University of Parma conducts qualitative research on new snacks from the PROMEDLIFE project.

🎯 Research premises

In 2024, the University of Parma involved Hangler Marketing Advisor in conducting qualitative research dedicated to exploring consumer perceptions and acceptance of a new line of snacks developed within the European PROMEDLIFE project.

The initiative, coordinated by Professor Davide Menozzi and Professor Chiara Biggi , is part of the activities to promote the Mediterranean diet , with the aim of promoting healthy and sustainable foods inspired by traditional Mediterranean ingredients.

The specific objective of the research was to understand how consumers perceive, interpret, and accept new snacks characterized by a balanced nutritional profile and natural ingredients, analyzing:

• attitudes and consumer habits,

• sensory and value perceptions (taste, health, practicality, tradition),

• factors that influence purchasing choices.

  
  

🧩 Methodological design

The research was conducted through two in-person focus groups in Milan (May 2024), each lasting approximately two hours, with a total of 18 participants .

The sample included:

• Young adults (18-24 years old) , with dynamic lifestyles and curiosity towards innovative products,

• Parents of children up to 14 years old , responsible for family purchases and attentive to nutrition.

  
  

Both groups were selected according to socio-demographic criteria, ensuring a balanced mix of gender, education level, and occupation.

The focus group methodology allowed us to investigate in depth opinions, beliefs and consumer behaviours , through projective techniques and open discussions moderated by our senior researchers.

🧪 Sensory testing phase

During each session, participants tasted two different types of snacks , for a total of four products tested. Each test consisted of three phases:

1. Visual and perceptual evaluation – product observation, spontaneous associations and category perceptions.

2. Tasting and completing the hedonic scale – measuring overall satisfaction on a scale from 1 to 9.

3. Guided post-tasting discussion – discussion of taste, texture, associated values (health, tradition, innovation), and potential consumption opportunities.

   
   

The key questions, defined in the moderator's guides , explored not only the sensory experience but also the cognitive and emotional dimensions:

• perception of naturalness and genuineness,

• associations with the Italian food tradition,

• price expectations and ease of use,

• barriers and drivers to purchasing.

  
  

📊 Analysis and results

The sessions produced a rich body of qualitative insights , which were subsequently analysed according to an interpretative framework common to the countries involved in the project (Italy, Greece, Slovenia, Morocco, Tunisia).

The analysis allowed us to:

• identify distinct consumption patterns and attitudes between young target audiences and parents,

• highlight key acceptance factors for new Mediterranean snacks

• define the most effective communication and positioning levers to promote market introduction.

  
  

The aggregated and anonymized results were shared in the form of a summary report with the University of Parma, providing a useful evidence base for the further development of the PROMEDLIFE project and for any future quantitative tests.

🤝 Conclusions

This project represents a virtuous example of collaboration between academic research and applied market analysis , where qualitative methodology has allowed us to translate consumer experiences into concrete insights for food innovation.

The integrated approach – which combines controlled sensory testing , qualitative listening and behavioural analysis – has allowed us to understand how Mediterranean culture can be reinterpreted in a modern key, with products that combine pleasure and well-being .