Consumer Perceptions of Botanical Sources of Nutrients: A UK-Based Visual Focus Group Study Exploring Perceptions of Nettles (Urtica dioica) as a Sustainable Food Source

Abstract

Increasingly, attention is being paid to the underutilised wild edible nettle plant (Urtica dioica) as a healthy and sustainable food source. However, little is known about UK consumers' acceptance of nettles and supplements containing nettles. This study explored UK consumers' perceptions of nettles as a food source and nettle-based powder supplements, using visual focus group methodology (i.e., creative drawing tasks and group discussion). A total of n = 34 participated in the study, with each participant engaging in one of five visual focus groups. Barriers to consumption and how consumers envisaged using nettle-based supplements were also explored. Inductive thematic analysis was used to analyse group discussions and pictures were analysed using visual content analysis drawing on the principles of content analysis, semiotics, and iconography. Findings revealed limited awareness amongst consumers about nettles as a food source, with sensory properties and prior experiences negatively affecting perceptions of nettle consumption. Concerns over processing and the inclusion of carrier ingredients reduced consumer trust in a nettle powder supplement viewing these as 'ultra-processed' and unhealthy. A preference for natural additional ingredients was revealed, potentially signalling an opportunity to engage and educate consumers around sustainable eating. Transparency in labelling information may improve consumer confidence and trust in nettle powder supplements.

Keywords: UK consumers; botanical; nettles; perceptions; plant-based; sustainable food consumption; visual focus group.

Figure 1

Participant drawings representing experiences and expectations about nettle consumption. (a) person in pain after eating nettles with two speech bubbles exclaiming disgust and pain; (b) red and yellow abstract spikey speech bubble symbol with the word “OUCH”; (c) mouth with a tongue covered in red stinging marks from nettles; (d) arm covered in red stinging marks from nettle holding a leaf.

Figure 2

Participant drawings associating nettles with nature, warmth and cosiness. (a) green leaves, a red mushroom and berries representing foraging; (b) a happy person sat in an armchair holding a hot bowl of nettle soup beside a fireplace and autumn scenery out the window.

Figure 3

Participant drawings representing perceived benefits of nettle consumption. (a) a green medicine cross on a mug of warm nettle tea; (b) a yellow mug of warm nettle tea; (c) green and red abstract representation of the positive energising benefits of nettlesParticipants held mixed views about continued use of nettles, with few expressing a desire to continue drinking the tea they had bought or consuming nettles in meals after their initial experience. There were a variety of reasons for this, such as disliking the flavour, novelty experience, and the accessibility of nettles. However, some experiences and perceptions were positive towards nettle consumption and supported continued use.

Figure 4

Participant drawings representing Theme 2. Table of different meals and uses of nettle powder showing the desire for versatility of the nettle supplement. (a) spaghetti with nettle supplement being sprinkled on top; (b) nettle pasta with a spoon and fork; (c) salad with nettles; (d) a red saucepan labelled with soup and a bowl of green nettle soup with a spoon; (e) a glass labelled smoothie with a strawberry suggesting the nettle powder is in the smoothie; (f) a green juice shot with nettle inside; (g) nettle supplement in mixed herb and seasoning shakers; (h) a bowl of salad being sprinkled with nettle seasoning; (i) a bowl of salad with a nettle vinaigrette being poured over it; (j) a happy person with a rainbow and the word ‘VERSATILE’; (k) depictions of nettle supplement in the form of tablets; (l) a box of nettle supplement with a green character and the words “Nettles! So good for you!”.

Figure 5

Participant drawings representing Theme 3. Depictions of an array of different concerns participants had about nettle supplements. (a) a person clutching their stomach with green cheeks and the words “too much?”; (b) a weighing scales with nettle powder in one side weighed up with an green medicine symbol on the other; (c) a calendar depicting concerns around shelf-life; (d) an angry person holding a protest sign with the word “GMO” crossed out; (e) a red cross; (f) a series of different visuals of money; (g) a pile of smelly black food that had been ruined by the nettle powder; (h) a sad crying face with the tongue stuck out; (i) a cookbook; (j) an orange question mark; (k) a book with the word “HEALTH” on one page and a question mark on the other.