This study was designed to assess whether the combined effect of taste-congruent and incongruent extrinsic visual cues presented in virtual reality (VR) influences the perception of sweetness and product liking. Three VR environments (sweet-congruent, sweet-incongruent, and neutral) were created based on the evidence in existing literature. Participants tasted the same beverage in three VR environments and evaluated the environment and beverage liking, as well as perceived taste intensity (sweetness, sourness, and bitterness), congruency, comfort, and environment vividness. Frontal EEG alpha asymmetry (FAA) was also recorded as a complementary physiological measurement of overall liking. The results showed that the perceived sweetness of the beverage was significantly elevated in a sweet-congruent environment versus the other environments. Visual-taste congruency did not seem to have an effect on beverage liking and overall liking, whereas an increase in environment liking was found in the incongruent environment versus the other environments. These findings confirmed the significant influence of taste-specific visual cues on flavour perception, while the successful use of VR in the study provided insight into future applications of taste-specific VR environment in the modulation of flavour perception and sugar reduction.

The objective of this study was to determine associations among plant-based milk alternatives (PBMAs), sources of information on the PBMAs used, and the consumption of PBMAs among Danish young adult consumers and non-consumers of PBMAs. An online survey was conducted in May 2019. A total of 341 participants (consumers: n = 171; non-consumers: n = 170) aged 16–35 years old completed the survey. Most consumers drank less than one glass of PBMAs per week, and oat drink was the most frequently consumed PBMAs. Oat drinks were primarily consumed with coffee/tea or porridge, while soy drinks were preferred to be consumed alone. Participants who perceived PBMAs as natural, good for health, tasty, or nutritionally equal to cow’s milk were more likely to be consumers of PBMAs. Additionally, participants who perceived PBMAs as highly processed or artificial were less likely to be consumers of PBMAs. For consumers, the most used sources of information on PBMAs were package labeling, followed by social media. The study´s results can help to improve marketing campaigns concerning the Danish retail of PBMA, whereby nutritional and sensory characteristics of PBMAs are highlighted through social networks and marketing strategies with product package labeling.

This study examined the relationship between consumers' country of origin: Denmark (DK), the United Kingdom (UK), and the United States (US) and their knowledge and perceptions of milk fat. Adult participants answered a web-based survey, and data were collected online from December 2018 to April 2019, in DK, the UK, and the US. A total of 694 participants completed the online survey. Most respondents were between 18 and 39 years old, female, highly educated, and employed. Most UK respondents consumed milk daily (73%), whereas in DK (56%) and the US (46%) consumption was significantly lower. Whole milk and semi-skim milk were consumed less by respondents in DK (20 and 36%, respectively) compared with the UK (50 and 49%, respectively) and the US (47 and 50%, respectively). Danish respondents (53%) consumed more skim milk than respondents from the UK (16%) and the US (19%). Concern about milk fat was higher in DK (60%) than in the UK (34%) and the US (31%). More respondents considered milk fat to be "healthy" or "very healthy" in the UK (31 and 10%, respectively) and the US (37 and 19%, respectively), than in DK (23 and 6%, respectively). Nutritional benefit was the most important reason for perceiving milk fat as healthy in the 3 countries. Awareness of milk saturated fat was higher among respondents from the UK (53%) than from DK (44%) and the US (38%). Results suggest that consumers in DK are different in their perceptions of milk fat, but consumers in the UK and the US share common characteristics.