Preference Mapping of Fresh Tomatoes Across 3 Stages of Consumption

Tomatoes (Solanum lycoperiscum) are a popular produce choice and provide many bioactive compounds. Consumer choice of tomatoes is influenced by flavor and visual appearance and external texture cues including hand firmness and sliceability. The objective of this study was to determine drivers of liking for fresh tomatoes across 3 stages of consumption. Seven tomato cultivars were ripened to a 6 on the USDA color chart. Trained panelists documented appearance, flavor, and texture attributes of tomatoes in triplicate. Tomato consumers (n = 177) were provided with knives and cutting boards and evaluated tomatoes across 3 stages: appearance (stage 1), slicing (stage 2), and consumption (stage 3). Consumers evaluated overall liking at each stage. Analysis of variance and external preference mapping were conducted. Overall liking was highest during the appearance portion of the test and lowest during the consumption portion (P < 0.05). Drivers of liking at stage 1 were color intensity, even outside color, and overall aroma. Drivers of liking at stage 2 were wetness/juiciness and overall aroma. Wetness/juiciness, seed presence, ripe flavor, and sweet and umami tastes were drivers of liking for tomatoes at consumption (stage 3). Four separate clusters of tomato consumers were identified. Cluster 1 preferred tomatoes with even color, higher color intensity, and flavor intensity. Cluster 2 preferred firm tomatoes. Cluster 3 preferred tomatoes that were soft and at peak ripeness; this cluster also had the highest liking scores for all tomatoes. Cluster 4 consumers generally consumed tomatoes in sandwiches rather than as‐is and preferred tomatoes with even and intense color. Tomato growers can utilize these results to target cultivars that are well liked by consumers.     

Identification and characterization of fluid milk consumer groups

Consumption of fluid milk has steadily declined over the last few decades. Understanding the attributes of fluid milk products that are attractive to specific consumer groups may provide a sound basis for education and marketing to encourage increased dairy consumption and reverse the downward trend. The objective of this study was to identify the attributes of fluid milk that specific consumer groups find attractive and attributes that suggest a higher purchase likelihood. An adaptive choice-based conjoint (ACBC) survey was designed to assess attributes of fluid milk. The ACBC survey included Kano, importance, labeling identification, and beliefs questions to determine the key attributes that dictated consumer purchase and consumption. Self-reported purchase habits and attitudes for organic food products were also collected. Attributes in the ACBC exercise included fat content, package type, shelf life, and label claims. Maximum difference scaling was used to rank the importance of attributes in fluid milk that affected purchase. Maximum difference scaling was also used to rank qualities and issues associated with organic milk that were most motivating for those who identified as organic milk consumers. Results were analyzed by univariate and multivariate statistics. A total of 1,163 fluid milk consumers completed the survey, and of those, 434 were regular purchasers of organic milk. The ideal fluid milk from conjoint analysis was 2% milkfat, organic, packaged in a plastic jug, conventionally pasteurized, and contained no additives or label claims. The belief that “organic milk is healthier” was the most important motivator for purchases of organic milk, followed by the beliefs that “organic milk production encourages ethical treatment of animals” and “organic milk production supports local farms and farmers.” Conjoint importance scores of all fluid milk consumers showed that milkfat content was the most important attribute, followed by flavor, package size, and price. For all milk consumers, designation as organic was ranked as the 8th most important of 14 attributes. Evaluation of these results on both aggregate and individual levels suggest that fluid milk consumers are not a homogeneous consumer group and that underlying consumer groups are led to purchase decisions by specific product features or expectations.     

Consumer preferences for fresh tomato at the European scale: a common segmentation on taste and firmness

Although tomato flavor has not been a major goal for breeders, nowadays it becomes important as it is a subject of consumer complaint. A better knowledge of tomato consumer preferences, at the European level, should provide the basis for improvement of fruit quality and for market segmentation. In the framework of a large European project, 806 consumers from 3 countries, The Netherlands, France, and Italy, were presented with a set of 16 varieties representing the diversity of fresh tomato offer in order to evaluate their preferences. In parallel, sensory profiles were constructed by expert panels in each country. Preference maps were then constructed in each country revealing the structure of consumer preferences and allowing identification of the most important characteristics. Then a global analysis revealed that preferences were quite homogeneous across countries. This study identified the overall flavor and firmness as the most important traits for improving tomato fruit quality. It showed that consumer preferences from different European countries, with different cultures and food practices, are segmented following similar patterns when projected onto a common referential plan. Moreover, the results clearly showed that diversification of taste and texture is required to satisfy all consumers' expectations as some consumers preferred firm tomatoes, while others preferred melting ones and were more or less demanding in terms of sweetness and flavor intensity. Detailed comparisons also showed the importance of the fruit appearance in consumer preference.     

