Food neophobia (FN) – the reluctance to try novel foods – may have served a protective, evolutionary function against consuming harmful foods. In modern societies, however, FN is a major barrier that limits dietary variety and negatively impacts acceptance of both new and familiar foods. Using an online survey (adults living in Sweden, n = 946) this study investigated the influence of FN on sensory expectations of five types of seafood (salmon, herring, oysters, octopus, and seaweed; presented as labelled images). Participants rated expected liking, emotional arousal, and perceived familiarity (quantitative scales) and described the sensory aspects they expected to like and dislike using their own words (open-ended responses). The open-ended responses were evaluated qualitatively and categorized into four sensory modalities (appearance, aroma, taste, and texture). Expected liking was highest for salmon (followed by herring, seaweed, and lastly octopus and oysters), and FN was negatively associated with expected liking for all species except salmon, possibly due to being familiar and regularly consumed in Sweden. Logistic regression was used to evaluate whether the likelihood of spontaneously mentioning each sensory modality as liked or disliked varied by species and FN score. This revealed that participants were more likely to mention liking aspects of taste and texture than aroma and appearance for all samples except oysters. Texture was commonly disliked for herring, oysters, and octopus, but not for salmon and seaweed. Higher FN scores increased the likelihood of mentioning all sensory modalities as disliked and decreased the likelihood of mentioning all sensory modalities as liked. Thus, higher levels of FN were associated with both an increased focus on sensory disliking, and lower expected sensory enjoyment across all modalities. These results suggest that FN may be at least partly driven by heightened sensory responsiveness and highlight the importance of understanding expectations prior to tasting.

Purpose: Seafood consumption in Sweden is below the national recommendations and limited to very few species. This study aims to explore the factors shaping seafood choices at the point of purchase among a sample of current consumers in Sweden, and examines their attitudes regarding seafood consumption more broadly. Design/methodology/approach: Convenience sampling was used to recruit consumers planning to purchase seafood at a supermarket in Sweden. Participants’ shopping trip was recorded using wearable eye tracking glasses and, upon completion, semi-structured interviews were conducted using a cued retrospective think aloud method. This exploratory study integrates qualitative data (N = 39) with eye tracking data (N = 34), to explore how seafood choices unfold when consumers purchase at the point of purchase. Findings: Purchases were mostly restricted to familiar seafood species. Four interlinked main themes were identified from thematic analysis of the interview data: Ambivalence, Nice and Necessary, Proficiency with Seafood and External Influences. Sustainability information (e.g. certifications) faced strong competition from other visual elements at the point of purchase, receiving less attention than product imagery and pricing information. Originality/value: This study is the first to explore the factors shaping seafood choices of current consumers at the point of purchase. The unique approach, combining explicit and implicit measures, enriches understanding of the factors influencing seafood choices and how these may interrelate. The results are valuable for the industry and contribute to the literature by identifying possible routes to improve seafood sustainability communication.

The success of seafood products on the market is heavily dependent on their sensory performance. Thus, research techniques involving measurements obtained from consumers are crucial to gauging market potential. Numerous methods are available for the sensory evaluation of seafood products, which can be broadly categorized into objective (analytical) and subjective (affective) measurements. This chapter describes a wide range of methods used in the sensory and consumer sciences. Methods covered include descriptive techniques, discrimination testing, and temporal methods, as well as hedonic and preference testing and others. Where possible, the methods are exemplified with studies on seafood products, and those that have not yet been utilized in seafood products but have strong potential are also described. Finally, the chapter outlines important considerations for planning sensory and consumer research in order to maximize the usefulness of the results collected.

