Natural: A $75 billion word with no definition—Why not?

Consumer Perception of Sweeteners in Yogurt

Consumers are interested in products with reduced sugar, a trend which has been attributed to consumers associating high-sugar foods with obesity, diabetes, heart disease and high blood pressure. The objective of this study was to evaluate consumer perception of sugar reduction in yogurt - both conceptually and for liking of actual products. An online survey (n = 1290) was conducted to evaluate consumer perception of sweeteners available in commercial yogurts. Participants who purchased yogurt at least once in the past 3 mo completed a series of exercises that involved demographics, agreement, Kano, and Maximum Difference (MaxDiff) scaling questions. Subsequently, vanilla 1% milkfat yogurts sweetened with sucrose were formulated to iso-sweet taste intensity with either stevia, allulose, a blend of sucrose and honey or a blend of sucrose, stevia and allulose using magnitude estimate scaling followed by paired comparison tests with consumers (n = 40). A consumer acceptance test (n = 229) was then conducted using the 5 vanilla yogurts. Half of the consumers (n = 115) were primed with the specific yogurt sweetener and the other half were not. Survey and acceptance test data were evaluated by univariate and multivariate analyses. Conceptually, consumers preferred the claim "naturally sweetened" over a reduced sugar claim in yogurt (P < 0.05). Honey was preferred over other sweeteners, followed by agave nectar and cane sugar (P < 0.05). Allulose was the least preferred sweetener option conceptually (P < 0.05). Priming with sweetener type positively impacted consumer acceptance, regardless of sweetener (P < 0.05). When yogurts were tasted, yogurts sweetened with sucrose were the most preferred regardless of priming (P < 0.05). Yogurts sweetened with allulose or a blend of allulose, stevia, and sucrose received higher liking scores than yogurts with stevia (P < 0.05), suggesting that allulose can assist with sugar reduction in yogurt. Consumers are interested in healthy yogurts that are naturally sweetened, but flavor/taste remains the driving force for liking and purchase. The use of a natural non-nutritive sweetener that delivers the sensory experience of sucrose is ultimately more important than familiarity with the actual sweetener.

Consumer perception of Cheddar cheese color

The color of Cheddar cheese in the United States is influenced by many factors, primarily the amount of annatto added as a colorant. The US Food and Drug Administration is currently reviewing its definition of the term "natural" on food labels, which may result in the use of colorants being restricted in natural cheeses. The objective of this study was to evaluate how consumers perceive Cheddar cheese color to better understand how changes to legislation surrounding colorants in natural Cheddar cheese may affect consumption. We were also interested in determining if a relationship exists between color and other perceived characteristics of Cheddar cheese. Two online surveys on Cheddar cheese color and flavor attributes (n = 1,226 and n = 1,183, respectively) were conducted, followed by a consumer acceptance test on 6 commercially available Cheddar cheeses (n = 196). Overall, consumers preferred light orange color in Cheddar cheese over dark orange or white Cheddar cheese, but segmentation was observed for Cheddar color preference. Light orange Cheddar and white Cheddar were perceived as approximately equal in terms of "naturalness." White and light orange Cheddars were perceived as more natural than dark orange Cheddars conceptually and in consumer acceptance testing. White Cheddar was considered most natural by 50.3% of n = 1,283 survey participants and 43.4% of n = 196 consumer acceptance test participants, whereas light orange Cheddar was perceived as most natural by 40.6% and 45.9% of these groups, respectively. A bimodal distribution was observed in both the online survey and in consumer acceptance testing for the naturalness of Cheddar cheese color, with a subset of consumers (31.4% of n = 1,183 survey participants and 30.6% of n = 196 consumer testing participants) indicating that white Cheddar was the least natural option. Consumers associated orange color in Cheddar cheese with a sharper flavor both in an online survey format and consumer acceptance testing.

Hunter-gatherer diets and activity as a model for health promotion: Challenges, responses, and confirmations

Beginning in 1985, we and others presented estimates of hunter-gatherer (and ultimately ancestral) diet and physical activity, hoping to provide a model for health promotion. The Hunter-Gatherer Model was designed to offset the apparent mismatch between our genes and the current Western-type lifestyle, a mismatch that arguably affects prevalence of many chronic degenerative diseases. The effort has always been controversial and subject to both scientific and popular critiques. The present article (1) addresses eight such challenges, presenting for each how the model has been modified in response, or how the criticism can be rebutted; (2) reviews new epidemiological and experimental evidence (including especially randomized controlled clinical trials); and (3) shows how official recommendations put forth by governments and health authorities have converged toward the model. Such convergence suggests that evolutionary anthropology can make significant contributions to human health.

