Upcycled vs. Sustainable: Identifying Consumer Segments and Recognition of Sustainable and Upcycled Foods Within the United States

Upcycled foods are a rising trend as the issue of food waste and sustainability becomes an increasing concern. The objective of this research was to evaluate the perception of upcycled foods through the characterization of consumer segments. An online questionnaire was developed to evaluate food neophobia, lifestyle, behavior, beliefs, awareness, and familiarity or recognition of upcycled and sustainable food products using a pre- and post-infographic intervention. The survey was created using Red Jade SaaS and distributed to participants through the Cal Poly Sensory database, North Carolina State University Sensory Service Center database, social media (LinkedIn and Nextdoor), and personal communication. Participants (<i>n</i> = 947) were segmented using a k-means clustering algorithm on lifestyle, neophobia, and beliefs questions. Four clusters were identified: Greenthusiasts (<i>n</i> = 306)-environmentally conscious and open-minded to new products, Balanced Believers (<i>n</i> = 347)-supportive of new products with reasonable doubt, Healthy Hesitants (<i>n</i> = 208)-willing to make health-focused changes but hesitant towards new products and technologies, and Eco-Skeptics (<i>n</i> = 86)-doubtful and resistant to change, most food and technologically neophobic. Based on pre- and post-intervention, Eco-Skeptics had the lowest initial awareness and recognition of sustainable and upcycled food products, while Greenthusiasts had the highest. All four segments trended towards improved recognition of the food products post-intervention.