Search

Plant-based analogues (PBAs) for meat and dairy are typically categorised as ultra-processed foods. However, current evidence that PBA consumption negatively impacts health is controversial. As such, these products may be inappropriately negatively coloured by the “processed foods are unhealthy” heuristic. We investigated the strength of this heuristic among Swedish consumers and explored its impact on perceived healthiness within different food categories (meat, dairy, seafood, vegetables/legumes, and PBAs). In an online experiment, participants (N=563) rated the healthiness and level of processing of 24 food products (presented as images), completed the food technology neophobia (FTN) scale, and reported consumption frequency of different foods. The results indicated that this heuristic, measured as Pearson's r between perceived healthiness and level of processing, was prevalent and robust (posterior mean = -0.58, probability of association>99 %) as well as stronger among women and individuals with higher FTN. Moreover, the impact of the heuristic differed across food categories: healthiness ratings for vegetable/legume and seafood products perceived as processed were more negatively impacted compared to those for meat products (probability of association>99 %). The potential implications of this for the protein shift and encouraging substituting red meat with products based on raw materials associated with health (i.e., plants and seafood) are discussed.

The role of seafood in supporting transitions towards more sustainable and healthier diets is often overlooked. Oysters, for example, are a nutrient dense aquatic food whose production requires no feed, freshwater, or land use. However, oyster consumption in Sweden is limited, possibly in part due to being traditionally served raw. This study investigated consumer acceptance of oysters when cooked and prepared to resemble familiar foods and examined whether food neophobia (FN) was related to liking. Four oyster-based samples (raw oyster, oyster crepe, oyster burger, and oyster soup) were evaluated in an ecologically valid setting. Participants (N=102; convenience sampling) rated the samples in terms of hedonics (expected liking and liking after tasting), described which aspects of the samples were liked/disliked, and reported the contexts in which oyster consumption is perceived as appropriate. The findings suggest that FN was negatively associated with expected liking of raw oysters, but not with expected liking for cooked oyster-based products that were cooked to resemble familiar foods. On the other hand, familiarity with oysters was positively associated with expected liking of raw oysters. This suggests that expanding oyster preparations beyond its traditional raw format could be a valuable strategy to promote oyster consumption in Sweden.