# Cross-Cultural Analysis of Consumers’ Avoidance of Snack Food Ingredients Across 13 Countries Using Check-All-That-Apply (CATA) Method

## TL;DR

This study explores how consumers in 13 countries avoid different snack food ingredients, revealing cultural differences in ingredient perceptions.

## Contribution

The study provides new insights into cross-cultural consumer avoidance of snack ingredients using a CATA method across 13 countries.

## Key findings

- Consumers tend to avoid ingredients like insect powder, SAPP, and BHA due to disgust or non-natural connotations.
- Low aversion was observed for ingredients like soybean, corn, wheat flour, and pea flour.
- Significant differences in avoidance tendencies were found across all 20 ingredients among countries.

## Abstract

Snack foods are increasingly important because of irregular eating patterns in busy lives. Many consumers state that reading ingredients is important to them making rational choices when consuming snacks. This study investigates consumer’s reported avoidance of a wide range of 20 current and potential snack food ingredients. A survey of approximately 630 consumers in each of 13 countries was conducted using a Check-All-That-Apply (CATA) method. Cochran’s Q test was performed to compare percentages of avoidance among countries, and correspondence analysis and cluster analysis were conducted to visualize the similarity of avoidance tendency among countries. Results showed a high tendency to avoid insect powder, SAPP, and BHA, perhaps because of connotations such as disgust or their “non-natural” connotations. The aversion rates for soybean, corn, wheat flour, and pea flour were low. Significant differences (p < 0.05) between countries were found for all 20 ingredients. The countries were grouped into seven clusters based on similar avoidance tendencies. This research offers insights into consumer perceptions of snack food ingredients, helping manufacturers understand ingredient avoidance across cultures. These findings support tailored product strategies to enhance food safety policies. Ultimately, the study contributes valuable data for global marketing strategies and promotes innovation in response to health-conscious consumer trends.