Effect of a health claim on consumer acceptance of exotic Brazilian fruit juices: Açaí ( Euterpe oleracea Mart.), Camu-camu ( Myrciaria dubia), Cajá ( Spondias lutea L.) and Umbu ( Spondias tuberosa Arruda)

Food Research International 44 (2011) 1988–1996

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Food Research International j o u r n a l h o m e p a g e : w w w. e l s ev i e r. c o m / l o c a t e / f o o d r e s

Effect of a health claim on consumer acceptance of exotic Brazilian fruit juices: Açaí (Euterpe oleracea Mart.), Camu-camu (Myrciaria dubia), Cajá (Spondias lutea L.) and Umbu (Spondias tuberosa Arruda) Márcia C.T.R. Vidigal a, Valéria P.R. Minim a,⁎, Naiara B. Carvalho a, Maria Patrícia Milagres a, Aline C.A. Gonçalves b a b

Departamento de Tecnologia de Alimentos, Universidade Federal de Viçosa, Campus Universitário, CEP 36570-000, Viçosa, Minas Gerais, Brazil Programa Institucional de Bioengenharia, Universidade Federal de São João Del Rey, Rodovia MG 424, Km 45, CEP 35701-970, Sete Lagoas, Minas Gerais, Brazil

a r t i c l e

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Article history: Received 16 September 2010 Accepted 14 November 2010 Keywords: Exotic fruit Sensory acceptability Heath Consumer

a b s t r a c t This study evaluates the influence of information on the health benefits for acceptance of four exotic tropical fruit juices: açaí, camu-camu, cajá and umbu. One hundred and six evaluators participated in the tests and sensory acceptability of the four juices in relation to the overall impression was assessed using a hedonic scale of nine points. Testing was conducted in three stages: the first with no information, the second with the information on juice flavor and the last with the information on health benefits from consumption of such juice. Between the second and third session the evaluators were asked to fill out a questionnaire in order to obtain its socioeconomic and cultural profile. It was observed by internal preference mapping that the cajá and umbu juices showed higher sensory acceptance in all sessions. Camu-camu juice had the highest sensory rejection. It was found that the information on the taste of açaí and cajá juices positively influenced consumer acceptance. However the influence of information on health benefits can be observed for all evaluated juices, but despite this information the camu-camu juice continued in the area of sensory rejection (hedonic scores below 5). In the questionnaire it can be observed that the main factor of motivation for consumption of fruit juice is taste, and not the health benefits. It was concluded that the information of health benefits can positively influence sensory acceptance, provided there is sensory pleasure. © 2010 Elsevier Ltd. All rights reserved.

1. Introduction In recent years there has been an increase in the availability of tropical fruit drinks (Siró, Kápolna, Kápolna, & Lugasi, 2008). Nutrient-rich beverages are gaining popularity due to the desire of consumers for healthy eating and drinking while experiencing new and exotic flavors, and at the same time, due to the focus of industries to produce beverages with the health claim as a parameter of differentiation (Sabbe, Verbeke, Deliza, & Van Damme, 2009). Within the current consumer trend for healthy foods, açaí (Euterpe oleracea Mart.), camu-camu (Myrciaria dubia), cajá (Spondias lutea L.) and umbu (Spondias tuberosa Arruda) present great potential for use in fruit juices in order to meet the requirements desired for consumer health. Açaí (of the family Arecaceae) is a palm widely distributed in the Amazon region and lowlands of Brazil. It has received much attention due to its nutritional value (especially its high content of anthocyanins and antioxidant capacity) and associated benefits to health (Coısson, Travaglia, Piana, Capasso, & Arlorio, 2005; Pacheco-Palencia, Hawken, & Talcott, 2007). ⁎ Corresponding author. Tel.: + 55 31 3899 1623; fax: + 55 31 3899 2208. E-mail address: [email protected] (V.P.R. Minim). 0963-9969/$ – see front matter © 2010 Elsevier Ltd. All rights reserved. doi:10.1016/j.foodres.2010.11.028