Identifying Key Attributes for Protein Beverages

This study identified key attributes of protein beverages and evaluated effects of priming on liking of protein beverages. An adaptive choice‐based conjoint study was conducted along with Kano analysis to gain insight on protein beverage consumers (n = 432). Attributes evaluated included label claim, protein type, amount of protein, carbohydrates, sweeteners, and metabolic benefits. Utility scores for levels and importance scores for attributes were determined. Subsequently, two pairs of clear acidic whey protein beverages were manufactured that differed by age of protein source or the amount of whey protein per serving. Beverages were evaluated by 151 consumers on two occasions with or without priming statements. One priming statement declared “great flavor,” the other priming statement declared 20 g protein per serving. A two way analysis of variance was applied to discern the role of each priming statement. The most important attribute for protein beverages was sweetener type, followed by amount of protein, followed by type of protein followed by label claim. Beverages with whey protein, naturally sweetened, reduced sugar and ≥15 g protein per serving were most desired. Three consumer clusters were identified, differentiated by their preferences for protein type, sweetener and amount of protein. Priming statements positively impacted concept liking (P < 0.05) but had no effect on overall liking (P > 0.05). Consistent with trained panel profiles of increased cardboard flavor with higher protein content, consumers liked beverages with 10 g protein more than beverages with 20 g protein (6.8 compared with 5.7, P < 0.05). Protein beverages must have desirable flavor for wide consumer appeal.     

The Choice of Canned Whole Peeled Tomatoes is Driven by Different Key Quality Attributes Perceived by Consumers Having Different Familiarity with the Product

Canned whole peeled tomatoes are a premium tomato product; however, no information is available about the key intrinsic and extrinsic quality attributes perceived by consumers when buying this product. This research considered consumers differing in the level of familiarity with peeled tomatoes, that is, knowledge, frequency of consumption, and availability of this product, on 3 markets: Chile (low), The Netherlands (medium), and Italy (high). The perceptions and preferences of each group were studied using first focus groups and subsequently conjoint analysis in order to identify the key quality attributes leading their preferences for this product. Focus groups identified 7 intrinsic attributes (color, packing medium, tomato consistency, acidity level, sweetness level, extra ingredients, and intensity of product taste), and 5 extrinsic attributes (packaging material, product type, country of origin, brand, and label design). Significant variations according to the familiarity were found. The conjoint analyses showed that color of tomatoes was the most important intrinsic quality attribute for all groups, while packaging material was the most important extrinsic quality attribute for Chileans and Dutch, being a glass container or a can with easy open the preferred packaging for respective groups. In contrast, country of origin was the most important parameter for Italians. We concluded that intrinsic and extrinsic attributes were strongly influenced by the degree of familiarity with canned whole peeled tomatoes.     

CULTIVAR AND HARVEST DATE EFFECTS ON FLAVOR AND OTHER QUALITY ATTRIBUTES OF CALIFORNIA STRAWBERRIES

“Aromas,”“Diamante” and “Selva” strawberries were harvested in early and mid‐season and evaluated for quality attributes, flavor components, fermentative metabolites and physiological characteristics. Preference and flavor tests by consumer panels were also conducted. Cultivar variation was greater than harvest date variation as were differences in color, concentrations of anthocyanins, firmness, total soluble solids, sugars, pH, titratable acidity (TA), organic acids and aroma compounds. “Diamante” and “Selva” had higher aroma quality than “Aromas” fruits. The levels of fermentative metabolites were too low to have an impact on the aroma quality. “Diamante” and “Selva” strawberries had better overall flavor quality and were more preferred by consumers than “Aromas.” These differences were consistent over two harvest dates.     

