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.

For the sake of both the environment and human health, it is necessary to reduce meat consumption. However, increased consumer adoption of plant-based meat alternatives (PBMAs) will only occur when such products are attractive. PBMAs with meat-like sensory attributes and those that can be cooked similarly to meat are known to be preferred, but the preference for meat-likeness varies depending on the consumer’s attitude towards meat. This study determined the relationship between consumers’ level of meat attachment (MA) on their sensory perceptions of and preference for commercial PBMAs, and their drivers of liking. MA was measured by the Meat Attachment Questionnaire (MAQ); consumers with either low or high MA (LMA and HMA, respectively) were invited to participate in the study (n = 99). The sensory characteristics of seven PBMAs were evaluated using a rate-all-that-apply (RATA) questionnaire, along with an ideal profile and product hedonics. Consumers with LMA had significantly higher overall, aroma, and taste liking, compared with consumers with HMA. Both LMA and HMA consumers similarly discriminated among the sensory properties of PBMAs and the ideal profile. Nevertheless, a further adapted penalty analysis showed subtle differences in consumers’ penalisation of sensory attributes depending on MA level. These findings could be used for future research and the development of PBMAs based on consumers’ MA; they could also be extended for application in a meal context where the PBMAs are consumed. 

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.

Lingonberry is a common wild berry that is often sold as jams and beverages. It naturally contains high amounts of the weak acid preservative benzoic acid making it an interesting ingredient for shelf-life extension. Despite this, their use as a raw ingredient is limited by the inherently intense sour taste. This study aimed to improve the taste of lingonberry juice by subjecting it to malolactic fermentation in order to reduce the sourness, and to investigate the benzoic acid in lingonberries as a natural preservative in juice blends by determining the microbial stability. After initial screening of lactic acid bacteria, a Lactiplantibacillus plantarum strain was used as the starter for subsequent investigations. Upon raising the pH, all malic acid was completely converted to lactic acid after seven days. The fermented juice was mixed with blackcurrant juice in different proportions. Challenge tests of the blends showed Listeria monocytogenes could not grow in any juice samples, while Candida albicans only grew in the pure blackcurrant juice. Aspergillus brasiliensis growth was delayed in all samples containing benzoic acid in a concentration-dependent manner. The sourness and astringency were substantially reduced in the juice with added L. plantarum compared to the unfermented juice. © 2024 The Authors

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.

Plant-based analogues (PBAs) for meat and dairy are typically categorised as ultra-processed foods. However, current evidence that PBA consumption negatively impacts health is controversial. As such, these products may be inappropriately negatively coloured by the “processed foods are unhealthy” heuristic. We investigated the strength of this heuristic among Swedish consumers and explored its impact on perceived healthiness within different food categories (meat, dairy, seafood, vegetables/legumes, and PBAs). In an online experiment, participants (N=563) rated the healthiness and level of processing of 24 food products (presented as images), completed the food technology neophobia (FTN) scale, and reported consumption frequency of different foods. The results indicated that this heuristic, measured as Pearson’s r between perceived healthiness and level of processing, was prevalent and robust (posterior mean = -0.58, probability of association>99 %) as well as stronger among women and individuals with higher FTN. Moreover, the impact of the heuristic differed across food categories: healthiness ratings for vegetable/legume and seafood products perceived as processed were more negatively impacted compared to those for meat products (probability of association>99 %). The potential implications of this for the protein shift and encouraging substituting red meat with products based on raw materials associated with health (i.e., plants and seafood) are discussed. 

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

Alternative protein sources are gaining attraction in food industry and consumers. Proteins obtained by single-cell organisms, such as torula yeast, are of enormous interest, as they are highly scalable, efficient, and sustainable, and the production costs are comparably low. Nevertheless, proteins obtained from yeasts are still mostly known and studied for feed applications, despite their nutritional, functional, and sensory benefits for various food applications. Testing consumer acceptance of products, especially products containing alternative proteins provides insights into, e.g., market success, consumer perception, and optimization potential. In this study, the development of two vegan spread powders, high in protein and containing torula yeast as an alternative protein source, is introduced. The result of food product development using torula yeast were “Leberwurst”-style (14.7% protein) and a “Balkan”-style (9.7% protein) spreads both meeting the criteria “at least 20% kcal from proteins of total product kcal” and thus claimable as “high-protein.” The application of the alternative protein from torula yeast within the final products was studied by a consumer acceptance test (n = 123) within three different countries (Germany, Iceland, and Sweden). Consumers also rated their trust in food production actors, the food industry in particular, and their willingness to try new foods. Overall, both spreads received acceptance values in the range of “like slightly.” It is noticeable that the consumers liked the spread “Balkan style” more than “Leberwurst”-style. The background variables revealed higher neophobic characteristics of Icelandic consumers compared with Swedish or German consumers. However, German consumers felt transparency, and communication was missing, but Icelandic consumers, in general, had more trust in the overall food value chain. This knowledge allows for the development of strategies that address cultural-specific barriers and capitalize on cultural values that promote openness to culinary innovation. The identification of cultural variations in consumer preferences emphasizes the need for customized approaches to product development and marketing. These findings could have implications for businesses and policymakers in understanding and catering to the preferences and concerns of consumers in these respective countries. Businesses might benefit from emphasizing transparency and improving communication strategies. This could involve providing clear information about the sourcing, production, and other aspects of the food value chain.

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)

Encouraging consumers to reduce their meat consumption is imperative in mitigating climate change effects related to the food industry. For some, transitioning away from meat may be facilitated by meat substitutes. However, these are not always accepted as suitable alternatives to meat due to a combination of psychological, situational, and sensorial aspects. The influence of factors such as cooking ability on hedonics and sensory discrimination of meat and meat substitutes is currently under-researched. The present study investigated such effects. Consumers (N = 101) of varying cooking ability and food neophobia (measured using questionnaires) tasted and evaluated six mince products (one beef and five meat substitutes - three soybean-based, one mycoprotein-based, and one oat-based) prepared in a Bolognese sauce. They rated liking for overall, appearance, aroma, taste/flavour, and texture, and profiled the products sensorially using check-all-that-apply (CATA). It was found that meat substitutes can be liked just as much as, if not more than, beef in the application of Bolognese sauce. No main effects of cooking ability were found for any modality of liking, though an interaction between cooking ability and sample was found for liking of flavour/taste. Consumers’ ability to sensorially discriminate between the Bolognese sauces was not dependent on their cooking ability. Several attributes that contributed to (dis)liking were identified. An additional online sample (N = 288) completed only the cooking ability and food neophobia questionnaires. A negative relationship was detected between cooking ability and food neophobia for the combined consumer and online datasets (total N = 389).