Relating consumer preferences to sensory attributes of instant coffee |
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| Affiliation: | 1. Research and Development Center for Five-Sense Devices, Kyushu University, 744 Motooka, Nishi-ku, Fukuoka, 819-0395, Japan;2. Graduate School of Information Science and Electrical Engineering, Kyushu University, 744 Motooka, Nishi-ku, Fukuoka, 819-0395, Japan;3. Innovation Center, UCC Ueshima Coffee Co., Ltd., 7-7-7 Minatojima-Nakamachi, Chuo-ku, Kobe-shi, Hyogo, 650-8577, Japan;4. Intelligent Sensor Technology, Inc., 5-1-1 Onna, Atsugi-shi, Kanagawa, 243-0032, Japan;5. Institute for Advanced Study, Kyushu University, 744 Motooka, Nishi-ku, Fukuoka, 819-0395, Japan;1. University of Florence, Department of Agricultural, Food and Forest Systems Management (GESAAF), Italy;2. Adacta International S.p.A., Naples, Italy;3. TasteMatters – Research & Consulting, Sydney, Australia;1. Sensory Evaluation Center, College of Agricultural Sciences, The Pennsylvania State University, University Park, PA, USA;2. Department of Food Science, College of Agricultural Sciences, The Pennsylvania State University, University Park, PA, USA |
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| Abstract: | The sensory profiles of 11 instant coffees including pure coffees (PC), coffee blends (CB) and a chicory instant drink (CID), commercially available in South Africa, were described and quantified. These were then related to consumer preferences (n=199) for the instant coffees using preference mapping. Based on consumer preferences, four consumer groups were identified, “pure coffee lovers” (23%), “coffee blend drinkers” (30%), “general coffee drinkers” (37%) and “not serious coffee drinkers” (10%). The “pure coffee lovers” prefer the more astringent, bitter, roasted, nutty and full-bodied flavour of the pure coffee samples. The less intense coffee flavour character, but higher sweetness and root flavour, typical of chicory blended instant coffee, were attributes that were preferred by the “coffee blend lovers”. The “general coffee drinkers” seem to consume coffee out of habit and are less concerned about the specific sensory properties of the coffee. |
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