2014 HUMAN SENSORY PERCEPTION BASED HEALTHY EATING -THROUGH SOCIETY APPLICABLE INTERDISCIPLINARY FOOD SCIENCE RESEARCH- Professor & Science Team Leader: Derek Victor Byrne science food
CASE COLLABORATION Professor Derek Victor Byrne Ph.D. & Dr. Line Holler Mielby Ph.D., Department Food Science, Faculty of Science and Technology, Aarhus University (MULTISENSORY FOOD SCIENCE ASPECTS) email: derekv.byrne@food.au.dk Leslie Lundehøj Jørgensen, Rynkeby Foods A/S, Ringe, Denmark (INDUSTRIAL PARTNER) email: LLJ@rynkeby.dk Associated with INPROFOOD - Joao Breda, WHO Regional Office for Europe, Copenhagen, Denmark (SOCIETY & HEALTH PERSPECTIVE)
CASE OUTLINE 1. Human Sensory Perception in future eating 2. From Nutrition to Eating behaviour a gap 3. INPROFOOD The so called Food Dilemma 4. Sensory Perception Studies finding solutions 5. Research using the Human Senses Impact.. 6. Why are Industry interested..
1. HUMAN SENSORY PERCEPTION IN FUTURE EATING The mind & mouth as key...
MULTISENSORY PERCEPTION AND EATING
LETS START AT THE END - MIND AND MOUTH - Our perceptual interaction with food.. Modified from Thompson et al. 2010 Even the end has a start.
2. FROM NUTRITION TO EATING BEHAVIOUR... A gap perception science as a bridge... Rosetta Stone
THE BRIDGE Nutritional information Media advice Advertising Health as a concept Nutrition The Senses The Mouth Human senses Basic tastes Colour Texture Objective Subjective Cross modal Multimodal The Mind Behaviour Habit Situation Context Place Eating behaviour a Paradigm shift: focus on this translation
AN EXAMPLE Zero calorie sweetner from - Stevia rebaudiana It could be seen as perfect from an nutrition perspective... BUT from a human senses perspective it does not behave like sugar... 300 times sweeter Slower onset and longer duration Liquorice aftertaste Bitter at certain concentrations Steviol is the basic building block of stevia's sweet glycosides This issue is true of many healthy eating alternatives and solutions... Why do we care...
Global food challenges Sustainable food production systems Food security due to climate and population changes Sustainable use of pesticides, water and nutrients Increase quality to meet consumer expectations and to remain competitive Need for differentiated food products that meet consumer demands and deliver health and wellbeing benefits Need for new technologies to improve food production systems and to develop new food products. How? New strategies for promoting healthy societal shifts in eating behaviour...
3. A SO CALLED FOOD DILEMMA... Why do we eat like we do...
Science & Society and their interaction... re food research
SCIENCE IN SOCIETY (SIS) AARHUS Core Science in Society Objective: Harmonious integration of scientific and technological endeavour and associated research policies in/with European society. Mobilisation and Mutual Learning (MML) Action Plans on Societal Challenges. SiS Specific Challenge 2 : A food dilemma: are technological innovations and health concerns reconcilable?
INPROFOOD - CENTRAL OBJECTIVE AARHUS INPROFOOD: Towards inclusive research programming for sustainable food innovations The central objective of INPROFOOD is to promote the bottom-up development of concepts (processes and structures) of societal engagement in food and health research. Framework Program 7 Science in Society Project duration: 36 months (Nov 2011 Nov 2014) Total Budget ca. 4 Mio Euro 18 Partners from 13 European countries Unique - Multidiciplinary Natural Science + Humanaties +... Food Science, Health, Nutrition, Sociology, Psychology, Philosophy, Legal legislation, Policy makers Responsible: Nordic Input coordination: D. V. Byrne 3 workshops carried out in DK, Nordic Countries Small, medium and large organisations/public, Private and NGO...
1 THE PROBLEM - BASIS AARHUS Why do we eat unhealthily when we know its unhealthy? Efforts to increase public awareness of appropriate ways to eat more healthily in the Nordic countries and beyond seem not to have led to significant changes in patterns of food purchase and consumption. We understand much about nutrition through science and the relationship of nutrition to health is communicated ubiquitously The question remains why then are obesity and disease still a significant problem in society as a result of detrimental eating habits? a dilemma.. Byrne D. V., Hadviger, Klaus., Breda, Joao. & Lei Vicki. 2012: A Nordic interdisciplinary model for effective communication and adoption of human sensory perception based healthy eating strategies Public Communication of Science & Technology (PCST) Proceedings 2012, pp. 371-373. Pub: Observa Science in Society, Vicenza, Italy
THE FOOD DILEMMA (1) AARHUS 1. Global expenditure on health research increases. INDY: Commercial GOV: Public PNP: Private non Profit Pritchard-Jones, K. et al. ecancer 2011: 5: 210
THE FOOD DILEMMA (2) AARHUS 2. Prevalence of chronic diseases is growing. Yach, D. et al. JAMA 2004; 291: 2616-2622
THE FOOD DILEMMA (3) AARHUS 3. Claims concerning the nutritional and health benefits of certain foodstuffs proliferate.
