Consumers’ expectation and liking for cheese: Can familiarity effects resulting from regional differences be highlighted within a country?

Consumer Studies: Beyond Acceptability—A Case Study with Beer

Beer is one of the most consumed alcoholic beverages in the world; its consumption and preference are evolving from traditional industrial beers of low complexity to novel craft beers with diverse flavour profiles. In such a competitive industry and considering the complexity of consumer behaviour, improvement and innovation become necessary. Consequently, consumer science, which is responsible for identifying the motivation behind customer preferences through their attitudes, perception and behaviour, has implemented strategies ranging from simple hedonic measurements to several innovative and emerging methodologies for a deeper understanding of the variables that affect the product experience: sensory, affective and cognitive. In this context, we offer a review inspired by previous research that explores some of the quantitative and qualitative methods used in consumer studies related to beer consumption, ranging from traditional approaches (acceptability, purchase intention, preference, etc.) to techniques that go beyond acceptability and allow a different understanding of aspects of consumer perception and behaviour (segmentation, expectations, emotions, representation, etc.). Also, innovative applications (contexts, immersive technologies and virtual reality, implicit measures, etc.) and current trends related to consumer science (Internet, social media, pairing, product experience, etc.) are addressed.

Conceptualizing a Product with the Food-Related Lifestyle Instrument

Product perception is important for consumers' acceptance, especially when it is associated with a geographical location. Consumers' food-related lifestyles (FRLs) have been used to better identify the role that beverages have in people lives. The present study was conducted to understand the conceptualization of mezcal according to consumers' FRLs. Four hundred mezcal consumers were surveyed in Mexico. Participants were asked to describe their experience with the product and consumption habits, to evaluate ten different FRL constructs, and to assess mezcal conceptualization using a check-all-that-apply test. A hierarchical cluster analysis was carried out on the composite variables of the evaluated constructs and their objective knowledge score to define segments. To visualize the relationships among FRL constructs and the terms used to describe mezcal, a multiple factorial analysis was carried out. The results showed four different mezcal clusters. The social and involved segment described the beverage with elements of traditional and food-related activities. The price-quality fixed segment was mainly associated with the product to handcraft process. Uninvolved consumers were not linked to specific terms and uninformed and unaware consumers were novice participants with mainly negative product connotations. Therefore, is important to consider consumers' FRLs to have a better understanding of product conceptualization.

Do the Colors of the Label and the Sweetening Agent Information Influence the Sensory Expectations Consumer? A Case Study with Skyr-Type Yogurt

The objective of this research was to evaluate the sensory expectation and buying intention of consumers from different Brazilian regions for skyr-type yogurt based on the colors and sweetener on its label. Ten images of skyr mango yogurt labels were created varying in color (orange, white, yellow, blue, and green) and sweetening agent (sucrose and natural sweeteners). Consumers (151 consumers) were asked to rate their expectation for the ideal of sweetness, healthiness, acceptance, and buying intention. Labels containing the information “sweetened with sucrose” had a higher percentage of expectation of sweeter than ideal. Label color and sweetening agent had a significant effect on the expectation of acceptance, with a higher percentage for yogurt sweetened with natural sweeteners. There were not statistical differences (p > 0.05) between the labels regarding expected healthiness. Results also showed that consumers had a low level of familiarity with skyr-type yogurts, but it is presented as a healthy yogurt alternative.

