From reluctance to acceptance: changing seafood consumption in Sweden
When was the last time you tried a food you had never eaten before? For many of us, it rarely happens — and that’s no coincidence. The phenomenon of food neophobia, the reluctance to eat new or unfamiliar foods, is a deeply rooted evolutionary mechanism that once protected us from putting dangerous things in our mouths. But even though today’s foods are generally very safe, food neophobia continues to shape our choices, our diets, and our curiosity.
This is especially noticeable when it comes to seafood. Despite Sweden’s long coastline and rich waters, most people eat seafood only once in a while — and when they do, it is usually salmon, cod, herring, or shrimp. "Other nutritious and sustainable options, such as mussels and oysters, are still unfamiliar to many, or reserved for special occasions like New Year’s or Midsummer", explains Elena Costa Prado, who has written her dissertation on the subject.
Food neophobia doesn’t just limit the acceptance of entirely new foods such as insects, meat substitutes, or cultivated meat. It also limits the acceptance of culturally available, safe and beneficial foods – including seafood.
“The reason is often emotionally driven. When something is perceived as uncertain or unsafe it elicits anxiety and discomfort, which in turn leads into rejection,” Elena Costa Prado continues. “For example, textures such as ‘sliminess’ indicate a potential threat that facilitates avoidance”.
In her dissertation, she also reveals potential ways to tackle this barrier:
- We choose what we recognize. Even when the range of seafood options is wide, consumers stick to what they know, and this is often well-known species such as salmon.
- Texture is particularly challenging when it comes to seafood. Seafood is particularly diverse in terms of species and sensory properties. For instance, oysters are frequently perceived as having a “slimy” texture, which can be off-putting for many, and food neophobia amplifies these negative sensory expectations.
- Presentation matters. When oysters and mussels were served as a smooth pâté, instead of in their original form, the likelihood to try increased significantly. This is important for the food industry, in order to design seafood products that reach broad consumer acceptance.
- Emotional activation is key. There are many individual differences, and people with higher food neophobia tend to experience negative emotional activation even before tasting seafood products. Finding ways to reduce this emotional activation is fundamental to ensure that products are not rejected upon sight.
Together, the results indicate that there are both short- and long-term solutions. Preparing seafood in familiar or in less “intimidating” formats and gradually introducing more sensory variations can open the door to new taste experiences.
“A more varied consumption of seafood can bring enjoyment and contribute to more sustainable dietary patterns, reducing the pressure on a few species, and providing nutritional benefits,” says Elena Costa Prado.
So next time you’re standing at the seafood counter — dare to step outside of your comfort zone. You might just discover a new favorite food?
You can read Elena Costa Prado’s full dissertation, “Food neophobia: a key barrier to consumer acceptance of seafood in Sweden,” HERE.