Improving health and sustainability outcomes in WEIRD (Western, Educated, Industrial, Rich, Democratic) nations necessitates a reduction in red meat consumption. Seafood is often overlooked in achieving this goal. However, simply consuming more of familiar fish species places high stress on production of these species. For this reason, diversification of seafood consumption is also critical. Here the motives for seafood consumption (frequency and diversity) are investigated across two studies by adapting the 4Ns survey to the seafood category. This 16-item survey measures four factors underpinning meat consumption: namely that it is ‘Natural’, ‘Necessary’, ‘Normal’ and ‘Nice’. Swedish consumers’ hedonic and sensory expectations of two herring concepts (traditional pickled contra novel minced and presented as a burger) are also evaluated in relation to the 4Ns. Study 1 (N = 304) revealed that the seafood 4Ns scale had a similar underlying structure to that of meat and had good test-retest reliability. Study 2 (N = 514) showed that consumers expected to like the pickled herring (associated with being ‘seasoned’, ‘salty’, ‘sweet’, ‘firm’, ‘juicy’, ‘chewy’, and ‘slimy’) more than the minced herring (associated with being ‘mushy’, ‘fishy’, ‘grainy’, ‘dry’ and having ‘small bones’), and that ‘Nice’ scores affected expectations of both herring concepts. Food neophobia correlated inversely with seafood consumption frequency, expected liking, the ‘Nice’ subscale, and food agency. Critically, in both studies, enjoyment of seafood (higher ‘Nice’ scores) predicted more frequent and diverse seafood consumption, whilst agreeing that seafood is ‘Necessary’ for health predicted only consumption frequency, not diversity. Communicating the positive sensory attributes of seafood and developing novel product concepts in ways that disconfirm sceptical consumers’ negative sensory expectations may increase acceptance of both familiar and unfamiliar seafood concepts. © 2024 The Authors

The role of seafood in supporting transitions towards more sustainable and healthier diets is often overlooked. Oysters, for example, are a nutrient dense aquatic food whose production requires no feed, freshwater, or land use. However, oyster consumption in Sweden is limited, possibly in part due to being traditionally served raw. This study investigated consumer acceptance of oysters when cooked and prepared to resemble familiar foods and examined whether food neophobia (FN) was related to liking. Four oyster-based samples (raw oyster, oyster crepe, oyster burger, and oyster soup) were evaluated in an ecologically valid setting. Participants (N=102; convenience sampling) rated the samples in terms of hedonics (expected liking and liking after tasting), described which aspects of the samples were liked/disliked, and reported the contexts in which oyster consumption is perceived as appropriate. The findings suggest that FN was negatively associated with expected liking of raw oysters, but not with expected liking for cooked oyster-based products that were cooked to resemble familiar foods. On the other hand, familiarity with oysters was positively associated with expected liking of raw oysters. This suggests that expanding oyster preparations beyond its traditional raw format could be a valuable strategy to promote oyster consumption in Sweden. © 2023 The Author(s)

Seafood could support the transition away from terrestrial animal-source foods towards more sustainable protein sources. Food neophobia (FN), the reluctance to eat novel foods (which also extends to many familiar foods including seafood), is a known barrier to dietary change. This study investigates the relationship between FN and consumers’ acceptance of novel surimi-based products shaped to resemble pasta; and explores the role of emotional arousal experienced during tasting. Consumers (N = 211) completed the Food Neophobia Scale prior to the tasting session and were quasi-randomized to either the blind (N = 107; given no information about the content of the samples) or informed condition (N = 104; informed that the samples derived from fish), to ensure a similar FN distribution across groups. Respondents tasted three variants (pollock, cod, or salmon) of a surimi-based product at a central location in Sweden. Each sample was rated in terms of hedonics, experienced emotional arousal (from 1-relaxed to 7-anxious), overall perceived aroma and flavor intensity, and freely described for flavor character. Attitudes (positive/negative) towards the concept were also described by respondents with free text. In line with previous studies, results showed negative associations between FN and both hedonic ratings and purchase intention. Moreover, mediation analysis suggested that the relationship between FN and hedonic liking was indirectly explained by emotional arousal, implying that higher arousal may be mechanistic in describing how FN negatively impacts liking. The effect of FN was, however, not observed for the salmon sample which evoked higher levels of arousal overall and may have also been perceived as more familiar due to high salmon consumption in Sweden. These results support the arousal hypothesis of FN and contribute to further understanding the mechanisms underpinning FN, highlighting the relevance of incorporating emotional measurements in sensory evaluations. © 2023 The Author(s)