Relationship between Sensory Attributes, (Dis) Liking and Volatile Organic Composition of Gorgonzola PDO Cheese

Blue-veined cheese tends to polarize the consumers' affective responses due to its strong flavor. This study aims to: (i) explore the consumers' sensory perceptions and liking of Gorgonzola PDO cheese; (ii) identify the sensory drivers of acceptance for Gorgonzola in the function of the cheese style; (iii) characterize them by the volatile organic compounds (VOCs); and (iv) explore the relationships of the VOCs with sensory perception and liking. Six samples of Gorgonzola cheese differing in style (sweet vs. piquant), aging time (70-95 days), and production process (artisanal vs. industrial) were evaluated by 358 subjects (46% males, 18-77 years) using liking and Rate-All-That-Apply (RATA) tests. The cheese VOCs were measured by SPME/GC-MS. Liking was significantly higher for the sweet cheese than for the piquant cheese and for the artisanal cheese than for the industrial samples. Penalty Analysis showed that 'creamy', 'sweet', 'nutty', and 'salty' were significant drivers of liking while the 'soapy' and 'ammonia' flavors turned out to be drivers of disliking. Fifty-three VOCs were identified. Regression models revealed the significant highest associations between the VOCs and 'ammonia', 'pungent', 'soapy', and 'moldy' flavors. A good association was also found with the consumers' liking. The identification of the sensory drivers of (dis) liking and their relationship with the VOCs of Gorgonzola opens up a new understanding of the consumers' blue-veined cheese preferences.

Understanding preferences for, and consumer behavior toward, cheese among a cohort of young, educated, internationally mobile Chinese consumers

This study explores the experiences of a cohort of young, educated, internationally mobile Chinese consumers with cheese and other dairy products, and how these experiences shape their behavior toward cheese products. In total, 41 Chinese students studying at an Irish university participated in 5 focus groups (n = 41, n = 7-10). Thematic analysis identified important factors that influence consumer behaviors regarding cheese products. Individuals' expectations toward cheese were embedded in their knowledge structures, which were constructed from previous experience. Participants had general positive expectations toward cheese due to associations with western-style foods and nostalgia; however, direct eating experience determined long-term behavior. When making a purchase decision, choice motives were weighed and negotiated to establish a fundamental driving factor for purchase. Perceived probability of choice motive fulfillment was important in determining purchase decisions, with many participants having low perceived ability to select cheese and limited motivation to engage with cheese due to limited perceived relevance of cheese to their daily food life. Individuals' innovativeness was an important factor that influences their openness to cheese products when moving beyond familiar foods. Opportunities exist such as using nostalgic cues as marketing tools to increase consumers' interest in cheese or combining cheese with Chinese food to increase perceived relevance of cheese to their daily food life. Providing information at point of purchase could reduce the disconnect between expectation and actual experience, and innovative cheese products may be developed to better fulfill important choice motives.

Optimising Repeated Exposure: Determining Optimal Stimulus Shape for Introducing a Novel Vegetable among Children

Although it is well evident that a healthy diet rich in fruit and vegetables could prevent a number of major chronic diseases, national and international guidelines concerning their intake are not being reached by a large percentage of the population, including children. Thus, it is of interest to investigate how the consumption of this food group by children could be increased. The aim of this study was to examine the impact of serving style on the consumption of a raw snack vegetable (daikon) and the influence of its exposure on liking and intake of the vegetable. A group of 185 children 3–5 years old participated in the study. Two kindergartens served as intervention groups, while the third was assigned to be the control group of the study (n = 50). The intervention groups were repeatedly exposed to one of three different serving styles of daikon: sticks (n = 42), triangles (n = 46) or grated (n = 47), and they were all visited 7 times during the exposure period, on the same frequency (twice per week). Familiarity and liking of the target vegetable, daikon, and six other vegetables (cucumber, celery, celeriac, broccoli, cauliflower and beetroot) were measured at baseline, post-intervention and two follow up sessions (3- and 6-month) to investigate the likelihood of generalisation effects. Intake of daikon was measured at all control sessions and exposures. Moreover, children were asked to rank their favourite serving style of daikon and beetroot, among triangle, stick and grated, towards understanding the influence of shape on the efficacy of the exposure. The results revealed significant changes between liking and intake of daikon for the groups of triangles and sticks and the control group (p < 0.05). The group that received grated daikon did not show significant differences in liking and at intake levels during the exposures but performed well in the long-term. Throughout the exposure period, intake levels followed an overall increasing pattern, with all the groups to demonstrate a decrease of their intake at the last session, which was not found significant for the triangle group. Mere exposure was efficient towards increasing liking and intake of the novel vegetable with all the shapes to deliver positive results, but based on this study no particular serving style can be recommended.

