Spicing Up Vegetables: Consumer Attitudes and the Impact of Seasoning on Vegetable Consumption in a Cafeteria Setting

Vegetables are a key component of a healthy diet; however, their consumption in the United States has remained well below recommended amounts for at least 20 years. The consumption of vegetables is determined by a complex array of factors, including knowledge, beliefs, affordability, and cultural considerations. A potentially important barrier to increased consumption is the perception that vegetables do not deliver on taste. Spices and herbs are potential solutions to such a barrier, because they add flavor without contributing meaningful amounts of calories or nutrients requiring limitation (eg, sodium, saturated fat, added sugars). Spices and herbs may also be a factor in cultural and other aspects that affect the acceptance of vegetables. Therefore, a series of experiments were conducted to determine whether the use of such seasonings would increase the acceptability and/or consumption of vegetables in a cafeteria setting. Qualitative data from focus groups were collected to learn why and how consumers utilize spices and herbs as well as vegetables. Quantitative data from an on-line survey of U.S. consumers as well as controlled sensory panels were also collected to assess current spice/herb preferences, frequency of use, and beliefs about their potential use when cooking vegetables. These studies were followed by 3 cafeteria-based experiments to examine the purchase, liking, and consumption of seasoned vs unseasoned vegetables. It was found that consumers were more likely to select seasoned vegetables when offered as a free side dish, or when sold for $1. Liking was high for both seasoned and unseasoned vegetables, with few differences between the 2. Plate waste was low for both forms, with no significant differences between standard (1/2 cup, 113 g) or larger (1 cup, 227 g) serving sizes. Collectively, these data suggest that combining seasoning with larger serving sizes may be a viable strategy for increasing vegetable consumption in a commercial cafeteria setting.