Camu-camu, belonging to the family Myrtaceae, is a bush plant native to the Amazon Rainforest. Particularly due to its high content of ascorbic acid (1380–1490 mg/100 g of pulp and 2050 mg/100 g of peel) and potassium levels, as well as carotenoids and anthocyanins, the camu-camu is considered a fruit of high nutritional value according to the National Research Institute of the Amazon (INPA) (Zanatta & Mercadante, 2007). This fruit is considered one of the richest sources of vitamin C in Brazil (Diplock et al., 1998; Genovese, Pinto, Gonçalves, & Lajolo, 2008). Cajá is a fruit dispersed throughout tropical America, Africa and Asia. As for the nutritional properties, cajá is rich in vitamins (B1, B2, niacin and AC), minerals (calcium, potassium, iron and phosphorus) (Bora, Narain, Holschuh, & Vasconcelos, 1991) and still has a high concentration of carotenoids and tannins (Hamano & Mercadante, 2001; Bora et al., 1991). Scientific research confirms the therapeutic action of cajá as naturally antifungal and antiviral, besides presenting anti-inflammatory activity for protective action of the skin and mucosa, and antiblenorragic and antidiarrheal activities (Natural World, 2010). Umbu is a fruit native to the semiarid regions of northeastern Brazil. The umbu presents a source of vitamins (B1, B2, A, C and niacin) and minerals (calcium, phosphorus and iron). Umbu also has a

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tannin content of 126.27 mg/100 g. The high tannin content and natural antioxidant confers the functional appeal of umbu (Narain, Bora, Holschuh, & Vasconcelos, 1992). Several studies have shown that consumers consider sensorial characteristics of food to be the most important factors in their choice of food (Magnusson, Arvola, Hursti, Aberg, & Sjödén, 2001; Torjusen, Lieblein, Wandel, & Francis, 2001). However, it appears that nonsensory attributes of foods are becoming increasingly important (Jaeger, 2006; Allison, Gualtieri, & Craig-Petsinger, 2004; Prescott, Young, O'Neill, Yau, & Stevens, 2002). Among the most researched non-sensory factors that affect the behavior of consumers, we highlight the relationship between food, consumer health and content of natural substances in the food (Allison et al., 2004). The health proprieties of camu-camu, açaí, umbu and cajá can be explored as non-sensory factors to improve the acceptability of these fruit products, in addition to contributing to economic development of northern and northeastern Brazil. The nutritional qualities and health claims of foods are often not known by consumers. Labels with relevant information about the nutritional content and health benefits have become a form of communication with consumers. Moreover, nutrition and health are widely used as a marketing strategy and product differentiation with the potential to influence consumer responses (Sabbe, Verbeke, Deliza, et al., 2009; Hailu, Boecker, Henson, & Cranfield, 2009; Siegrist, Stampfli, & Kastenkolz, 2008). Consumer response to these potential claims depends on several factors. Both claims and product characteristics, including the benefits and familiarity of the functional ingredients and health benefits of the carrier product (van Trijp & van der Lans, 2007; van Kleef, van Trijp, & Luning, 2005), as well as the consumers’ individual characteristics, such as attitudes, motivation and health status (Urala & Lähteenmäki, 2007; van Kleef et al., 2005), are all important. Several studies report that nutrition and health affect the decisions of consumer choice (Johansen, Naes, Øyaas, & Hersleth, 2010; Lampila, van Lieshout, Gremmen, & Lähteenmäki, 2009; van Trijp & van der Lans, 2007; Magnusson, Arvola, Hursti, Aberg, & Sjödén, 2003; Magnusson et al., 2001Kähkönen & Tuorila, 1999). The appeal health claims have mainly been greatest when people found this benefit relevant either to themselves or to someone close to them (Verbeke, 2005). According to Deliza, Rosenthal, and Silva (2003), Cox, Koster, and Russell (2004), and Verbeke (2006), it is unlikely that a food is accepted if consumers do not enjoy its taste, even if it can stand out in terms of nutritional value and health benefits. However, Verbeke (2006) found that in the case of functional foods, a small segment of consumers claim to be willing to compromise taste because of its health benefits. Sabbe, Verbeke, and Van Damme (2009) studied the influence of information on the health benefits of açaí juice at concentrations of 4–20% pulp on acceptance of Belgium consumers. These authors observed the existence of a negative correlation between overall acceptability of the juice and its concentration. In assessing the influence of information on the health benefits, it was found that knowledge improves the acceptance of the benefits of juices, reducing dissatisfaction with the flavor. Due to the importance of the phenomena that govern consumer behavior and its consequences for food acceptance, the objective of this work was to evaluate the influence of information regarding health benefits on the acceptance of four exotic tropical fruit juices, açaí, camu-camu, umbu and cajá. 2. Materials and methods 2.1. Fruit juice samples Four types of exotic fruit pulps (açaí, camu-camu, cajá and umbu) of the brand Bela Ischia@ (Astolfo Dutra, Minas Gerais, Brazil) were acquired from the market in Viçosa, Brazil and used for the

