Mapping the Preferences of Adult and Child Consumers for California-grown Navel Oranges

Abstract

Citrus consumers from Northern California–235 adults (age 18+) and 106 children (ages 8–12)–rated their overall liking and liking for appearance, flavor, and texture, as well as adequacy of sweetness, sourness, firmness, and juiciness for 10 commercially available, California-grown navel oranges (Citrus sinensis). Descriptive analysis measures and sugar/acid values were also collected for the fruit. Four adult and two child preference clusters were identified. Adult positive drivers of liking consisted of sweetness, soluble solids content (SSC), overall flavor, orange flavor, and juiciness. A small adult cluster showed a significant preference for acidic fruit. Both segments of child consumers mirrored most of the adults’ preferences. This study shows the homogeneity of multiple cultivars of navel oranges grown in California that are currently available to consumers and confirms past studies that the main drivers of liking consist of sweetness, juiciness, and orange flavor, among others. Just-about-right (JAR) ratings acted to confirm multiple attributes that correlated to liking. The findings presented here have implications for future marketing.