Browsing by Author "Saalo, Hanna-Mari"

With escalating environmental concerns and unsustainable pressures on global resources, exploring alternative protein sources is imperative. Consumer acceptance of plant-based substitutes varies, influenced by taste, health awareness, environmental considerations, and cultural dynamics. This thesis explored Finnish consumers' perceptions of "MyShroom," an ingredient derived from the mycelium of Oyster mushrooms (Pleurotus ostreatus), aiming to offer a considerable option. Four focus groups targeting neophilic demographics discussed its potential as a sustainable, nutritious and tasty product. The study aimed to inform MyShroom’s market introduction and product refinement, highlighting consumer expectations regarding naturalness, processing, and sustainability. A qualitative, inductive thematic approach was used due to the absence of existing mycelium-based products in the market. Focus groups were organized based on dietary preferences, capturing perspectives from plant-based eaters to omnivores. Data collection took place in January 2024, with sessions conducted online via Microsoft Teams. Discussions were recorded, transcribed, and analyzed using ATLAS.ti software. The data revealed that there close to none awareness around the term “mycelium”, “fungal network” was more known. Participants' perceptions of MyShroom were divided into two main associations: mushrooms and meat substitutes. When perceived as mushrooms, mycelium ingredient was seen as natural and wholesome. When viewed as a meat substitute, it was seen as processed. It was perceived as rather natural, less natural than mushrooms but more natural than other meat substitutes. This dual perception influences consumer acceptance and market positioning. While omnivores might see it as a supplementary ingredient, flexitarians and vegetarians are likely to embrace it as a primary meat substitute. Ensuring that MyShroom meets taste expectations is crucial for its acceptance, clear communication and education about mycelium's benefits and production process are essential for successful market integration. Further studies targeting a broader consumer base including sensory evaluations would provide more comprehensive insights into market reception.