Influencing Factors and Social Media Reflections of Bakery Products Consumption in Romania

Bakery products, and bread specifically, represent an important part of the Romanian diet. Whether this situation is motivated by quality factors or by quantitative factors is an important aspect that needs to be investigated. In addition, the relation between peoples’ interest in a particular product such as bread during a crisis period should point out important characteristics of that population. Aiming at determining both the influencing factors of bakery product consumption and the importance given to this type of product in the media during a crisis, this empirical study highlights the profound connections between income level and the fear of not having food security for the people of a less developed country such as Romania. The study considers the use of both qualitative and quantitative methods to reach its objectives. The results point to a strong reliance of the respondents on cheap white-flour bakery products in their regular diet, and a significant increase in interest in bakery products during the COVID-19 pandemic.

Influence of expectations on the level of liking of a local coffee in Mexico

BACKGROUND

In Mexico, coffee activity is mainly carried out in indigenous zones, involving almost one million people. However, local national coffee consumption is low. This article focuses on the analysis of the effect of consumers' expectations as well as some sociodemographic characteristics on the level of liking of Mexican local coffee. Four coffees from three indigenous zones of Hidalgo, Mexico were evaluated using a nine-point hedonic scale. The samples were evaluated under three conditions: (i) blind, no information given to the consumer; (ii) expected, only information given to the consumer; and (iii) informed, giving information and product to the consumer.

RESULTS

The difference observed between expected and blind condition was significant (P < 0.005) for the three local coffees evaluated, indicating a negative disconfirmation. The local coffees were less appreciated than expected, since the information about the samples created high hedonic expectations among the consumers. The level of education and the place of residence of consumers had a significant influence on their level of liking. Based on demographic characteristics, three segments were found presenting a different pattern of liking.

CONCLUSIONS

Consumers had positive expectations towards the local coffee. The sociodemographic characteristics and aspects related to consumption, particularly the experience with the product, are decisive in the expectations concerning the local product. This investigation can be useful to generate marketing strategies according to the demands and needs of the market, making local products to be valued. © 2020 Society of Chemical Industry.

Self-Reported Emotions and Facial Expressions on Consumer Acceptability: A Study Using Energy Drinks

Emotional responses elicited by foods are of great interest for new product developers and marketing professionals, as consumer acceptance proved to be linked to the emotions generated by the product in the consumers. An emotional measurement is generally considered an appropriate tool to differentiate between the products of similar nutritional value, flavour, liking and packaging. Novel methods used to measure emotions include self-reporting verbal and visual measurements, and facial expression techniques. This study aimed to evaluate the explicit and implicit emotional response elicited during the tasting of two different brands (A and B) of energy drinks. The explicit response of consumers was assessed using liking (nine-point hedonic scale), and emotions (EsSense Profile^®—Check-All-That-Apply questionnaire), and implicit emotional responses were evaluated by studying facial expressions using the Affectiva Affdex^® software. The familiarity of the product and purchase intent were also assessed during the study. The hedonic rating shows a significant difference in liking between the two brands of energy drink during the tasting session. For the explicit emotional responses, participants elicited more positive emotions than the negative emotions for both energy drinks. However, participants expressed “happy”, “active” and “eager” emotions more frequently for energy drink A. On the other hand, the implicit emotional responses through facial expressions indicated a high level of involvement of the participants with energy drink B as compared to energy drink A. The study showed that overall liking and the explicit and implicit emotional measurements are weakly to moderately correlated.

