BACKGROUND. The current demand for specific technological and beneficial capacities in foods is a trending topic for both consumers and producers. Celiac disease and diabetes are growing in western societies making challenging to propose attractive food formulations. The use of carob flour, especially for the bakery sector, may join together these necessities offering healthier products, as lower glycemic index, high fiber, and gluten free. METHODS. The liking and willingness-to-pay (WTP) for a bakery carob-based product were analyzed through a consumer test composed of a questionnaire, common for all participants, and a sensory assessment, provided to two different groups of consumers (without information and informed about healthy properties on the tasting product). The comparison of the statistical differences (or similarities) between the respondents’ profiles of the two groups (blind and fully informed) allowed the comparison of the differences in liking and WTP. RESULTS. The results of the sensory test did not show a high appreciation of the overall quality of the product, which is evaluated between 4 and 5 points over a 9-points Likert scale (where 1-Extremely bad; 9-Very good). Furthermore, statistical tests did not show a statistical difference in the product liking between the two groups. In this case, information did not seem to modify the preferences. Instead, consumers’ knowledge of carob flour as a low glycemic index ingredient, seems to increase the tested product appreciation the WTP. A statistical difference in the WTP emerges for consumers that already knew carob flour, with a higher availability to pay for the product in comparison with consumers that never had heard about it before. CONCLUSION. In conclusion, despite a moderate liking score (4-5 out of 9), the use of carob flour presents promising potential for a new range of products. Consumer awareness of positive properties leads to a higher willingness to pay, suggesting that improvements in taste and flavor can further enhance market acceptance.
Consumers perception and evaluation of gluten free bakery product added of carob flour
Luigi Esposito;Emilio Chiodo;Dino Mastrocola;Maria Martuscelli
2024-01-01
Abstract
BACKGROUND. The current demand for specific technological and beneficial capacities in foods is a trending topic for both consumers and producers. Celiac disease and diabetes are growing in western societies making challenging to propose attractive food formulations. The use of carob flour, especially for the bakery sector, may join together these necessities offering healthier products, as lower glycemic index, high fiber, and gluten free. METHODS. The liking and willingness-to-pay (WTP) for a bakery carob-based product were analyzed through a consumer test composed of a questionnaire, common for all participants, and a sensory assessment, provided to two different groups of consumers (without information and informed about healthy properties on the tasting product). The comparison of the statistical differences (or similarities) between the respondents’ profiles of the two groups (blind and fully informed) allowed the comparison of the differences in liking and WTP. RESULTS. The results of the sensory test did not show a high appreciation of the overall quality of the product, which is evaluated between 4 and 5 points over a 9-points Likert scale (where 1-Extremely bad; 9-Very good). Furthermore, statistical tests did not show a statistical difference in the product liking between the two groups. In this case, information did not seem to modify the preferences. Instead, consumers’ knowledge of carob flour as a low glycemic index ingredient, seems to increase the tested product appreciation the WTP. A statistical difference in the WTP emerges for consumers that already knew carob flour, with a higher availability to pay for the product in comparison with consumers that never had heard about it before. CONCLUSION. In conclusion, despite a moderate liking score (4-5 out of 9), the use of carob flour presents promising potential for a new range of products. Consumer awareness of positive properties leads to a higher willingness to pay, suggesting that improvements in taste and flavor can further enhance market acceptance.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
