Consumer Attitudes Toward Texture and Other Food Attributes

Abstract

AbstractThis study aims to examine the current attitudes of North American consumers toward food attributes, focusing on the effect of gender and age. A total of 337 participants were asked to list the first three words that come to mind when each image/name of 32 different foods was presented. The responses were grouped into seven main categories: “food attribute,” “menu uses,” “type,” “personal preference,” “health and nutrition,” “regional origin” and “others” and subsequent subcategories. The frequencies of answers for each category were compared by gender and age group. Texture‐ and flavor‐related responses became less common as age increased. Conversely, “health and nutrition” responses became more common with increasing age. In addition, male participants were more likely to give color, flavor and food brand‐related responses, while female participants were more likely to list texture, form/temperature and personal preference‐related words. Furthermore, this study shows the changes in consumer attitudes toward foods for the last several decades.Practical ApplicationsLittle is known on how food attitudes change with age. The changes in food perception that accompany aging are well documented. However, the extent these changes lead to altered attitudes toward food has not been examined. In addition, for approximately 50 years, the food industry has been operating on the same information regarding the importance of texture and other food attributes to consumers. During this period, many changes in demographics and cuisine have occurred, yet we do not know how these have affected consumer attitude toward foods. This study gives insight into changes in consumer attitudes toward foods since the 1960s and 1970s, as well as changes associated with aging for food scientists, food processors and business marketers.