INPROFOOD STRUCTURE AARHUS WP1 Mapping current processes of research programming in the area of food and health WP5 Evaluation WP2 Participatory stakeholder engagement and mobilisation WP7 Management and Coordination WP3 European Open Space Conference WP4 Action plan development WP6 Communication and dissemination
WHY? INPROFOOD IMPACT AARHUS 1. Support practical guidelines for inclusive and sustainable research designs 2. Better approach the challenge of the food dilemma via supporting and setting the agenda for themes in KBBE and HEALTH Horizon 2020 3. Results promoted via European Commission requested reports and large open space conference in Brussels Focus from 40 (comparable) workshops! across the EU
Partners
INPROFOOD - WWW.INPROFOOD.EU AARHUS
4. SENSORY PERCEPTION STUDIES Finding solutions...
AN EXAMPLE Danish Council for Strategic Research - 3 million Euros International partnership Industrial partnership Interdisciplinary AU WP - Product compositional and multisensoy factors in food satiation capacity
SENSWELL PROJECT SCHEMATIC
AU STUDIES OVERVIEW TABLE
Introduction: The beverage industry has long revolved around sugar reduction as a response to heightened calorie awareness. More recently, fibre has also garnered attention to meet the consumer s demands for low calorie and more satiating beverages. Aim 1. investigate the influence of aroma and fibre (ß-glucans) added to stevia sweetened cherry drinks on sensory properties 2. examine differences in affective consumer responses and buying intention for cherry drinks.
PROCEDURE DEVELOPMENT
RESULTS - DEVELOPMENT Conclusion and perspectives The effect of aroma and fibre (ß-glucans) on sensory properties and consumer responses indicate that the beverage industry can successfully use aroma and fibre in combination to produce low calorie satiating drinks with improved affective consumer responses. Though, the present study shows that affective ratings cannot be used to predict buying intention.
Introduction We respond to products in different ways according to context. The idea of being able to place the consumers mind-set in a natural consumption setting when evaluating products in unnatural settings is thus alluring. It has been found that consumers can imagine contexts vividly and that evocation of a context can affect hedonic responses towards foods. However, studies on the means of context evocation such as text vs. pictures are scarce. Aim To study the effect of evoked contexts and means of context evocation, text only and pictures only, on consumers response towards fruit drinks. 2014
PROCEDURE EVOKED CONTEXT 2014
RESULTS EVOKED CONTEXT Conclusions No difficulties relating to the two contexts. Differences between means of contexts: More easy to relate to text than pictures Products rated as more appropriate when context was evoked by pictures Liking affected by the combination of context and type of evocation 2014
5. R&D HUMAN SENSE - IMPACT One small step... 2014
MIND & MOUTH... We can tolerate stevia when included in very specific ways... We can be better satiated at the same time We respond to products very differently depending on the context we are in... People can likely adapt these products into their eating if introduced to the market with this in mind...
BIG DATA BIG IMPACT... 2014
FRAMEWORK 2050+ The human mind & mouth as a key ( the rosetta stone ) to future healthy eating / food happiness Where the mind, mouth, culture and societal needs merge... To understand and promote societal shifts in eating behaviour From a past, present and future perspective...
A QUOTE The only way to keep your health is to eat what you dont want, drink what you dont like and do what you would rather not... Mark Twain following the equator Our research indicates there is lot more to this than meets the eye So a parting thought...
Enhedens navn FOOD FOR THOUGH... Can we teach an old dog (public/science) new tricks?
6. WHY INTERESTING FOR INDUSTRY An industry perspective...
Rynkeby s reasons for collaboration with the universities Acquire knowledge that Rynkeby not would be able to collect ourselves Rynkeby can t do everything themselves Important to get other people and partners view on Rynkeby s company Expand our network. This network has among others opened the door to collaboration with Copenhagen Universities Lars Nybo Help aid the development of the students (University) and our own talent Collaboration is an important investment in the future which can get us one step ahead. 41
Rynkeby s reasons for collaboration with the universities I think every developer has a dream to develop a product which will stay on the market for more than one/two years. This will only happen if we think differently... The solution could be to bring research and industry closer together If the PhD students know the company very well they will be able to challenge the Company s business procedures PhD students focus on heavy science and think long term. The Industry is commercially driven and thinks short term. By bringing research and industry closer together/understand each others challenges we also challenge ourselves, we will end up thinking differently and this will only become a win win situation Actually we want a WIN/WIN/WIN situation by brining in the most important key player the consumer If the industry has enough knowledge about the consumer and his demands and can acquire this knowledge through university research I think there is basis for innovative products which makes a difference 42
Innovation sweet spot By focusing on the mentioned arguments innovation sweet spots occur This is where the three aspects cross each other. University Industry Consumer Collaboration with the universities is here to stay. It could be interesting to expand the collaboration with international universities. Looking forward to collaborate in the future 43
THANK YOU!