Food neophobia: a key barrier to consumer acceptance of seafood in Sweden

Abstract

Food neophobia (FN), the reluctance to eat novel foods, serves an evolutionary protective function against the consumption of potentially harmful substances. Despite high modern food safety standards, FN remains a barrier to consumer acceptance, dietary variety, and the adoption of novel foods, including meat substitutes, insects and cultured meat. FN can also limit acceptance of familiar foods such as seafood, which has often been overlooked in efforts to support more nutritious and sustainable diets. This thesis investigated the relationship between FN and consumer acceptance of seafood, in order to better understand FN as a barrier to increasing and diversifying seafood consumption among Swedish adults. Paper I explores the factors shaping seafood choices at the point of purchase and shows that current consumers limit their choices to familiar species. Paper II provides evidence that preparing oysters in formats beyond the traditional presentation could increase acceptance and attenuate the negative impact of FN. Paper III investigates the mechanisms underlying the relationship between FN and liking after tasting a novel surimi-based product and identifies emotional arousal as a mediator. Paper IV examines consumers’ own descriptions of their expectations towards different types of seafood, revealing that texture is a commonly disliked sensory modality and that FN amplifies negative expectations. Lastly, Manuscript V demonstrates that modifying the texture of mussels and oysters into a patè reduces negative expectations and increases consumer acceptance. The findings highlight the negative impact of FN on consumer acceptance of various seafood species across different evaluation settings and reveal emotional arousal as a key underlying mechanism. In addition, they also contribute to and challenge the conceptualization of FN. Both short- and long-term practical strategies are proposed to tackle neophobic tendencies, supporting the transition to healthier, more sustainable and diversified diets in Sweden.