CONSUMER ACCEPTABILITY OF COLOR IN PROCESSED TOMATO PRODUCTS BY AFRICAN‐AMERICAN, LATINO AND PROTOTYPICAL CONSUMERS

Abstract

AbstractAfrican‐American, Latino, and Prototypical consumers rated the color of ketchup, salsa, tomato sauce, pizza sauce, spaghetti sauce, and barbecue sauce. For most products, ethnicity had little influence on acceptance. Prototypical consumers rated products the highest and had the widest preference range. All but one commercially available product was in the acceptable range, but they were not always in the most preferred range. Ketchup was the only product with no commercially available products in the color most preferred by Prototypical and African‐American consumers. The leading brand was within the most preferred range for all products and ethnic groups except African‐Americans and Prototypical consumers for ketchup and salsa. A peak color acceptance existed for all products: too red or too brown was undesirable. Understanding the optimum color range can help tomato processors increase the quality of their product for all consumers.