Consumer Culture and Acceptance

Project:Seaweed as a vehicle for nutrients in a circular food chain - innovative steps to accomplish a protein shift - CirkAlg

Karin Wendin, HKRKarin Petersson, Oatly

Pia and Lasse Schönemyr, VegMe

BackgroundConsumer Attitudes, Perception and Preferences• There is a positive attitude towards seaweeds as

food among consumers

• Taste is the dominant sensory driver for food preferences. However, sensory attributes such as appearance and texture are of importance

2 https://www.123rf.com/photo_43428914_stock-vector-vector-silhouette-of-a-group-of-people-on-a-white-background-.html

Sensory properties of seaweedAppearance• Red/Yellow: Carotenoids,

Phycobiliproteins• Green: Chlorophyll

Taste• Bitter: Proteins • Umami: High contents of glutamic acid,

aspartic acids and nucleic acids • Salt: Minerals

Texture• Dryness: Proteins give a dry mouthfeel• Texture/thickness: Alginates,

Carragenans

3

https://www.menigo.se/produkter/mat-och-dryck/farskt-frukt--gront/alger-sjogras/alger-ulva

4

To do

1. Consumer attitudes and preferences

2. Sensory Profiling

3. Product Preferences

1. Consumer attitudes and preferences

5

6

Aim

The overall aim of this study was to investigate the attitudes and

preferences of Swedish consumers regarding seaweed as food. More

specific objectives were to study differences and similarities in attitudes

between different groups of consumers: younger and older consumers,

and men and women as well as their preferences for specific seaweed

products.

7

• Minimum: 100 adult consumers• Men and women • 18 years or older • Survey was launched during

November 2019• Software: Eye Question

https://www.123rf.com/photo_43428914_stock-vector-vector-silhouette-of-a-group-of-people-on-a-white-background-.html

8

Demography

1. How old are you?

2. What is your gender?

3. How would you specify your diet? (Choose between “Mainly vegetarian”, “Fish and vegetables, but no meat”, “All kind of foods, meat included”)

Questions:

Eat Seaweed?

4. Are you familiar with seaweed being used as food?

5. Would you consider eating seaweed?

6. If Yes, why? (Choose one or more: “Tasty”, “Healthy”, “Good for the Environment”,

“Exciting”, “New”, “Vegetarian”, “From the Sea”, “Others, give example” )

7. If No, why? (Choose one or more: “Not Tasty”, “Cannot Cook”, “Dare Not”,

“Dangerous”, “Others, give example”)

9

Future thoughts

8. Where would you like to buy seaweed? (Choose one or more: “Internet”, “Food Store”, “Restaurant”, “Others, give example”)

9. Where would you like to eat seaweed? (Choose one or more: “Home”, “Restaurant”, “On the Go”, “Others, give example”)

10. How would you like to eat seaweed? (Choose one or more: “Fresh”, “As Flour for Addition to Products” , “Dry Spice”, “Snacks”, “Added as Nutrient”, “Dish”, “Others, give example”, “Not At All”)

11. Would you pay extra for food products with seaweed?

12. To which food products would you like seaweed to be added? (Choose one or more: “Cookies”, “Ice Cream”, “Snacks”, “Bread”, “Drink”, “Breakfast Product”, “Dairy Product”, “Fast Food”, “Dish”, “Others, give example”, “No Product At All”)

10

Results

23%

52%

11%

14%

Consumer Groups, n=120

younger womenolder womenyounger menolder men

Demography

• younger (18–40 years)

• older (41 years and older)

• 101 of the respondents ate a diet consisting

of a variety of foods

11

• All consumers had positive attitude to seaweeds as food

• Consumer subgroups differed significant in their preferences

https://www.extrakt.se/det-ar-slemmigt-men-valdigt-anvandbart/

• good for the environment • tasty • healthy

12

Buy from a food store (all)Buy in a restaurant (young men)

Eat at home (all)Eat at restaurant (all)

https://www.extrakt.se/det-ar-slemmigt-men-valdigt-anvandbart/

• spice • dish• snacks (young men)• bread• nutritious additive (young women)• fast food (young men)• cookies (young men)

https://www.extrakt.se/det-ar-slemmigt-men-valdigt-anvandbart/13

Conclusion

• Swedish consumers are positive towards seaweed as food

• Differences in preference were obtained between the consumer groups: young men were

more positive to include seaweed in snack products and fast food than women

• Seaweed should be bought in a food store and eaten either at home or in a restaurant

• Snacks, bread and dishes are the most suitable forms to consume seaweeds

2. Sensory Profiling- Sensory properties of seaweed and seaweed products

Design parameters - suggestions• Amount protein / amount seaweed ingredient• Fresh and low temperature dried samples (according to application)• Particle size• Oil/water ratio• Others….

• Correlations to raw material and process parameters• Correlations to consumer preferences

14

Model products, example

15

Seaweed 3Seaweed 1 Seaweed 2 Seaweed 4

Treatment 0

Treatment 1

Treatment 2

Treatment 3

3. Product Preferences

• Products developed at VegMe and Oatly

• Hedonic analysis/Consumer Tests

16

Limitations

• Heavy metals• Microbiology• Amount of seaweed ingredients• Corona/Covid 19

17