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preparation of four different juices. The 0Brix values were determined and found to be 2.4 for açaí pulp, 5.6 for camu-camu pulp, 9.3 for cajá pulp and 5.8 for umbu pulp. All juices were prepared according to manufacturer's instructions, containing the following wording: açaí, cajá and umbu juices (35% (w/w) pulp and 10% (w/w) sugar); camucamu juice (20% (w/w) pulp and 15% (w/w) sugar), diluted with water. 2.2. Influence of non-sensory factors in product acceptance To determine the influence of a health claim on consumer acceptance of exotic fruit juices, the samples was evaluated in three different sessions, where the first session was done “without information,” the second with the flavor information of the juice, and the last including information on the benefits of consuming these juices. Participants were selected based on their willingness to participate and as a prerequisite be habitual consumers of different juices. A total of 106 volunteers were recruited to participate in the testing of sensory acceptance, including students and staff of the Federal University of Viçosa and residents of the city of Viçosa (Brazil). All participants evaluated the exotic juices in three different sessions with an interval of 3 days between sessions. The sensory evaluation was performed in individual booths under white light. During the sessions, the juices were served at refrigerated temperature (8 ± 1 °C) in transparent plastic cups (30 mL of juice in a 50 mL glass) in a balanced, random and monadic order. Between different samples, participants rinsed their mouth with water and a 1-min rest interval was timed before the presentation of the next sample. Consumers were given evaluation sheets for each sample to record their acceptance for the product. The sensory acceptability of the four juices in relation to the overall impression was assessed using a ninepoint hedonic scale (1 = dislike extremely, 5 = neither dislike nor like, 9 = like extremely). In the first session (session 1), consumers tasted the samples served in plastic cups, without obtaining prior information about the juice flavor, and the benefits of its consumption. Participants were only informed that the samples were tropical fruit juice. In this session, the four samples were coded with three digit random numbers. In the second session (session 2), consumers evaluated the samples with information of juice flavor written on the plastic cups. After the second session a questionnaire was presented to the participants according to methodology described in Section 2.3. A third session (Session 3) was then performed and the evaluators were presented with a plain text (Table 1) on the functional properties of juices. After participants completed the questionnaire, they were asked to evaluate the juices, paying attention to information on their functional properties. Consumers evaluated the acceptability of the juices in three sessions as presented in Fig. 1. 2.3. Study on the consumption of exotic fruit juice Between the second and third session, the volunteers were asked to complete a questionnaire. Research on the consumption of exotic fruits and their socioeconomic status was accomplished through the use of questionnaires consisting of closed questions, prepared with simple language to get as much information as possible on the profile of respondents and their preferences, habits and attitudes. The questionnaire comprised two stages: the first, formed by socioeconomic questions and the second by the participants profiles (Table 2). After editing and codifying, the data were analyzed by the SPSS software 15.0, licensed version. The descriptive statistics of the data

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Table 1 Information presented to the participants on the benefits of consumption of the analyzed juices. Fruit

Benefits

Açaí

Fruit which high anthocyanin content, a natural antioxidant, reducing the harm caused by free radicals including premature aging and appearance of degenerative diseases. Excellent natural energy so it is widely used by practitioners of physical activities. Rich in fiber which improves intestinal transit. It has a significant content of vitamins, calcium and protein. Fruit with high content of vitamin C in concentrations 20 times higher than acerola and 100 times greater than lemon. Vitamin C helps the body respond to infection and stress, and also assists in the efficient use of iron and wound healing. Camu-camu has antioxidant activity, reducing the harm caused by free radicals such as premature aging and appearance of degenerative diseases. Rich in vitamin A, tannins and has antifungal and antiviral activities. Vitamin A plays an important role in the nutrition of the eye and also in maintaining balance of the skin and mucous membranes. The consumption of tannin helps prevent heart and circulatory diseases. Source of vitamin C and has in its composition other elements essential to the diet such as calcium, phosphorus, iron and vitamin A. Exhibits antioxidant activity, reducing the harm caused by free radicals such as premature aging and appearance of degenerative diseases.

