Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Study Shows Flavor Trumps Health for Blueberry Buying

07.08.2014

Taste trumps health benefits for blueberry buyers, sending a strong message that fruit consumers value flavor most, new University of Florida research shows.

About 61 percent of blueberry consumers buy the fruit for its flavor, while 39 percent do so for psychological reasons, according to two national online surveys. By “psychological,” researchers mean those consumers may buy blueberries because they believe the fruit, which contains antioxidants, provides health benefits.


UF horticultural sciences assistant professor Jim Olmstead will use the data as he breeds new types of blueberries. Olmstead uses traditional breeding methods to create blueberry cultivars that have traits consumers want.

“What we’re trying to determine is: What is the consumer’s perception of the ideal blueberry? What should it look, taste and feel like?” said Olmstead, a faculty member with UF’s Institute of Food and Agricultural Sciences.

A company called Panel Direct Online recruited survey takers, using an online questionnaire to ensure participants bought blueberries in the 12 months before the survey and that they were evenly split between men and women.

Three hundred and six people answered the first survey, conducted in 2011. In 2013, the researchers surveyed another 300 blueberry buyers. Respondents in both surveys answered the same questions about six blueberry traits: firmness, texture, size, color, flavor and human nutrition. Researchers then divided traits into six more categories, so respondents revealed their preferences about 36 different blueberry traits.

Consumers valued such factors as “so sweet…no sugar added” and “bold and intense blueberry flavor” the highest. Also high on their list were “full of juice” and “full of antioxidants.”

Olmstead said his ongoing research includes improving blueberry texture, but survey respondents did not rate texture high on their list of preferred traits.

Using a nine-point scale, respondents were asked to rate their blueberry experiences, both good and bad. Respondents were tested on what scientists call psychophysics, or how your brain reacts to stimuli such as taste, smell and texture.

The survey used metrics designed by Howard Moskowitz, a psychophysicist who has helped companies, including Ragu, enhance flavors to meet consumer demand.

Florida blueberries generate $66 million annually, according to the Florida Department of Agriculture and Consumer Services. Native to North America, blueberries are now grown in South America, Europe, Asia and Australia.

Recent surveys by online grocer FreshDirect showed only 48 percent of U.S. consumers bought blueberries in the past year, compared with 88 percent who bought the top-selling fruit, bananas.

Historically, many blueberry traits have been selected with producers in mind, including climate adaptation, yield, harvest potential and disease resistance, said Thomas Colquhoun, an environmental horticulture assistant professor and study co-author.

Developing a new blueberry variety can take more than 10 years, so before investing that time, scientists and growers need to know what consumers want, he said.

“There’s not just one type of customer,” Colquhoun said. “You have purchasers that work with the sensory side of the brain, and then you have purchasers that work with the psychological side.”

Olmstead co-wrote the paper with Colquhoun, doctoral student Jessica Gilbert, former undergraduate student Laura Levin and professor David Clark, all in the Plant Innovation Program at UF/IFAS, and Moskowitz, a consultant in White Plains, N.Y. The paper appeared online in the July edition of the journal HortScience.

Downloadable broadcast video here: http://goo.gl/sdHDRH

See posted release: http://news.ufl.edu/archive/2014/08/ufifas-study-shows-flavor-trumps-health-for-blueberry-buying.html

Writer: Brad Buck, 352-294-3303, bradbuck@ufl.edu
Sources:
Jim Olmstead, 352-273-4837, jwolmstead@ufl.edu
Thomas Colquhoun, 352-273-4584, ucntcme1@ufl.edu

Brad Buck | newswise

Further reports about: Agricultural Flavor Food Health antioxidants blueberries

More articles from Agricultural and Forestry Science:

nachricht Alkaline soil, sensible sensor
03.08.2017 | American Society of Agronomy

nachricht New 3-D model predicts best planting practices for farmers
26.06.2017 | Carl R. Woese Institute for Genomic Biology, University of Illinois at Urbana-Champaign

All articles from Agricultural and Forestry Science >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Fizzy soda water could be key to clean manufacture of flat wonder material: Graphene

Whether you call it effervescent, fizzy, or sparkling, carbonated water is making a comeback as a beverage. Aside from quenching thirst, researchers at the University of Illinois at Urbana-Champaign have discovered a new use for these "bubbly" concoctions that will have major impact on the manufacturer of the world's thinnest, flattest, and one most useful materials -- graphene.

As graphene's popularity grows as an advanced "wonder" material, the speed and quality at which it can be manufactured will be paramount. With that in mind,...

Im Focus: Exotic quantum states made from light: Physicists create optical “wells” for a super-photon

Physicists at the University of Bonn have managed to create optical hollows and more complex patterns into which the light of a Bose-Einstein condensate flows. The creation of such highly low-loss structures for light is a prerequisite for complex light circuits, such as for quantum information processing for a new generation of computers. The researchers are now presenting their results in the journal Nature Photonics.

Light particles (photons) occur as tiny, indivisible portions. Many thousands of these light portions can be merged to form a single super-photon if they are...

Im Focus: Circular RNA linked to brain function

For the first time, scientists have shown that circular RNA is linked to brain function. When a RNA molecule called Cdr1as was deleted from the genome of mice, the animals had problems filtering out unnecessary information – like patients suffering from neuropsychiatric disorders.

While hundreds of circular RNAs (circRNAs) are abundant in mammalian brains, one big question has remained unanswered: What are they actually good for? In the...

Im Focus: RAVAN CubeSat measures Earth's outgoing energy

An experimental small satellite has successfully collected and delivered data on a key measurement for predicting changes in Earth's climate.

The Radiometer Assessment using Vertically Aligned Nanotubes (RAVAN) CubeSat was launched into low-Earth orbit on Nov. 11, 2016, in order to test new...

Im Focus: Scientists shine new light on the “other high temperature superconductor”

A study led by scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg presents evidence of the coexistence of superconductivity and “charge-density-waves” in compounds of the poorly-studied family of bismuthates. This observation opens up new perspectives for a deeper understanding of the phenomenon of high-temperature superconductivity, a topic which is at the core of condensed matter research since more than 30 years. The paper by Nicoletti et al has been published in the PNAS.

Since the beginning of the 20th century, superconductivity had been observed in some metals at temperatures only a few degrees above the absolute zero (minus...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Call for Papers – ICNFT 2018, 5th International Conference on New Forming Technology

16.08.2017 | Event News

Sustainability is the business model of tomorrow

04.08.2017 | Event News

Clash of Realities 2017: Registration now open. International Conference at TH Köln

26.07.2017 | Event News

 
Latest News

A Map of the Cell’s Power Station

18.08.2017 | Life Sciences

Engineering team images tiny quasicrystals as they form

18.08.2017 | Physics and Astronomy

Researchers printed graphene-like materials with inkjet

18.08.2017 | Materials Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>