Consumer attitudes and sensory perception

Objectives

The overall objective of this research area is to gain knowledge on how to increase seafood consumption. This involves understanding consumer preferences and attitudes towards seafood, including underutilized seafood, algae and by-products from species from which other parts are consumed. This further requires developing our understanding of why consumption is limited to a smaller number of species and also of consumer preferences linked to cooking habits.

Methodology

The research area is divided into a set of research tasks:

• Neophobia towards seafood compared to other foods, focusing on unique and specific fears, differences in attitude, environment and demographic factors.
• Scary seafood versus fish sticks, understanding how to target seafood that is "scary".
• Consumer perceptions in different settings, how is seafood consumed and perceived in schools, restaurants and supermarkets?
• Sensory properties of seafood products, both from primary production and after undergoing different processing techniques, cooperation with research areas 1 and 2.
• Sustainability aspects, how do consumers assess new species and products and the use of additional parts from species we already consume, collaboration with Research Area 5.

Expected results

• PhD student with deep knowledge of the drivers of seafood consumption
• Scientific publications on topics such as consumer attitudes towards seafood, sensory evaluation of seafood raw materials and seafood products.
• Deeper understanding of how to increase seafood consumption