Camu-camu

Cajá

Umbu

were used to interpret the responses from the questionnaires and cross-tabulation was used to relate the variables.

2.4. Statistical analysis of data in sensory tests 2.4.1. Data descriptive statistics-frequency distribution Analysis of frequency distribution for the sensory results was performed for each juice flavor and session, according to the following ranges of acceptance: Range 1 (acceptance zone): score 6–9 (located between the hedonic terms “like slightly” and “like extremely”), indicating that consumers liked the sample; Range 2 (rejection zone): score 1–5 (located between the hedonic terms “dislike extremely” and “indifferent”), indicating that consumers disliked the sample. After this division, the results were transformed into percentages (frequency analysis).

2.4.2. Analysis of variance, internal preference mapping and paired samples t-test The results of acceptance from each session were submitted to analysis of variance (ANOVA), considering the sample type and evaluator as causes of variation. For cases in which H0 was rejected in the ANOVA's, comparison was done using the Tukey test to determine differences acceptance between samples, in each session. The sensory responses were assessed by the Internal Preference Mapping methodology (Macfie & Thomson, 1988). Sensory evaluation data were then organized in a matrix of samples (in lines) and consumers (in columns) and the covariance matrix was evaluated. The results were expressed as scatterplots of samples and individual consumers in relation to the first two principal dimensions. The hedonic terms obtained by the acceptance test were converted into scores and tabulated for each session. Paired sample t-tests were used for comparing hedonic means obtained for fruit juices in each session (Lange, Rousseau, & Issanchou, 1998). A statistical analysis was performed using procedures of SAS software, version 9.1, licensed to the Universidade Federal de Viçosa in 2009. 3. Results and discussion 3.1. Study on the consumption of exotic fruit juice The participants were characterized as being mainly from the state of Minas Gerais, Brazil (81.1%). Mean age of the participants was 25 years (range 17–56 years); 34.0% were male and 66.0% were female. Regarding marital status, only 13.2% reported to be married. In regards to family income, most participants (84.3%) reported having incomes below 12 minimum wages. Participants (86.8%) were students, and of these 39.6% were pursuing a graduate degree. Table 2 Summary of questions posed to consumers of the fruit juice. Contents of issues

Fig. 1. Method of evaluation the acceptability of the juices by consumers in three sessions.

I Stage*

II Stage*

Gender Age Marital status Educational Level Monthly Family Income

Preferred form of fruit consumption Tropical fruit juice consumption Frequency of consumption Benefits related to consumption Factors that motivate consumption Difficulties in maintaining or increasing consumption Previous experience with the studied fruits Food neophobia

*Issues with closed answers according to each question.

