In the context of a growing interest toward foods of local origin, this research explored consumer perceptions of novel sea-buckthorn-based beverages (SBBs), developed by combining sea-buckthorn (hippophae rhamnoides L.) berries in combination with other locally sourced ingredients. Specifically, the aims of the present study were to test how newly developed SBBs were perceived compared to a selected market reference, and to determine their acceptability with a representative sample of the Danish consumer population. Using a combination of consumer-friendly product profiling methods, we investigated which product attributes were associated with different ingredient combinations. Promising prototypes were tested in a larger study where consumers (N=200) reported hedonic response and appropriateness of use for the SBBs. Results showed that the developed SBBs were generally well liked, but were perceived as appropriate for fewer usages than the existing ones, suggesting that consumers may find it hard to envisage how to incorporate novel SBBs in their existing dietary habits. Consumer demographics and psychographics did not significantly affect product acceptance, indicating that sensory characteristics were the most important drivers of consumer preferences within this product category.
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