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 New research recovers nutrients from seafood process water
31.10.2018 | Chalmers University of Technology

nachricht Plant Hormone Makes Space Farming a Possibility
17.10.2018 | Universität Zürich

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: Nonstop Tranport of Cargo in Nanomachines

Max Planck researchers revel the nano-structure of molecular trains and the reason for smooth transport in cellular antennas.

Moving around, sensing the extracellular environment, and signaling to other cells are important for a cell to function properly. Responsible for those tasks...

Im Focus: UNH scientists help provide first-ever views of elusive energy explosion

Researchers at the University of New Hampshire have captured a difficult-to-view singular event involving "magnetic reconnection"--the process by which sparse particles and energy around Earth collide producing a quick but mighty explosion--in the Earth's magnetotail, the magnetic environment that trails behind the planet.

Magnetic reconnection has remained a bit of a mystery to scientists. They know it exists and have documented the effects that the energy explosions can...

Im Focus: A Chip with Blood Vessels

Biochips have been developed at TU Wien (Vienna), on which tissue can be produced and examined. This allows supplying the tissue with different substances in a very controlled way.

Cultivating human cells in the Petri dish is not a big challenge today. Producing artificial tissue, however, permeated by fine blood vessels, is a much more...

Im Focus: A Leap Into Quantum Technology

Faster and secure data communication: This is the goal of a new joint project involving physicists from the University of Würzburg. The German Federal Ministry of Education and Research funds the project with 14.8 million euro.

In our digital world data security and secure communication are becoming more and more important. Quantum communication is a promising approach to achieve...

Im Focus: Research icebreaker Polarstern begins the Antarctic season

What does it look like below the ice shelf of the calved massive iceberg A68?

On Saturday, 10 November 2018, the research icebreaker Polarstern will leave its homeport of Bremerhaven, bound for Cape Town, South Africa.

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Optical Coherence Tomography: German-Japanese Research Alliance hosted Medical Imaging Conference

19.11.2018 | Event News

“3rd Conference on Laser Polishing – LaP 2018” Attracts International Experts and Users

09.11.2018 | Event News

On the brain’s ability to find the right direction

06.11.2018 | Event News

 
Latest News

Nonstop Tranport of Cargo in Nanomachines

20.11.2018 | Life Sciences

Researchers find social cultures in chimpanzees

20.11.2018 | Life Sciences

When AI and optoelectronics meet: Researchers take control of light properties

20.11.2018 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>