Prebiotic frozen dessert processed with water-soluble extract of rice byproduct: Vegan and nonvegan consumers perception using preferred attribute elicitation methodology and acceptance

The objective of this study was to assess the perceptions (using the preferred attribute elicitation [PAE] methodology) and acceptance of frozen dessert processed with water-soluble extract of rice byproduct and added with prebiotic components (long-chain inulin, medium-chain inulin, oligofructose, or polydextrose, 5 g/100 g) by vegan or nonvegan consumers. Most of the elicited attributes (9 out of 13 attributes, yellow color, brightness, creamy appearance, passion fruit aroma, sweet taste, passion fruit flavor, acid taste, sour taste, and creamy texture) were considered important for the characterization and/or acceptance of the frozen dessert formulations by both groups (vegan and nonvegan), but the order of importance was different between the groups. The sensory profile (Rv = 0.48, P = 0.03 in MFA) of the frozen dessert formulations was similar between vegan and nonvegan groups, and polydextrose contributed to increase firmness/consistency of the frozen dessert, while long-chain inulin contributed to the increase in the creaminess of the products. Finally, oligofructose and polydextrose could reduce the sour taste of the products. The consumers gave scores from 6 to 8 in a 9-point hedonic scale for the products, suggesting suitable acceptance. However, vegan consumers gave lower scores for the same products. In conclusion, PAE methodology can be used to compare the perception of different consumer groups, and vegan and nonvegan consumers have a similar perception about prebiotic frozen dessert processed with water-soluble extract of rice byproduct. Furthermore, the frozen dessert developed had suitable consumer acceptance, although vegan gave lower scores than nonvegan consumers. PRACTICAL APPLICATION: This is the first study involving the development of prebiotic frozen dessert from water-soluble extract of rice byproduct and application of PAE to assess the sensory perception of vegan and nonvegan consumers. The results are important for the industry as they indicate that the PAE methodology can be used to characterize food products, compare the perception of different consumer groups, and elicit attributes that are important for the products, suggesting that universal marketing strategies could be used and that the developed frozen dessert could serve both vegan consumers and those on conventional diets.

Pungency perception and liking for pasta filata cheeses in consumers from different Italian regions

We aimed to investigate whether the sensitivity to capsaicin had an effect on pungency perception of pasta filata cheeses. In addition, we assessed the effect of several individual variables (gender, age, consumer provenance, PROP status and personality traits) on both consumer liking and choice for pasta filata cheeses. Four pasta filata cheeses at two ripening times and 272 subjects from three different Italian locations were used. Based on sensory data, the PCA discriminated sweet (ripened at 2 months) from pungent cheeses (ripened at 12 months). Cheese pungency perception increased with increasing sensitivity to capsaicin (P < 0.001). There was no clear relationship between sensitivity to capsaicin or sensitivity to cheese pungency with cheese liking, whereas a number of other aspects, including sensory attributes and individual consumer characteristics, such as consumer provenance (P < 0.001), gender (P < 0.001) and food neophobia (P < 0.05), affected the liking for different pasta filata cheeses. Consumers who were younger (18-30 y.o.; P < 0.05), female (P < 0.001), unfamiliar with pungent foods (P < 0.0001) and consumers from Potenza (P = 0.001) more often declared to prefer sweet over pungent cheese, whereas in terms of real choice supertasters and neophobic subjects chose the sweet option more often (P = 0.01). In conclusion, sensitivity to capsaicin affected pungency perception in pasta filata cheese, whereas no clear relationship was observed between pungency perception and liking. The contribution of cheese and consumer characteristics on cheese liking and choice in addition to pungency, was confirmed by the differences in declared and real choice for sweet or pungent cheeses.

