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Ginseng food products in the U.S.A. have mostly been limited to beverages despite the growth of functional foods market. The objectives of the study were to: (1) probe consumer attitudes and expectations of ginseng food products in the U.S.A., and (2) identify ginseng food product concept(s) that possess market potential in the U.S.A. Focus group panel (n = 14) experienced limited types of ginseng food products from the Asian market and suggested that new ginseng food products be developed on the basis of preexisting product types in the U.S.A. Conjoint analysis (n = 400) was performed with four categories and five elements from each category, which were generated based on findings from preceding focus groups. Participants had a low level of initial interest in ginseng food products. “Sweetness” and “ginseng chocolate” had the highest utility values. Findings suggested that the original ginseng flavors, including bitterness and earthiness, be minimized in order to establish potential for success in the U.S. market. PRACTICAL APPLICATIONS This present work demonstrates consumers' insights and expectations of ginseng food products as well as ginseng food product concepts that drive consumers' interests, which have not been extensively researched in the U.S.A. Moreover, findings from the study demonstrate U.S. consumers' knowledge and insights of ginseng and its health effects. These will help food manufacturers understand the consumers who are latent in purchasing ginseng food products in the market and develop ginseng food products that will ensure their success in the U.S. market. Segmentation of consumers based on the pattern of their responses to the concept elements will be beneficial for food‐marketing experts to establish marketing strategies. New ginseng food products where the findings from the study are applied are expected to increase consumers' intent to purchase the products, which have been known as containing numerous bioactive compounds.

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Ginseng, the root of Panax ginseng C.A. Meyer, has been reported to exert preventive effects on gastropathy via anti-oxidative and anti-inflammatory actions. In this study, we investigated the protective effects of ginseng against ethanol-induced gastric damages in rat. To examine the preventive effect of ginseng, rats received two different ginseng extracts, A and B, 1 h prior to the administration of ethanol. Pretreatment of rats with ginseng extract A and B attenuated the ethanol-induced gastric lesions by 111 AE 48 and 142 AE 47 mm 2 compared to control group (164 AE 54 mm 2 ). Significant induction of cytoprotective heat-shock proteins HSP27 and HSP70 was found in the ginseng-administrated rats, suggesting that the restoration of the proteins might contribute to prevention of ethanol-induced gastric injuries. It is, therefore, suggested that ginseng has a protective effect against ethanol-induced gastric damages by induction of heat-shock proteins 70 and 27.

Red ginseng has been reported to elicit various therapeutic effects relevant to cancer, diabetes, neurodegenerative diseases, and inflammatory diseases. However, the effect of red ginseng on exercise endurance and skeletal muscle function remains unclear. Herein, we sought to investigate whether red ginseng could affect exercise endurance and examined its molecular mechanism. Mice were fed with red ginseng extract (RG) and undertook swimming exercises to determine the time to exhaustion. Animals fed with RG had significantly longer swimming endurance. RG treatment was also observed to enhance ATP production levels in myoblasts. RG increased mRNA expressions of mitochondrial biogenesis regulators, NRF-1, TFAM, and PGC-1α, which was accompanied by an elevation in mitochondrial DNA, suggesting an enhancement in mitochondrial energy-generating capacity. Importantly, RG treatment induced phosphorylation of p38 and AMPK and upregulated PGC1α expression in both myoblasts and in vivo muscle tissue. In addition, RG treatment also stimulated C2C12 myogenic differentiation. Our findings show that red ginseng improves exercise endurance, suggesting that it may have applications in supporting skeletal muscle function and exercise performance.