How useful is acceptability to explain economic value? An application on the introduction of innovative saffron products into commercial markets

Relationship of Wine Neophobia Levels with Demographic Factors and Wine Consumption Behavior in Spanish Consumers

BACKGROUND/OBJECTIVES

Wine neophobia identifies segments of consumers who are reluctant to consume new or unfamiliar wines. This study examined the wine neophobia levels of a cohort of 376 Spanish wine consumers and the differences in demographics, wine consumption, and food neophobia according to their degree of wine neophobia. To that end, a specific survey with demographic data, wine consumption habits, and neophobia levels was designed and administered to Spanish consumers.

METHODS

The Wine Neophobia Scale (WNS) and Food Neophobia Scale (FNS) were used, and data collected were statistically analyzed (chi-square test, Pearson correlation analyses, and principal component analysis (PCA)). Two different clusters were identified: high- and low-wine-neophobic groups (HWN and LWN, respectively).

RESULTS

Results indicated significant differences in gender, marital status, and employment between groups. The HWN group was generally formed by women and singles, whereas participants with a partner (not married) and employed individuals were mostly in the LWN group. Overall, HWN consumers were characterized by consuming wine less frequently, preferring fruity and "softer" wines (e.g., whites and sparkling wines) or wine mixed with soda, and being willing to pay less money ("less than 5 €") to buy wine on a daily basis than low-neophobics, who preferred red reserve wines with higher sourness and astringency and were willing to pay for more expensive wines. Finally, a direct relation has been observed between wine and food neophobia, as the LNW group reported lower scores on items relative to greater openness to the consumption of new foods.

CONCLUSIONS

The present study provides for the first time insights into the relationship between wine neophobia, demographics, and wine consumption behavior in Spanish consumers, which can be useful to the wine industry for the development of personalized wines. This approach can aid wine market segmentation as well as product innovation.

Food Neophobias in Spanish Adults with Overweight or Obesity by Sex: Their Association with Sociodemographic Factors and the Most Prevalent Chronic Diseases

Food neophobia has been defined as the reluctance to try new foods. Food neophobia is common in children and older people, but until now, scarce research has been carried out on food neophobia in the adult population. The aim of this study was to assess the most usual food neophobias in Spanish adults with overweight and obesity by sex, and their association with sociodemographic factors and the most prevalent chronic diseases. A cross-sectional observational study was carried out on adults (mean age of 43.5 ± 13.7 years old; n = 590; 50% female) with overweight or obesity. Their anthropometrics, adherence to the Mediterranean diet, age, educational level, economic level, smoking and sleeping habits, physical activity, chronic diseases, and food neophobias were assessed. The highest food neophobias in Spanish adults with overweight or obesity were directed toward vegetables, meat, fish, pulses, game meat, and fruits, mostly among females, with differences between sexes. Phobias of the soft texture of foods were also observed, without differences between sexes. Age, educational level, sleeping habits, and physical activity were directly related, and economical level and smoking were inversely related to food neophobia, mainly to healthy foods, and more obvious in males than in females. There were associations between body mass index (BMI) and chronic diseases and food neophobia. Adherence to the adaption of healthy and sustainable diets is low within food neophobics, increasing the risk of diet-related chronic diseases.

Innovation as a Factor Increasing Fruit Consumption: The Case of Poland

Due to the low level of fruit consumption in relation to dietary recommendations in many European countries, including Poland, multidirectional actions should be taken to increase the consumption of these products. One of the ideas could be the introduction of innovative products. The main goal of the study is to determine the relationship between consumer propensity to purchase innovative products and the frequency of consumption of fruits and their preserves of consumers. The research sample consisted of 600 respondents who declared to consume fruit and were responsible for food shopping in their households. The results obtained indicate that consumers with a higher propensity to purchase innovative products consumed fruit and fruit preserves more. In addition, statistically significant differences were found between innovators and non-innovators in terms of income, expenditures on fruit purchases, places where fruit and fruit preserves were purchased and product characteristics that determined the purchase decision. The logistic regression results indicate that a higher frequency of supermarket/hypermarket and online shopping, a higher weekly spending on fruit and a greater importance attributed to the biodegradability of the packaging increased the favorability of innovation relatively to fruit products (by 23.8%, 31.4%, 32.7% and 21.6%, respectively). The relationships found may have important implications for both private and public stakeholders in the fruit and vegetable sector.

Is the Consumer Ready for Innovative Fruit Wines? Perception and Acceptability of Young Consumers

The consumption of traditional wine has decreased in Europe during the last fifteen years. In parallel, new wine alternatives obtained by blending wines and fruit juices or by flavoring wines with artificial or natural flavors have appeared on the market. Recently, an innovative fruit wine obtained by co-fermentation of grape must and kiwi juice has been proposed and its potential of attraction for consumers should be exploited. To assess the potential consumer acceptability and expectations towards this new product, an online choice experiment has been conducted involving a consumer group of young adults (18–35 years old; n = 373). After the data collection, participants were divided into two groups according to whether they had already tasted a fruit wine (neophiles) or had never tasted it (new entries). For each group, the individual’s responses (on wine consumption habits, expectations and willingness to consume and pay a fruit wine) were analyzed through Principal Component Analysis. Different consumption styles and expectation patterns were defined in the two groups. However, in general, neophiles showed consumption patterns based on the evaluation of fruit quality, sales format, alcoholic content and the presence or not of bubbles, not giving importance to the brand. In contrast, new entries’ responses identified consumption patterns driven by the willingness to pay for a new product, the product value for money and packaging features. Differences between the two groups in expectations about the product sensory characteristics also emerged. These findings should contribute to this area of study by integrating environmental, economic and social dimensions and addressing food innovation and sustainability in the fruit and wine chains.

