Danish University Colleges
Introducing Nordic based tempeh to Danish consumers; effect of variety seeking tendency and prior knowledge on acceptance
Højer, Rikke; Dethlefsen, Sandra Lenz; Aaslyng, Margit Annie Dall
Publication date:
2021
Link to publication
Citation for pulished version (APA):
Højer, R., Dethlefsen, S. L., & Aaslyng, M. A. D. (2021). Introducing Nordic based tempeh to Danish consumers;
effect of variety seeking tendency and prior knowledge on acceptance. Poster session presented at Pangborn Sensory Science Symposium, Canada.
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U N I V E R S I T Y C O L L E G E A B S A LO N
C E N T E R F O R N U T R I T I O N A N D R E H A B I L I TAT I O N
Introduction
The new Danish dietary guidelines now also include a climate perspective in order to promote a more sus- tainable diet by for example focusing on vegetable protein sources1.
Based on this tempeh is interesting, but it is not a well-know food in Nordic food culture.
Discussion
DVFA recommends a legumes intake of 100 g/
day1, but Danes only consume 5 grams/day4. This might explain the low liking of the two legume based tempehs; legumes are not a part of Danish food culture, whereas rye bread is very familiar, which could explain the higher liking of the grain tempeh.
Our study also showed that familiarity (prior knowledge) was a key element related to ac- ceptance, which is supported by prior research related to consumer attitude towards meat sub- stitutes5.
Finally, the positive significant correlation be- tween VAR-SEEK and acceptance of tempeh in- dicates that an openness to new food products could be a driver for a more positive attitude to- wards the food product.
Conclusions
▪
VAR-SEEK was a driver for trying tempeh
▪
A weak but significant correlation between VAR-SEEK and acceptance of the tempeh types was observed.
▪
Prior knowledge of tempeh was an important factor in willingness to use tempeh again, which indicates that familiarity is an important indicator in promoting
tempeh intake in a Nordic context.
References
1. The Danish Veterinary and Food Administration (DVFA) (n.d.): Altomkost.dk [accesed 06.29. 2021]
2. Heymann, H. & Lawless, H.T. (2010). Sensory Evaluation of Food.- Principles and Practices. 2. edt., Springer, New York.
3. van Trijp, H.C.M. & Steenkamp, J.E.M. (1992). Consumers' variety seeking tendency with respect to foods: Measurement and managerial implications. European Review of Agricultural Economics, 19, (2), 181 -195.
4. DTU FOOD (2020). En sund og bæredygtig kost er mere plantebaseret. DTU Fødevareinstituttet. https://www.food.dtu.dk/nyheder/2020/02/en-sund-og-baeredygtig-kost-er-mere-plantebaseret?id=b8072640-af60- 4bf9-8952-19867cc4fb70 [accesed 06.29. 2021]
5. Hartmann, C. & Siegrist, M. (2017). Consumer perception and behaviour regarding sustainable protein consumption: A systematic review. Trends in Food Science & Technology 61, 11-25.
Acknowledgements: The study was founded by the European Regional Development Fund and Væksforum Sjælland through the project Data and Design driven Health Innovation (DDSI); Contempehrary (RFS-17-0010). A special thanks to Tobias and Sabine from Contempehrary who produce the tempeh for their involvement (www.contempehrary.com)
Methods
Study population
Adults (n=88) 18-38 yr from 56 households
Study design
In a home use test (HUT)2 a meal with three types of tempeh: fava beans, yellow split peas, and grain and hemp was evaluated in a survey.
Introducing Nordic based tempeh to Danish consumers; effect
of variety seeking tendency and prior knowledge on acceptance
Højer, Rikke*
1, Dethlefsen, Sandra Lenz
1, & Aaslyng, Margit Dall
1*Presenting and corresponding author (rho@pha.dk)
1 University College Absalon, Center for Nutrition and Rehabilitation, Nutrition and Health, Sdr. Stationsvej 30, 4200 Slagelse, Denmark
Figure 1: Study design
Image 1: Examples of nordic based tempeh: fava bean, yellow split peas, and grain and hemp.
Photo credit: Contempehrary
Fava bean
Yellow split peas
Grain & hemp
The aim of the present study was to explore the effect of variety seeking tendency (VAR-SEEK) and prior knowledge of tempeh on acceptance of grain and legumes-based tempeh in Denmark.
Image 2: Pizza with three types of tempeh.
Photo credit: R. Højer
Image 3: Filo rolls with three types of tempeh.
Photo credit: R. Højer
Figure 2: Variety seeking tendency in sample (n = 88) based on VAR-SEEK score (MVAR-SEEKscore = 31). VAR-SEEK catego- ries defined3
Table 1: VAR-SEEK category and liking of tempeh
Theme VAR-SEEK category n Mean
General liking of dish* Low VAR-SEEK 5 -0.80
Medium VAR-SEEK 70 0.77
High VAR-SEEK 13 0.77
Total 88 0.68
Fava bean tempeh – accept** Low VAR-SEEK 5 -4.80 Medium VAR-SEEK 70 -2.54
High VAR-SEEK 13 -1.00
Total 88 -2.44
Yellow split pea tempeh – accept** Low VAR-SEEK 5 -9.40 Medium VAR-SEEK 70 -0.63
High VAR-SEEK 13 -0.31
Total 88 -1.08
Grain tempeh – accept** Low VAR-SEEK 5 -6.40
Medium VAR-SEEK 70 0.00
High VAR-SEEK 13 3.00
Total 88 0.08
Tempeh as a good meat substitute* Low VAR-SEEK 5 -0.40
Medium VAR-SEEK 70 0.21
High VAR-SEEK 13 0.92
Total 88 0.28
*9 point hedonic scale, score: min. = -4/max. = 4
** Score: min. = -16/max. = 16
Results
▪ Participants were primarily medium variety seekers3 (Figure 2).
▪ Significant difference between VAR-SEEK and sign-up/co-eater was observed (p =
0.041): sign-up had a higher VAR-SEEK (MVAR-SEEKscore = 32) compared to co-eaters (MVAR-SEEKscore = 30).
▪ A tendency of higher VAR-SEEK resulted in a higher liking of tempeh, although not signifi- cant. The most liked tempeh type was grain and hemp (Table 1).
▪ Significant but weak correlations between VAR-SEEK and acceptance of tempeh were observed (Fava: p = 0.02, r = 0.25; Pea: p = 0.036, r = 0.22; Grain: p = 0.007, r = 0.29).
▪ Significant difference between participants with (n = 32) or without (n = 56) prior know- ledge of tempeh with regard to reuse of
tempeh was observed (Fava: p = 0.004, MKnow = 0, MNoKnow = -1.7; Pea: p = 0.001, MKnow = 0.3, MNoKnow = -1.5;
Grain: p = 0.011, MKnow = 0.5, MNoKnow = -1).