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According to Pollard, Kirk, and Cade (2002) there is great variation in the consumption of fruits and vegetables between regions, social classes and genders. The main demographic characteristics that differentiate those with high and low consumption of fruits and vegetables are age, gender and smoking. Women generally consume more fruits and vegetables than men and the consumption of fruits and vegetables is higher among the elderly when compared to younger generations. Differences in consumption of these foods are even more disparate between social classes. It was found that individuals with greater education, income and social status have a higher intake of fruits and vegetables. In this study, the fresh fruit and juice were the preferred forms of fruit consumption. Participants (43.4%) reported consuming fruits as juices, while 48.1% said they prefer to consume fresh fruit. High frequency of fruit juice consumption was found, where 63.3% of respondents reported drinking fruit juice more than three times a week. But when asked about the difficulties related to increased consumption of fruit juice, 39.6% reported that the price is the main difficulty. When participants were asked to assign grades 1–5 for the factors that motivate the consumption of fruit juice, with 1 being the most important and 5 the least important, 49.1% reported that “agreeable taste” is the most important factor in motivating the consumption of fruit juice. However 19.8% reported that the main motivation for consumption of juice based on the concept of healthy eating, and even 20.8% of respondents said the main factor is the presence of compounds with activities beneficial to the body in the juices. Most participants (82.1%) attributed less importance to appearance into the motivation of drinking juice. Respondents (42.5%) attributed footnote 4 to the factor “presence of active compounds.” Pollard et al. (2002) report that food is not linked only to its nutritional value for most people, but is a source of pleasure, an enjoyable experience and even a soothing activity. The sensory properties of foods, such as flavor, texture, quality, flavor and appearance, have an important role in the decision of food consumption. Some studies have shown that sensory factors are among the most influential in determining feeding behavior. In a pan-European study in which consumer attitudes were analyzed towards food flavor, nutrition and health, it was found that taste was among the first mentioned when asked about factors that most influence the consumption of food (Institute of European Food Studies, 1996). A Dutch study using focus group interviews for selected determinants of fruit and vegetable intake found that satisfaction, pleasure and taste were essential conditions for the consumption of fruits and vegetables (Brug, Debie, van Assema, & Weijts, 1995). It was observed in this study that 66.6% of respondents under the age of 20 related that agreeable taste has a greater influence on the consumption of fruit juices. However among respondents over 20, only 37.5% reported this factor as most important and 62.5% said the most important factor is related to the health benefits of juice consumption. Lyly, Roininen, Honkapaa, Poutanen, and Lahteenmaki (2007) reported that groups of younger consumers are less willing to use beverages with functional claims, sacrificing the sensory pleasure with health benefits. Of course, older consumers are potential users of functional foods. According to Bower, Saadat, and Whitten (2003), one possible explanation for this is the greater propensity of this group to have personal experience with health problems such as high cholesterol levels. Younger consumers are not motivated to improve or maintain their health with functional foods. When considering the influence of gender on the importance of health factors, one can observe the greater concern of women to consume healthy foods, and 83% of respondents reported the health factor benefits that influence the consumption of fruit juice. Only 32% of men said that the beneficial health factors are important in influencing them to consume juice. According to previous studies, general health orientation varies systematically as a function of age

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and gender (Verbeke, 2005; Oakes, 2003; Roininen et al., 2001). Middle-aged and elderly women tend to be more health oriented than men and younger consumers. Bower et al. (2003) in their studies found that the information in the health benefits have more positive influences on the acceptance of products for groups of female consumers, the elderly and consumers with health problems. These groups may observe larger positive impacts of information on health benefits. Because this study dealt with exotic and little known fruits, respondents were asked about their experience with the fruits studied. One can observe that of the fruits studied, açaí is the most consumed and 47.2% of respondents reported consuming the product consistently while none replied that they “had never heard of the fruit.” The least known was the camu-camu fruit; none of the respondents consume the fruit constantly and only 4.7% of them said they consume the fruit rarely and 72.6% of respondents related they never heard of fruit. It can be observed that consumers whom reported rarely consuming the camu-camu are from the north/ northeast region of Brazil. Fig. 2 shows the experience that respondents reported having with the fruits studied. The resistance of consumers to try new foods (food neophobia) was also evaluated. According to Cooke, Carnell, and Wardle (2006), food neophobia is defined as the avoidance of food consumption and unknown strangers. Food neophobia decreases the willingness to use all, and especially unfamiliar foods (Tuorila, Lähteenmäki, Pohjalainen, & Lotti, 2001). Respondents (49.9%) reported neophobia present on some occasions. Consumer tendencies to avoid novel foods may affect the acceptance of unfamiliar or novel food products (Nasser El Dine & Olabi, 2009). 3.2. Data descriptive statistics-frequency distribution The frequency of the two ranges of hedonic scores (range 1: hedonic scores 1-5 and range 2: hedonic scores 6–9) for the juices in the three sensory analysis sessions is shown in Fig. 3. It was observed that the cajá juice had the greatest frequency of acceptance in all three sessions, and camu-camu juice was that with the higher frequency of rejection. The information on juice flavor positively influenced consumer acceptance. This was observed by comparing the results of session 1 and session 2. When the samples were served with their respective flavors, the percentage of consumers who liked the same (scores between 6 and 9) increased. Information on the açaí and cajá juices had greatest influences on acceptance, since it increased 13.21% and 11.32% the percentage of consumers who gave notes above 6 for these

Fig. 2. Experience that respondents reported having with the fruits studied. constantly consume the fruit, rarely consume the fruit, never consumed the product, but they've heard, never even heard of the fruit.

