FDBusiness.com

Study highlights consumer reaction to carbon monoxide use in MAP

 Breaking News
  • UK Supermarkets are Struggling to Grow The latest grocery market share figures, published by Kantar, show year-on-year supermarket sales were flat during the 12 weeks to 11 August 2019 as the tough comparisons with 2018’s strong summer continue. The memory of last year still looms large for retailers and this summer’s comparatively poor weather, combined with low levels of like-for-like price [...]...
  • Tickets Still Available For 2019 Irish Food & Drink Business Awards Some tickets are still available for the 2019 Irish Food & Drink Business Awards presentation ceremony and gala dinner to be held at the Citywest Hotel in Dublin on the evening of Thursday, 5 September 2019. The winners of the 2019 Awards will be named at the event. The prestigious awards programme, which was first introduced [...]...
  • Nestlé UK Launches New On-trend Flavours Nestlé has introduced two new on-trend flavours to its much-loved Munchies brand in the UK and Ireland. Available in 101g sharing bags, new Munchies Chocolate Fudge Brownie and Munchies Cookie Dough are the first new Munchies products since 1996. The new flavours were created at Nestlé’s confectionery sites in York and Fawdon, Newcastle. Munchies Brand Manager [...]...
  • Dedicated Industry Forums Take on Packaging’s Hottest Topics Experts from major brands, such as Coca-Cola, Ella’s Kitchen and REN Clean Skincare, will take to the stage as part of the dedicated industry forums for the beauty, food and drink sectors at Packaging Innovations and Luxury Packaging London 2019. The show, which returns to Olympia on 11 & 12 September, will tackle the key subjects [...]...
  • Greene King Being Sold For £2.7 Billion CK Asset, which is one of the largest property developers in Hong Kong and an international investment group, has made a recommended £2.7 billion cash offer for Greene King, the UK’s leading integrated brewer and pub retailer operating over 2,700 pubs, restaurants and hotels across England, Wales and Scotland. Including debt, the enterprise value of [...]...

Study highlights consumer reaction to carbon monoxide use in MAP

April 15
10:21 2013

German consumers’ are willing to pay more for bright red coloured ground beef even when told it results from treatment with carbon monoxide in modified atmosphere packaging (CO-MAP), according to a study.

The researchers studied the consumers’ willingness to pay (WTP) based on shelf life and meat colour in Germany and the US, said Grebitus et al.

Modified atmosphere packaging (MAP) extends the shelf life of fresh meat and, with the inclusion of carbon monoxide (CO), stabilizes colour.

MAP that includes CO is allowed only in the US and the researchers speculated the results may be because German people were less aware of past issues around the use of CO in packaging so, once they understood how it worked, where more keen to adopt its use.

In Germany, compliance with EU regulation states that the use of MAP be labelled on the package but in the US only the product ‘use-by date’ is required.

Germany is considered to have the lowest consumer trust level in the EU so it was best to start there as if it was rejected it there, they probably would everywhere else, said the researchers.

Consumer preferences

Consumers in both countries have clear preferences for cherry red meat colour. However, providing information on the use of carbon monoxide in the packaging decreases US consumers’ willingness to pay and increases some German consumers’ WTP.

German consumers were willing to pay a €3.75 premium for cherry red colour in ground beef and US consumers were willing to pay €0.69.

The provision of information on MAP and  CO-MAP had different effects as it increased the WTP for shelf life for US consumers while not affecting the WTP for shelf life for German consumers.

“If it is presented and the colour is appealing, then they will buy it. If it is too hard to understand, they could take home too much information and it scares them away,” said Grebitus.

“In Germany it was the first time many had heard of it but in the US there have been debates. People have negative associations [with CO] so we need to inform them.”

More consumer studies are needed on CO and willingness to pay looking at the motives, attitudes and perceptions to provide evidence that the technology is a good one to use, she added.

Before treatment one, participants were provided with no information, verbal information was provided about meat shelf life and focusing on the role of MAP in extending product shelf life before treatment two and before the final treatment verbal information about the role of CO in stabilizing colour was provided.

CO debate

In the US, the use of CO in consumer-ready fresh meat packaging (as CO-MAP) was approved by the US Food and Drug Administration (FDA) in 2002, but since then the safety has been a constant issue.

Consumer groups are concerned that the colour-preserving quality of CO leads to opportunity for fraud and COMAP might be used to conceal colour changes of spoiled meat.

The product used in the study was pre-packaged ground beef (1lb) in white plastic trays wrapped in transparent film.

Because CO-MAP is not allowed in Europe the team used pictures of the real products used in the US experiments.

It was presented to consumers in nine choice scenarios and participants selected their most preferred option or they chose none of the presented alternatives before moving onto the next choice scenario.

“This study provides evidence, at least for Germany, that some consumers would prefer to have a choice of food packaged under a modified atmosphere including carbon monoxide,” the researchers concluded.

About Author

colin

colin

Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 11, 2019Packaging Innovations & Luxury Packaging London 2019
  • October 1, 2019PPMA Total Show
  • October 17, 2019Future Food-Tech
  • November 18, 2019Plastics Caps and Closures Conference 2019
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements