previously selected regular products showed a lower intention to purchase low-sodium soy sauce or low-sugar yogurt. In addition, those who had a strong tendency toward food neophobia also had a significantly lower purchase intention for these products. Moreover, the lower the consumer′s unhealthy = tasty intuition (UTI), the higher the purchase intention for the low-sodium soy sauce, but UTI did not act as a significant variable for the low-sugar yogurt. These results demonstrate that government interventions for low-sodium products and low-sugar products should be differentiated.

Mycoprotein: environmental impact and health aspects

The term mycoprotein refers to the protein-rich food made of filamentous fungal biomass that can be consumed as an alternative to meat. In this paper, the impact caused by the substitution of animal-origin meat in the human diet for mycoprotein on the health and the environment is reviewed. Presently, mycoprotein can be found in the supermarkets of developed countries in several forms (e.g. sausages and patties). Expansion to other markets depends on the reduction of the costs. Although scarce, the results of life cycle analyses of mycoprotein agree that this meat substitute causes an environmental impact similar to chicken and pork. In this context, the use of inexpensive agro-industrial residues as substrate for mycoprotein production has been investigated. This strategy is believed to reduce the costs involved in the fungal cultivation and lower the environmental impact of both the mycoprotein and the food industry. Moreover, several positive effects in health have been associated with the substitution of meat for mycoprotein, including improvements in blood cholesterol concentration and glycemic response. Mycoprotein has found a place in the market, but questions regarding the consumer's experience on the sensory and health aspects are still being investigated.

Relationship between Hedonic Hunger and Health Interest on Habit and Sodium Intake Patterns in Food Consumption

Many people are motivated to eat healthily but find it difficult to override established and less healthy habits. Habits, by their nature, are unconscious and cued by the environment, thus making them powerful determinants of behavior. This study examined how hedonic hunger and health interest are related to habit and whether sodium consumption is mediated by hedonic hunger, health interest, and habit. A total of 117 students of Universitas Brawijaya took part in the study. Data analysis were done using Partial Least Square (PLS) and a semi-quantitative food frequency questionnaire (SQ-FFQ). PLS was used to analyze the influence of the relationship between independent and dependent variables. SQ-FFQ was used to determine sodium intake in grams/day. The average sodium intake in this study was 2.47 grams/day. This analysis shows that hedonic hunger and health interest had a significant impact on health habits but not on sodium intake.

Consumer-Oriented Product Development: The Conceptualization of Novel Food Products Based on Spirulina (Arthrospira platensis) and Resulting Consumer Expectations

The world population is steadily growing and the demand for protein increases along with it, yet our planetary resources are finite. Spirulina (Arthrospira platensis) is an underutilized protein source suitable for human nutrition, and little is known about the use of spirulina as a food and the associated consumer opinion. New product development (NPD) requires early and active participation of consumers for the success of new products; therefore, a mixed method approach was applied to conceptualize (sensory profiling of spirulina extrudates and expert interviews) and then evaluate consumer’s willingness to try (consumer survey) three innovative products: pasta filled with spirulina, maki-sushi filled with spirulina, and spirulina jerky. To evaluate the consumer orientation towards novel, spirulina-based products, 1035 consumers from three countries (GER,n=348; FR,n=337; NL,n=350) were surveyed regarding their hedonic opinion about these concepts. A photo of each product was systematically accompanied by a benefit description covering health, sustainability, or innovation. Each consumer sequentially evaluated three combinations thereof (Latin square design). A multilevel model was used to analyze consumers’ responses regarding novelty, interest, overall liking, and expected flavor liking. Overall, spirulina-filled pasta was identified as the most preferred product. Mediation analysis revealed that this could be partly explained by familiarity with products in that category (i.e., pasta more than sushi and jerky). In conclusion, all spirulina product concepts would work equally well, if pasta, sushi, and jerky were similarly familiar to the target consumer population. All tested benefits were equally accepted with each product, with the exception that spirulina jerky would have to be marketed as being innovative. Country differences can be neglected.

US consumers' acceptability of soy sauce and bulgogi

This study investigated acceptability and consumer segmentation of soy sauce and famous Korean dish, bulgogi. A total of 123 participants evaluated intensity of 18 attributes and sensory liking of 4 commercial soy sauce samples and bulgogi samples made by aforementioned soy sauces. The overall results showed that appearance liking was the only significant different attribute among soy sauce samples and there were no significant differences among bulgogi samples. Furthermore, there was little correlation between overall liking of soy sauce and bulgogi samples. However, different segments of consumer groups were found by cluster analysis. Four and five subgroups of consumers were identified on evaluation of soy sauce samples and bulgogi samples, respectively. These results demonstrated that consumers' different preference pattern. In conclusion, this study specified characteristics of commercial soy sauce perceived by consumers and consumers' acceptability toward soy sauces and bulgogi made using soy sauces.