Consumer concerns and expectations about novel food processing technologies: effects on product liking

Area of Science:

• Consumer Science
• Food Technology
• Food Psychology

Background:

• Consumer concern regarding food processing technologies can influence product perception and acceptance.
• Understanding the psychological factors behind consumer acceptance of novel food technologies is crucial for market success.
• Previous research indicates a gap in knowledge regarding how information about food processing affects consumer liking.

Purpose of the Study:

• To investigate the impact of information about food processing technologies on consumer liking of chocolate pudding.
• To assess how different levels of information (name, description, benefit statement) influence consumer expectations and actual liking.
• To examine the relationship between consumer concern for food technologies and their product liking.

Main Methods:

• Eighty-eight consumers participated in a blind pre-test and a follow-up tasting session.
• Participants rated baseline preferences, liking of chocolate pudding brands, and concern for 20 food processing technologies.
• Informed subgroups received varying levels of information about the processing technologies used for the sampled puddings.

Main Results:

• Providing a factual description and benefit statement positively influenced expected liking ratings.
• Consumer concern levels for food technologies were negatively correlated with expected product liking.
• Participation in the study led to reduced concern levels for many food processing technologies.

Conclusions:

• Communicating the benefits and factual information about food processing technologies can enhance consumer acceptance.
• Consumer expectations and perceptions are malleable and can be influenced by targeted information delivery.
• Educational interventions regarding food technologies can effectively reduce consumer apprehension.