KOREASCHOLAR

Marine industry generates tons of waste, which is usually discarded or used for production of fish feed and low-value silage. However, marine residual raw materials (e.g., skins, heads, liver, and roe after fish gutting and processing) contain lipids rich in omega-3 fatty acid, which has several beneficial physiological effects such as maintenance of normal cardiac function, normal brain function, and normal vision. Food fortification with omega-3 fatty acid derived from marine residual raw materials can therefore provide health benefits and contribute to a circular food system. The current research explores consumer acceptance of the food fortified with microencapsulated fish oil derived from marine residual raw materials. Consumers may be hesitant to try these products due to food neophobia associated with tendency to eat foods with familiar ingredients. The idea of ingredients from normally discarded food parts may seem disturbing. However, there is a growing concern about low utilization of bioresources. Thus, conflicting goals may be in place and there is a need for research on motivations and barriers for consumption of this type of food. To address this, focus group interviews were conducted with 42 Norwegian consumers (7 groups, 4-7 participants each). The sample represented different age groups (20-55 years), genders, educational backgrounds, and income levels. Each participant received a compensation of ca. USD 30. The focus groups discussed food habits, attitude towards the fortified food and utilizing residual raw materials, and reasons for intake/no intake of such food. The interviews were transcribed and analyzed using the constant comparative method. The results indicate that the informants have limited experience with fortified food. However, they demonstrate positive attitude towards the foods fortified with microencapsulated fish oil and appreciate the utilization of residual raw materials. Health benefits are one of the important motivations. Still, the informants are concerned about the fishy taste, as the flavor is also quite crucial. Another barrier is an expected high price for such food. Adding fish oil may also be a problem for vegetarians and consumers with allergies. Thus, transparent information about the food ingredients is essential. The results also highlight the importance of food’s sensory characteristics. The current study advances understanding of the consumer acceptance of the food with residual raw materials (so far under investigated in the literature), and thus provides a basis for finding an efficient strategy for communicating its benefits to consumers. It also provides societal health benefits and positive environmental effects due to the increased intake of omega-3 and better utilization of unused bioresources.

• Natalia Maehle(Western Norway University of Applied Sciences, Norway)
• Sewuese S. Okubanjo(Norwegian University of Science and Technology, Norway)
• Eva Falch(Norwegian University of Science and Technology, Norway)