Consumer's perception of food pairing products with usual, novel and unusual flavour combinations: A segmentation approach.

In saturated markets, companies are continually launching new products. Food innovations particularly play a decisive role in this case. One new concept is food pairing, which signifies that the more aromatic compounds two foods have in common, the better they taste together. Food pairing offers an opportunity to develop innovative foods. However, some consumers are risk-averse or exhibit food neophobia. Studies on food neophobia indicate that innovative foods could face rejection. The factor that represents a marketing barrier is not only the sensory rejection of the products when tasting them but also the refusal to even try such innovative products. Therefore, the idea of whether consumers are generally open to food pairing is important to examine. Nonetheless, research into this issue is lacking thus far. The subject of how consumers judge usual, novel, and unusual pairing principles was investigated in this study. The topic of whether a target group for food pairing products exists and characterized the target group was also analysed. To achieve the objective of the study, an online survey of German consumers (n = 1,064) was conducted; these consumers judged the five flavour combinations of each category (usual, novel, unusual). The results revealed a four-cluster solution, with one-third of the sample expressing an openness to food pairing. The whole sample judged the usual combinations as suitable; by contrast, the novel and unusual combinations were deemed to be mainly appropriate for the food pairing cluster. The proposed measurement methodology for testing the openness of food pairing, which distinguishes between usual, novel, and unusual pairings, has demonstrated its usefulness. Those consumers who are open to food pairing have a high level of food involvement and a low degree of food neophobia. Furthermore, they show the highest organic food purchase frequency.

How perceptions of meat consumption norms differ across contexts and meat consumer groups.

Social norm perceptions are implicit standards describing what is typically done or seen as acceptable and have shown to be important both in sustaining meat consumption as well as facilitating meat reduction. Norm perceptions depend on individual differences and the contexts (e.g., supermarket, restaurant). Yet, evidence how norm perceptions differ within and across individuals is scarce. The primary aim of this study was to investigate how descriptive, injunctive, and personal norms perceptions favouring meat consumption differ across contexts and meat consumer groups. The second aim was to investigate how generic dynamic norm perceptions vary across meat consumer groups. British meat eaters (n = 1205, 25-65 years) participated in an online cross-sectional survey. Weekly meat, fish and meat substitute consumption was measured with the adapted Oxford Meat Frequency Questionnaire. All but dynamic norm perceptions were measured for the supermarket, restaurant and worksite cafeteria context. Dynamic norms were measured without a specified context. A two-step cluster analysis was conducted to identify meat consumer groups. Descriptive norm perceptions favouring meat consumption were strongest in supermarket and restaurant contexts, compared to the worksite cafeteria. Injunctive and personal norms favouring meat consumption were both perceived strongest in the supermarket, followed by the restaurant, and least in the worksite cafeteria context. Four meat consumer groups were identified and those with higher meat intake (i.e., Meat lovers and Exceeders) perceived norms favouring meat consumption stronger and norms favouring meat avoidance weaker than the groups with lower meat intake (i.e., Flexitarians and Moderates). While norm perceptions differed between meat consumer groups, the pattern of contextual differences is similar for these meat consumer groups. Our findings underscore the importance of considering contexts and meat consumer groups in efforts to reduce meat consumption.

High hopes for front-of-pack (FOP) nutrition labels? A conjoint analysis on the trade-offs between a FOP label, nutrition claims, brand and price for different consumer segments.

An increasing number of studies investigate the effect of front-of-pack (FOP) nutrition labels on consumer choice without considering differences in consumer preferences for product attributes. This study used a choice-based conjoint analysis to test consumers' preferences for four product attributes (5 levels of a FOP nutrition label, absence/presence of a nutrition claim, brand (unfamiliar, private label or premium) and 5 levels of price) when they coexist (n = 1156). As the consumer preferences showed distinct patterns (multimodality), consumers were subsequently clustered based on how a FOP nutrition label (Nutri-Score) influenced their food choices. Three consumer segments were identified, each valuing the Nutri-Score label differently. The label effectively seems to nudge one segment toward healthier choices (n = 456), while in contrast, another segment is unexpectedly steered toward unhealthier food choices by the label (n = 343). The third segment is only consistently nudged by the FOP label's extremes (n = 357). The segments also differ in their preferences for other product attributes (brand and price), health involvement, and self-reported understanding and use of the Nutri-Score, but not in the measured socio-demographic variables (age, sex, education, social class), dieting or smoking habits. In summary, consumers vary in their food label preferences, and studies that pool consumers may fail to capture these nuances, leading to biased results. This study shows that FOP labels do not steer all consumers toward healthier choices and may even have adverse effects for some. This suggests combining different policies and marketing strategies to reach all consumer segments.

