Effect of product properties and context on the perception of sweetness and liking: A case study with butter cookies

Abstract

AbstractConsumption context has been shown to significantly contribute to food acceptance, probably because of affecting food attributes' perception. The present study investigated the influence of multisensory reformulation on the acceptance and perceived sweetness of butter cookies in two contexts (Central Location Test, CLT vs. Home Use Test, HUT). The objective was to determine whether the use of some natural aromas could trigger a sweet‐taste‐like emotional response in a confectionery product, and if consumption in a real context could aid in masking the reformulation. Results showed that a 40% reduction in sugar content did not affect overall liking in the at‐home‐context (HUT), unless a “low in sugar” message was shown in the sample. Reformulation was perceived in the CLT: the “sugar‐reduced” sample was less liked, but the “Sugar‐reduced+vanilla” sample was as liked as the original sample. These results demonstrated that a multisensory approach could contribute to reformulation even when perceived by consumers.Practical ApplicationsThe insights collected during this research sum to the understanding of the relationship among sweet stimuli‐context‐perception and could be used for industry to reformulate and reduce sugar content in specific bakery products. A multisensory approach could be a useful approach to reformulate sweet products, because acceptance has been shown to be kept even in controlled and focused contexts. Labeling with a “low in sugar” message would not be recommended unless other messages related to taste or flavor are included. In addition, results contribute to the general understanding of sweet products perception and consumption, useful information for the design of healthy food eating environments and to promote healthy food choices among for the general population.