CONSUMER ATTITUDES, PREFERENCES AND SHOPPING BEHAVIOR TOWARD HOT PEPPERS IMPORTED FROM TRINIDAD AND TOBAGO

A survey consisting of 108 completed interviews was conducted in two locations in Toronto, Canada, to identify and describe Canadian consumer views at different retail outlets concerning quality, services offered, buying habits and preferences of hot peppers imported from Trinidad and Tobago. At both locations, more consumers preferred to buy hot peppers at supermarkets compared with roadside or farmers’ markets, respectively. Convenience, freshness and sorted and graded produce combined with lower postharvest losses experienced were major factors influencing the decision to shop at supermarket outlets. However, consumers at all retail outlets ranked pungency as the most important quality factor followed by flavor, shelf-life and color. Awareness among growers and exporters at the supply end and brokers and retailers at the receiving end of the export marketing system of this commodity could influence consumer demand for these quality characteristics to result in mutual economic benefits.     

Consumer Sensory Analysis of High Flavonoid Transgenic Tomatoes

Tomatoes have ameliorative effects on cardiovascular disease and cancer. In this study, metabolic engineering of flavonoids was utilized to improve the nutritional value of tomatoes by increasing flavonol and anthocyanin content. Total flavonol content was significantly increased in both the peel and flesh using the onion chalcone isomerase (CHI) gene. The Delila (Del) and Rosea1 (Ros1) genes from the snapdragon Antirrhinum majus were concomitantly expressed to produce an anthocyanin‐rich tomato which was purple in color. Sensory evaluation by a panel of 81 untrained consumers revealed no significant difference in liking of color or texture between CHI, Del/Ros1, and wild‐type tomatoes. Consumers reported marginal but significantly higher preference for the flavor and overall liking of CHI tomatoes over Del/Ros1 and wild‐type tomatoes. This study is the first to report the results of sensory tests of transgenic tomatoes by a consumer panel representing the general consuming public.     

Consumer Acceptability and Sensory Profile of Cooked Broccoli with Mustard Seeds Added to Improve Chemoprotective Properties

Broccoli, a rich source of glucosinolates, is a commonly consumed vegetable of the Brassica family. Hydrolysis products of glucosinolates, isothiocyanates, have been associated with health benefits and contribute to the flavor of Brassica. However, boiling broccoli causes the myrosinase enzyme needed for hydrolysis to denature. In order to ensure hydrolysis, broccoli must either be mildly cooked or active sources of myrosinase, such as mustard seed powder, can be added postcooking. In this study, samples of broccoli were prepared in 6 different ways; standard boiling, standard boiling followed by the addition of mustard seeds, sous vide cooking at low temperature (70 °C) and sous vide cooking at higher temperature (100 °C) and sous vide cooking at higher temperature followed by the addition of mustard seeds at 2 different concentrations. The majority of consumers disliked the mildly cooked broccoli samples (70 °C, 12 min, sous vide) which had a hard and stringy texture. The highest mean consumer liking was for standard boiled samples (100 °C, 7 min). Addition of 1% mustard seed powder developed sensory attributes, such as pungency, burning sensation, mustard odor, and flavor. One cluster of consumers (32%) found mustard seeds to be a good complement to cooked broccoli; however, the majority disliked the mustard‐derived sensory attributes. Where the mustard seeds were partially processed, doubling the addition to 2% led to only the same level of mustard and pungent flavors as 1% unprocessed seeds, and mean consumer liking remained unaltered. This suggests that optimization of the addition level of partially processed mustard seeds may be a route to enhance bioactivity of cooked broccoli without compromising consumer acceptability.     