Are mixed meat and vegetable protein products good alternatives for reducing meat consumption? A case study with burgers

The principal motivations for the worldwide trend towards reducing meat consumption are health, the environment and animal welfare. The present study investigated the willingness of omnivores to introduce mixed (beef-vegetable protein) and 100% vegetable protein products into their diet. The participants (n = 251) were young adult omnivores who consumed meat at least once a week. The stimuli were images of six different products representing two beef burgers, two mixed-protein burgers (50% beef and 50% seitan or soy) and two 100% vegetable protein burgers (seitan and soy). The participants were asked to write down spontaneous associations with each product (Word Association technique) and score their expected liking and purchase intention for them. In addition, they completed a questionnaire (36 statements) to evaluate their attitude towards meat reduction, considering six aspects: diet, habits, ethics, hedonism, health, and the environment. According to their response to these statements, they were classified into three attitude groups: anti- (ANTI, n = 106), intermediate- (INTERM, n = 89), and pro- (PRO, n = 56) meat reduction. All the participants expected to like the 100% beef burger most, the PRO group expected to like all six products to a similar degree and the ANTI group expected to like the mixed product significantly more than the 100% vegetable product, indicating that the introduction of mixed proteins could be a small first step towards meat reduction for those most attached to meat. The associations elicited by the different burgers were mostly the same but were mentioned with different frequencies, which also depended on the attitude group. These distinctive association patterns showed clear connections to the motives underlying each group's attitude towards meat reduction. It may be concluded that mixed products would be a reliable although timid option for consumers who are attached to meat to reduce their meat intake, while any of the products containing vegetable proteins would be an option for consumers who are more favourable towards meat reduction.

Sensory Characteristics Contributing to Pleasantness of Oat Product Concepts by Finnish and Chinese Consumers

Oats are increasingly popular among consumers and the food industry. While data exist on sensory characteristics of oats as such, previous studies focusing on the pleasantness of oats, and especially investigations of a wide range of oat products by European and Asian consumers, are scarce. An online questionnaire was organized in Finland (n = 381; 83.7% Finnish) focusing on the liking and familiarity of oat products, followed by sensory tests in Finland (n = 65 and n = 73) and China (n = 103) using the Check-All-That-Apply method and hedonic ratings. A questionnaire revealed that the Finnish consumers rated the pleasantness and familiarity of several oat product categories, such as breads and porridges, higher compared to participants of other ethnicities. Sensory tests showed both similarities, e.g., porridges were described as “natural”, “healthy” and “oat-like”, and differences between countries, e.g., sweet biscuits, were described as “crispy” and “hard” by Finnish consumers and “strange” and “musty” by Chinese consumers. Sweet products were unanimously preferred. The ethnicity had an important role affecting the rating of pleasantness and familiarity of oat product categories, whereas food neophobia and health interest status also had an influence. The proved healthiness of oats was a crucial factor affecting the choices of consumers and their acceptance in both countries.

Health beliefs towards kefir correlate with emotion and attitude: A study using an emoji scale in Brazil

Emojis can be used to explore food-evoked emotions in order to provide information that can support the product development and marketing decisions. This study aimed to evaluate consumers' acceptance, purchase intent and emotional responses to milk beverages, with and without kefir added, before and after these consumers were informed about the products' composition (0%, 15%, 30% and 50% m/v) and health claims toward kefir (blind and informed tests, respectively). Emotional responses were assessed by emoji use within a RATA questionnaire in order quantify the perceived significance of the emojis chosen. In the informed test, the consumers' perception of the sensory attributes of the milk beverages, such as their perception of an acid taste in added kefir beverages was shown to have changed. Overall, participants attributed significantly higher acceptance and purchase intent scores to added kefir beverages after they had been informed on its health benefits. In addition, expressions of positive emotion increased when participants were exposed to stimuli related to health benefits of kefir (15%, 30% and 50% m/v), while negative expressions of emotion decreased. The provided information of kefir modified valence and arousal in subjects, and it can be said that to 30% of kefir can be added to yogurt without compromising its sensory acceptability. Thus, health benefits alone cannot improve product acceptance, since participants found a 50% addition of kefir to be unpleasant when tasted during a blind test. Mixed beverages may present a probiotic beverage alternative for consumers who dislike kefir milk, but want to include it in their diets. The implications of liking and purchase intent and how they are linked to emotions are discussed in this paper as well.