Plant-Based Alternatives Need Not Be Inferior: Findings from a Sensory and Consumer Research Case Study with Cream Cheese.

Reliance on animal foods must be reduced to improve planetary and human well-being. This research studied plant-based cheese alternatives (PBCA) relative to dairy cheese in a consumer taste test with 157 consumers in New Zealand. A case study approach used cream cheese (commercially available) as the focal product category (2 PBCA, 2 dairy) and implemented a multi-response paradigm (hedonic, sensory, emotional, conceptual, situational). "Beyond liking" insights were established, including drivers of liking (sensory, non-sensory) and sensory drivers of non-sensory product associations. Two consumer segments were identified, of which the largest (n = 111) liked PBCA and dairy samples equally (6.5-6.7 of 9). In this PBCA Likers cluster, the key sensory drivers of liking were 'creamy/smooth mouthfeel', 'dissolves quickly in mouth', and 'sweet', while a significant penalty was associated with 'mild/bland flavour'. The non-sensory data contributed additional consumer insights, including the four samples being perceived as differently appropriate for 9 of 12 use situations, with PBCA being regarded as less appropriate. In the limited confines of this case on cream cheese, the findings show that PBCA need not be inferior to their dairy counterparts despite a general narrative to the contrary. Of note, the results were obtained among participants who were open to eating a more PB diet but were not vegetarian or vegan.

Sensory characteristics of plant-based milk alternatives: Product characterisation by consumers and drivers of liking.

Like other plant-based (PB) product categories, PB milk alternatives (PBMA) are in ascendency as part of the green consumer transition and a greater focus on personal health. However, consumption remains far below that for cow's milk, and among multiple barriers to uptake, inferior sensory properties is one problem, nutritional inadequacies another. While exceptions exist in both instances, a general need for improved products remains. The present research is situated in this nexus, and its primary aim was to contribute new consumer-centric insight regarding the sensory drivers of liking/disliking in the PBMA category. This was achieved through a central location study with adult New Zealanders (n = 143, not regular PBMA consumers) who tasted 18 different PBMA samples spanning a broad range of PB ingredients (soy, oat, coconut, almond, rice, cashew, peanut, macadamia, lentil, hemp, sesame) in different product types (single PB source, blends, barista style) with varying nutritional profiles. The most liked sample (6.5/9), which was made from soy, had the nutritional profile that most approximated cow's milk (3 g/100 mL protein), as well as a milky appearance and taste. Its mouthfeel was smooth, and this sensory characteristic was also paramount for barista-style PBMAs being well-liked (>5.9/9) regardless of their constituent PB ingredient (oat, almond, coconut). Opportunities for product innovation within this type of PBMA was identified including for using barista-style beyond hot beverages, as these samples received positive liking scores on average. The same applied to blends as multiple-source PBMAs can facilitate improved nutritional composition, and significant scope seemed to exist to identify more liked vs less liked PB ingredient combinations (e.g., almond/rice vs coconut/sesame). By identifying, through penalty/lift analysis that positive sensory drivers of PBMA liking span all sensory modalities (appearance, taste, flavour, texture and mouthfeel), it becomes easier to appreciate that products in this category are complex and challenging to optimise. A second minor research aim was focused on the modulating influence of PBMA consumption frequency on product liking and the sensory drivers of liking. The key result was a positive association between liking and higher consumption frequency, and greater appreciation of sweet, coconut, nutty and cereal/oaty characteristics of PBMAs.

Dimensions of food-related wellbeing and their relative importance among New Zealand consumers: A quasi-replication and extension approach.