Consumer insights on prepackaged Cheddar cheese shreds using focus groups,conjoint analysis,and qualitative multivariate analysis

This study established attractive attributes and drivers of purchase for prepackaged Cheddar cheese shreds. Seven focus groups of Cheddar cheese shred consumers (n = 61) were conducted to probe consumer beliefs regarding packaging, ingredients, label claims, and applications of prepackaged Cheddar cheese shreds. Subsequently, an online survey was developed utilizing the key attributes from the focus groups. The survey (n = 1,288) included maximum difference scaling, Kano questions, and adaptive choice-based conjoint analysis. Additionally, 9 different commercial Cheddar cheese shreds varying in color, shred thickness, brand, and price were selected for a follow-up qualitative multivariate analysis to gain further consumer insight on attribute importance. Consumers (n = 13) were provided with commercial packages of shreds to evaluate over a 4-week period. Consumers journaled their likes and dislikes after use of each cheese shred and subsequently participated in a final 2.5-h focus group and projective mapping exercise. Consumers placed highest importance on price, followed by nutrition claims, color, sharpness, thickness, and label claims. Four consumer clusters were identified from conjoint utility scores. One consumer cluster exhibited preference for value-added features such as nutrition claims and brand, and another consumer cluster placed importance on shred color, whereas the other 2 groups were driven primarily by price. The qualitative multivariate analysis results confirmed the focus group and survey results: meltability, orange color, lack of clumps, ability to reseal the bag, and desirable “Cheddar” flavor were also preferred Cheddar shred qualities.     

Consumer Acceptance of a Polyphenolic Coffee Beverage

The objective of this study was to determine if Chardonnay grape seed pomace (GSP), a waste stream of wine production, could be used as a functional ingredient in brewed coffee. Two consumer panels were conducted to assess the acceptance of coffee at coffee replacement (w/w) values of 0% (control), 6.25%, 12.50%, 18.75%, or 25% GSP. The 1st consumer panel (n = 80) assessed the coffee samples served “black.” The 2nd panel (n = 67) assessed the coffee samples with adjustment (that is, sweeteners, milk, and cream) options available. Consumer sensory evaluation involved evaluating the 5 treatments individually for acceptance of appearance, aroma, taste/flavor, and overall acceptance using a 9‐point hedonic scale. A check‐all‐that‐apply questionnaire surveyed the sensory attributes describing aroma, appearance, and taste/flavor of the samples. Oxygen radical absorbance capacity was used to measure the effects of antioxidant levels in GSP coffee samples. Results showed that GSP could be added at 6.25% replacement without significantly affecting the overall consumer acceptance of coffee compared to the control (0% GSP). Above 6.25% GSP supplementation, the coffee beverage was described as more tan, milky, watery/dilute, and mild, and was generally less accepted by the consumers. GSP also increased the antioxidant capacity of the coffee compared to the control (0% GSP), with no significant differences among replacement values. Therefore, 6.25% GSP replacement is recommended for creating coffee beverages acceptable to consumers. Further in vivo investigation may substantiate the free‐radical scavenging capacity of GSP coffee and its potential health benefits.     

MODIFICATION OF CONDITIONS AT THE WHOLESALE WAREHOUSE TO IMPROVE QUALITY OF FRESH-MARKET TOMATOES

Previous studies suggested that modification of storage temperatures at the wholesale warehouse could sufficiently retard ripening to permit harvest of fresh-market tomatoes at a later maturity, thus allowing for greater flavor development on the vine. Tomatoes (cvs ‘Celebrity’ and ‘Sunny’) were harvested either at the breaker or pink stages of maturity. Simulated wholesale storage was conducted by holding breaker fruit for 3 days at 12°C or 21°C and pink fruit for 3 days at 5°C or 37°C. Short-term low- and high-temperature storage of pink tomatoes delayed ripening sufficiently to maintain acceptable color and firmness during retail and consumer storage at 21°C for 7 days. Flavor characteristics of tomatoes harvested at the pink stage of maturity were not significantly superior to those of fruit harvested at the breaker stage. Thus, although ripening can be delayed in pink tomatoes during postharvest handling, delaying harvest from the breaker to the pink stage does not offer the flavor advantage to warrant a change in the handling system.     

