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
Farming with forests
23.09.2016 | University of Illinois College of Agricultural, Consumer and Environmental Sciences (ACES)
Ecological intensification of agriculture
09.09.2016 | Julius-Maximilians-Universität Würzburg
The Fraunhofer Institute for Organic Electronics, Electron Beam and Plasma Technology FEP has been developing various applications for OLED microdisplays based on organic semiconductors. By integrating the capabilities of an image sensor directly into the microdisplay, eye movements can be recorded by the smart glasses and utilized for guidance and control functions, as one example. The new design will be debuted at Augmented World Expo Europe (AWE) in Berlin at Booth B25, October 18th – 19th.
“Augmented-reality” and “wearables” have become terms we encounter almost daily. Both can make daily life a little simpler and provide valuable assistance for...
With the help of artificial intelligence, chemists from the University of Basel in Switzerland have computed the characteristics of about two million crystals made up of four chemical elements. The researchers were able to identify 90 previously unknown thermodynamically stable crystals that can be regarded as new materials. They report on their findings in the scientific journal Physical Review Letters.
Elpasolite is a glassy, transparent, shiny and soft mineral with a cubic crystal structure. First discovered in El Paso County (Colorado, USA), it can also be...
For the first time, Fraunhofer IKTS shows additively manufactured hardmetal tools at WorldPM 2016 in Hamburg. Mechanical, chemical as well as a high heat resistance and extreme hardness are required from tools that are used in mechanical and automotive engineering or in plastics and building materials industry. Researchers at the Fraunhofer Institute for Ceramic Technologies and Systems IKTS in Dresden managed the production of complex hardmetal tools via 3D printing in a quality that are in no way inferior to conventionally produced high-performance tools.
Fraunhofer IKTS counts decades of proven expertise in the development of hardmetals. To date, reliable cutting, drilling, pressing and stamping tools made of...
At AKL’16, the International Laser Technology Congress held in May this year, interest in the topic of process control was greater than expected. Appropriately, the event was also used to launch the Industry Working Group for Process Control in Laser Material Processing. The group provides a forum for representatives from industry and research to initiate pre-competitive projects and discuss issues such as standards, potential cost savings and feasibility.
In the age of industry 4.0, laser technology is firmly established within manufacturing. A wide variety of laser techniques – from USP ablation and additive...
Every three years, the plastics industry gathers at K, the international trade fair for plastics and rubber in Düsseldorf. The Fraunhofer Institute for Laser Technology ILT will also be attending again and presenting many innovative technologies, such as for joining plastics and metals using ultrashort pulse lasers. From October 19 to 26, you can find the Fraunhofer ILT at the joint Fraunhofer booth SC01 in Hall 7.
K is the world’s largest trade fair for the plastics and rubber industry. As in previous years, the organizers are expecting 3,000 exhibitors and more than...
23.09.2016 | Event News
20.09.2016 | Event News
16.09.2016 | Event News
23.09.2016 | Life Sciences
23.09.2016 | Health and Medicine
23.09.2016 | Life Sciences