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The usual suspect: how to co-create healthier meat products

Barone, A. M., Banovic, M., Asioli, D. ORCID:, Wallace, E., Ruiz-Capillas, C. and Grasso, S. (2021) The usual suspect: how to co-create healthier meat products. Food Research International. 110304. ISSN 0963-9969

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To link to this item DOI: 10.1016/j.foodres.2021.110304


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.

Item Type:Article
Divisions:Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
ID Code:96902
Uncontrolled Keywords:Co-creation, consumer, healthy meat products, new product development, online focus group

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