Understanding the consumer's perception of traditional frankfurters and frankfurters with healthy attributes through sorting task and hard laddering techniques.

This study evaluated the consumer's perception towards traditional frankfurters and frankfurters with healthy attributes through sorting task and hard laddering techniques. Images with descriptions of various frankfurter types (traditional, with natural antioxidants, reduced sodium, reduced fat, as a source of dietary fibre, with omega 3, no phosphate added, no nitrite added) were presented as stimuli to 164 previously recruited consumers. The lack of information, natural, flavour issues and not being appealing characterised the no phosphate and no nitrite frankfurter groups. The consequences mentioned by the consumers that justified the choice of frankfurters with reduced sodium and fat were to avoid high blood pressure, concern about the prevention of diseases, negative perception of sodium and fat in the diet and help in weight control. It can be concluded that consumers are willing to substitute a product in traditional frankfurter with a healthier option. Among the more promising prospects for the market, are the frankfurters with reduced sodium and reduced fat.