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Combining hierarchical clustering and preference mapping differentiates consumer preference for dry aged mutton.

Melindee Hastie1, Damir Dennis Torrico2, Graham Hepworth3

  • 1Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, Melbourne 3010, Australia.

Meat Science
|July 9, 2022
PubMed
Summary

Consumers have varied preferences for mutton. Dry ageing (DA) appeals to one group, while wet ageing (WA) is preferred by another. Some consumers show no preference between DA and WA mutton.

Keywords:
Agglomerative hierarchical clusteringConsumer sensoryDemographic factorsDry-aged muttonLikingPreference

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Area of Science:

  • Food Science
  • Consumer Science
  • Meat Science

Background:

  • Consumer acceptance of mutton is inconsistent.
  • Dry ageing (DA) is a potential method to improve mutton's appeal.
  • Understanding consumer preferences for aged mutton is crucial for market development.

Purpose of the Study:

  • To determine consumer preferences for dry-aged (DA) versus wet-aged (WA) mutton.
  • To identify consumer segments based on their liking for different mutton ageing methods.
  • To develop predictive models for mutton liking based on consumer clusters and demographics.

Main Methods:

  • Sensory evaluation of DA and WA mutton (loin and topside) by 540 consumers.
  • Consumers rated tenderness, juiciness, flavour liking, and overall liking on a 0-100 scale.
  • Development of predictive liking models using consumer clusters (agglomerative hierarchical clustering) and demographic factors.

Main Results:

  • A cluster-based model demonstrated higher explanatory power for mutton liking.
  • Cluster 1 (219 consumers) significantly preferred DA mutton over WA mutton.
  • Cluster 3 (79 consumers) significantly preferred WA mutton over DA mutton, while Cluster 2 (235 consumers) showed no preference.

Conclusions:

  • Consumer preference for mutton ageing methods (DA vs. WA) is heterogeneous.
  • Consumer clusters, potentially linked to ethnicity and mutton familiarity, predict ageing method preference.
  • Targeted marketing strategies can be developed based on identified consumer segments and their preferences for aged mutton.