Research into perceived wellbeing (WB) can improve understanding of consumer food choices and support development of strategies to promote healthier and more sustainable eating habits. In this research, using online studies, food-related WB was explored among New Zealand consumers. In a "quasi-replication" of Jaeger, Vidal, Chheang, and Ares (2022), Study 1 uncovered word associations to different WB-related terms ('Sense of wellbeing,' 'Lack of wellbeing,' 'Feeling good,' 'Feeling bad/unhappy,' 'Satisfied with life,' and 'Dissatisfied with life') with 912 participants in a between-subjects design. The results confirmed the multidimensional nature of WB, and the need to consider positive and negative aspects of food-related WB, as well as differences linked to physical, emotional, and spiritual WB. Drawing on Study 1, 13 characteristics of food-related WB were identified, and in Study 2 their importance for feeling a 'Sense of wellbeing' and 'Satisfied with life' was determined with 1206 participants using a between-subjects design. In a further extension, Study 2 also adopted a product-specific perspective and explored the associations of, and importance, for 16 different foods and beverages to food-related WB. Based on Best-Worst Scaling and penalty/lift analysis, the four most important characteristics overall were 'Is good quality,' 'Is healthy,' 'Is fresh,' and 'Is tasty,' with the nuance that healthiness contributed most to feeling a 'Sense of wellbeing' while good quality contributed most to feeling 'Satisfied with life.' The associations to individual foods and beverages underscored that food-related WB is a complex construct arising from an overall evaluation of the different effects of foods (including physical health, social and spiritual aspects of food consumption) and their short-term effects on food-related behaviour. Contextual and individual differences in perceptions of WB in relation to food deserve further investigation.

High arousal as the source of food rejection in food neophobia.

Food neophobia (FN) at moderate to high levels is very common among adult populations in all cultures and is usually defined in terms of rejection of unfamiliar foods. However, food rejection in FN is only partly related to food familiarity. Experimental and survey studies have suggested that unpleasantly high arousal may be induced by food novelty, but also be produced by foods with intense or complex flavours, that are perceived as dangerous or foreign, or that have unusual ingredients. Liking for foods with these characteristics have recently been shown to be strongly negatively associated with FN. Thus, induced high arousal may underlie food rejection in FN. Here, we collected familiarity, liking and arousal ratings, and scores on the standard Food Neophobia Scale from more than 7000 consumers in four countries - Australia, United Kingdom, Singapore, Malaysia - for a series of food names that were manipulated to produce standard and 'high arousal' (variant) versions of the same foods. Consistent across all four countries, arousal ratings increased, and liking decreased, with decreases in food familiarity. Variant food names were always associated with ratings of higher arousal than the standard names. The variant foods were generally less familiar than the standard foods, although this was not a necessary condition for their higher arousal ratings, suggesting that the other arousal-inducing factors (e.g., flavour intensity) also played a role. Across all foods, arousal ratings increased, and liking ratings decreased, as FN increased, but these effects were accentuated for the variant foods. The consistency of these effects across multiple countries supports a view that arousal is universally a strong determinant of liking for foods and that this underlies the rejection of foods, familiar and novel, in FN.

Consumer perception of plant-based yoghurt: Sensory drivers of liking and emotional, holistic and conceptual associations.

Plant-based (PB) yoghurts is a rapidly expanding food category with the potential to reduce many of the negative environmental impacts associated with the farming of dairy cattle and related greenhouse gas emissions. Within the context of growing consumer demand for PB products, this research aimed to identify the main drivers of consumer acceptance of PB yoghurts through data drawn from a consumer study of 113 adult New Zealand participants who tasted a representative range of commercially available vanilla-flavoured PB yoghurts, and provided sample evaluations using a multi-variable measurement approach comprised of liking ratings, emotional responses, sensory characterisations, and holistic / conceptual perceptions. The primary finding of this study was that the overall acceptability of currently available PB yoghurts is low, leading to poor attitudes and low willingness to consume PB yoghurts. The examined products were characterised by the presence of several sensory attributes that negatively impacted consumer liking, either because they were unexpected or because their intensity level was too high. Among the main sensory issues identified were perceived sourness (acidity), lumpy appearance and non-white colour. In contrast, vanilla flavour and a creamy/smooth texture were identified as the main drivers of liking. The multi-response approach used in this study enabled a comprehensive characterisation of the products. One of the key insights gained was that negative emotional activation, caused by the presence of unexpected sensory attributes in the samples, was the main driver of product rejection. This was likely due to the disparity between consumers' sensory expectations, formed primarily based on their experience with dairy yoghurts, and the actual experience upon tasting the PB yoghurts. Overall, the findings indicate that the sensory properties of currently available PB yoghurts are a significant barrier to their adoption by most consumers and that addressing these sensory deficiencies is essential to achieving mainstream market acceptance of these products.

