Beyond Borders: Consumer Perception and Properties of Ereğli Ovine Yogurt

Ereğli ovine yogurt (EOY) is a traditional product that has gained a geographical indication certification and is primarily consumed by local population. Although recognition of this product has grown recently due to certification and quality standards, its distribution remains largely confined to the regional level without a broad national or international presence. This study explores consumer acceptance and food neophobia toward this geographically indicated yogurt produced from ovine milk when introduced outside its traditional consumption region. Sensory evaluations revealed a generally positive response, with male participants rating taste, odor, and overall acceptability significantly higher than females (p < 0.05). As expected, participants familiar with ovine dairy products also gave significantly higher scores across several attributes, including willingness to buy and recommend the current yogurt (p ≤ 0.05). However, food neophobia emerged as a significant barrier to acceptance, as those with higher neophobia scores were less likely to purchase the product. The average food neophobia scale scores suggested a generally cautious attitude toward unfamiliar foods, particularly among female participants. Although no significant differences were found in sensory scores across geographic regions, participants from the Aegean region rated the appearance of EOY more favorably, whereas those from Eastern Anatolia rated the texture lower. These findings highlight that both prior exposure to ovine dairy and psychological traits like food neophobia play a crucial role in consumer acceptance of novel and traditional dairy foods. Understanding such factors can aid in tailoring marketing and educational strategies to promote acceptance of culturally significant but less familiar dairy products. PRACTICAL APPLICATIONS: This research can inform targeted marketing strategies that emphasize familiarization and education about ovine milk products to reduce food neophobia and increase consumer acceptance in nontraditional markets. Additionally, producers and retailers can use sensory preferences and demographic insights-such as the higher acceptance among males and consumers familiar with ovine dairy-to tailor product presentation, tasting campaigns, and regional branding efforts.