Effect of repeated product consumption: Measuring the potential for introducing an unfamiliar flavor into a market.

摘要

Globalization trends in foods and flavors are rapidly increasing. However, a flavor that is popular in one country may not be accepted in others because of familiarity and cultural preferences. Novel foods can become accepted over time as the food becomes more familiar, but the question of how to get people to purchase and eat unfamiliar flavors or foods still exits.; Studies have found that food acceptance may change after consumption. Repeated consumption over a few weeks has been shown to help predict product performance in the marketplace. The objective of this study was to determine the effects of repeated product consumption over a 3-week time period on product acceptance to better understand its use as a tool for measuring the potential for introducing an unfamiliar flavor into a market long term. The study was conducted in Bangkok, Thailand. Modified ad libitum home-use consumption over 3 weeks was measured and the product acceptance scores were obtained from four central location tests (CLTs) during the test period. Trends in product consumption and acceptance changes were tracked to determine effects of familiarity or boredom on three flavors of salty extruded-snack samples: an unfamiliar flavor, the unfamiliar flavor modified with a familiar flavor, and a current familiar flavor in the market (control).; The results suggested that increasing the degree of familiarity both short term and longer term could increase the acceptance of the unfamiliar flavor. Combining the unfamiliar flavor with an appropriate familiar flavor helped increase initial acceptance. Consumption of the modified flavor over 3 weeks increased acceptability of the unfamiliar flavor, indicating that consumers probably became familiar with and learned to like that unfamiliar character. Thus, the unfamiliar flavor had potential to be more accepted after the modified version was consumed for a relatively short period of time.; The method of repeated product consumption along with the acceptance tests during the consumption period could be used as a tool for measuring the potential for introducing an unfamiliar flavor into a market in a relatively short period. This method can help product developers and marketers in better selecting products for the market.