An exploration of what freshness in fruit means to consumers.

Perceived freshness is a key determinant of consumers' food choices but remains an imprecisely defined concept. A comprehensive and consumer-centric definition of freshness appears to be lacking, and the present research was situated in this knowledge gap, seeking, in particular, to explore the complexity of freshness in consumers' minds. People from the USA (n = 2092) took part in an online survey and completed a text highlighting task. Herein, participants read a text that described different aspects of freshness and the technologies used to prolong freshness during storage. While reading, they used highlighting functions within the software to indicate text content that they liked/disliked or agreed/disagreed with. The combined results from text highlighting and responses to the open-ended question "Considering the fruit you eat, why is freshness important to you?" confirmed that freshness is a complex construct with multiple dimensions and suggested that the complexity of freshness extends from food in general to specific product categories (in the case of fruit and apples). Further, the findings showed that freshness is desired by consumers because fruit are perceived as healthier and better tasting. The findings revealed negative attitudes towards stored fruit among participants, but also indicated some acceptance of the fact that some storage was unavoidable. Results provide useful insights to the development for communication strategies to increase consumer acceptance of stored apples and fruits in general.

A critical review of social media research in sensory-consumer science.

The collection and analysis of digital data from social media is a rapidly growing methodology in sensory-consumer science, with a wide range of applications for research studying consumer attitudes, preferences, and sensory responses to food. The aim of this review article was to critically evaluate the potential of social media research in sensory-consumer science with a focus on advantages and disadvantages. This review began with an exploration into different sources of social media data and the process by which data from social media is collected, cleaned, and analyzed through natural language processing for sensory-consumer research. It then investigated in detail the differences between social media-based and conventional methodologies, in terms of context, sources of bias, the size of data sets, measurement differences, and ethics. Findings showed participant biases are more difficult to control using social media approaches, and precision is inferior to conventional methods. However, findings also showed social media methodologies may have other advantages including an increased ability to investigate trends over time and easier access to cross-cultural or global insights. Greater research in this space will identify when social media can best function as an alternative to conventional methods, and/or provide valuable complementary information.

Emoji meanings (pleasure-arousal-dominance dimensions) in consumer research: Between-country and interpersonal differences.

In line with the increasing popularity of emoji, the need for methodological research into these pictorial representations of emotion remains. The present research contributes to this goal by continuing to establish the meaning of emoji and exploring these according to between-country and interpersonal differences. The emoji (n = 12) were selected to span the valence × arousal emotion space, and the PAD model (Pleasure-Arousal-Dominance) was used to establish emoji meaning for the three dimensions, operationalized as measurement on 6 × 3 semantic differentials. Participants in the main study came from three countries-Germany, Singapore, and Malaysia (n = 2465), and a supplementary study included the United Kingdom and New Zealand (n = 600) (subset of four emoji). The results confirmed that emoji meanings according to the PAD model were largely similar between countries (albeit not identical). There were multiple minor significant differences for individual emoji, and where these existed, they often related to the dimension of Arousal, prompting a need for further investigation. Interpersonal differences were examined for gender (men and women), age group (18-45 and 46-69 years old), and frequency of emoji use. Again, significant differences were smaller rather than larger and supported the notion that emoji are generally applicable for multicountry research. However, caution regarding the participants who use emoji infrequently may be warranted. PRACTICAL APPLICATION: The findings from this research will help academics and practitioners who are interested in using emoji for sensory and consumer research (or are already doing so) with more robust interpretations of their findings. For a set of 12 emoji that provide broad coverage of the valence × arousal emotional space, meanings are provided on the three dimensions of the PAD model. The data is collected in five countries and contributes to increased confidence that emoji meanings are by and large similar in these countries.

Consumer Preference Segments for Plant-Based Foods: The Role of Product Category.

