Effect of labelling on consumer perception - Matís · Effect of labelling on consumer perception ... (skyr drinks): Effect of labelling ... More flaky and soft Reminds more of wild

Effect of labelling on consumer perception

Kolbrún Sveinsdóttir, Matís

Kolbrun Sveinsdottir 2

Effects of labelling...

Different information

Different products

Different consumers

Case studies:

Dairy drinks

Farmed cod


Young consumers: fish consumption and attitudes AVS fund

Farmed cod: Ethical issues, different conditions during slaughtering (SEAFOODplus) EU fund

Meat balls: Healthier processed meat productsThe Agricultural Productivity Fund

Dairy drinks (skyr-drinks): Different sweeteners

Projects


Information: Use and trust

Young consumer attitudes and fish consumption

Icelandic young adults in 20061735 participants, 17-26 years

How often to you use, receive or look for information about fish?

How well do you trust information about fish?


1 2 3 4 5 6 7

Ads

Government

Radio

Internet

TV

Newsp./Magazine

Supermarkets

Scientists

ConsumerUnions

NutritionRec

FishIndustry

Friends

Doctors

FishMonger

Dietician

Fishermen

Family

Trust

Use/obtain and trust of information

Do not trust at all Neither/nor Trust completely

Never Sometimes Very often

Use


Which information do consumers look at?

Survey regarding fish 2006

in Iceland (n = 248) and The Netherlands (n = 175), 18 years +

Survey regarding meat 2008

In Iceland (n = 67), 18 years +

Please indicate how often you use the following information when

you buy meat /fish products

(on the packaging, on the shelf in the store or the product label)


Fish: Which information do consumers look at?

Never Always1 2 3 4 5 6 7

Nutrition

FishSpecies

Price

CaptureArea

QualityLabel

WelfaLabel

BrandName

EnvirLabel

Wild/Farmed

CountryOrigin

ExpiryDate

Weight

Iceland

The Netherlands


1 2 3 4 5 6 7

Nutrition

FishSpecies

Price

CaptureArea

QualityLabel

WelfaLabel

BrandName

EnvirLabel

Wild/Farmed

CountryOrigin

ExpiryDate

Weight

Meat type /

Fish vs Meat: Which information do consumers look at?

Never Always

Fish

Meat


Which information do consumers look at?

Conclusion

Use or where information is obtained from is not always in line with trust

Different emphasis between countriesDutch look more at nutrition value and species compared to Icelandic consumers

Different emphasis between types of foodInformation about nutrition value, type and price more used for meat products


Dairy drink study 2010: Effect of labelling

Two dairy drinks on the market (KEA skyr and skyr.is drinks)

Demand for sweet taste: Alternatives ?

White sugar, table sugar

sucrose

Artificial sweetener

acesulfam-K

Artificial sweetener aspartame

http://us.inmagine.com/168nwm/foodcollection/fdc005/fdc900296.jpg

http://en.wikipedia.org/wiki/File:Saccharose.svg

http://en.wikipedia.org/wiki/File:AcesulfameK.svg

http://en.wikipedia.org/wiki/File:Aspartame.svg


Dairy drink study (skyr drinks): Effect of labelling

Negative attitudes towards white added sugar and artificial sweeteners: Different alternatives ?

Agave syrup/nectarProduced from agave plant1.4 to 1.6 times sweeter than sugarConsists primarily of fructose and glucoseAgave nectar's glycemic index is lower than of table sugar (sucrose)

Agave juice


Dairy drink study (skyr drinks): Effect of labelling

Aim:

Investigate if/how information about the ingredientsin skyr drinks influenced the consumers liking

Target group: people on the move, 20-35 years

Total of 308 consumers participated, average age 28,1 years


Dairy drink study: Skyr drinks

Attitude towards ingredients in skyr drinks

1 2 3 4 5 6 7

aspartame

acesulfam-k

white sugar

carbohydrates

"skyr" bacterial culture

agave

skimmed milk

protein

1= very negative; 4= neither/nor; 7= very positive



Attitudes towards sweet ingredients in skyr drinks

0

10

20

30

40

50

1 2 3 4 5 6 7

Co

nsu

me

r %

1 = very negative; 4 = neither / nor; 7 = very positive

agave

white sugar

aspartame

acesulfam-k



Central location test

blind tasting and informed tasting (n = 166)

