MAPP Centre, Department of Management, Aarhus University, Fugelsangs Allé 4, 8210 Aarhus V, Denmark.
MAPP Centre, Department of Management, Aarhus University, Fugelsangs Allé 4, 8210 Aarhus V, Denmark.
Food Res Int. 2021 May;143:110304. doi: 10.1016/j.foodres.2021.110304. Epub 2021 Mar 15.
Healthier meat products have a major economic potential and are attracting considerable research and media attention to meet the growing and complex consumer demand. Whether this potential will be realized and at what speed is contingent on consumers' acceptance of these novel foods. This study uses a cross-cultural context to co-create new healthier meat products, while mapping the conditions leading to consumers' product acceptance (vs. rejection). Results from online focus groups conducted in Denmark, Spain and the United Kingdom show that consumers generally have a negative attitude toward healthier meat products due to unfamiliarity and perception of over-processing. Nevertheless, partial meat-substitution with plant-based ingredients together with fat and salt reduction show specific conditions under which consumers' acceptance would be possible. This is further related to product-specific factors: ingredients and base meat, and marketing-related factors: labelling and packaging. Finally, implications and recommendations for the manufacturing and marketing of new healthier meat products are provided.
更健康的肉类产品具有巨大的经济潜力，为了满足不断增长和日益复杂的消费者需求，吸引了大量的研究和媒体关注。这种潜力是否能够实现以及实现的速度取决于消费者对这些新型食品的接受程度。本研究使用跨文化背景来共同创造新的更健康的肉类产品，同时分析导致消费者产品接受（而非拒绝）的条件。在丹麦、西班牙和英国进行的在线焦点小组研究结果表明，消费者通常对更健康的肉类产品持负面态度，原因是不熟悉和过度加工的感知。然而，部分用植物成分替代肉类，并减少脂肪和盐的用量，在某些特定条件下，消费者是有可能接受的。这与产品特定因素有关：成分和基础肉类，以及与营销相关的因素：标签和包装。最后，为新的更健康的肉类产品的制造和营销提供了相关建议。
