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Consumer Awareness, Attitudes and Preferences Towards Heritage Cereals

Wendin, Karin and Mustafa, Arwa and Ortman, Tove and Gerhardt, Karin (2020). Consumer Awareness, Attitudes and Preferences Towards Heritage Cereals. Foods. 9 , 742 , 1-13
[Research article]

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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.

Authors/Creators:Wendin, Karin and Mustafa, Arwa and Ortman, Tove and Gerhardt, Karin
Title:Consumer Awareness, Attitudes and Preferences Towards Heritage Cereals
Series Name/Journal:Foods
Year of publishing :2020
Article number:742
Number of Pages:13
Publication Type:Research article
Article category:Scientific peer reviewed
Version:Published version
Copyright:Creative Commons: Attribution 4.0
Full Text Status:Public
Subjects:(A) Swedish standard research categories 2011 > 4 Agricultural Sciences > 401 Agricultural, Forestry and Fisheries > Food Science
Keywords:heritage cereals, consumer attitudes, preferences and awareness
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Additional ID:
Type of IDID
Web of Science (WoS)000553473100001
ID Code:17469
Faculty:NJ - Fakulteten för naturresurser och jordbruksvetenskap
Department:(NL, NJ) > Dept. of Urban and Rural Development
(LTJ, LTV) > Dept. of Urban and Rural Development

(NL, NJ) > Swedish Biodiversity Centre
Deposited By: SLUpub Connector
Deposited On:18 Sep 2020 08:24
Metadata Last Modified:15 Jan 2021 19:47

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