‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae

Consumer Knowledge and Acceptance of “Algae” as a Protein Alternative: A UK-Based Qualitative Study

“…“Pre-existing thoughts about algae” were consistent with quantitative studies highlighting “algae” as a novel food source to consumers [ 32 , 46 ], as participants had a poor knowledge of edible uses for algae. Results highlighted that consumers may associate algae-based food products with negative connotations that reduce willingness to consume, particularly as this relates to expectations about “edibility” as a key driver of acceptance [ 28 , 34 , 47 ]. Previous research has shown that when seaweeds are included in higher concentrations within breads (8%), consumers report perceptions of “saltiness” and “strong aftertaste” as attributes that reduced liking when tasting products [ 48 ].…”

“…Similarly, pasta dishes that are strongly associated with the expected attributes of spirulina have also been shown to be less liked (e.g., “earthy” odour and dark colour) [ 33 ]. Given that food neophobia has been identified as a significant barrier to consumer acceptance for algae across studies [ 26 , 28 , 31 , 32 , 33 , 34 ], such findings further emphasise the importance of identifying strategies to increase consumer familiarity with algae as an alternative to animal-based proteins, particularly as this relates to sensory expectations about foods (e.g., a “salty” taste or “pungent” smell).…”

“…This is consistent with the current market availability of algae-based food products [ 19 , 25 ], and previous research has also highlighted a similar range of products that consumers deem to be acceptable [ 47 , 49 ]. However, it should be acknowledged that quantitative studies suggest that some of these products may be less acceptable than others across consumer samples [ 34 , 47 , 49 ]. It is also important to consider whether such product types compliment the sensory characteristics of algae if it is to be used in amounts that may benefit health, given that stronger intensities are less appealing to consumers [ 33 , 48 ].…”

“…However, food neophobia—the tendency for consumers to avoid consumption of more “novel” foods—has been identified as a significant barrier to consumer acceptance of algae [ 26 , 28 , 31 , 32 , 33 , 34 ]. One concern is that consumers may be less familiar with seaweed-based food products (with the exception of sushi) [ 34 ], and consumers may be unaware of edible uses for microalgae [ 32 ]. In the current literature, little is known about the consumer knowledge of algae as a food source.…”

Consumer Willingness to Pay for Farmed Seaweed with Education on Ecosystem Services

“…A recent study in Italy assessing the potential for seaweed in western diets identi ed a willingness of respondents to try seaweed food products but showed little respondent experience with such items (Palmieri and Forleo 2020). Likewise, recent studies on seaweed products consistently identify familiarity as a signi cant indicator of consumer acceptance and preference (Anusha Siddiqui et al 2022; Embling et al 2022). The disconnect between consumer familiarity with seaweed products and consumer willingness to try these products highlights the current gap in consumer education on seaweed products.…”