Consumers' Optimization of the Yellow Colour of Butters and Margarines

摘要

The authors of this paper provide an international level example of the consumers' optimization of the yellow colour of two test products (unflavoured butter and margarine). The aim was to determine the optimal yellow colour in the case of two test products based on a survey with 390 persons. It has been stated that the ideal colour saturation is 13.32% and the colouring agent content is 55.46 mg/100 g (beta-carotene expressed in 1% of CWD) for butter, and these values are 21.83% and 90.97 mg/100 g for margarine, respectively. The colour values mentioned mean that consumers would prefer, for example, 2-3 times more yellow product compared with the present basic colour of butter. The opinion of young people differed slightly from the average colour value; namely, they preferred lighter butter (11.35% and 47.25 mg/100 g) and "yellower" margarine (23.55% and 98.11 mg/100g). The reason for this is of habitual origin. Finally, it is confirmed by data that butter and margarine with optimal yellow colour determined by consumers can be even more successful products in the market than their real value would justify.