Effect of information on geographical origin, duration of transport and welfare condition on consumer's acceptance of lamb meat

Animal production system and welfare conditions can influence consumers’ acceptance, as meat from animals grazing in natural pasture and labelled with information about high standards of welfare is preferred. In addition, geographical origin of food is recently considered one of the main information influencing the consumers’ acceptance. Local products are collectively associated with high quality attributes by the consumers related to shorter transport and good welfare. Lamb meat is considered local and typical food; however, it is common to find in the same market both local and imported lamb meat. The present investigation aimed at understanding the importance of information about geographical origin, transport duration, and welfare condition of lambs for consumers and their actual liking. Moreover, the quality of lamb meat from local and imported animals as affected by short or long transport was assessed. Data demonstrated that both short and long transport did not affect organoleptic quality of meat; this result was corroborated by an absence of both metabolic and immune stressors in long term transport lambs except for haptoglobin, cortisol and glucose. However, the expected and actual acceptability were affected by the information with higher scores for local lamb when information on the geographical origin, transport duration, and welfare condition was provided to the consumers.

Health Innovation in Patty Products. The Role of Food Neophobia in Consumers' Non-Hypothetical Willingness to Pay, Purchase Intention and Hedonic Evaluation

Consumers’ personality traits are key factors in understanding consumers’ choice and acceptance for health innovations in food products, in particular, food neophobia (FN). The patty product as a traditional pork product (TPP) with two innovative traditional pork products (ITPP) from the untapped pig breed (Porc Negre Mallorquí) in Spain were analysed. Patties were enriched with Porcini (Boletus edulis) using the claim “enriched with a natural source of dietary fiber Beta glucans that may contribute to improve our defence system” (ITPP1) and enriched with blueberries (Vaccinium corymbosum) using the claim “enriched with a natural source of antioxidant that may help to prevent cardiovascular diseases” (ITPP2). Two non-hypothetical discrete choice experiments were applied to investigate the importance of FN in consumers’ purchase intention (PI) and willingness to pay (WTP) before and after tasting the products. Results showed that the TPP and the ITPP2 received higher than expected PI and WTP. However, after tasting the products, consumers exhibited lower WTP for all ITPP showing the prevalence of the sensory experience on health innovation. The FN was highly related to WTP before the hedonic evaluation. However, it turned out to be non-significant, showing a homogenising role of the sensory experience in reducing the FN impact.

Exploring the Role of Mountain Origin and Autochthonous Breed on Urban Consumers’ Acceptability

In the last decades, the European Union (EU) agricultural policy has encouraged extensive livestock farming systems as a sustainable way of production, while more recently, voluntary certification schemes on mountain origin and autochthonous breeds have been put in place to further contribute to the preservation of biodiversity and economic activity in mountainous areas. The aim of this study is twofold: first, to investigate the role of the mountain origin and local autochthonous breed certification on urban consumer’s acceptability; and second, to compare consumer’s overall acceptability at central location versus home-based. These two specific objectives are designed to better ascertain the suitability of these voluntary certifications as a marketing tool that helps to bridge the gap between urban consumers’ beef choices and rural sustainability. Main methods of analysis included internal preference mapping and cluster analysis. Findings suggested that both claims, mountain origin (Pyrenean in particular) and autochthonous breed conveyed relevant information to consumers at the moment of testing, while the former played a stronger role on hedonic valuations. We have found that the environmental setting significantly influences acceptability with higher ratings obtained in the home test. A small niche market for Pyrenean cattle breeders was also detected, while reaching the larger and more product involved segment of urban consumers would require further marketing actions

Food neophobia, nanotechnology and satisfaction with life

This study investigates the relationship between food neophobia, satisfaction with life and food-related life, and acceptance of the use of nanotechnology in food production. Questionnaire data was collected from a sample of 400 supermarket shoppers in southern Chile. The questionnaire measured knowledge of nanotechnology and willingness to purchase food products involving nanotechnology, and included the SWLS (Satisfaction with Life Scale), SWFL (Satisfaction with Food-related Life) and FNS (Food Neophobia Scale) scales. Using cluster analysis, four consumer types were distinguished with significant differences in their scores on the SWLS, SWFL and FNS. The types differed in their knowledge of nanotechnology, willingness to purchase foods involving nanotechnology, age, socioeconomic level and lifestyle. The least food-neophobic type had the highest levels of satisfaction with life and with food-related life and also had the highest acceptance of packaging and foods produced with nanotechnology. The results suggest that the degree of food neophobia is associated with satisfaction with life and with food-related life, as well as with the acceptance of products with nanotechnological applications.