Preference Mapping of Soymilk with Different U.S. Consumers

This study determined and compared drivers of liking for unflavored soymilk with different U.S. consumer groups. A highly trained panel documented appearance, mouthfeel and flavor attributes of 26 commercial soymilks. Twelve representative soymilks were then selected for evaluation by consumers from 3 age/cultural categories (n = 75 each category; Caucasian/African American females aged 18 to 30 y; Asian females aged 18 to 30 y; Caucasian/African American females aged 40 to 64 y). Consumers evaluated overall liking and liking and intensity of specific attributes. Results were evaluated by analysis of variance, followed by internal and external preference mapping. Age had no effect on overall liking, while ethnicity did (Caucasian/African American compared with Asian; P < 0.05). Caucasians/African Americans differentiated soymilks more than Asians and assigned a wider range of liking scores than Asians (2.1 to 7.2 compared with 4.0 to 6.1). Three consumer clusters were identified. Sweet taste with vanilla/vanillin and sweet aromatic flavors and higher viscosity were preferred by most consumers and differences between consumer clusters were primarily in drivers of dislike. Drivers of dislike were not identified for Cluster 1 consumers while Clusters 2 and 3 consumers (n = 84, n = 80) disliked beany, green/grassy and meaty/brothy flavors and astringency. Cluster 3 (n = 80) consumers scored all soymilks higher in liking (P < 0.05) than Cluster 2 consumers, and were willing to overlook disliked attributes with the addition of sweet taste, whereas the Cluster 2 consumers were not. These findings can be utilized to produce soymilks with attributes that are well liked by target consumers and to tailor attributes for segments of the population that have not yet been accommodated.