# Beetroot Powder as Natural Colorant in Fresh Pork Sausages: Impacts on Consumer Liking, Emotional Responses, and Identification of Purchasing Drivers

## TL;DR

This study shows beetroot powder improves liking and purchase intention for fresh pork sausages, especially among health-conscious consumers.

## Contribution

The study identifies beetroot powder as a natural alternative to curing salts in sausages, appealing to health-oriented consumers.

## Key findings

- Beetroot powder increased consumer liking for sausages regardless of concentration.
- Health-oriented consumers showed higher liking and willingness to pay more for beetroot powder sausages.
- Naturalness and health benefits were the main purchasing drivers identified.

## Abstract

The objective of this study was to evaluate the effects of different concentrations of beetroot powder in nitrite-reduced fresh sausages on consumers’ (n = 91) liking, purchase intention, and emotional responses. BP was incorporated into fresh sausage formulations at levels of 3.4 g/kg, 6.8 g/kg, and 10.2 g/kg, alongside a control group without BP. Overall liking was significantly higher for fresh sausages containing BP, regardless of concentration, with color and flavor liking also enhanced by BP addition. Consumer purchasing drivers were identified through the sentence completion method, revealing health benefits and naturalness as the main motivators for purchase. Participants classified as health-oriented showed a greater liking for the samples compared with other consumers, highlighting the impact of health-related factors on purchase intention and emotional responses. In general, health-oriented consumers presented a lower frequency of citations of positive emotions. On average, 63% of participants indicated a willingness to pay approximately 40% more per kilogram for sausages formulated with BP instead of conventional curing salts. In conclusion, BP proved to be an interesting alternative for low/reduced-nitrite/nitrate fresh sausages that appeal to health-conscious consumers.