A Perspective of Upcycled Food by Norwegian Consumers: The Meaning Without the Word

Summary

In recent years, upcycled food has emerged in the US to combat food waste, and it is slowly entering Europe’s market, hindered by limited consumer awareness and strict EU novel food regulations. In Norwegian, upcycled food does not have a direct translation. Therefore, this study investigates Norwegian consumers’ understanding of upcycled food from its definition. Through focus groups, 76 words and concepts were linked to upcycled food, with “sustainability” being the most common association. Through thematic analysis, four themes were identified in the discussions: Culture, Resource Utilization, Innovation, and Ultra-processed, which were interconnected through the codes Already done, Food waste, Acceptance/change of times, Lack of knowledge, and Honesty from food producers. This is the first study to explore upcycled food purely from its definition. Our findings aid food producers in using upcycled food as a marketing strategy to promote a circular food system.