Consumer perception of smoked Cheddar cheese
R S Del Toro-Gipson1, P V Rizzo1, D J Hanson1
1Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
Journal of Dairy Science
|December 14, 2020
Summary
Consumers prefer artisan smoked cheese, with appearance and price being key drivers. They favor cold-smoked varieties and perceive distinct flavors from different wood smokes, particularly cherry wood.
Area of Science:
- Food Science
- Consumer Behavior
- Sensory Analysis
Background:
- Smoked cheese is often perceived as an artisan product.
- Consumer awareness of smoking methods and wood types is limited.
- Understanding consumer preferences is crucial for product development.
Purpose of the Study:
- To evaluate consumer perception of smoked cheese.
- To identify key attributes influencing smoked cheese purchase decisions.
- To determine consumer preferences for different smoking methods and wood types.
Main Methods:
- Focus groups (n=29), online surveys (n=1,195), and central location testing (n=135).
- Adaptive choice-based conjoint analysis, maximum difference scaling, and sensory evaluation.
- Statistical analyses including hierarchical Bayesian estimation and ANOVA.
Main Results:
- Appearance and price are significant purchase factors.
- Consumers prefer cold-smoked cheese over liquid smoke flavoring.
- Cherry wood smoked cheese was preferred over apple or hickory wood smoked cheeses.
- Method of smoking, smoke intensity, wood type, and cheese type are critical attributes.
Conclusions:
- Consumer perception of smoked cheese is influenced by sensory attributes and production methods.
- Clear preferences exist for specific wood smoke flavors, with cherry wood being favored.
- This research provides insights into consumer expectations for smoked cheese products.
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