Comparing meat abstainers with avid meat eaters and committed meat reducers.

Shifting our eating patterns toward less animal-based and more plant-based diets is urgently needed to counter climate change, address public health issues, and protect animal welfare. Although most consumers agree that these are important topics, many consumers are not particularly willing to decrease the meat intensity of their diets. In supporting consumers to shift their diets, it is important to understand consumers' attitudes, motivations, and preferences related to meat consumption and to take differences across consumers on these aspects into account. This study aims to in-depth research meat abstainers (vegetarians and vegans), and to explore how and to what extent they differ from avid meat eaters and committed meat reducers in terms of their (1) socio-demographic characteristics, (2) attitudes and norms, (3) food choice motives, and (4) food preferences and behavior. A survey has been conducted among a representative sample of Dutch adults. Comparisons show that meat abstainers (N = 198) differ from committed meat reducers (N = 171) and avid meat eaters (N = 344) on the four included categories of variables. In terms of demographics, we largely confirm the stereotype of vegans and vegetarians being highly educated females. In attitudes and norms, large differences exist with meat abstainers being least pro-meat and avid meat eaters being most pro-meat. Food choice motives confirm this, with meat abstainers valuing animal welfare and a good feeling higher than committed meat reducers and avid meat eaters. Finally, differences across the groups are most pronounced in terms of their food preferences and consumption, with a much higher appreciation of plant-based protein sources among meat abstainers, a high appreciation of non-meat animal-based proteins across committed meat reducers and a high appreciation of meat products among avid meat eaters. This shows that although differences across the groups are gradual and expected, in terms of reduction motivations and preferences of protein sources the three groups (frequent meat consumption-meat reduction-meat avoidance) are very distinct, which makes it unlikely to expect big shifts from one group to another in the short term.

Profiling of Croatian Consumers Based on Their Intention to Consume Farmed Fish.

Today's increased demand and consumption of fish would be impossible to ensure without aquaculture. Farmed fish, however, is often considered inferior among consumers in comparison to its wild counterparts. The aim of this study was to profile Croatian fishery consumers based on their intention to consume farmed fish. The participants in this study were a nationally representative sample of people responsible for food purchasing within the household (n = 977), whose responses were collected by the CAWI (computer-aided web interviewing) method. Four clusters were identified and described: farmed fish enthusiasts (21.1%), farmed fish supporters (17.4%), indifferents (44.7%), and farmed fish sceptics (16.8%). Results showed that consumer segments differed significantly with respect to age, income, employment status, living region, and physical activity. Furthermore, intention to consume farmed fish is related to fish consumption in general (those with higher intention are more frequent fish consumers). Interestingly, prejudices against farmed fish are present in all clusters; however, these prejudices are more pronounced among those with the weakest intention to consume farmed fish. Differences between clusters were observed also in respect to product information and preferences, knowledge about fish, places of usual purchase, and source of information about fishery products. The obtained results could be used in designing marketing strategies to promote farmed fish consumption.

How did the COVID-19 pandemic influence health-related behaviour? An online survey on food choice, physical activity and changes in body weight among Swiss adults.

The COVID-19 pandemic has affected all aspects of our everyday lives. To investigate these behaviour changes, an online survey was conducted with 1'028 individuals (51% female) in Switzerland between June and July 2020. The questions referred in particular to the lockdown in spring 2020. We put specific focus on the pandemic's impact on health-related behaviour, which includes food choice, physical activity and body weight management. For instance, participants reported whether and how their consumption of different foods changed during the lockdown. As a measure of healthy food choice, we chose consumption of vegetables and salad and in contrast, sweet snacks and alcohol consumption was used as a measure for unhealthy food choice. For physical activity and body weight, participants indicated whether it decreased, increased or did not change during the lockdown as compared before. In a next step, we investigated the influence of various predictors on health-related behaviour using multinomial logistic regression models. We find that the possibility to work remotely led to healthier food choices, that is, a reported increase in vegetable consumption and decrease in sweet snack consumption, but also to more unhealthy food choices and lifestyles, that is, a reported increase in alcohol consumption as well as an increase in sweet snack consumption. For weight change, the data indicated that individuals who worked remotely were more likely to gain or lose weight than individuals working from the office. Our findings demonstrate how individuals are affected differently by the pandemic and how complex the whole picture is. Further, these results are crucial in developing health recommendations for possible future lockdowns or health crises in general.

Identifying consumer segments based on COVID-19 pandemic perceptions and responses.

