Consumer perception of plant-based yoghurt: Sensory drivers of liking and emotional, holistic and conceptual associations.

Plant-based (PB) yoghurts is a rapidly expanding food category with the potential to reduce many of the negative environmental impacts associated with the farming of dairy cattle and related greenhouse gas emissions. Within the context of growing consumer demand for PB products, this research aimed to identify the main drivers of consumer acceptance of PB yoghurts through data drawn from a consumer study of 113 adult New Zealand participants who tasted a representative range of commercially available vanilla-flavoured PB yoghurts, and provided sample evaluations using a multi-variable measurement approach comprised of liking ratings, emotional responses, sensory characterisations, and holistic / conceptual perceptions. The primary finding of this study was that the overall acceptability of currently available PB yoghurts is low, leading to poor attitudes and low willingness to consume PB yoghurts. The examined products were characterised by the presence of several sensory attributes that negatively impacted consumer liking, either because they were unexpected or because their intensity level was too high. Among the main sensory issues identified were perceived sourness (acidity), lumpy appearance and non-white colour. In contrast, vanilla flavour and a creamy/smooth texture were identified as the main drivers of liking. The multi-response approach used in this study enabled a comprehensive characterisation of the products. One of the key insights gained was that negative emotional activation, caused by the presence of unexpected sensory attributes in the samples, was the main driver of product rejection. This was likely due to the disparity between consumers' sensory expectations, formed primarily based on their experience with dairy yoghurts, and the actual experience upon tasting the PB yoghurts. Overall, the findings indicate that the sensory properties of currently available PB yoghurts are a significant barrier to their adoption by most consumers and that addressing these sensory deficiencies is essential to achieving mainstream market acceptance of these products.

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.

Holistic and consumer-centric assessment of beer: A multi-measurement approach.

Despite occupying a cornerstone position in consumer research and innovation, product liking/disliking provides only partial insight into consumer behaviour. By adopting a consumer-centric perspective and drawing on additional factors that underpin food-related consumer behaviour, a more complete product understanding is gained. The present research showcases this approach in a study with New Zealand beer (incl. pilsner, lager and ale categories). Implementation of a multi-variate approach with 128 regular beer drinkers provided assessments pertaining to liking and sensory novelty/complexity, situational appropriateness of consumption, as well as attitudes/perceptions and emotional associations. The 9 samples grouped into two clusters, where 4 of the beers were similar in being perceived as having less complex flavours, being appropriate for many uses and evoking stronger emotional associations of "relaxed/calm." The 4 beers were perceived as "easy to drink", and were, on average, most liked. One of the samples in this cluster was lighter in alcohol (2.5% ABV), but not inferior to beers with 4-5% ABV. The 5 beers in the second cluster were, on average, less liked and were associated with more negative emotions, e.g. "unhappy, "jittery", and "tense". Additional insights were gained from segmentation which identified two groups of consumers, named 'Lager Lovers' and 'Ale Aficionados'. Beers 1-4 were positively perceived by 'Lager Lovers' but less so by 'Ale Aficionados', and vice versa. The study was conducted under central location test conditions compatible with testing protocols often used in product research. The study protocol can be amended to include few/many consumer-centric measures and extended to product testing where packaging, brand, and other extrinsic information is available to consumers.

An emotional approach to beef evaluation.

The emotions associated with beef consumption, the influence of breeding system information on emotions ("Conventional" - C vs "Only from the Italian Simmental" - OIS label) and their relationship with liking were evaluated by 93 meat consumers. Respondents were asked to evaluate the same samples of Italian Simmental meat provided with the two different labels. Liking scores were obtained using a 9-point scale and the emotions from the EsSense25 list were scored on 5-point scale (1="not at all", 5="extremely"). A positive and significant effect of OIS information was highlighted on liking scores. Moreover, the breeding system information significantly affected 22 out of the 25 emotions. OIS label elicited higher positive and lower negative feelings about the meat than did the C label. Providing the same beef with different breeding information led to different emotions being evoked in consumers, and these differences in emotions were associated with different levels of liking for beef.

Effect of portion size information on food intake.

The term portion size is used differently by food manufacturers, regulatory agencies, and consumers. As such, it is unclear how information about portion size may influence perceived satiety and intake of foods by consumers. The objective of this study was to examine how portion size information influences satiety and intake, and how consumers interpret the term portion size. A randomized controlled design was used in which subjects were served a lunch meal consisting of a preload of pasta followed by ad libitum servings of the same pasta. In each of three separate sessions the subjects were told that the preload meal constituted 1/2, 1, or 1 1/2 portions of pasta. Thirty-three normal-weight subjects (22 males and 11 females) were recruited from a 250-member volunteer employee panel at Natick Research, Development, and Engineering Center during January 2005. Main measures were pre- and post-preload hunger/fullness ratings, liking ratings, amount consumed of the pasta after the preload, and Likert ratings of statements about different definitions of portion size. Results showed that portion size information did not influence satiety ratings or total intake. Consumers associated portion size more with daily nutrient requirements than with an ideal quantity for a satiating meal (P<0.01). Information about portion size may not be a good tool to manipulate food-intake behavior. Consumers' concept of portion size is associated more with objective measures of food than with personal experience about the amount that would be appropriate to eat.

A construct analysis of meal convenience applied to military foods.

