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Drivers of Acceptance of a New Beverage in Europe

Laboratório Associado, Escola Superior de Biotecnologia, CBQF—Centro de Biotecnologia e Química Fina, Universidade Católica Portuguesa, Rua Arquiteto Lobão Vital, 4202-401 Porto, Portugal
Division of Human Nutrition, Wageningen University, Bomenweg 2, 6703 HD Wageningen, The Netherlands (current affiliation)
Laboratoire de Formation, Continue en Industries Agroalimentaires, Département Genie Cimique et Biologie Appliquée, Université Cheikh Anta Diop (UCAD) de Dakar, BP 5085 Dakar-Fann, Senegal
Centre de Coopération Internationale en Recherche Agronomique pour le Développement, UMR QualiSud, Food Process Engineering Research Unit, 34398 Montpellier CIRAD, France
Natural Resources Institute, University of Greenwich, Chatham, Kent ME4 4TB, UK
Faculdade de Economia e Gestão da Universidade Católica Portuguesa, Rua Diogo Botelho, 1327 4169-005 Porto, Portugal
Author to whom correspondence should be addressed.
Academic Editor: Miranda Mirosa
Beverages 2016, 2(2), 12;
Received: 22 April 2016 / Revised: 16 May 2016 / Accepted: 18 May 2016 / Published: 25 May 2016
(This article belongs to the Special Issue Consumer behavior and beverage choice)
One of the challenges of studying food consumption behavior is to identify the drivers of choice for a food product. This is particularly important to design and develop new foods for which no previous information is available. Hibiscus sabdariffa L. (Bissap) is an herbaceous plant and an important source of vitamins, minerals, and bioactive compounds, which confer a number of potential health benefits to derived products. The consumption of Bissap in beverage form is widespread in Africa and Asia, but not yet in Europe. Therefore, this study aimed to identify the main drivers of consumer acceptance of a traditional African beverage made from Bissap to which they had not been previously exposed. First, three focus groups (n = 22) were performed in Portugal to characterize the sensory profile of four Bissap beverages, to reveal perceptions and attitudes towards Bissap beverages, and to identify potential choice attributes. Subsequently, a full-profile conjoint analysis (n = 99) was performed, where consumers evaluated 37 Bissap beverage profiles, aiming to estimate choice attribute importance and to identify relevant market segments. Focus group findings showed that consumers would choose Bissap because they perceived as a healthy choice, and due to its novelty. The conjoint study showed an ideal profile for a Bissap beverage costing €0.99/L, <18 kcal/100 mL, packaged in Tetra-pack, light red color, and containing labeling information about antioxidants and Bissap. Four clusters of consumers were identified: price sensitive, body concerned, packaging attracted, and demanding, highlighting the most influential choice attributes: price, calories, and packaging. Findings provide useful guidance for new product development of an African product in the European lifestyle. Results might be useful from a nutraceutical point of view and to the food/beverages industry. View Full-Text
Keywords: Bissap; Africa; Portugal; consumer behavior; conjoint analysis; focus groups; segmentation Bissap; Africa; Portugal; consumer behavior; conjoint analysis; focus groups; segmentation
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MDPI and ACS Style

Silva, A.P.; Franco, M.I.; Mady, C.; Pallet, D.; Tomlins, K.; Bennett, B.; Pintado, M.; Sottomayor, M. Drivers of Acceptance of a New Beverage in Europe. Beverages 2016, 2, 12.

AMA Style

Silva AP, Franco MI, Mady C, Pallet D, Tomlins K, Bennett B, Pintado M, Sottomayor M. Drivers of Acceptance of a New Beverage in Europe. Beverages. 2016; 2(2):12.

Chicago/Turabian Style

Silva, Ana P., Maria I. Franco, Cissé Mady, Dominique Pallet, Keith Tomlins, Ben Bennett, Manuela Pintado, and Miguel Sottomayor. 2016. "Drivers of Acceptance of a New Beverage in Europe" Beverages 2, no. 2: 12.

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