Consumer liking of fruit juices with different açaí (Euterpe oleracea Mart.) concentrations.

Overall liking, flavor, and perceived healthiness of one newly developed fruit juice with high açaí content (40% açaí) and 5 commercially available fruit juices with lower (4% to 20%) açaí concentrations were evaluated by consumers in Belgium. General trends for the overall sample were examined by means of analysis of variance, whereas individual consumer preferences were evaluated using internal preference mapping and hierarchical cluster analysis. The relative contribution of flavor and perceived health benefits as predictors of consumers' overall liking of the 6 açaí-based fruit juices was estimated through linear regression analysis. The results showed a negative relationship between the juices' overall liking and their açaí concentrations. Although the vast majority of consumers preferred the juices having a low açaí content (4% to 5% açaí), a small consumer segment liked the juice with 40% açaí. Flavor or taste experience superseded consumers' perceived health benefits as the primary determinant of the fruit juices' overall liking. The impact of perceived health benefits on the overall liking of the açaí juices decreased with higher taste dissatisfaction.

Effect of a health claim and personal characteristics on consumer acceptance of fruit juices with different concentrations of açaí (Euterpe oleracea Mart.).

This study evaluates the effect of a health claim and personal characteristics on the acceptance of two unfamiliar açaí fruit juices that have a low (40% açaí) versus a high (4% açaí) a priori overall liking. Hedonic and sensory measures as well as health- and nutrition-related attribute perceptions and purchase intention were rated before and after health information was presented. Differences in information effects due to interactions with juice type, consumer background attitudes and socio-demographics were investigated. Providing health information yielded a positive, though rather small increase, in overall liking, perceived healthiness and perceived nutritional value of both juices, as well as in their purchase intention. Sensory experiences remained predominant in the acceptance of the fruit juices, although the health claim had a stronger effect on the perceived healthiness and nutritional value of the least-liked juice. Background attitudes and socio-demographic characteristics influenced consumers' acceptance of both unfamiliar fruit juices. Health-oriented consumers were more likely to compromise on taste for an eventual health benefit, though they still preferred the best tasting juice. Consumers with a high food neophobia reported a lower liking for both unfamiliar fruit juices. Older respondents and women were more likely to accept fruit juices that claim a particular health benefit.