To Örebro University

This field experiment explored whether and to what extent claims about expert recommendations (i.e., those of the chef) and recommendations from other restaurant guests influenced customers' food choices in a restaurant. The menu in the study consisted entirely of vegetarian dishes, two of which were selected to be emphasised either as “Chef's choice” or as “Guests' choice” on the menu, thereby providing expert-based and social-based cues suggesting one of the dishes at different study time points. The selected dishes were a vegetarian version of a conventional Swedish meat dish (a plant-based patty) and a nonconventional dish (lentils with “zero-waste” pesto). Over four weeks, the restaurant's sales data were collected, and customers were invited to participate in a voluntary survey. This survey gathered information regarding sociodemographic characteristics and more details about the dish selection, including subjective ratings of dish liking and overall meal satisfaction. A total of 1540 dishes were sold, and 524 customers participated in the survey. The plant-based patty was the most popular choice across all weeks, and the “Chef's choice” had no additive effect, suggesting its high stability in popularity. Labelling a less popular dish (lentils with “zero-waste” pesto) with “Chef's choice” had a positive impact on its selection, while labelling it with “Guests' choice” made no difference. These results suggest that in the absence of meat options, some customers appear to transfer the concept of a meat-centric dish to a similar vegetarian dish (in this case, a plant-based patty), whereas a less popular dish with no resemblance to a conventional meat dish can become more popular when recommended by a presumable expert on the matter. However, further research is necessary to ascertain the efficacy of this effect in diverse restaurant contexts, based on designs with better possibilities to establish causality.

Plant-based food products offer a sustainable option for consumers seeking to reduce meat intake while maintaining the sensory satisfaction similar to conventional meat. However, the products in question are still unsatisfactory, and simulating the sensory properties that consumers find palatable remains significantly challenging. This study investigated the physicochemical and sensory properties of plant-based minced meat analogs, with an emphasis on texture (including texture profile analysis (TPA), liquid holding capacity (LHC), and fiber orientation) and appearance (color and particle size). Four commercial plant-based products were evaluated: two soy-based (Soy Ⅰ and Soy Ⅱ) and two pea-based (Pea Ⅰ and Pea Ⅱ) to elucidate the relationship between microstructural features and consumer sensory perception. TPA results indicated that soy-based products exhibited significantly higher hardness, gumminess, and chewiness compared to pea-based products. LHC and colour analyses revealed notable differences among the samples: Pea I showed the lowest mass loss, indicating superior water retention, while Pea II displayed pronounced red and yellow colour values. Particle size analysis indicated that Pea II and Soy I contained larger and more heterogeneous particles, whereas Soy II was characterized by smaller and more uniform particulates. Further, fiber orientation analysis revealed that Soy II exhibited more aligned fiber structures, which may contribute to its higher mechanical resistance and firmness. Sensory evaluation indicated consumer preference for Soy II, which was perceived as chewier and more rubbery in texture. The overall pattern from sensory evaluation was consistent with instrumental measurements, underscoring the utility of structural and mechanical analyses in predicting consumer acceptance. 

Among the obstacles to substituting animal-based food products with more sustainable plant-based alternatives at home and in food service is the lack of familiarity and creativity among consumers and culinary professionals. This case study describes and discusses the designing of a two-day hands-on workshop for eighteen cooks from Örebro Municipality, Sweden. In a collaborative design process, participants experimented with eight vegetable ingredients (legumes, grains and plant-based meat alternatives) and different cooking techniques (e.g. baking, grilling and frying) to create thirteen novel or adapted vegetarian dishes. The workshop incorporated sensory assessments of the plain ingredients, the cooked ingredients and the final dishes, empowering cooks as both creators and evaluators and generating valuable data for future recipe development. The resulting dishes, ranging from light to hearty and simple to complex, indicated no correlation between the number of components and overall liking, challenging the common perception that vegetarian dishes require more effort, ingredients or complexity. A follow-up questionnaire and group interview provided insights into the workshop’s impact and potential improvements. The case of this workshop sparks broader discussions about how to create dishes by taking ingredients as a starting point, and how methods from sensory science can be used to improve the flavour of vegetarian meals. It also raises questions about how researchers can design more horizontal and collaborative interactions with other actors of society – such as, in this case, cooks working in public meal services.