The present research investigates the concept of food convenience within the institutional framework of military feeding. The approach views food-related convenience in terms of two broad dimensions: "type of convenience" and "timing of convenience." A discrete choice experiment was conducted with US military personnel (n=179) regarding their perceptions of the (in)convenience associated with the use and consumption of low-preparation, all-in-one, military meals (MREs-meals, ready-to-eat). The obtained data strongly suggest that perceived (in)convenience, time and effort are separate constructs. A food provisioning process perspective was captured in the "timing of convenience" dimension, and the contribution of different stages in the consumption process to the perceived convenience of the meal situation was empirically demonstrated. The latter result has important implications for the study of food convenience outside this specific population and context. As opposed to the product perspective that is currently predominant in the literature, it demonstrates the necessity of adopting a meal perspective in analysing food-related convenience.

Development and testing of a labeled magnitude scale of perceived satiety.

Satiety ratings are often made using VAS or simple category scales. In order to establish a simple, more quantitative technique to index perceived hunger and/or fullness, research was undertaken to develop and test a labeled magnitude scale of satiety. Thirty-seven subjects rated the semantic meaning of 47 phrases describing different levels of hunger/fullness using magnitude estimation. Eleven phrases were then selected using criteria of response consistency, symmetry, bipolarity, and inclusion of the end-point anchors of 'greatest imaginable hunger (fullness)'. These phrases were placed along a vertical line scale at positions corresponding to their geometric mean magnitude estimates to create a labeled magnitude scale of satiety. This Satiety Labeled Intensity Magnitude (SLIM) scale was compared to VAS scales for sensitivity and reliability in two studies. In one image-based study, ANOVA with post-hoc tests showed the SLIM scale to have greater sensitivity and to have an average reliability coefficient of 0.90. In a second study using three different foods replicated on two consecutive weeks, reliability was found to be highest for the SLIM scale. It is concluded that the SLIM scale is a sensitive, reliable, and easy-to-use scale for measuring perceived satiety that has several advantages over other, more commonly used satiety scales.

A comparison between liking ratings obtained under laboratory and field conditions: the role of choice.

The relationship between laboratory and field data was investigated for nine different groupings of 5-7 foods: two main dish groupings, four snack item groupings, and three specific meals. Liking ratings on the nine-point hedonic scale were obtained in an US Army field study and for the same foods in a sensory laboratory. In a subsequent choice simulation laboratory with two food groupings, we offered subjects some choice (three out of six or seven items) among to which foods they would evaluate. The results showed high correlations between lab and field ratings for the snack food groupings (0.58-0.94), but low correlations for the main dishes (-0.05-0.26) and meal components (-0.07-0.41). Correlations between mean field and mean laboratory data improved when laboratory subjects were offered a choice of foods. The ability of laboratory ratings to predict acceptability of foods consumed under realistic conditions appears to depend on the type of food, and may be better for foods used as snacks than for main dishes. Laboratory conditions in which subjects had some degree of choice among foods improved the relationship with the field data. It is important to pay more attention to experimental variables that may improve the validity of sensory laboratory tests.

Relations among comfort of fabrics, ratings of comfort, and visual vigilance.

Little is known about the relationship between perceptions of comfort and cognitive performance. In the present study, 40 subjects (20 men and 20 women) participated in a computerized cognitive task of visual vigilance. The computer task was completed under three conditions of clothing and tactile comfort: one condition was that of extreme discomfort, effected by the wearing of wool clothing material on the arms and neck in addition to each subject's normal clothing, including a short sleeve shirt; a second condition was that of minimal discomfort, effected by the wearing of cotton clothing material on the arms and neck, in addition to each subject's normal clothing, including a short sleeve shirt; and a third condition was a control, wherein no experimental material was added to each subject's normal clothing, including a short sleeve shirt. Comfort was assessed prior to, during, and after testing. Reaction time and accuracy of 400 trials of a visual vigilance task were assessed under each of these three conditions. Analysis indicated a significant difference in perceived comfort between the wool and each of the other conditions. In addition, both reaction time and accuracy declined in the wool condition. This study is among the first to identify a direct significant relationship between perceptions of clothing comfort and cognitive performance.

Consumer concerns and expectations about novel food processing technologies: effects on product liking.

Eighty-eight consumers participated in a blind pre-test in which they rated their baseline preference for chocolate pudding, their liking of three tasted brands of chocolate pudding, and their level of concern for 20 different food processing and preservation technologies. All returned one month later and tasted the same puddings, but this time they were informed that they had been processed by one of several different novel or traditional food processing techniques. Different sub-groups were informed of the name of the process, the name plus a factual description of the process, or the name, the factual description, plus a benefit statement. Ratings of expected liking were obtained before and after viewing the samples, but before tasting them. Finally, subjects tasted and rated the products for actual liking and a sub-group rated their concern levels for the same 20 technologies rated in the pre-test. Pre-test results showed females to have significantly higher concern levels for all technologies. Individuals who had demonstrated a willingness to consume foods processed by one novel technology (irradiation) had lower concern ratings for all technologies. Ratings of concern were negatively correlated with expected liking for products believed to be processed by the technologies. Expected liking ratings were positively influenced by visual exposure to the product and by a safety and benefit statement. Linear regression of the change in product liking as a function of whether products were better or worse than expected supported an assimilation model of the effect of disconfirmed expectations on liking/disliking. Lastly, post-test concern levels for many of the technologies were reduced by participation in the study.