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Fig. 3. Frequency of hedonic scores for the four fruit juices (açaí, umbu, camu-camu and cajá) in the three sessions (session 1: without information test, session 2: test with the flavor information, and session 3: test with information on the health benefits). hedonic scores between 1 and 5, hedonic scores between 6 and 9.

samples, respectively. Both camu-camu and umbu juices showed positive increases of 2.83%. The larger influence of flavor information for acceptance of the cajá and açaí juices may be explained by the fact that these fruits are best known by consumers, thus reducing the effect of food neophobia. Information on health benefits caused by the consumption of juices (session 3) also positively influenced consumer acceptance, which was observed by comparing the results of session 1 and session 3. When the samples were served with information on the benefits of consumption the percentage of consumers who liked the samples increased (scores between 6 and 9). An increased frequency of positive scores of only 5.66% was observed for camu-camu. Cajá juice presented greater positive influence of information benefits; this is due to the pleasant sensory of juice. According to Sabbe, Verbeke, and Van Damme (2009), with a pleasant tasting food it is more likely that there will be a positive influence caused by information on the health benefits. However in unpleasant tasting food, this influence is not observed, since consumers are not willing to sacrifice their sensory pleasure for the health benefits.

In session 2, including information of juice flavor (Fig. 4b), the average acceptance ranged from 2.6 (camu-camu juice) to 6.2 (cajá juice), indicating the hedonic terms of “dislike very much” and “like moderately.” The differences in mean acceptance of the samples were equal than when no information was given. The cajá juice differed from açaí, umbu and camu-camu juices (p N 0.05), exhibiting higher average acceptance. In the third session, in which information on the health benefits was included (Fig. 4c), the average acceptance ranged from 3.0 (camu-camu juice) to 6.8 (cajá juice), signifying the hedonic terms “disliked moderately” and “liked moderately.” Cajá juice differed from açaí, umbu and camu-camu juices (p b 0.05), where camu-camu juice was the least accepted among consumers, compared to the others. In the three sessions, the cajá juice presented the highest hedonic scores. It should be highlighted that in all three sessions the camucamu juice showed a high rejection by consumers, indicating that consumers take into account not only the health benefits but also the sensory performance.

3.3. Analysis of variance

3.4. Internal preference mapping

The analysis of variance performed for the data from each of the sessions showed a significant difference between the mean acceptance of exotic fruit juices. Therefore, the Tukey test was utilized for comparison of averages. The mean acceptance of the four fruit juice flavors in the three sessions is presented in Fig. 4. In session 1, without information (Fig. 4a), average acceptance ranged from 2.4 (camu-camu juice) to 5.6 (cajá juice), based on the hedonic terms “dislike very much” and “liked slightly” In this session, the cajá juice differed from umbu, açaí and camu-camu juices (p b 0.05), being the camu-camu juice the least accepted.

The analysis of variance and mean tests failed to account for interindividual differences among consumers and made predictions based on an “average consumer.” In this case, it is assumed that the criterion of consumer acceptability is homogeneous. However, individual variability of the data must also be considered, using the statistical method known as internal preference mapping (Guinard et al., 2001). Preference mapping was used to evaluate sensory data of the four juices studied in each session (Fig. 5). The first principal component (PC1) explained 55%, 64% and 67% of data variance and the second (PC2) explained 28%, 20% and 21%, thus

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Fig. 5. Preference mapping for juices studied in the test without information (a), test with information of flavor (b) and test with information on the health benefits (c). Fig. 4. Means of acceptance of the four exotic fruit juices evaluated in the test without information (a), test with flavor information (b) and test with information on the health benefits (c). Pairs of means with the same letter do not differ by the Tukey test (p N 0.05).

accounting for 83%, 84% and 88% of the variance between samples for acceptance, for the test without information (session 1), information of flavor (session 2) and information of health benefit (session 3),

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respectively (Fig. 5). In all sessions, the two components were sufficient to discriminate samples for acceptance. From Fig. 5, it can be noted that in all three sessions, the spatial separation of samples indicates that there is the formation of three groups that differ with respect to acceptance. Cajá and umbu juices, located in the first quadrant where there is a higher concentration of consumers, were the most accepted, followed by açaí juice. Camucamu juice (located in the third quadrant) was the least accepted among the four samples. Consumers reported that camu-camu juice had a very intense bitter taste.