In the pursuit of more sustainable and healthier diets, it is important to understand how the presentation and description of vegetarian meals can affect consumers' preferences and perceptions. This study investigated the influence of two tablewares (bowl and plate) and two labels ("vegan" and "plant-based") on liking, willingness to pay, and perceptions of healthiness and sustainability of a vegetarian meal in a restaurant located in the headquarters of a retail company in Stockholm, Sweden. It was found that participants perceived the meal as healthier when it was served in a bowl or labeled "vegan" than when it was served on a plate or labeled "plantbased", and no other significant association between tableware or label and other measured variables was found. These results can help researchers, restaurants, cafeterias, pastry shops, and industries understand and communicate better with consumers about healthier and more sustainable vegetarian meals. Further studies should include other food products and participants from other cultural backgrounds, as well as measure choice and intake.

In the pursuit of more sustainable diets, researchers have been studying ways to promote a transition from animal- to plant-based meals in foodservice contexts by influencing participants' conscious choices through names, labels, claims, and information. This critical review found that these interventions usually mobilize only those already engaged in reducing the consumption of animal products and often only during the intervention period, failing to influence those who eat most meat or to create long-lasting effects. Analyzing the choice for vegetarian meals against meals with meat in recently published studies conducted in foodservice contexts, we argue that the transition to more sustainable diets should rely less on consumers' willpower and more on public policies and institutional measures that change the availability, price, and visibility of plant-based meals. Inspired by behavioral sciences, this paper discusses interventions that challenge meals with meat as the default option and suggests hybrids as a path to increase the availability, convenience, and sensory familiarity of vegetarian meals. The paper ends with proposals for questions, interventions, metrics, and issues to be researched by consumer science, including questions on the degree of freedom of consumers' choice and what would be the ethical limits to telling half the truth about hybrids.

Dairy products are the second greatest contributor to the environmental burden of food in Europe, surpassed only by meat. The objective of this field study was to explore availability and positioning as strategies to promote the substitution of milk for a plant-based alternative on the coffee counter of a weekday self-service restaurant. Data on consumption of milk and oat drink of 6147 meals were collected in four different conditions: only milk (control), only oat drink, both beverages on both sides, both beverages on different sides of the coffee counter. Results show a 38 % decrease in milk consumption per paying customer on days when both beverages were available compared to control, leading to an estimated 32 % decrease in greenhouse gas emissions (GHGE). Contrary to hypothesized, the total volume of beverages was 12 % lower on days when both milk and oat drink were served compared to control days, causing a 9 % decrease in total costs. The ratio of milk by oat drink was also 21 % lower when each beverage was served on different sides of the counter compared to when both were served on both sides. Our study suggests that serving a plant-based alternative and creating small barriers to milk are promising strategies to reduce GHGE in day-to-day gastronomic venues.

For the sake of both the environment and human health, it is necessary to reduce meat consumption. However, increased consumer adoption of plant-based meat alternatives (PBMAs) will only occur when such products are attractive. PBMAs with meat-like sensory attributes and those that can be cooked similarly to meat are known to be preferred, but the preference for meat-likeness varies depending on the consumer's attitude towards meat. This study determined the relationship between consumers' level of meat attachment (MA) on their sensory perceptions of and preference for commercial PBMAs, and their drivers of liking. MA was measured by the Meat Attachment Questionnaire (MAQ); consumers with either low or high MA (LMA and HMA, respectively) were invited to participate in the study (n = 99). The sensory characteristics of seven PBMAs were evaluated using a rate-all-that-apply (RATA) questionnaire, along with an ideal profile and product hedonics. Consumers with LMA had significantly higher overall, aroma, and taste liking, compared with consumers with HMA. Both LMA and HMA consumers similarly discriminated among the sensory properties of PBMAs and the ideal profile. Nevertheless, a further adapted penalty analysis showed subtle differences in consumers' penalisation of sensory attributes depending on MA level. These findings could be used for future research and the development of PBMAs based on consumers' MA; they could also be extended for application in a meal context where the PBMAs are consumed.

In this chapter, the author summarises arguments in favour of including sensory and consumer science in the curriculum for the training of culinary expertise. As part of teaching sensory methods, an understanding of physiology and perceptions of the senses are crucial. Through lectures and laboratory work, students are trained to be aware of their own sensory ability and to be able to understand and to use one-self as a tool in their practical work as a chef or sommelier. Different sensory methods are presented in the chapter along with along with discussion of what consumers consider to represent quality when choosing products. Finally, the author argues for the importance of sensory training in promoting the active participation of culinary experts in the green transition towards food consumption that is beneficial to environmental and public health as well as animal welfare.