M. Hersleth*1, V. Lengard1, T. Næs1, S. Issanchou 2, G. Enderli2, C. Sulmont-Rossé 2
1) Nofima Mat, Norway, 2) INRA, UMR1129 FLAVIC,  France


Cheese is an important traditional product category throughout Europe. In order to maintain and possibly increase consumption of traditional cheeses in Europe, it is important to study consumers’ reactions towards possible improvements related to safety, health and/or convenience. In this study French and Norwegian consumers’ willingness to buy traditional cheeses with different innovations is explored and compared.  Effects of price and situation of use (appropriateness) are also examined.    

One traditional cheese was chosen in each country, in France (Dijon) the typical burgundy cheese “Epoisses” and in Norway the typical “Jarlsberg” cheese. Consumers’ responses to four “innovations” in these cheeses were tested in a conjoint design. The innovations were pasteurisation of the milk (France) or raw milk (Norway), omega-3 content, organic production and new packaging. In addition, two different prices and two different situations for use (everyday and special occasions) were included as factors in the conjoint (2 6-2 design). The measured responses were willingness to buy the presented cheeses (9-point scale). About 120 consumers participated in each country. The test consisted of three parts: 1) cheese tasting session including acceptance rating, 2) conjoint session, 3) questionnaire about attitudes and socio-demographics.

Results showed a significant but opposite effect of pasteurisation in the two countries: the Dijon consumers preferred Epoisses produced with raw milk whereas the Norwegians preferred Jarlsberg produced with pasteurized milk. In France significant effects of organic production (positive) and packaging (traditional was preferred) were found. No significant effects of these factors were found in Norway, and no effect of omega-3 was found in either country. Effects of price and appropriateness on willingness to buy cheese were significant in both countries and interactions were revealed for these factors.  Appropriateness has emerged as a factor that may affect consumers’ responses to certain innovations in traditional foods.  

This study is part of TRUEFOOD, a project financed by the EU within 6th Framework Programme - contract n. FOOD-CT-2006-016264.