Functional and organic eggs as an alternative to conventional production: a conjoint analysis of consumers' preferences

BACKGROUND: In the current context of growing consumer demand for foodstuffs that are healthy and safe and that are obtained in a manner respectful to the welfare of animals, the analysis of consumer preferences towards attributes of this type takes on particular importance. These trends are especially clear in the case of the consumption of eggs because of their strong negative association with cholesterol levels and their extremely intensive systems of production. The introduction of variants that are more in harmony with current consumer demands represents an interesting market alternative. RESULTS: The present study was aimed at investigating the preferences of Spanish consumers for these alternative types of egg that are entering the market. The survey was conducted with 361 consumers from October 2007 to March 2008. The conjoint analysis allowed us to estimate the relative importance of the main attributes that affect consumer preferences for eggs and to distinguish segments of consumers with similar preference profiles. CONCLUSION: It was found that price is the most important attribute determining consumer preferences, followed by the hens' feed and their rearing conditions. It was also found that only some groups of consumers are willing to pay the premium necessary for alternative methods of production. Copyright © 2010 Society of Chemical Industry     

Consumer perception of ice cream and frozen desserts in the “better-for-you” category

The consumption of ice cream and frozen desserts in the “better-for-you” (BFY) category has grown rapidly over the past few years, even as traditional ice cream sales remain stagnant. To better understand consumer preferences within the BFY category, an online survey (n = 1,051) was conducted with ice cream and frozen dessert consumers, followed by consumer acceptance testing of commercial BFY frozen dairy desserts. Consumers of BFY frozen desserts (n = 578) completed an adaptive choice-based conjoint survey and MaxDiff exercise to identify the attributes that drive purchase of BFY frozen desserts. MaxDiff exercises were also used to determine which attributes all frozen dessert consumers (n = 1,051) perceived to make a frozen dessert BFY and which stabilizers or emulsifiers were most attractive on an ice cream or frozen dessert label. Subsequently, a consumer acceptance test (n = 186) was conducted using 4 commercial vanilla-flavored frozen dairy desserts made with different sweetening systems (sugar, sucralose + acesulfame K, monk fruit + allulose, and stevia + erythritol). Half of consumers were primed or informed with the sweeteners and basic nutritional information for the frozen desserts before tasting, and the other half of consumers evaluated samples blinded, where they were only informed that they were tasting a vanilla-flavored frozen dessert. Sweetener type and base (dairy vs. plant) were the most important attributes to BFY consumers when selecting a BFY frozen dessert (n = 578). For all ice cream and BFY dessert consumers (n = 1,051), sweetener-related claims (naturally sweetened, reduced sugar, no added sugar), along with “all natural” and a short ingredient list, were the top attributes that contributed to perception of a “healthier” frozen dessert. When BFY frozen desserts were tasted by consumers, purchase intent decreased after tasting, suggesting that frozen desserts made with natural non-nutritive sweeteners did not meet consumer expectations. Flavor of BFY frozen desserts remains more important than perceived healthiness. Consumers perceive frozen desserts, even those in the BFY category, as an indulgence. Frozen dessert manufacturers should focus on naturally sweetened, dairy-based desserts with minimal sweetener-related flavor defects when designing products for the BFY category.     

Influence of packaging information on consumer liking of chocolate milk

Chocolate milk varies widely in flavor, color, and viscosity, and liking is influenced by these properties. Additionally, package labels (declared fat content) and brand are some of the extrinsic factors that may influence consumer perception. The objective of this study was to evaluate the effects of packaging labels and brand name on consumer liking and purchase intent of chocolate milk. A consumer acceptance test, conjoint analysis survey, and Kano analysis were conducted. One hundred eight consumers evaluated 7 chocolate milks with and without brand or package information in a 2-d crossover design. A conjoint analysis survey and Kano analysis were conducted after the consumer acceptance test. Results were evaluated by 2-way ANOVA and multivariate analyses. Declared fat content and brand influenced overall liking and purchase intent for chocolate milks to differing degrees. A subsequent conjoint analysis (n = 250) revealed that fat content was a driver of choice for purchasing chocolate milk followed by sugar content and brand. Brand name was less important for purchase intent of chocolate milk than fat or sugar content. Among fat content of chocolate milk, 2 and 1% fat level were most appealing to consumers, and reduced sugar and regular sugar were equally important for purchase intent. Kano analysis confirmed that fat content (whole milk, 1, or 2% fat chocolate milk) was an attractive attribute for consumer satisfaction, more so than brand. Organic labeling did not affect the purchase decision of chocolate milk; however, Kano results revealed that having an organic label on a package positively influenced consumer satisfaction. Findings from this study can help chocolate milk producers as well as food marketers better target their product labels with attributes that drive consumer choice of chocolate milk.