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Consumer Awareness, Attitudes and Preferences Towards Heritage Cereals

Department of Food and Meal Science, Kristianstad University, 29188 Kristianstad, Sweden
Department of Food Science, University of Copenhagen, Rolighedsvej 26, 1958 Frederiksberg, Denmark
Department of Urban and Rural Development, Swedish University of Agricultural Sciences, 75007 Uppsala, Sweden
Author to whom correspondence should be addressed.
Foods 2020, 9(6), 742;
Received: 4 May 2020 / Revised: 29 May 2020 / Accepted: 2 June 2020 / Published: 4 June 2020
(This article belongs to the Special Issue Sensory and Consumer Research for a Sustainable Food System)
Interest in heritage cereals is increasing among consumers, bakeries and farmers, and the trends point towards the local production of crops and connect to sustainability. The most known variety is spelt, which has opened up for old landraces such as Oland wheat. Heritage cereals have shown a higher resilience than modern varieties and have the potential to supply the market with alternative products that have an attractive cultural background. Delicious and nutritious products based on heritages cereals have a growing market potential. Consumers’ attitudes and preferences to different products are affected by factors such as age, gender and education. The aim of this study was to investigate and analyse different consumer groups’ awareness, attitudes and preferences toward heritage cereals. The number of respondents who participated in this study and answered the web-based questionnaire was 434. It can be concluded that most consumers are aware of heritage cereals. Geographic background had an influence, while academic background did not. Bread and pasta are the most consumed products and are regarded as the most popular future products to be based on heritage cereals. The most essential factors in bread are taste and flavour, followed by freshness and texture. The origin of the cereal and its health aspects are important; women are more concerned about the origin than men, while older consumers are more concerned about health. Older consumers are also more willing to pay extra for heritage cereal than younger consumers. View Full-Text
Keywords: heritage cereals; consumer attitudes; preferences and awareness heritage cereals; consumer attitudes; preferences and awareness
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MDPI and ACS Style

Wendin, K.; Mustafa, A.; Ortman, T.; Gerhardt, K. Consumer Awareness, Attitudes and Preferences Towards Heritage Cereals. Foods 2020, 9, 742.

AMA Style

Wendin K, Mustafa A, Ortman T, Gerhardt K. Consumer Awareness, Attitudes and Preferences Towards Heritage Cereals. Foods. 2020; 9(6):742.

Chicago/Turabian Style

Wendin, Karin, Arwa Mustafa, Tove Ortman, and Karin Gerhardt. 2020. "Consumer Awareness, Attitudes and Preferences Towards Heritage Cereals" Foods 9, no. 6: 742.

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