Exploring consumersʹ knowledge and perceptions of hydrocolloids used as food additives and ingredients

Consumer perceptions and resulting actions determine the commercial future of any food ingredient. Food safety affects consumer food choice in ways that are different from other dimensions of quality. In the present exploratory work, qualitative consumer techniques (Word Association and Free Listing) were applied to identify the consumersʹ first associations and knowledge of additives in general and of thickeners in particular. The consumersʹ knowledge and perceptions of the functions and applications of thickeners were also assessed. Little knowledge and a relatively negative perception of additives were identified, but the consumers did not have food hydrocolloids in mind when they thought of additives. Thickeners were principally identified with flour and starches and a minor degree of knowledge about gums was also found. A strong association between “industrially processed” food and additives/thickeners was identified. Good prospects can be predicted for food hydrocolloids due to their natural origin in familiar sources which are “cleaner” in the consumersʹ eyes.