Consumer perception of natural hot-pepper cheeses

Hot-pepper cheese (HPC) is a growing category of flavored natural cheese. The objective of this study was to evaluate consumer perception of HPC using a combination of quantitative survey methods and consumer evaluation of HPC. An online survey (n = 510) was conducted to understand drivers of purchase for the HPC category. Consumers of HPC answered maximum difference exercises and an adaptive choice-based conjoint activity focused on HPC attributes. Subsequently, natural HPC were manufactured in duplicate with 5 different hot-pepper blends with a range of heat intensities and distinct color differences. Trained panel profiling and consumer-acceptance testing (n = 194 consumers) were conducted on the cheeses. Three clusters of consumers were identified from the online survey. Cluster 1 (n = 175) were traditional HPC consumers, and cluster 2 (n = 152) preferred milder HPC. Cluster 3 (n = 183) showed preference for spicier HPC as well as novel HPC, such as those made with habanero peppers or white Cheddar cheese. Conceptually, the overall ideal HPC was a Monterey Jack with medium-sized, multicolored pieces of jalapeno peppers and a medium heat and spiciness. Heat and spiciness intensity and type of cheese were the most important attributes. The 5 HPC used in consumer testing had a distinct range (low to high) of hot-pepper burn and heat intensity by trained panel profiling. Consumer overall liking increased as hot-pepper burn and heat intensity increased to a certain point, indicating HPC consumers may have an optimal point for heat and spiciness in HPC. Consumers also preferred HPC with multicolored pepper pieces over those with a single pepper color, consistent with survey results. Consumers who self-reported that they prefer mild- or medium-spicy foods (mild consumers) preferred HPC that were less intense in hot-pepper burn than consumers who self-reported preference for hot or spicy foods (hot consumers). Most HPC consumers preferred HPC with higher heat intensity and were also motivated by visual characteristics of HPC.