Consumer Perceptions of Botanical Sources of Nutrients: A UK-Based Visual Focus Group Study Exploring Perceptions of...

Increasingly, attention is being paid to the underutilised wild edible nettle plant (Urtica dioica) as a healthy and sustainable food source. However, little is known about UK consumers' acceptance of nettles and supplements containing nettles. This study explored UK consumers' perceptions of nettles as a food source and nettle-based powder supplements, using visual focus group methodology (i.e., creative drawing tasks and group discussion). A total of n = 34 participated in the study, with each participant engaging in one of five visual focus groups. Barriers to consumption and how consumers envisaged using nettle-based supplements were also explored. Inductive thematic analysis was used to analyse group discussions and pictures were analysed using visual content analysis drawing on the principles of content analysis, semiotics, and iconography. Findings revealed limited awareness amongst consumers about nettles as a food source, with sensory properties and prior experiences negatively affecting perceptions of nettle consumption. Concerns over processing and the inclusion of carrier ingredients reduced consumer trust in a nettle powder supplement viewing these as 'ultra-processed' and unhealthy. A preference for natural additional ingredients was revealed, potentially signalling an opportunity to engage and educate consumers around sustainable eating. Transparency in labelling information may improve consumer confidence and trust in nettle powder supplements.