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Consumer Perceptions of Botanical Sources of Nutrients: A UK-Based Visual Focus Group Study Exploring Perceptions of Nettles (Urtica dioica) as a Sustainable Food Source
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Alina Warren-Walker,
Amanda J. Lloyd ,
Robert J. Nash ,
Tennessee Randall ,
Laura Wilkinson
Foods, Volume: 14, Issue: 21, Start page: 3702
Swansea University Authors:
Eleanor Bryant, Chloe Mellor, Tennessee Randall , Laura Wilkinson
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DOI (Published version): 10.3390/foods14213702
Abstract
Increasingly, attention is being paid to the underutilised wild edible nettle plant (Urtica dioica) as a healthy and sustainable food source. However, little is known about UK consumers’ acceptance of nettles and supplements containing nettles. This study explored UK consumers’ perceptions of nettle...
| Published in: | Foods |
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| ISSN: | 2304-8158 |
| Published: |
MDPI AG
2025
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa70789 |
| Abstract: |
Increasingly, attention is being paid to the underutilised wild edible nettle plant (Urtica dioica) as a healthy and sustainable food source. However, little is known about UK consumers’ acceptance of nettles and supplements containing nettles. This study explored UK consumers’ perceptions of nettles as a food source and nettle-based powder supplements, using visual focus group methodology (i.e., creative drawing tasks and group discussion). A total of n = 34 participated in the study, with each participant engaging in one of five visual focus groups. Barriers to consumption and how consumers envisaged using nettle-based supplements were also explored. Inductive thematic analysis was used to analyse group discussions and pictures were analysed using visual content analysis drawing on the principles of content analysis, semiotics, and iconography. Findings revealed limited awareness amongst consumers about nettles as a food source, with sensory properties and prior experiences negatively affecting perceptions of nettle consumption. Concerns over processing and the inclusion of carrier ingredients reduced consumer trust in a nettle powder supplement viewing these as ‘ultra-processed’ and unhealthy. A preference for natural additional ingredients was revealed, potentially signalling an opportunity to engage and educate consumers around sustainable eating. Transparency in labelling information may improve consumer confidence and trust in nettle powder supplements. |
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| Keywords: |
nettles; sustainable food consumption; visual focus group; plant-based; botanical; UK consumers; perceptions |
| College: |
Faculty of Medicine, Health and Life Sciences |
| Funders: |
This research was funded by Innovate UK Diet and Health Innovation Early Stage feasibility [grant number 10122681]. Time of TR was supported by UK Research and Innovation Building a Green Future strategic theme [grant number UKRI239]. |
| Issue: |
21 |
| Start Page: |
3702 |