Circular Economy and Sustainable Recovery of Taiwanese Tilapia (Oreochromis mossambicus) Byproduct-The Large-Scale Production of Umami-Rich Seasoning Material Application

In this study, umami-rich seasoning powder was produced from the offcuts of Taiwanese tilapia (Oreochromis mossambicus) by cooking concentration and spray drying of granules while yielding an abundance of glutamic acid (0.23 mg/100 g), glycine (0.10 mg/100 g), aspartic acid (0.11 mg/100 g), lysine (0.10 mg/100 g), and 11 other aminic acids. It exhibited water content (3.81%), water activity (0.3), powder yields (68.83%), and a good water solubility index (99.89%), while the particle microstructure was a spherical powder. Additionally, it received the highest overall preference score (7.53) in the consumer-type sensory evaluation compared to commercially available seasonings. This study proves that offcuts may be part of the human diet after proper processing and can be widely used to flavor savory food. The producers involved could increase their economic returns while meeting the environmental challenges. The practical contribution could create incremental value for products to critical stakeholders at each point in the tilapia supply chain with an operational guide for transitioning from inefficient to innovative circular practices.

Public attitudes toward dairy farm practices and technology related to milk production

Dairy farm systems have intensified to meet growing demands for animal products, but public opposition to this intensification has also grown due, in part, to concerns about animal welfare. One approach to addressing challenges in agricultural systems has been through the addition of new technologies, including genetic modification. Previous studies have reported some public resistance towards the use of these technologies in agriculture, but this research has assessed public attitudes toward individual practices and technologies and few studies have examined a range of practices on dairy farms. In the present study, we presented participants with four scenarios describing dairy practices (cow-calf separation, the fate of excess dairy calves, pasture access and disbudding). Citizens from Canada and the United States (n = 650) indicated their support (on a 7-point scale) toward five approaches (maintaining standard farm practice, using a naturalistic approach, using a technological approach, or switching to plant-based or yeast-based milk production) aimed at addressing the welfare issues associated with the four dairy practices. Respondents also provided a text-based rationale for their responses and answered a series of demographic questions including age, gender, and diet. Participant diet affected attitudes toward milk alternatives, with vegetarians and vegans showing more support for the plant-based and yeast-based milk production. Regardless of diet, most participants opposed genetic modification technologies and supported more naturalistic practices. Qualitative responses provided insight into participants’ values and concerns, and illustrated a variety of perceived benefits and concerns related to the options presented. Common themes included animal welfare, ethics of animal use, and opposition toward technology. We conclude that Canadian and US citizens consider multiple aspects of farm systems when contemplating animal welfare concerns, and tend to favor naturalistic approaches over technological solutions, especially when the latter are based on genetic modification.

Generating New Snack Food Texture Ideas Using Sensory and Consumer Research Tools: A Case Study of the Japanese and South Korean Snack Food Markets

Food companies spend a large amount of money and time to explore markets and consumer trends for ideation. Finding new opportunities in food product development is a challenging assignment. The majority of new products launched in the market are either copies of existing concepts or line extensions. This study demonstrates how the global marketplace can be used for generating new texture concepts for snack foods. One hundred and twenty-three prepacked snack foods from South Korea (SK) and ninety-five from Japan (JP) were purchased for this study. Projective mapping (PM) was used to sort the snacks on a 2-dimensional map (texture and flavor). Sensory scientists grouped snacks on similarities and dissimilarities. PM results showed, 65% (JP) and 76% (SK) snacks were considered as hard textures, ranging from moderate to extremely hard. Sixty-five percent of JP snacks were savory, whereas 59% of SK snacks had a sweet flavor. The PM 2-dimensional map was used to find white spaces in the marketplace. Thirty-two diversified snacks from each country were screened and profiled using descriptive sensory analysis by trained panelists. Attributes such as sustained fracturability, sustained crispness, initial crispness, and fracturability were the main sensory texture characteristics of snacks. Results showed how descriptive analysis results can be used as initial sensory specifications to develop prototypes. Prototype refinement can be performed by doing multiple developmental iterations and consumer testing. The study showed how white spaces are potential opportunities where new products can be positioned to capture market space. Practical Application: The methodology produced in this study can be used by food product developers to explore new opportunities in the global marketplace.

