Differences in health and taste attitudes and reported behaviour among Finnish, Dutch and British consumers: a cross-national validation of the Health and Taste Attitude Scales (HTAS).

The Health and Taste Attitude Scales (HTAS) developed by Roininen, Lähteenmäki and Tuorila in 1999 measure the importance of health and taste aspects of foods in the food choice process. These multi-item scales consist of sets of statements, ranging from "strongly disagree" to "strongly agree", which further divide into three Health (General health interest, Light product interest and Natural product interest) and three Taste (Craving for sweet foods, Using food as a reward and Pleasure) sub-scales. Finnish (N=467), Dutch (N=477), and British (N=361) respondents completed a questionnaire which contained four components: the HTAS, a separate "paper and pencil task" of choosing a food for a snack; pleasantness, healthiness and frequency of consumption of eight foods; and the Restraint Eating Scale of the Dutch Eating Behaviour Questionnaire (DEBQ). The latter three components were included in order to validate various aspects of the HTAS. The factor structure of HTAS was found to be equal in all three countries. However, there were some minor differences in factor loadings among countries, e.g. the Natural product interest and Pleasure sub-scale items had lower factor loadings in the UK than in Finland and The Netherlands. Finnish respondents had the most positive attitude towards light products. Dutch and British respondents scored higher on all Taste sub-scales than their Finnish counterparts. Respondents' health-related attitudes were good predictors of their "healthy food choices" in the snack task and self-reported consumption. Two of the Taste sub-scales (Craving for sweet foods and Using food as a reward) predicted well respondents' self-reported consumption of, for example, full-fat chocolate bars. All the Health and two of the Taste sub-scales proved to be useful tools for characterizing consumer attitudes within and between countries.

Quantification of consumer attitudes to health and hedonic characteristics of foods.

Health and Taste Attitudes Questionnaires were developed to assess consumers' orientations toward the health and hedonic characteristics of foods. Items were generated in a qualitative study. The original 37 items on health and 44 on taste were rated from "strongly disagree" to "strongly agree" by a representative sample of 1005 Finnish adults (18-81 years). The number of items was reduced using factor and item analysis, resulting in 20 health- and 18 taste-related statements. Three health-related and three taste-related factors were extracted. The health-related factors were labelled as "General health interest", "Light product interest", and "Natural product interest". The taste-related factors were named "Craving for sweet foods", "Using food as a reward", and "Pleasure". Cronbach's alphas of the multi-item scales, based on the statements loading highly on each factor, ranged from 0.67 to 0.89. Age and gender affected the responses. Females were more interested in the health and taste aspects of foods than were males. Younger respondents were less concerned with health but more interested in taste than were older respondents. A preliminary test of predictive validity was conducted by analysing subjects' responses to foods with weak and strong connotations of health and taste, and currently the questionnaires are being validated with further behavioural tests.

Effect of umami taste on pleasantness of low-salt soups during repeated testing.

In the present study the effects of the umami substances, monosodium glutamate (0.2%) and 5'-ribonucleotides (0.05%), on the acceptance of low-salt soups in two groups of subjects, one with low-salt (n = 21) and the other with high-salt (n = 23) preferences were assessed. The groups were presented with soups containing 0.3% sodium chloride (low-salt group) and 0.5% sodium chloride (high-salt group). The subjects three times consumed leek-potato or minestrone soup with umami and three times the other soup without umami during six sessions over 5 weeks (sessions 2-7). In addition they tasted these and two other soups (lentil and mushroom soup) during sessions 1 and 8, during which they evaluated the pleasantness, taste intensity, and ideal saltiness of the soups with and without added umami. These ratings were higher when soups contained umami in both the low- and high-salt groups, and they remained higher regardless of which of the soups served for lunch contained umami. The low- and high-salt groups did not differ in pleasantness ratings, although the former rated the taste intensity of their soups higher and ideal saltiness closer to the ideal than did the latter. The pleasantness ratings of soups without umami were significantly lower at the end of the study than at the beginning, whereas those of soups with umami remained unchanged. These data suggest that the pleasantness of reduced-salt foods could be increased by addition of appropriate flavors.