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Consumer preferences towards healthier reformulation of a range of processed meat products: A qualitative exploratory study

Liran Christine Shan (Institute of Food and Health, University College Dublin, Dublin, Ireland)
Áine Regan (Institute of Food and Health, University College Dublin, Dublin, Ireland) (Teagasc Food Research Centre, Dublin, Ireland)
Frank J. Monahan (Institute of Food and Health, University College Dublin, Dublin, Ireland)
Chenguang Li (School of Agriculture and Food Science, University College Dublin, Dublin, Ireland)
Fiona Lalor (Food for Health Ireland, University College Dublin, Dublin, Ireland)
Celine Murrin (Institute of Food and Health, University College Dublin, Dublin, Ireland)
Patrick G. Wall (Institute of Food and Health, University College Dublin, Dublin, Ireland)
Áine McConnon (Institute of Food and Health, University College Dublin, Dublin, Ireland)

British Food Journal

ISSN: 0007-070X

Article publication date: 4 September 2017

1047

Abstract

Purpose

In response to increasing public health concerns about processed meat consumption, many innovations in meat technology focus on health-oriented product reformulations. Processed meat is not a homogeneous food category. The purpose of this paper is to explore consumer perception of the “healthier” reformulation of different processed meat products using two approaches: salt and fat reduction; and enrichment with healthy ingredients.

Design/methodology/approach

Seven focus group interviews were carried out with 40 Irish regular meat consumers (30 female, ten male) who were solely or jointly responsible for food shopping. Two rounds of card sorting procedures were employed to reveal perceptions on reformulation of 20 different processed meat products. Thematic analysis was used for analysing transcripts.

Findings

Health and flavour concerns and product popularity were the main factors influencing participants’ perceptions. Some participants were unsure or had misconceptions about the healthiness of certain meat products. Participants suggested reducing salt and fat content in processed meat products they perceived as the least healthy ones (theme 1) and improving the healthiness of products which were favoured by children (theme 2) and those meat products which people consumed regularly as a source of protein (theme 3). Participants were not in favour of any reformulation of speciality-type products (theme 4).

Originality/value

Consumer insights identified in this study can inform future approaches to making processed meats healthier.

Keywords

Acknowledgements

The study was funded by Food Institutional Research Measure of the Irish Department of Agriculture, Food and the Marine (Project No. 11/F/035). The authors wish to acknowledge Professor Julie Barnett at Department of Psychology, University of Bath, and Professor Monique Raats at Consumer Behaviour and Health Research Centre, University of Surrey, for their comments on the focus group protocol.

Citation

Shan, L.C., Regan, Á., Monahan, F.J., Li, C., Lalor, F., Murrin, C., Wall, P.G. and McConnon, Á. (2017), "Consumer preferences towards healthier reformulation of a range of processed meat products: A qualitative exploratory study", British Food Journal, Vol. 119 No. 9, pp. 2013-2026. https://doi.org/10.1108/BFJ-11-2016-0557

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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