Consumer's perception and expected liking of labels of burgers with sodium reduction and addition of mushroom flavor enhancer

Abstract This study investigated consumers' perception of labels of burgers with sodium reduction and/or addition of mushroom flavor enhancer. Six visual stimuli were created using a factorial design with sodium content (regular, sodium-reduced, and sodium-reduced plus health claim) and flavor enhancer (monosodium glutamate (MSG) and mushroom extract) as factors. Consumers answered an attitudinal questionnaire and evaluated the stimuli through expected liking and check-all-that-apply (CATA) questions. Three consumers' clusters were identified, which associated positive attributes to labels of burgers with mushroom flavor enhancer and negative attributes to labels of MSG-burgers, regardless of sodium content. The main positive drivers of liking were “I would buy”, “attractive”, “innovative”, “tasty”, and “contain fewer additives”, which were associated with burgers with mushroom flavor enhancer, while “contain additives”, “processed”, “artificial”, “unhealthy”, and “not attractive” were the negative drivers of liking that should be modified in a reformulation to increase liking. This study provides valuable information for the development of healthier burgers and their positioning in the market.