A survey of willingness to consume (WTC) 5 types of plant-based (PB) food was conducted in USA, Australia, Singapore and India (n = 2494). In addition to WTC, emotional, conceptual and situational use characterizations were obtained. Results showed a number of distinct clusters of consumers with different patterns of WTC for PB foods within different food categories. A large group of consumers did not discriminate among PB foods across the various food categories. Six smaller, but distinct clusters of consumers had specific patterns of WTC across the examined food categories. In general, PB Milk and, to a much lesser extent, PB Cheese had highest WTC ratings. PB Fish had the lowest WTC, and two PB meat products had intermediate WTC. Emotional, conceptual and situational use characterizations exerted significant lifts/penalties on WTC. No penalty or lifts were imparted on WTC by the situational use of 'moving my diet in a sustainable direction', whereas uses related to 'when I want something I like' and 'when I want something healthy' generally imparted WTC lifts across clusters and food categories. The importance of this research for the study of PB foods is its demonstration that consumers are not monolithic in their willingness to consume these foods and that WTC is often a function of the food category of the PB food.

Consumer conceptualisations of food-related wellbeing: An exploration of wellbeing-related terms in four industrialised countries.

Perceived (or subjective) wellbeing is regarded as key to understanding consumer food choices and the development of strategies to promote desirable eating habits. Yet, in-depth understanding of the specific factors that contribute to people's perceived wellbeing across cultures is lacking. These factors motivated the present research that used word associations to conduct an exploratory analysis of consumer conceptualisations of food-related wellbeing (WB). Adults (n = 4945) living in the United Kingdom, Australia, Singapore or Germany, and speaking respectively, English or German, took part in the study. Health, pleasure, food quality, positive emotions and social aspects of food consumption were the main associations with food-related wellbeing. Absence hereof was associated with unhealthiness, disgust, negative emotions and poor mental health. The differences in these main associations emphasised the importance of exploring wellbeing, as well as lack hereof. Not doing so leads to an incomplete understanding of this multidimensional construct. The research was conducted with four terms related to wellbeing (each in their positive and negative versions): 'sense of wellbeing' and 'lack of wellbeing', 'feeling good' and 'feeling bad/unhappy', 'satisfied with life' and 'dissatisfied with life' and 'fulfilled in life' and 'unfulfilled in life'. Because these different terms gave rise to different wellbeing associations, researchers in this area must choose their empirical approach with care. The terms 'sense of wellbeing' and 'feeling good' tended to more frequently give rise to health-related associations. Conversely, 'satisfied with life' and 'fulfilled in life' tended to more frequently give rise to positive spiritual and emotional associations of food-related wellbeing. The main conceptualisations of food-related wellbeing were cross-culturally similar, but extension of the present research to other Asian countries was recommended based on several differences between Singaporean participants and those from other countries. In ethnically diverse countries like Singapore, further within-country investigations of different cultures will also have merit.

Consumer attitudes to vertical farming (indoor plant factory with artificial lighting) in China, Singapore, UK, and USA: A multi-method study.

Major changes are needed both with regard to what we eat and how food is produced. The latter is the focus of the present research, specifically the rise of controlled environment agriculture. In this context, empirical research is presented on consumer attitudes to vertical farming (VF) (i.e., indoor plant factory with artificial lighting), conducted in four countries (USA, UK, Singapore, and China) using online surveys (637-683 participants per country with matched gender and age group distributions). A multi-method research approach was used, including a novel methodology of text highlighting, which requires that participants read a descriptive text about VF with mentions of pros and cons and use highlighter functions to select aspects of the text that they 'like' and 'dislike'. Based on the information provided in the text, attitudes towards VF were largely positive in the four countries. The characteristics of VF that aligned with the United Nations Sustainable Development Goals were identified as key drivers of positive attitudes (i.e., higher yield, reduction of carbon emissions, and securing access to food). On the other hand, high energy use and premium prices contributed to negative attitudes about VF. Although the majority of participants responded to the text with an overall positive attitude towards VF, there were smaller groups of participants in every country who expressed a negative or neutral/ambivalent attitude. These between-segment differences were larger than cross-cultural differences, although the latter did exist, particularly for selected aspects of VF. For example, Chinese participants tended to be the least negative about the use of robots to help planting and harvesting. Future research is needed to understand consumer responses to aspects VF not covered in the text (e.g., powering VF with renewable energy, product range), and consumer insights about VF should be sought in other countries.

Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use.

Emoji have been argued to have considerable potential for emotion research but are struggling with uptake in part because knowledge about their meaning is lacking. The present research included 24 emoji (14 facial, 10 non-facial) which were characterized using the PAD model (Pleasure-Arousal-Dominance) of human affect by 165 consumers in New Zealand and 861 consumers in the UK. The results from the two countries were remarkably similar and contributed further evidence that emoji are suitable for cross-cultural research. While significant differences between the emoji were established for each of the PAD dimensions, the mean scores differed most on the Pleasure dimension (positive to negative), then on the Arousal dimension (activated to deactivated), and lastly on the Dominance dimension (dominance to submissive). The research also directly measured the perceived appropriateness of the 24 emoji for use with foods and beverages. The emoji face savoring food, clapping hands and party popper were in the top-5 for the highest appropriateness in food and beverage context for both studies, as was a strong negative expression linked to rejection (Study 1: face vomiting; Study 2: nauseated face). On the other hand, zzz and oncoming fist were considered as the least appropriate to be used in a food and beverage context in both studies. Again, the results from the UK and NZ were in good agreement and identified similar groups of emoji as most and least suitable for food-related consumer research.

Variations in the Strength of Association between Food Neophobia and Food and Beverage Acceptability: A Data-Driven Exploratory Study of an Arousal Hypothesis.

The negative impact of food neophobia (FN) on food and beverage (F&B) liking extends beyond foods and beverages that are novel. In addition, F&Bs that are high in flavour intensity, perceived as dangerous, or have connections to other cultures are likely to elicit rejection by those high in FN. Each of these factors have been established as producing increased arousal, potentially to an unpleasant degree. The aim of this study was to explore the hypothesis that increased arousal underlies all causes of rejection due to FN. To do this, we analysed and interpreted existing data based on online surveys that measured FN and liking for a broad range of F&B names from 8906 adult consumers in the USA, United Kingdom, Australia, Germany and Denmark. Negative associations between FN and liking of varying strengths were evident for 90% of the F&Bs. Consistent with the arousal hypothesis, F&Bs (a) with high flavour intensity, whether produced by chilli, other spices, or flavours, (b) from other cultures, (c) often perceived as dangerous, or (d) that were novel or had novel ingredients showed the strongest negative relationships between FN and liking. Conversely, F&Bs whose liking scores were only very weakly related to FN had low arousal characteristics: high familiarity, sweetness, mild flavours, strong connections to national food cultures, or some combination of these factors. Since this study was exploratory and conducted on existing data, there was no direct measure of arousal, but this is recommended for future, stronger tests of this arousal hypothesis.

Sensory drivers of perceived situational appropriateness in unbranded foods and beverages: Towards a deeper understanding.

Measures of product performance that effectively predict food and beverage choices are highly sought after. A simple method to add value to hedonic data is that of item-by-use (IBU) appropriateness, where consumers are presented with a list of possible consumption situations and asked to indicate how well a product fits them. A persistent misconception surrounding this approach is that it is relevant for discriminating between different products, but not between variants within the same product category, which is often the focus of sensory and consumer studies. To provide a deeper understanding of the sensory underpinnings of appropriateness, the present work presents experimental evidence from six consumer studies (116-210 consumers per study) employing unbranded product variants from the same category. Products were successfully discriminated based on IBU appropriateness in all studies, even when sensory variation was unidimensional and controlled (such as a basic lemonade recipe varying in sugar content). While product differentiation based on the sensory profiles was greater than differentiation based on appropriateness, the results clearly show that sensory variation, in and of itself, is sufficient to elicit differences in perceived appropriateness. As expected, the degree of inter-product differences in appropriateness was approximately linearly related to the degree of differences in sensory profiles. Finally, while some sensory properties independently affected perceived appropriateness, the magnitude (and in some cases the direction) of the effects often depended on the level of product liking.

