Less Salt, Same Taste: Food Marketing Strategies via Healthier Products

Raffaele Campo, Pierfelice Rosato and Davide Giagnacovo
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Raffaele Campo: Department of Research and Third Mission, University of Bari, Piazza Umberto I, 70121 Bari, Italy
Pierfelice Rosato: Department of Management, Economics, Mathematics and Statistics, University of Salento, Via Lecce-Monteroni, 73047 Lecce, Italy
Davide Giagnacovo: Independent Researcher, 70124 Bari, Italy

Sustainability, 2020, vol. 12, issue 9, 1-12

Abstract: Given the negative effects deriving from the overconsumption of sodium chloride (salt), this paper aims to verify whether food companies can provide their products in a healthier version, without modifying their organoleptic characteristics, specifically studying how it is possible to reduce salt in food without affecting taste. From an empirical point of view, a sensorial analysis was organized. A panel of volunteers were invited to taste some samples of pizza crust which had been prepared using different quantities of salt. Each individual assessed the amount of salt they perceived on a graduated scale. These samples were prepared by reducing the amount of salt by 7%, 10%, 16%, 23%, 30%, and 53%, respectively. The reference point used was the average content of sodium chloride in five popular brands of pizza dough in Italy. Panelists’ evaluations revealed that a 10% reduction in sodium chloride was imperceptible from the point of view of taste. Considering the negative consequences deriving from salt overconsumption, this study shows how food companies can contribute to achieve the UN Sustainable Development Goals by investing more attention in public health.

Keywords: salt; SGDs; health; food marketing; consumers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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