Evaluating bottles and labels versus tasting the oils blind: Effects of packaging and labeling on consumer preferences, purchase intentions and expectations for extra virgin olive oil

Market potential and value-added opportunities of cold-hardy berries and small fruits in the Intermountain West, USA

Novel cold-hardy berries and small fruits represent an opportunity for growers in the Intermountain West, USA, as the harsh environment is not suited for other common berries and small fruits. This study analyzed the fresh market and value-added potential of haskap berries (Lonicera caerulea), saskatoon berries (Amelenchier alnifolia), and dwarf sour cherry (DSC) fruit (Prunus x kerrasis) by instrumental and consumer studies. Fresh and 2-week stored haskap (cv. Aurora), saskatoon (Lee 3), and DSC (Romeo) were measured for fruit weight, flesh firmness, bulk titratable acidity, pH, and soluble solid content. Participants (n = 115) in at-home sensory tests scored these fruits for overall liking (OL, 9-point hedonic scale), purchase intent (PI, 5-point scale), and willingness-to-pay (WTP, 5-point scale). Ten participants further shared insight on these fruits in focus groups. Instrumental testing found a significant decrease in flesh firmness for 2-week stored haskap, but the consumers' OL was still comparable to fresh haskap. The fresh and 2-week stored haskap received significantly higher OL, PI, and WTP scores (7.7 ± 1.0, 3.8 ± 1.0, and $3.7 ± 1.0; 7.7 ± 1.2, 3.8 ± 1.1, and $3.7 ± 1.0, respectively) compared to saskatoon (6.1 ± 1.8, 2.8 ± 1.1, and $3.0 ± 0.9, respectively) and DSC (5.6 ± 2.2, 2.5 ± 1.2, and $3.1 ± 1.0, respectively) (α = 0.05). The focus groups indicated that participants want to support local produce. The participants expressed interest in fresh unprocessed haskap berries, but preferred saskatoon and DSC in different value-added formats. Hence, this study concluded that there is an untapped fresh-market potential for haskap berries and there are value-added opportunities to extend the sale season and improve the palatability of saskatoon and DSC. PRACTICAL APPLICATION: This research has examined consumer perception of three species of novel small fruits by determining fresh-market potential and linking this to the opportunity for value-added product development. For haskap berries, the study not only indicated fresh market potential, but for the cultivar Aurora, consumer liking was not meaningfully altered by 2 weeks of cold storage. These results are meaningful because they will assist growers in the Intermountain West with market planning, including the possibility of formulating products that utilize these novel crops. This study provides growers the opportunity to diversify their income stream by utilizing local produce.

Sustainability Labels on Olive Oil: A Review on Consumer Attitudes and Behavior

Product labeling is a way to inform consumers and increase their awareness about sustainability attributes of products. It guarantees the use of specific production conditions, promotes market incentives and highlights environmental, social and/or ethical product attributes. This study provides a literature review of sustainability labels on olive oil including consumer attitudes and behavior towards this product. Results show that consumers have positive attitudes towards olive oil carrying sustainability labels and are willing to pay more for olive oil carrying those labels. However, the major drivers of this behavior are far from being related to sustainability. This insight jeopardizes the main objective of those labels and suggests more clarifications about the information delivered by them. More in-depth investigations are needed about the drivers of consumer behavior towards olive oil carrying sustainability labels.

The Effect of Ethnocentrism on Product Evaluation and Purchase Intention: The Case of Extra Virgin Olive Oil (EVOO)

This study is framed within the concept of sustainability of local foods such as extra virgin olive oil (EVOO) and considers the effects of country of origin (COO) and ethnocentrism as relevant factors in decision making about product choice. Our work contributes to the literature regarding the food industry with the main objective of investigating how consumer ethnocentrism may affect not only behavioral intention but also the perception of the quality of the EVOO. The authors of the present paper developed this line of research via a review of the existing literature, leading to the elaboration of the conceptual model proposed in this paper. The research was developed through a laboratory experiment and the modeling of consumer behavior, raising a series of hypotheses, which were contrasted following the different analyses conducted on the data. Results were obtained on factors such as the differences in evaluation according to label type, the effect of ethnocentrism on perception and purchase intention, and structural knowledge of the weight of the different variables that influence this decision making. Several guidelines and conclusions are derived from these results, which refer to the use of COO information as well as the satisfaction of consumer ethnocentrism. Understanding the role played by consumer ethnocentrism in the evaluation of food products in accordance with their origin may yield useful information for local food producers.