Barriers to consumption of plant-based beverages: A comparison of product users and non-users on emotional, conceptual, situational, conative and psychographic variables.

Production and consumption practices that reduce the environmental burden of eating and drinking and promote global sustainability are of paramount interest. Against this background, we present a quantitative study of US adults' perceptions of selected non-alcoholic beverages including pairs of regular and plant-based alternatives (iced coffee/iced coffee with almond milk, fruit smoothie/fruit smoothie with soy milk and cow's milk/oat milk). Particular focus was directed to comparing product perceptions of consumers who never consumed these plant-based alternatives with those who did (n = 249 and n = 274), as a means for contextualising the barriers that hinder uptake among non-users. The data were collected via an online survey with a multi-response empirical strategy where the beverages were characterised using a large set of emotional, conceptual, situational, and attitudinal/behavioural variables. Fitting expectations, negative associations were dominant in the group of consumers who never consumed the plant-based beverage variants. However, these associations were product dependent and decreased in the order: oat milk, fruit smoothie with soy milk and iced coffee with almond milk. This pointed to a likely interplay of sensory properties, situational appropriateness and household routines. Food neophobia negatively influenced perceptions of less familiar products, including but not limited to plant-based beverages. While the research was limited to a small number of beverages and plant-based alternatives, it identified the important role that in-depth and product-specific investigations have in helping to uncover and overcome barriers to sustainable eating and drinking solutions.

Healthier eating: Covid-19 disruption as a catalyst for positive change.

Healthy and sustainable diets are necessary for global development goals, but people struggle to modify their eating behaviours which are often habitual and resistant to change. However, disruption can provide the impetus for change, and in the present research we view the Covid-19 pandemic as a potential catalytic disruption with the potential to induce positive behaviour change. Data were obtained from ~900 USA adults, of which 44% self-reported to have made positive dietary change/s. Those who did so tended to be younger rather than older and with higher educational attainment. They also were less food neophobic than people who did not make positive change/s and placed greater importance on health as a motive of daily decisions about what to eat and drink. The contribution of psychographic variables in differentiating between groups of people who did / did not make positive changes once again show their importance in uncovering and explaining the complex factors that motivate food-related consumer behaviour. It seems this holds also when daily lives are disrupted by unforeseen events.

Importance of food choice motives vary with degree of food neophobia.

Food Neophobia (FN) is a stable trait that measures individuals' propensity to avoid novel/unfamiliar foods. In this research, focus was directed to covariation between FN and food choice factors as measured using two variants of the food choice questionnaire (FCQ). To our knowledge, there are no previous studies which investigates these associations in detail, and in this regard the present research advances understanding of individual differences in FN and FCQ. Existing survey data were used, collected in the USA and Australia with ~1500 and ~750 consumers, respectively. Data from New Zealand came from studies conducted at central location test (CLT) facilities (Ñ400, Ñ1100). There were many consistencies in results across the four studies, and this was noteworthy considering that the data were obtained in 3 different countries across more than 10 years and with participants in CLT and online studies. The FCQ factor Familiarity always gained in importance with increasing FN. The FCQ factor Convenience also always gained in importance with increasing FN, in particular importance of simplicity in preparation and cooking. Conversely, the factors Health and Natural Content decreased in importance, as did factors linked to Environmental and Social Justice concerns. Price and Sensory Appeal remained very important for daily food choices among "neophobic" and "neophilic" consumers alike, and this mirrors past studies from diverse consumer populations. The importance of Mood was low regardless of FN status. Additional research is needed to confirm that these findings generalise to consumers in other countries, and assuming they do, this work contributes to the mounting evidence of the pervasive effects of FN on consumers' food-related experiences and motivations. Determining why FN influences food choice motives is an important next step.

Minimal effect of evoked contexts in product testing with consumers: Case studies using typical consumption situations.