Consumer responses to the COVID-19 pandemic have varied widely. Thus, marketers need to understand consumer segments based on pandemic-related responses and behaviors. Through two studies conducted 9 months apart, we find that consumers shift from three segments in Study 1-the Apprehensive, the Prepared, and the Dismissive, to two segments in Study 2-the Dedicated and the Dismissive. The Apprehensive feel particularly threatened of the virus. The Prepared and the Dedicated perceive a lower susceptibility but still take the health threat seriously. The Dismissive downplay the threat and exhibit more negative reactions to mitigation measures. We also demonstrate between-segment downstream response differences. While the Apprehensive and the Prepared/Dedicated exhibit positive attitude toward companies enforcing guidelines, the Apprehensive engage in the most panic buying, hoarding, and stockpiling. The Dedicated also express greater stress and less life satisfaction than the Dismissive. The findings offer theoretical and practical implications for pandemic-related consumer responses.

Insurees' preferences in hospital choice-A population-based study.

In Germany, the patient himself makes the choice for or against a health service provider. Hospital comparison websites offer him possibilities to inform himself before choosing. However, it remains unclear, how health care consumers use those websites, and there is little information about how preferences in hospital choice differ interpersonally. We conducted a Discrete-Choice-Experiment (DCE) on hospital choice with 1500 randomly selected participants (age 40-70) in three different German cities selecting four attributes for hospital vignettes. The analysis of the study draws on multilevel mixed effects logit regression analyses with the dependent variables: "chance to select a hospital" and "choice confidence". Subsequently, we performed a Latent-Class-Analysis to uncover consumer segments with distinct preferences. 590 of the questionnaires were evaluable. All four attributes of the hospital vignettes have a significant impact on hospital choice. The attribute "complication rate" exerts the highest impact on consumers' decisions and reported choice confidence. Latent-Class-Analysis results in one dominant consumer segment that considered the complication rate the most important decision criterion. Using DCE, we were able to show that the complication rate is an important trusted criterion in hospital choice to a large group of consumers. Our study supports current governmental efforts in Germany to concentrate the provision of specialized health care services. We suggest further national and cross-national research on the topic.

Testing the Abbreviated Food Technology Neophobia Scale and its relation to satisfaction with food-related life in university students.

The aims of this study were to test the relationships between food neophobia, satisfaction with food-related life and food technology neophobia, distinguishing consumer segments according to these variables and characterizing them according to willingness to purchase food produced with novel technologies. A survey was conducted with 372 university students (mean aged=20.4years, SD=2.4). The questionnaire included the Abbreviated version of the Food Technology Neophobia Scale (AFTNS), Satisfaction with Life Scale (SWLS), and a 6-item version of the Food Neophobia Scale (FNS). Using confirmatory factor analysis, it was confirmed that SWFL correlated inversely with FNS, whereas FNS correlated inversely with AFTNS. No relationship was found between SWFL and AFTNS. Two main segments were identified using cluster analysis; these segments differed according to gender and family size. Group 1 (57.8%) possessed higher AFTNS and FNS scores than Group 2 (28.5%). However, these groups did not differ in their SWFL scores. Group 1 was less willing to purchase foods produced with new technologies than Group 2. The AFTNS and the 6-item version of the FNS are suitable instruments to measure acceptance of foods produced using new technologies in South American developing countries. The AFTNS constitutes a parsimonious alternative for the international study of food technology neophobia.

Motives of consumers following a vegan diet and their attitudes towards animal agriculture.

The number of consumers following a vegan diet has notably increased in many industrialised countries and it is likely that their influence on the food sector will continue to grow. The aim of the present study was to identify different segments of consumers according to their motivation for following a vegan diet. Another objective was to analyse the attitudes of these consumers towards animal agriculture. The main focus was to determine whether all consumers following a vegan diet oppose animal agriculture in general or if some of these consumers accept certain forms of animal agriculture. The 2014 study, conducted at seven vegan supermarkets in Germany, was based on face-to-face interviews with 329 consumers following a vegan diet. The open question on consumer motivations for adopting a vegan diet revealed three main motives: Animal-related motives (mentioned by 89.7% of the respondents), motives related to personal well-being and/or health (69.3%), and environment-related motives (46.8%). The two-step cluster analysis identified five consumer segments with different motivations for following a vegan diet. The vast majority of respondents (81.8%) mentioned more than one motive. We conclude that making a dichotomous segmentation into ethical versus self-oriented consumers, as previous authors have done, disregards the fact that many consumers following a vegan diet are driven by more than one motive. The consumer segments had significantly different attitudes towards animal agriculture. We identified consumers following a vegan diet (about one third of the sample) who might be open to forms of animal agriculture guaranteeing animal welfare standards going beyond current practices. The present study has interesting implications for the food sector and the agricultural sector.