Abstract
The world population is steadily growing and the demand for protein increases along with it, yet our planetary resources are finite. Spirulina (Arthrospira platensis) is an underutilized protein source suitable for human nutrition, and little is known about the use of spirulina as a food and the associated consumer opinion. New product development (NPD) requires early and active participation of consumers for the success of new products; therefore, a mixed method approach was applied to conceptualize (sensory profiling of spirulina extrudates and expert interviews) and then evaluate consumer’s willingness to try (consumer survey) three innovative products: pasta filled with spirulina, maki-sushi filled with spirulina, and spirulina jerky. To evaluate the consumer orientation towards novel, spirulina-based products, 1035 consumers from three countries (GER,n=348; FR,n=337; NL,n=350) were surveyed regarding their hedonic opinion about these concepts. A photo of each product was systematically accompanied by a benefit description covering health, sustainability, or innovation. Each consumer sequentially evaluated three combinations thereof (Latin square design). A multilevel model was used to analyze consumers’ responses regarding novelty, interest, overall liking, and expected flavor liking. Overall, spirulina-filled pasta was identified as the most preferred product. Mediation analysis revealed that this could be partly explained by familiarity with products in that category (i.e., pasta more than sushi and jerky). In conclusion, all spirulina product concepts would work equally well, if pasta, sushi, and jerky were similarly familiar to the target consumer population. All tested benefits were equally accepted with each product, with the exception that spirulina jerky would have to be marketed as being innovative. Country differences can be neglected.
Highlights
Spirulina (Arthrospira platensis) is an underutilized protein source suitable for human nutrition, and little is known about the use of spirulina as a food and the associated consumer opinion
New product development (NPD) requires early and active participation of consumers for the success of new products; a mixed method approach was applied to conceptualize and evaluate consumer’s willingness to try three innovative products: pasta lled with spirulina, maki-sushi lled with spirulina, and spirulina jerky
E microalga spirulina (Arthrospira platensis), with its protein content of 63% dry matter [4], is a promising food ingredient when it comes to enlarging the repertoire of protein sources available for human consumption
Summary
A chef, an aroma researcher, an algae retailer, and a celebrity food-expert were introduced to various product ideas like pasta, sushi, salad, nuggets, crispy bites, polenta with spirulina, stuffed puff pastry, and jerky to hear about their opinion regarding potential development in these directions. En, the consumers were exposed to three spirulinabased products (filled pasta (a), sushi (b), and jerky (c); Figure 1) and three benefit orientations (environmentally sustainable, healthy, or innovative). In addition to its high protein content to satisfy your hunger, spirulina contains polyunsaturated fatty acids, the snack is cholesterol-free, low in calories, and rich in minerals and antioxidants. Spirulina sushi is the food of the future: everything from the sea, but without the animal-ethical problems of fish farming It is rich in protein, trendy, has a characteristic taste and satisfies your hunger. To investigate mediation of the product main e ect (c), models tested paths a and b in Figure 2 and observed whether c’ declines to nonsigni cance if path b is included
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