Mapping differences in consumer perception of sharp cheddar cheese in the United States

There is tremendous variability in flavor profiles of sharp or aged U.S. cheddar cheese due to varied practices among commercial facilities and the lack of legal definitions for these terms. This study explored U.S. consumer perception and liking of commercial sharp or aged cheddar cheese profiles. Flavor profiles of 29 representative sharp cheddar cheeses were documented by descriptive sensory analysis with a trained panel. A total of 9 representative cheddar cheeses were selected and evaluated by consumers in 3 regional locations: east coast (Raleigh, N.C.; n = 150), midwest (Champaign, Ill.; n = 75), and west coast (Pullman, Wash.; n = 100). Consumers assessed the cheeses for overall liking and other consumer liking attributes. External preference mapping revealed 5 distinct consumer segments. The segment membership distribution between east coast and midwest consumers was similar while the west coast distribution was distinct (P < 0.05). A larger proportion of west coast consumers were present in segment 3, which consisted of consumers with specific likes for cheeses characterized by intense flavors of free fatty acid, brothy, and nutty flavors and salty and sour tastes. Consumer preferences in other segments differed from segment 3 due to their liking of at least 1 sensory attribute generally associated with young or mild cheddar cheese flavor. Key drivers of liking for these segments included whey flavor for segments 1 and 4 and milkfat flavor for segment 5. Segment 2 consumers liked most of the cheeses tested except those with dominant whey flavor. A sharp or aged cheddar cheese label means different things to different consumers and liking profiles are not defined by consumer location.