Coffee Label Assessment Using Sensory and Biometric Analysis of Self-Isolating Panelists through Videoconference

Label concepts, information, logos, figures, and colors of beverages are critical for consumer perception, preference, and purchase intention. This is especially relevant for new beverage products. During social isolation, many sensory laboratories were unable to provide services, making virtual sensory sessions relevant to studying different label concepts and design preferences among consumers. This study proposed a novel virtual sensory system to analyze coffee labels using videoconference, self-reported, and biometric analysis software from video recordings to obtain sensory and emotional responses from 69 participants (power analysis: 1 − β > 0.99) using six different label concepts: (i) fun, (ii) bold, (iii) natural, (iv) everyday, (v) classic, and (vi) premium. The results show that the label concept rated as having the highest perceived quality was premium, presenting significant differences (p < 0.05) compared to all of the other concepts. The least perceived quality score was attributed to the bold concept due to the confronting aroma lexicon (cheese dip), which is supported by previous studies. Furthermore, even though graphics, colors, and the product name can be considered positive attributes, they do not determine perceived quality or purchase intention, which was found for the bold, everyday, and classic concepts. The findings from this study were as expected and are consistent with those from similar publications related to labels, which shows that the proposed virtual method for sensory sessions and biometrics is reliable. Further technology has been proposed to use this system with multiple participants, which could help beverage companies perform virtual sensory analysis of new products’ labels.

Consumption of spices and ethnic contamination in the daily diet of Italians - consumers’ preferences and modification of eating habits

Currently, consumers appear to have diversified characteristics with regard to food tastes and consumption habits. The globalization of markets and the migration phenomenon contributed to the modification of food preferences of consumers who gradually introduce into their eating habits foods and recipes typical of the tradition of foreign countries. In this scenario, also in Italy, it is going to increase the use of “foreign products” with the consequent fusion of traditional cuisine techniques and recipes with ingredients that are typical of foreign countries and cultures. Foods and ingredients originally consumed in Asian or South American countries are increasingly consumed by Italian people, who have notoriously a strong “food identity,” who generally follow the Mediterranean Diet, and who consume typical products of the country. More particularly, the use of “new” or “novel” spices compared to those traditionally used in the preparation of Italian food has grown in the last 10 years. This study is an exploratory survey on the consumption of spices in Sicily (Southern Italy), which is an Italian Region with a high level of immigrated people and a good level of social integration and progressive inclusion. The objective of this study is to know whether and how Sicilian consumers’ consumption preferences, use, and purchasing behaviors with regard to spices changed in the last few years. The results highlight an increasing use of novel spices for the preparation of the traditional recipes and a good appreciation by consumers. These results are interesting because they provide information about spices’ market development and food product marketing and internationalization. The survey gives interesting inputs for reflections about the relationship between food contaminations and social integration and insight into consumers’ preferences in Italy.

Sensory Profiling and Consumer Acceptance of Pasta, Bread, and Granola Bar Fortified with Dried Olive Pomace (Pâté): A Byproduct from Virgin Olive Oil Production

An olive pomace (pâté) obtained from virgin olive oil production, was used for the fortification of pasta, bread, and granola bar. For each food, a control (without pâté) and a fortified sample (with pâté, 7% in pasta and 5% in bread and granola bar) were manufactured. Descriptive analysis showed that pâté strongly affected the appearance of pasta and bread and increased the bitterness of bread and granola bar but not pasta. Granola bar was less affected in general, likely because of its higher ingredient complexity. In a central location test with 175 Californian consumers, both the control and the fortified samples of all three foods were well accepted overall, with only the mean liking of the appearance of the fortified pasta falling below the "neither like nor dislike" mark. Approximately 30% of consumers preferred the fortified sample over the control for each food and 50% were willing to pay more for the fortified products. The percentage of phenols from pâté recovered in the prepared samples was such that 63 g of pasta, 18 g of bread, and 12 g of granola bar would be sufficient to meet the EFSA health claim for olive oil phenols. This study demonstrates that pâté can be used for fortification of foods for human consumption, thus adding potential economic value to the virgin olive oil production chain and allowing for a higher daily intake of phenols from Olea europaea L., whose beneficial health properties are well recognized. PRACTICAL APPLICATION: The dried olive oil pomace (pâté) that we developed and tested in this research can be used to fortify pasta, bread, and granola bars with health-beneficial phenols with only slight alterations of their sensory profiles and slight reduction in consumer acceptance. Virgin olive oil producers can use this byproduct and gain further economic value from olive oil production.

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the specific mental states of interest (used in most of the neuromarketing research). Such indexes have been supported by adequate validations from the scientific community and are largely employed in neuromarketing research. This review will also discuss a series of papers that present different neuromarketing applications, such us in-store choices and retail, services, pricing, brand perception, web usability, neuropolitics, evaluation of the food and wine taste, and aesthetic perception of artworks. Furthermore, this work will face the ethical issues arisen on the use of these tools for the evaluation of the human behaviour during decision-making tasks. In conclusion, the main challenges that neuromarketing is going to face, as well as future directions and possible scenarios that could be derived by the use of neuroscience in the marketing field, will be identified and discussed.

