消费者对替代谷物的兴趣,特别是麦:质量调查
Edgar Chambers1, Edgar Chambers1
1Center for Sensory Analysis and Consumer Behavior, Kansas State University, Manhattan, KS 66506, USA.
Foods (Basel, Switzerland)
|November 27, 2025
概括
消费者对古老的谷物并不熟悉,但当其营养益处被介绍给他们时,他们表现出积极的兴趣. 这项研究指导制造商有效地将产品引入美国市场.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者行为 消费者行为
- 农业营销 农业营销
背景情况:
- 食品行业看到了利基产品的增长,但引入像古谷物这样的新成分是具有挑战性的.
- 是一种未被充分利用的古谷物,如果战略性地引入,它有可能成为主流食品.
- 消费者意识和感知是新食品成分成功进入市场的关键因素.
研究的目的:
- 探索消费者对引入新的谷物产品,特别是谷的看法,态度和信仰.
- 确定潜在的营销策略和产品格式,以引入美国消费市场的.
- 了解消费者对食品广告的偏好以及对不熟悉的成分的营销方法.
主要方法:
- 在美国人口普查地区开展了十个定性焦点小组,以收集消费者见解.
- 参与者提供了详细介绍"新谷物" () 和其营养信息的信息表.
- 分析了定性数据,以了解消费者对的熟悉程度,感知和兴趣.
主要成果:
- 参与者表现出明显缺乏对的熟悉.
- 在审查了营养信息后,消费者表达了积极的看法和对尝试基产品的兴趣.
- 消费者提出了各种产品类型和引入在美国市场的策略.
结论:
- 有一个"开放的页岩"引入麦在消费食品产品,具有显著的市场潜力.
- 了解消费者对营销和产品配置的偏好对于成功的商业化至关重要.
- 定性见解为为行业利益相关者制定有针对性的战略提供了基础.
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