Table 4 Results of the t-test between the third session (information for health benefits) and the first session (without information) for exotic fruit juices. Fruit juices

Mean scores Session 1

Cajá Açaí Camu-camu Umbu ns

p-value Session 3

(Without information)

(Health information)

5.6 4.9 2.4 4.9

6.8 5.8 3.0 5.8

b 0.0001** b 0.0001** 0.0003** b 0.0001**

No significant difference (p N 0.05); **significant difference (p b 0.05).

3.5. Paired sample t-tests A summary of the t-test results for paired samples between session 2 (test with information of juice flavor) and session 1 (without information) at the consumer level is presented in Table 3. The t-test for paired samples detected significant differences (p b0.05) between the scores obtained for the acceptance of açaí and cajá juices when compared to session 1 and session 2. It appears that the açaí and cajá juices had greater acceptance when information on their flavor was provided by comparing its results with those obtained in the test without information. This fact highlights the importance of such information in the evaluation, especially in the case of açaí fruit which is known by all study participants and constantly consumed by 47.2% of respondents. As reported by Brondízio (2008), açaí is consumed mainly in the form of its derivatives including cream of açaí, different types of beverages, ice cream and candy, the taste of this fruit is quite widespread among the participants. This fact reaffirms the importance of the issue of familiarity with the product, which exerts a significant influence on consumer response. Participants (51.80%) reported having previously consumed cajá. According to Joas (1982) cajá presents an acid taste—pleasantly sweet which is very much appreciated. As for the camu-camu and umbu juices, no significant difference (p N 0.05) was observed between sessions 1 and 2. Participants disliked the camu-camu juice in the two cases cited above, probably due to its sensory characteristics and limited familiarity with this fruit, since it was the least known among the participants. Furthermore, Tuorila, Andersson, Martikainen, and Salovaara (1998a) and Tuorila, Meiselman, Cardello, and Lesher (1998b) found that consumer acceptance of an unfamiliar product is dependent on previous exposure to the general category; oftentimes, it is easier for consumers to accept new products within the context of their experience with the intended category. Flores (1998) reported that consumption of the camu-camu is limited due to its high acidity; in addition, the consumption of this fruit is not widespread in Brazil, except in the northern region (Rodrigues, Menezes, Cabral, Dornier, & Reynes, 2001). The results of the t-test for paired samples between the third session (test with the information of health benefits) and first session (without information) at the consumer level are summarized in Table 4. Table 3 Results of the t-test between the second session (information of flavor) and first session (without information) for exotic fruit juices. Fruit juices

Cajá Açaí Camu-camu Umbu ns

Mean scores

p-value

Session 1

Session 2

(Without information)

(Flavor information)

5.6 4.9 2.4 4.9

6.2 5.4 2.6 5.3

No significant difference (p N 0.05); **significant difference (p b 0.05).