Consumers' Perceptions and Preferences for Bitterness in Vegetable Foods: The Case of Extra-Virgin Olive Oil and Brassicaceae-A Narrative Review

The presence of some healthy phytochemicals in food can be paired with high bitterness, and consumers have a widespread avoidance toward bitter-tasting food. This causes a gap between preferences and healthy needs of consumers. Therefore, this review collected insights from literature belonging to different discipline domains in order to have a broad view of the current state-of-the-art about biochemical aspects and consumers’ perceptions and preferences toward foods with an enhanced bitter taste. In detail, we focused on two core products of the Mediterranean diet: Extra-virgin olive oil (EVOO) and Brassicaceae, both characterized by specific phytochemicals having strong healthy properties and bitter-pungent taste. Results suggested that, although bitter taste is a general driver of dislike, some exceptions can be represented by: niches of consumers (e.g., innovators and organic buyers), foods consumed with specific purposes (e.g., coffee, chocolate, and alcoholic beverages). The level of bitterness perceived by the consumers can be modulated through exposure, information on benefits, and elements within the environment (e.g., music). Thus, these insights can be used to develop specific campaigns aimed at promoting bitter (healthy) food, considering also the key role that could be played by food pairings.

Application of Sensory Descriptive Analysis and Consumer Studies to Investigate Traditional and Authentic Foods: A Review

As globalization progresses, consumers are readily exposed to many foods from various cultures. The need for studying specialty and unique food products, sometimes known as traditional, authentic, ethnic, exotic, or artisanal foods, is increasing to accommodate consumers' growing demands. However, the number of studies conducted on these types of products with good quality sensory testing is limited. In this review, we analyzed and reviewed sensory and consumer research on specialty and unique food products. Various factors such as manufacturing, processing, or preparation methods of the samples influence the characteristics of food products and their acceptability. Sensory descriptive analysis can be used to distinguish characteristics that highlight these differences, and consumer research is used to identify factors that affect acceptability. Familiarity with product attributes contributes to consumer acceptance. When cross-cultural consumer research is conducted to support product market placement and expansion, sensory descriptive analysis should be conducted in parallel to define product characteristics. This allows better prediction of descriptors that influence consumer acceptability, leading to appropriate product modification and successful introduction.

Neurophysiological Responses to Different Product Experiences

It is well known that the evaluation of a product from the shelf considers the simultaneous cerebral and emotional evaluation of the different qualities of the product such as its colour, the eventual images shown, and the envelope's texture (hereafter all included in the term “product experience”). However, the measurement of cerebral and emotional reactions during the interaction with food products has not been investigated in depth in specialized literature. The aim of this paper was to investigate such reactions by the EEG and the autonomic activities, as elicited by the cross-sensory interaction (sight and touch) across several different products. In addition, we investigated whether (i) the brand (Major Brand or Private Label), (ii) the familiarity (Foreign or Local Brand), and (iii) the hedonic value of products (Comfort Food or Daily Food) influenced the reaction of a group of volunteers during their interaction with the products. Results showed statistically significantly higher tendency of cerebral approach (as indexed by EEG frontal alpha asymmetry) in response to comfort food during the visual exploration and the visual and tactile exploration phases. Furthermore, for the same index, a higher tendency of approach has been found toward foreign food products in comparison with local food products during the visual and tactile exploration phase. Finally, the same comparison performed on a different index (EEG frontal theta) showed higher mental effort during the interaction with foreign products during the visual exploration and the visual and tactile exploration phases. Results from the present study could deepen the knowledge on the neurophysiological response to food products characterized by different nature in terms of hedonic value familiarity; moreover, they could have implications for food marketers and finally lead to further study on how people make food choices through the interactions with their commercial envelope.

Extra-virgin olive oil: are consumers provided with the sensory quality they want? A hedonic price model with sensory attributes

BACKGROUND

Over the years, niche-differentiation strategies and food policies have pushed quality standards of European extra-virgin olive oil towards a product that has a sensory profile consisting of fruity, bitter and pungent notes, with such oils having excellent healthy features. However, it is unclear whether typical consumers are ready for a richer and more complex sensory profile than the neutral one historically found on the market. This potential discrepancy is investigated in the present study aiiming to determine whether current demand is able to appreciate this path of quality enhancement. Implicit prices for each and every attribute of extra-virgin olive oil with a focus on sensory characteristics were investigated using a hedonic price model.

RESULTS

Although confirming the importance of origin and terroir for extra-virgin olive oil, the results of the present study strongly confirm the discrepancy between what is currently valued on the market and what novel supply trends are trying to achieve in terms of the sensory properties of such products.

CONCLUSION

Increasing consumer awareness about the direct link between the health quality of oils and their sensory profile appears to be necessary to make quality enhancement programs more successful on the market and hence more effective for companies. © 2017 Society of Chemical Industry.