9-point hedonic scale (liking)

Informed tasting:

Skyr.is drinkDrink number x is a low fat and protein rich skyr drink that contains no white sugar. Contains sweeteners instead (aspartame, acesulfam-K)

KEA drinkDrink number y is a low fat and protein rich skyr drink that contains no white sugar and no artificial sweeteners. Contains agave juice instead



Overall liking of skyr drinks

1

2

3

4

5

6

7

8

9

Skyr.is-blind Skyr.is-info KEA-blind KEA-info

Lik

ing

sco

res

c c

b

a


1

2

3

4

5

6

7

8

9

Skyr.is-blind Skyr.is-info KEA-blind KEA-info

Lik

ing

sco

res

Low

High


Blind tasting and informed tasting

Segmentation:

General interest in healthy eating (low and high interest)

a a

b

b

a

b

cc



Different attitudes towards ingredients in skyr drinks

General interest in healthy eating (low and high interest)

1 2 3 4 5 6 7

aspartame

acesulfam-k

white sugar

carbohydrates

"skyr" bacterial culture

agave

skimmed milk

protein

highlow

1= very negative; 4 = neither / nor; 7 = very positive



Conclusion

Negative attitudes towards aspartame, acemsulfam-K and sugar

KEA skyr drink (with agave juice) was more liked – even better when information about sweet ingredients were provided

Information about ingredients of this kind of dairy drinks affect consumers

If the information is positive (ingredients with more positive image)

Consumers interested in healthy eating


Is animal welfare important to consumers?

Is labelling on packaging important and does information matter?

“stressed” and “unstressed” farmed fish in Norway

Conventional slaughtering practices and reduced stress prior to slaughter

Sensory evaluationTrained panellists in sensory lab

ConsumersIn-home test With and without information about the fishfarming/slaughtering

Farmed fish study: Effect of labelling


At the sensory lab



In-home




Information about the product

The consumers received both samples with and without

information

“unstressed” fish with information:

Positive information

Negative information

“stressed” fish with information:




Labelling on packaging

Product descriptionSpecies: Cod, farmedCountry of origin: NorwayWeight: ca. 500 gPrice: -Production: Animal friendly production*. Production with special precautions to minimize stress and suffering for the fish.Store: refrigerated 0-4 C

Eat before: xx of November 2006



Results: Sensory evaluation

How are the sensory characteristics of farmed cod?

Characteristic colour, odour, flavour and texture

white, homogenous

sweet, meaty odour and flavour

Flaky, meaty, tough, rubbery, dry texture

Differences between unstressed and stressed?

Unstressed

More meaty, tougher and rubbery texture

Stressed

More flaky and soft Reminds more of wild fish


Home use test resultsNo liking differences between stressed and unstressed

Did the information affect the consumers ?

● No information● Positive information about

animal friendly production● Negative information

● Information of this kind affect consumers perception of quality

Quality


1

2

3

4

5

6

7



No information

a a

b

Low

High



Ethical

37%

Wild fish likers

28%

Indifferent /

Uninvolved

35%

More males, average education

More females, more education, highest fish consumption

Low or high education

Ethical

Wild fish likers

Indifferent (regarding

animal welfare in

fish farming)

Different groups of consumers: Grouped by attitudes towards fish farming and animal welfare


Again, effects of information about the fish farming on perceived quality

● Indifferent:

No effect of information

● Wild fish likers:

Generally lower quality and

negative information very

considerable effect

● Ethical:


resulted in increased

perceived quality

1

2

3

4

5

6

7



No information

Indifferent WildFishLikers Ethical

Low

High

Quality



Conclusion

Sensory differences between stressed and unstressed-Too small to notice during consumption at home

Information about the fish farming and slaughtering

Effects on how consumers like the product

Different groups of consumers!Positive image in fish farming is important

Documents

Effect of labelling on consumer perception - Matís · Effect of labelling on consumer perception ... (skyr drinks): Effect of labelling ... More flaky and soft Reminds more of wild