Familiarity and Retronasal Aroma Alter Food Perception

Some insights into the development of food and brand familiarity: The case of soy sauce in the Netherlands

With the increasing globalization, new unfamiliar flavors gradually find their way into local Western cuisines. The mechanisms behind the successful integration of novel flavors into local cuisines are largely unknown. This study investigates the effects of frequency of soy sauce use, levels of food neophobia, and brand specificity on liking of a relatively unknown flavor in the Netherlands, soy sauce. A total of eighty-nine (26 men and 63 women; mean age 47.5 ± 17.7 years) high- and low-frequency users of soy sauce rated liking of five soy sauces separately presented with and without branding information. Liking of four soy sauces with the typical salty and savory flavor increased with increasing frequency of use, and with decreasing levels of food neophobia. Another soy sauce with additives resulting in a distinctive taste was liked irrespective of the frequency of use. Soy sauces, which were recognized correctly or incorrectly as the participants' own familiar brand, received 50% higher or lower liking ratings than other soy sauces, respectively. Furthermore, users of one of the brands preferred the taste of their own brand over that of other brands, whereas users of the other brands did not show such specificity, indicating clear differences in specificity of liking soy sauce among the various user groups. This study provides insights into consumer liking and preference of semi-familiar foods, revealing the contribution of consumer traits and brand familiarity that may influence the spread of unfamiliar foods.

American consumers' perception and acceptance of an ethnic food with strong flavor: a case study of Kimchi with varying levels of red pepper and fish sauce

BACKGROUND

A spicy ethnic food with strong flavor, such as Kimchi (Korean traditional fermented vegetable dish), may not be well-accepted by foreign consumers on the first trial, but liking can be acquired if exposed frequently. This study was conducted to understand how spiciness and fish sauce flavor impact American consumers' perception and acceptance of Kimchi. Thirteen untrained American panelists performed a flash profiling evaluating six Kimchi samples with different levels of red pepper and fish sauce. American consumers (n = 96) participated in a consumer study during which their acceptance for the same samples, along with their consumption habits, were evaluated.

RESULTS

Ratings of perceived spiciness and liking increased as the concentration of red pepper increased, while these attributes were less affected by the level of fish sauce tested. Consumers were segmented into four clusters: general Kimchi likers (30%), spicy Kimchi likers (10%), mild Kimchi dislikers (45%), and spicy and strong-flavored Kimchi dislikers (15%). This segmentation showed a significant impact of previous experiences tasting authentic Kimchi.

CONCLUSION

Stronger spiciness in Kimchi is preferred by American consumers, while absence or addition of fish sauce did not influence their acceptance. Previous experience with Kimchi and a liking for spicy foods that had been already established seem to be associated with their liking for the spicier Kimchi. It is suggested that an authentic Kimchi experience further differentiated the preference pattern for Kimchi with varying levels of spiciness and fish sauce flavor. © 2019 Society of Chemical Industry.