food Marketing - Technology 2/2024

Ingredients
Bread Seed Flour”. Pectin and starches
don’t need an introduction at the retail
consumer level.
The not so Pantry Friendly hydrocolloids
include the likes of methyl cellulose,
carboxy methyl cellulose and xanthan
gum. These hydrocolloids are unlikely
to be found in consumer pantries with
the exception of xanthan gum in the
pantries of celiac and gluten intolerant
consumers. Using these hydrocolloids
in recipes is complicated and a small
error in measurement gives a big error
in the final product. Xanthan has recently
come to be scrutinized by consumers,
would you believe, because of
how it is spelled; it starts with an X!!.
Cellulosics are referred to as “They’re
serving us wood pulp or wood chips” by
less informed consumers. They don’t
realize that cellulose is one of the most
abundant raw material and they are
eating it in every day foods. Admittedly
food cellulosics are modified but they
have passed the test of time and regulatory
scrutiny.
So what does the preceding have to
do with molding and de-molding perceptions?
Consumers are far less suspicious
of things they are familiar with
and which they use themselves. Familiarity
overcomes fear of the unknown.
One of the perception molding and demolding
strategies could simply be to
“Make the unfamiliar familiar”. Easier
said than done of course, but the challenge
is worth it. In fact, it is a ‘Do or
die’ challenge in some cases. If consumer
mis-perceptions are allowed to go
rampant it could mean the end of a perfectly
safe and suitable hydrocolloid.
An effort should be made collectively
by the hydrocolloid industry to counter
some of the outlandish social media
claims about the “dangers” of some hydrocolloids.
There are opportunities to
transfer “Pantry Familiarity” of a given
hydrocolloid from one region/culture
to another part of the world. Recipes
that use hydrocolloids in one part of
the world can be promoted in other
parts of the world. In this age of food
experimentation, there is every opportunity
to promote a novel food and recipe.
For example, consumers could be
enticed to make their own “Asian noodles”
with konjac, topped with imitation
surimi with curdlan and served with a
dressing thickened with xanthan gum.
All followed by a dessert made creamy
with MCC. It is beyond the scope of this
article to come up with specific recipes
but the concept of ‘Breeding Familiarity’
is worth pursuing.
Another strategy to promote a positive
image of many hydrocolloids could
be based on the IMR concept of “Employment
Factor”. A dollar’s worth of
one hydrocolloid may well employ up
to 300 or even 400 times as many individuals
as the same dollar’s worth of
another hydrocolloid. Consumers are
increasingly sensitive to the social as-
pects of the foods they purchase. Last
but not least, the sustainability of all
hydrocolloids is assured based on the
renewable raw material source for all of
them. Another tool for molding a positive
image of hydrocolloids.
Some industry observers advocate
doing little, if anything, about consumer
perceptions of hydrocolloids.
“Don’t rock the boat” they say. “You
may do more damage than good by
raising awareness”. We at IMR, do not
agree. Being proactive is a lot more efficient
than being reactive. “A stitch in
time….”.
The topic of consumer perceptions of
hydrocolloids is sure to be one of the
many hot topics discussed at the forthcoming
IMR conference on food hydrocolloids
in Savannah, GA April 28-30,
2024. More information about this gathering
of “Who’s Who in Hydrocolloids”
at www.hydrocolloid.com.
fmt
The Author:
Dennis Seisun founded IMR International a hydrocolloid
consulting company in 1984. Nesha
Zalesny joined IMR in 2019 and brings a much
needed, technical and scientific content to The
Quarterly Review of Food Hydrocolloids. Together,
Nesha and Dennis bring over 55 years
of hydrocolloid expertise in their consulting
and market research activities.
For more information:
www.hydrocolloid.com
12 food Marketing & Technology • April 2024