0.0008** 0.0005** 0.2754ns 0.0965ns

The t-test showed significant differences (p b0.05) between the acceptance scores obtained in session 1 (without information) and session 3 (information for health benefits) for all juice flavors: cajá, açaí, camu-camu and umbu (Table 4). There was an increase in the average scores of acceptance for all evaluated fruit juices in the session in which they presented information about the health benefits to the consumers (third session). This indicates that such information was relevant in relation to the expectation generated by the consumer about the product. This result proves the fact that consumers are more concerned with health, seeking healthy and nutritious foods to their diets. This is also corroborated by Rozin et al. (2004) who cites the currently there is a new trend in food consumption, with an increasing demand for food due to its nutritional and functional properties. Is interesting to observe that personal relevance of the promised benefits is a significant promoter of the intention to purchase (Verbeke, 2005; De Jong, Ocké, Branderhorst, & Friele, 2003). In Finland the rewarding feeling of taking care of one's own health played an important role in the willingness to use functional foods (Urala & Lähteenmäki, 2007; Urala & Lähteenmäki, 2004). Contrary to the reports of Sabbe, Verbeke, and Van Damme (2009), in this case there was a positive influence of information on health benefits on unpleasant food taste, in the case of the camu-camu juice. However, it is important to note that even with an increase in the average score for acceptance of camu-camu juice when its nutritional properties were presented to the participants, it is situated in the area of rejection by the consumer (hedonic scores between 1 and 5). This makes it clear that the product, despite having many health benefits, has unpleasant sensory characteristics which make it unattractive to the consumer. The effect of information on food acceptance is influenced by how it is perceived by the consumers or the real trade-off between expected health benefits and sensory pleasure. Claimed health benefits can provide added value to consumers, but they cannot compensate for inferior sensory performance (Bech-Larsen & Scholderer, 2007). Although some researchers have argued that an unpleasant taste may be an acceptable trade-off for the benefits acquired from certain health products (Reineccius, 2000; Fahey, Stephenson, & Talay, 1998; Fahey, Zhang, & Talay, 1997) or that an off-flavor may be an important marker of its health benefit (Juttelstad, 1998), Tuorila and Cardello (2002) found no evidence to support the latter hypothesis, just as in this work for the case of camu-camu juice. In the study performed by Tuorila and Cardello (2002) a juice drink with an unpleasant taste had a negative effect on consumption of the product regardless of the benefits presented. Although this juice claimed to improve physical endurance, increase energy, promote mental alertness and memory as well as provide physical and mental well-being, the juice was not accepted. This was also found by Lampila et al. (2009) who observed in their study on consumer perceptions of flavonoids, that although participants were ready to accept enhanced flavonoid contents in products, they were not willing to make compromises with other food characteristics. The flavonoid-rich products also need to be acceptable for consumers in terms of the other attributes that are known to be significant in food selection, namely, taste, price, convenience and

M.C.T.R. Vidigal et al. / Food Research International 44 (2011) 1988–1996

other quality factors. This fact highlights the need to invest in improving the sensory quality of the juice so it may be better appreciated. For the other flavors, the difference between the hedonic means was significant and these are located in the area of consumer acceptance (range 6–9). This indicates that information on the health benefits of consuming cajá, umbu and açaí has generated a change in uptake of the sample, causing a positive impact on consumer acceptance. Results of the t-test for paired samples between the second session (test with information of juice flavor) and third session (test with the information of health benefits) at the consumer level are summarized in Table 5. The t-test showed significant differences (p b0.05) between the acceptance scores obtained in session 2 (with information on the juice flavor) and session 3 (information for health benefits) for all juice flavors: cajá, açaí, camu-camu and umbu (Table 5). This fact indicates that the information on health benefits had the greatest influence on consumer acceptance in relation to juice flavor information. Consumers presented a greater acceptance for the exotic fruit juices when their benefits of consumption had been clearly elucidated. 4. Conclusion The exotic fruits studied in this work are not commonly consumed, and are even unknown to the general public; however, due to the functional properties associated with the consumption of these fruits, they have great potential to be integrated into the diet of the population, which has become increasingly concerned about the health and consumption of healthy foods. One factor that decreases the potential use of the exotic fruit juices studied is the low acceptance of juices due to the unpleasant taste reported by the consumers. But we found that some information related to the juice may improve its acceptability. The present study contributes to understanding the effect of health information on changes in consumer behavior as well as sociodemographic variables in explaining consumer reactions to foods with health claims. Background attitudes and socio-demographic characteristics influenced consumers’ acceptance. Older and women were more likely to accept fruit juices that claim a particular health benefit. Most respondents reported that the main factor motivating the consumption of fruit juice is taste, thus revealing a greater concern to meet sensory pleasure. Consumers are generally not willing to sacrifice the pleasure of sensory function for health benefits in a food with an unpleasant sensorial quality like camu-camu juice. In this study we analyze the effect of concomitant food neophobia by informing the taste appeal and influence of health on the acceptance of four exotic fruit juices. In the case of the most popular fruit, information on flavor positively influenced the acceptance of the juices and we demonstrate that food neophobia is an important factor that affects consumer behavior. It was also observed that knowing the health benefits is more important to consumer acceptance than knowing the flavor. Table 5 Results of the t-test between the third session (information for health benefits) and the second session (information of flavor). Fruit juices

Cajá Açaí Camu-camu Umbu ns

Mean scores

p-value

Session 2

Session 3

(Flavor information)

(Health information)

6.2 5.4 2.6 5.3

6.8 5.8 3.0 5.8

No significant difference (p N 0.05); **significant difference (p b 0.05).

b 0.0001** 0.0005** 0.0005** 0.0005**

1995

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