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
Brad Buck | newswise
Improving artichoke root development, transplant quality
21.07.2016 | American Society for Horticultural Science
Genome of 6,000-year-old barley grains sequenced for first time
19.07.2016 | Leibniz-Institut für Pflanzengenetik und Kulturpflanzenforschung
Munich Physicists have developed a novel electron microscope that can visualize electromagnetic fields oscillating at frequencies of billions of cycles per second.
Temporally varying electromagnetic fields are the driving force behind the whole of electronics. Their polarities can change at mind-bogglingly fast rates, and...
Breakup of continents with two speed: Continents initially stretch very slowly along the future splitting zone, but then move apart very quickly before the onset of rupture. The final speed can be up to 20 times faster than in the first, slow extension phase.phases
Present-day continents were shaped hundreds of millions of years ago as the supercontinent Pangaea broke apart. Derived from Pangaea’s main fragments Gondwana...
Scaffolding and specialised workers help with the delivery – Heidelberg biochemists gain new insights into biogenesis
A type of scaffolding on which specialised workers ply their trade helps in the manufacturing process of the two subunits from which the ribosome – the protein...
Scientists at the Helmholtz Zentrum München have developed a new mass spectrometry imaging method which, for the first time, makes it possible to analyze hundreds of metabolites in fixed tissue samples. Their findings, published in the journal Nature Protocols, explain the new access to metabolic information, which will offer previously unexploited potential for tissue-based research and molecular diagnostics.
In biomedical research, working with tissue samples is indispensable because it permits insights into the biological reality of patients, for example, in...
Chemists at the University of Basel have succeeded in using computer simulations to elucidate transient structures in proteins. In the journal Angewandte Chemie, the researchers set out how computer simulations of details at the atomic level can be used to understand proteins’ modes of action.
Using computational chemistry, it is possible to characterize the motion of individual atoms of a molecule. Today, the latest simulation techniques allow...
15.07.2016 | Event News
15.07.2016 | Event News
11.07.2016 | Event News
22.07.2016 | Information Technology
22.07.2016 | Physics and Astronomy
22.07.2016 | Life Sciences