Consumer studies conducted under central location test (CLT) conditions continue to be dominant in product research and context evocation have been suggested as an avenue to partly mitigate the lack of real consumption settings. In this research the influence of evoked context on product acceptability was investigated in eight diverse consumer studies (138-268 participants per study) through the use of between-subjects designs that allowed the comparison of hedonic scores obtained with and without evoked context. In a departure from previous research, consumers mentally evoked their typical consumption contexts for the focal product categories and content analysis of descriptions of these situations showed them to often be idiosyncratic. Results were partly product- and situation-specific, and in this regard replicated past research. The evoked context only significantly modified hedonic scores in two of the eight studies, whereas it increased sample discrimination in three studies. Thus, accumulating evidence now supports the conclusion that evoked context is less rather than more likely to impact hedonic responses. Nonetheless, a benefit of context evocation is to give products a more complete meaning, and this may motivate their continued use in CLT settings. For researchers who wish to continue their use, key considerations in implementation are discussed, including relevance in home-use testing (HUT). By asking consumers to describe a typical eating occasion for the tested products, useful understanding of product use and pairings is gained. Such data can be easily elicited from consumers and obtained independently of context evocation.

Multi-response approaches in product-focused investigations: Methodological variations across three case studies.

Consumers' product experiences are increasingly uncovered using approaches that extend beyond acceptability and sensory perception. The present research is situated in this context and adopts a multi-response approach to jointly obtain attitudinal, conceptual, emotional, situational and/or sensorial evaluations. With the aim of greater methodological understanding, three case studies were conducted with samples in three product categories (fruit- and vegetable-based beverages (n = 10), seafood (n = 6) and chocolate (n = 7)) using consumers from New Zealand (n = 196), India (living in New Zealand) (n = 138) and China (n = 167), conducted in central location (CLT) or home-use test (HUT) settings. Showcasing this multi-response approach and demonstrating its versatility in product research is the main contribution of the research. Across the three case studies different combinations of response types and scaling formats were successfully used (including CATA (check-all-that-apply) questions, yes/no questions and rating scales), and it was also found that tasted foods and written stimuli (food names) served equally well as stimuli. The degree of liking or disliking for individual samples was a useful benchmark against which to interpret the other types of responses, and situational appropriateness, obtained as item-by-use (IBU) responses always contributed unique insights. Facial emoji to obtain product-emotion associations yielded less valuable insights than a conceptualisation task. As expected, and in accordance with the rationale for adopting a multi-response approach, the combination of response types yielded greater stimuli insights than would otherwise have been gained. This held for each of the three case studies and supported future applications using a multi-response approach that extends beyond many related initiatives by including four response types in each case study.

Sensory-Directed Genetic and Biochemical Characterization of Volatile Terpene Production in Kiwifruit.

Terpene volatiles are found in many important fruit crops, but their relationship to flavor is poorly understood. Here, we demonstrate using sensory descriptive and discriminant analysis that 1,8-cineole contributes a key floral/eucalyptus note to the aroma of ripe 'Hort16A' kiwifruit (Actinidia chinensis). Two quantitative trait loci (QTLs) for 1,8-cineole production were identified on linkage groups 27 and 29a in a segregating A. chinensis population, with the QTL on LG29a colocating with a complex cluster of putative terpene synthase (TPS)-encoding genes. Transient expression in Nicotiana benthamiana and analysis of recombinant proteins expressed in Escherichia coli showed four genes in the cluster (AcTPS1a-AcTPS1d) encoded functional TPS enzymes, which produced predominantly sabinene, 1,8-cineole, geraniol, and springene, respectively. The terpene profile produced by AcTPS1b closely resembled the terpenes detected in red-fleshed A chinensis AcTPS1b expression correlated with 1,8-cineole content in developing/ripening fruit and also showed a positive correlation with 1,8-cineole content in the mapping population, indicating the basis for segregation is an expression QTL. Transient overexpression of AcTPS1b in Actinidia eriantha fruit confirmed this gene produced 1,8-cineole in Actinidia Structure-function analysis showed AcTPS1a and AcTPS1b are natural variants at key TPS catalytic site residues previously shown to change enzyme specificity in vitro. Together, our results indicate that AcTPS1b is a key gene for production of the signature flavor terpene 1,8-cineole in ripe kiwifruit. Using a sensory-directed strategy for compound identification provides a rational approach for applying marker-aided selection to improving flavor in kiwifruit as well as other fruits.