Consumers' Attitude towards the Sustainability of Different Food Categories

Currently, poverty, climate change, environmental pollution and the depletion of natural resources have generated a greater concern for sustainability. The objective is the survival of the human species and the persistence of all components of the biosphere. To achieve sustainability, human participation is essential; sustainable consumption depends on consumers’ perceptions of sustainability and how they affect their behavior. The aim of this study was to understand consumers’ perceptions and attitudes towards food sustainability based on country, age, gender, income and education level. An online survey was carried out in countries in Europe, America and Asia. Consumers were asked questions organized into food categories. The results showed that consumers’ attitude towards sustainability is understood differently in each country, even within the same food category. Consumers with lower education level showed the lowest knowledge and concern about food sustainability. Older generations were less aware of sustainability and its related problems. While income level presented unclear results, gender did not affect attitude towards food sustainability. Therefore, to achieve a sustainable future, raising awareness among the population is increasingly necessary. Consequently, segmenting training campaigns according to the group they are aimed at will provide a greater impact and, therefore, greater awareness.

Development of a Sensory Flavor Lexicon for Mushrooms and Subsequent Characterization of Fresh and Dried Mushrooms

Mushrooms are a nutritious versatile ingredient in many food products. They are low in calories and have various potential medicinal properties as well. Surprisingly, little research on their descriptive sensory properties has been conducted. The objectives of this study were to a) establish a descriptive sensory flavor lexicon for the evaluation of fresh, dried, and powdered mushrooms and 2) use that lexicon to compare a selection of different mushrooms of various species and in fresh dried and powdered forms. A lexicon for describing mushroom was developed using a consensus profile method. A highly trained, descriptive sensory panel identified, defined, and referenced 27 flavor attributes for commercially available mushroom samples prepared as “meat” and broth. Attributes could be grouped in categories such as musty (dusty/papery, earthy/humus, earthy/damp, earthy/potato, fermented, leather (new), leather (old), mold/cheesy, moldy/damp, mushroomy), and other attributes such as fishy, shell fish, woody, nutty, brown, green, cardboard, burnt/ashy, potato, umami, protein (vegetable), yeasty, bitter, salty, sweet aromatics, sour, and astringent. Samples were then tested in three replications and mean values were compared statistically. In addition, principal component analysis was used to understand the characteristics of mushrooms evaluated. Dried mushrooms showed bitter, burnt, musty/dusty, astringent, old leather, and fresh mushroom characteristics and fresh mushroom showed umami, sweet, earthy/potato, earthy/damp, yeasty, and fermented. Mushrooms were grouped and differentiated in similar ways regardless of whether they were tested as broth or “meat”. Mushroom growers, product developers, chefs and other culinary professionals, sensory scientists, researchers, the food industry, and ultimately consumers will benefit from this lexicon describing a wide variety of mushroom flavor properties.

Consumer acceptability in the USA, Mexico, and Spain of chocolate chip cookies made with partial insect powder replacement

In the last decade, consumer perception of protein as an important nutrient has increased exponentially and focused on alternative sources such as plant- or insect-based protein and microalgae. However, many consumers indicate that they do not consider insect ingredients, a potential source of high quality protein, to be a good choice in food products. But is it because of the sensory aspects? This consumer study was conducted in the United States of America, Mexico, and Spain to compare acceptability of a familiar product, chocolate chip cookies, in three "blind" variations: a control 100% wheat flour chocolate chip cookie, and two versions substituting 15% and 30% cricket flour for an equivalent amount of wheat flour. Two hundred consumers from each country were recruited and scored overall acceptability and acceptability of different sensory attributes for the three cookies. Acceptance was measured using a nine-point hedonic scale and a similar format was used for each attribute. US consumers did not find significant differences in liking between the control and 15% sample. The 30% cricket powder cookie showed a decrease in consumer acceptance. Mexican and Spanish consumers liked the 15% sample significantly more than the control and 30% sample. Spanish consumers also like the control more than the 30% sample. The substitution of 15% cricket powder does not negatively impact liking in this product and, in fact, may improve both liking and protein content. Further research is necessary to determine whether this finding can help to mitigate the impact of insect-containing ingredients. PRACTICAL APPLICATION: High protein and sustainability are two key aspects being used to promote products in many markets. The protein content and sustainability of insect-based ingredients could make more competitive baked products if certain negative aspects, such as sensory and emotional and psychological barriers, can be overcome. This study focused on three specific countries but products using insect powder as an ingredient have the potential to be used in other regions or countries as acceptable products. With the correct marketing, such products could become a competitive choice in the product category. The food industry should consider and explore different insect powders/flours as an alternative ingredient.

