Rye Bread in Sweden

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Rye Bread in Sweden Digital Comprehensive Summaries of Uppsala Dissertations from the Faculty of Social Sciences 138 Rye bread in Sweden Health-related and sensory qualities, consumer perceptions and consumption patterns PERNILLA SANDVIK ACTA UNIVERSITATIS UPSALIENSIS ISSN 1652-9030 ISBN 978-91-554-9847-4 UPPSALA urn:nbn:se:uu:diva-316598 2017 Dissertation presented at Uppsala University to be publicly examined in A1:111a, Biomedical Centre (BMC), Husargatan 3, Uppsala, Friday, 28 April 2017 at 13:15 for the degree of Doctor of Philosophy. The examination will be conducted in English. Faculty examiner: Professor Emerita Hely Tuorila (University of Helsinki). Abstract Sandvik, P. 2017. Rye bread in Sweden. Health-related and sensory qualities, consumer perceptions and consumption patterns. Digital Comprehensive Summaries of Uppsala Dissertations from the Faculty of Social Sciences 138. 97 pp. Uppsala: Acta Universitatis Upsaliensis. ISBN 978-91-554-9847-4. Rye bread has shown potential as a health-beneficial component in the diet, especially in relation to non-communicable diseases. To have a beneficial effect in reality, however, it also needs to be available, chosen and eaten. Less research has focused on rye bread from a consumer perspective. The main aim was to investigate consumption patterns, health-related and sensory qualities and consumer perceptions of bread, more specifically commercial rye bread. In Study I, secondary analysis was performed on bread consumption data from a national dietary survey (n=1,435, 18-80 years). In Study II, commercial rye breads (n=24) were characterized by sensory descriptive analysis; the in vitro measurement fluidity index (FI) was used to predict glycemic properties, and chemical acidity was measured. Study III was a consumer test (n=398, 18-80 years), where acceptance and perceptions of nine rye breads were investigated. Study IV was a web-based and postal sequential mixed-mode survey (n=1,134, 18-80 years) with open- ended items covering health-related perceptions of bread. Consumers with the lowest intake of whole grain and rye bread were from younger age groups, families with children and groups with lower educational levels. Health-related and sensory properties of commercial rye bread varied widely. The FI indicated more beneficial glycemic properties in half of the samples and this was associated with a chewy, dry texture and sour flavor. The younger consumer group (18-44 years) differed in their liking compared to the older group (45-80 years) and displayed a preference toward bread with less whole grain and rye, although different clusters were identified. Rye bread liking was associated with bread type consumed in childhood, food choice motives and educational level. Most (75%) knew of bread they considered healthy. Coarse, whole grain, fiber, sourdough and rye were perceived to be good for the stomach, bowel and, to have good satiation and glycemic properties. Few health claims have been authorized, making it challenging for consumers to identify bread with these properties. Front-of-package label indicating rye bread was sometimes found on breads with very little rye flour. Sensory attributes, foremost textural and flavor, e.g., sourness, correlated with beneficial FI values and could thereby help guide consumers. Keywords: national dietary survey, sensory analysis, preference mapping, sourdough, whole grain, public health, health promotion Pernilla Sandvik, Department of Food, Nutrition and Dietetics, Box 560, Uppsala University, SE-751 22 UPPSALA, Sweden. © Pernilla Sandvik 2017 ISSN 1652-9030 ISBN 978-91-554-9847-4 urn:nbn:se:uu:diva-316598 (http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-316598) Edo, ergo sum List of Papers This thesis is based on the following papers, which are referred to in the text by their Roman numerals. I Sandvik, P., Kihlberg, I., Lindroos, A. K., Marklinder, I., & Nydahl, M. (2014). Bread consumption patterns in a Swedish national dietary survey focusing particularly on whole-grain and rye bread. Food & Nutrition Research, 58:24024- http:dx.doi.org/10.3402/fnr.58.24024 II Sandvik, P., Marklinder, I., Nydahl, M., Næs, T., & Kihlberg, I. (2016). Characterization of commercial rye bread based on sensory properties, fluidity index and chemical acidity. Journal of Sensory Studies, 31, 283-295. III Sandvik, P., Nydahl, M., Marklinder, I., Næs, T., & Kihlberg, I. Different liking but similar healthiness perceptions of rye bread among younger and older consumers. (Revised and resubmitted). IV Sandvik, P., Nydahl, M., Kihlberg, I., & Marklinder, I. Consumers’ health-related perceptions of bread – implications for labeling and dietary counseling. (Submitted). Reprints were made with permission from the respective publishers. Contributions The contribution of Pernilla Sandvik to the papers included in this thesis was as follows: Paper I: Designed and planned the analysis in collaboration with co- authors. Withdrew and processed dietary survey data from the database, performed the statistical analyses. Main responsibility for writing and revising the manuscript, in collaboration with co-authors. Paper II: Designed and planned the study in collaboration with supervisors. Acquired and handled bread samples. Recruited, trained and managed the sensory panel with support from supervisor. Performed statistical analysis with support from co-author. Main responsibility for writing and revising the manuscript, in collaboration with co-authors. Paper III: Designed and planned the study in collaboration with supervisors. Responsible for data collection, supervising students aiding with sample preparation and data collection. Performed statistical analysis with support from co-author. Main responsibility for writing and revising the manuscript, in collaboration with co-authors. Paper IV: Designed and planned the study in collaboration with supervisors. Managed data collection and processing, performed statistical analysis. Main responsibility for writing and revising the manuscript, in collaboration with co-authors. Contents Background ............................................................................................. 13 Introduction ......................................................................................... 13 Investigating factors related to the consumption of rye bread with potential health benefits ...................................................................... 15 Bread in the Swedish diet ................................................................... 16 Objective and subjective food quality ................................................. 18 Health-related qualities of bread in general and rye bread in particular ............................................................................................. 20 A nutritional perspective ................................................................ 20 Nutrition recommendations, dietary guidelines and labeling ......... 23 Consumers’ health-related bread quality perceptions .................... 25 Sensory qualities of bread in general and rye bread in particular ....... 27 Connecting the product to the person ............................................. 27 Sensory characteristics of rye bread ............................................... 29 Consumers’ sensory quality perceptions ........................................ 30 Aim .......................................................................................................... 33 Materials and methods ............................................................................. 34 Secondary analysis of food survey data (Paper I) ............................... 35 Characterization of commercial rye breads (Paper II) ........................ 36 Consumer test of commercial rye breads (Paper III) .......................... 39 Questionnaire exploring consumers’ health-related perceptions of bread (Paper IV) .................................................................................. 40 Main statistical analyses and clustering .............................................. 42 Ethical considerations ......................................................................... 44 Findings ................................................................................................... 46 Consumption patterns for whole-grain and rye bread (Paper I) .......... 46 Sensory profiles, fluidity index and chemical acidity of commercial rye breads (Paper II) ........................................................................... 47 Liking and perceptions of rye bread among younger and older consumers (Paper III) .......................................................................... 51 Consumers’ health-related perceptions of bread (Paper IV) ............... 52 Discussion ............................................................................................... 55 Principal findings ................................................................................ 55 A dietetic marketing perspective ........................................................ 55 Identification of target consumers ...................................................... 57 Availability and sensory characteristics of rye bread with potential health benefits ..................................................................................... 59 Sensory-related challenges and opportunities for consumption ......... 60 The product meets the consumer .................................................... 61 Consumer meets the product .........................................................
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