American consumers' perception and acceptance of an ethnic food with strong flavor: a case study of Kimchi with varying levels of red pepper and fish sauce.

Abstract

A spicy ethnic food with strong flavor, such as Kimchi (Korean traditional fermented vegetable dish), may not be well-accepted by foreign consumers on the first trial, but liking can be acquired if exposed frequently. This study was conducted to understand how spiciness and fish sauce flavor impact American consumers' perception and acceptance of Kimchi. Thirteen untrained American panelists performed a flash profiling evaluating six Kimchi samples with different levels of red pepper and fish sauce. American consumers (n=96) participated in a consumer study during which their acceptance for the same samples, along with their consumption habits, were evaluated. Ratings of perceived spiciness and liking increased as the concentration of red pepper increased, while these attributes were less affected by the level of fish sauce tested. Consumers were segmented into four clusters: general Kimchi likers (30%), spicy Kimchi likers (10%), mild Kimchi dislikers (45%), and spicy and strong-flavored Kimchi dislikers (15%). This segmentation showed a significant impact of previous experiences tasting authentic Kimchi. Stronger spiciness in Kimchi is preferred by American consumers, while absence or addition of fish sauce did not influence their acceptance. Previous experience with Kimchi and a liking for spicy foods that had been already established seem to be associated with their liking for the spicier Kimchi. It is suggested that an authentic Kimchi experience further differentiated the preference pattern for Kimchi with varying levels of spiciness and fish sauce flavor. © 2019 Society of Chemical Industry.