Effects of Shiitake (Lentinus edodes P.) Mushroom Powder and Sodium Tripolyphosphate on Texture and Flavor of Pork Patties

Increasing consumer desire for functional food ingredients, including such PRODUCTS as shiitake mushroom (Lentinus edodes P.) powder (SM), demands that the sensory impact of such ingredients be tested in an appropriate food system. Pork patties are a common food in many Asian countries. Pork patties in this study were prepared with and without SM, an ingredient that is gaining popularity around the world. A lexicon for describing the texture and flavor of cooked pork patties, with and without 0.5% sodium tripolyphosphate (STP), a typical additive to meat, and with varying amounts of SM (0% to 6%) was developed by a highly trained panel to compare sensory properties for each type of patty. The attributes evaluated were juiciness, toughness, rubberiness, mealiness, pork identity (pork ID), meatiness, mushroom, onion, garlic, black pepper, heat/burn, soapy, chemical, animal hair, fatty, salty, sour, bitter, slick, and astringent. An addition of 0.5% STP produced more intense ratings for soapy, salty, sour, and astringent attributes. Without STP, patties containing shiitake mushroom powder had a more mealy consistency but more pork ID than they did with STP.

The Importance Given to Food Naturalness Attributes by Millennial University Students

So-called natural food is one of the most significant current trends in the food business. Despite this trend, previous research on the measurement of naturalness has made no distinction between different groups of consumers. Therefore, the objective of this study is to explore the attributes important to millennial university students when evaluating food naturalness. The study is based on a questionnaire administered to a sample of 372 respondents. Using a partial least square (PLS) methodology, it performs a standard confirmatory factor analysis for measurement and validations. As a result, it identifies one attribute linked to how the food is grown and eight attributes associated to how it is produced and processed. These findings have several implications. Apart from testing previous scales in a millennial context, they confirm that market strategies must take different understandings of naturalness into account contingent upon the consumer group.

Consumer Avoidance of Insect Containing Foods: Primary Emotions, Perceptions and Sensory Characteristics Driving Consumers Considerations

Why do many human beings find bugs repulsive? Disgust, a psychological factor, is believed to be the main reason why consumers would not consider eating foods containing insect ingredients. This study aimed to understand specific consumers’ behaviors toward insect based products. A global survey was launched in 13 different countries. The participants (n = 630 from each country) completed the survey that included demographic questions and questions about why they would or would not eat insect-based products. The results show, particularly for some of the Asian countries, that it is necessary to start exposing and familiarizing the populations about insects in order to diminish the disgust factor associated with insects. It is strongly recommended that an insect-based product should not contain visible insect pieces, which trigger negative associations. The exceptions were consumers in countries such as Mexico and Thailand, evaluated in this study, which did not show significant negative beliefs associated with including insects in their diets. Additional research to promote insect-based product consumption with popular product types might be the first strategy to break the disgust barriers and build acquaintance about insect-based products. The need to educate consumers that not all insects are unhygienic is crucial to eliminating the potentially erroneous concepts from consumer mindsets.

The Influence of Colorants, Flavorants and Product Identity on Perceptions of Naturalness

Natural foods are important to consumers, yet frustrating to producers due to the lack of a formal definition of “natural”. Previous work has studied how consumers define naturalness and how they rate the naturalness of various products, but there is a gap in knowledge relating to how color and flavor additives impact perceptions. The objective of this study was to understand how colorants and flavorants on ingredient statements affect perceptions of naturalness. An online survey was launched in the United States, United Kingdom, and Australia to determine how consumers perceive products with ingredient statements containing different combinations of artificial and natural colors and flavors when shown with and without the product identity. Results showed that consumers look at the whole product primarily to make decisions about naturalness, but also consider other factors. Products derived from plants and products with natural colors and flavors were perceived to be the most natural. Artificial flavors may be more acceptable than artificial colors due to negative health perceptions and labeling rules associated with colors. Additionally, factors like ingredient familiarity and processing likely influence consumers when making decisions about product naturalness. Males, Millennials, and educated participants have higher naturalness scores than other participants in their respective demographics.