Statistical approaches to determine emotional drivers and improve the acceptability of prebiotic whey soursop beverage processed by ultrasound

Consumers' attitudes of high-intensity ultrasound in Minas Frescal cheese processing: an innovative approach with text highlighting technique

Due to the intense competition in the sector, the dairy market maintains a constant search for innovations. Thus, new technologies are incorporated, and new products are constantly launched, increasing the range of consumer options. In this way, the understanding of consumers' motivations, attitudes, and behaviors in the moments of choice, purchase, and consumption are important for the academic public and food industries. This study used the Text Highlighting methodology to assess Brazilian consumers' explicit attitudes towards using high-intensity ultrasound technology in Minas Frescal cheese processing. In the task, consumers were asked to highlight in a text the terms they "liked" or "disliked" about using high-intensity ultrasound in the Minas Frescal cheese processing. A seven-point Likert scale was also used to assess consumers' attitudinal statements. A high engagement of consumers with the Text Highlighting methodology could be observed (43.8-92.3% of text highlighting), which suggests good intuitiveness of the technique. Including information about the benefits of the emerging technology in the product, mainly on sensory and nutritional properties, may increase positive consumer perception, as it promotes the consumers to express their value judgment in the form of "liked". At the same time, the harms of the traditional processing technique prompted consumers to express their value judgment in the "disliked" highlights. It was observed that information should be in a simple and direct language, as technical terminology in the text did not have a positive effect. The categorizing of consumers according to the sentimental score showed that consumers are still reticent to use emerging technologies in Minas Frescal cheese processing. Consumers' attitudinal statements demonstrated that consumers perceive high-intensity ultrasound as a positive idea and safety technology for Minas Frescal cheese processing. Still, they are not willing to pay premium prices. In conclusion, Text Highlighting produced valuable insights that can be used in communication strategies with Minas Frescal cheese consumers.

Free comment as a valuable approach to characterize and identify the drivers of liking of high-protein flavored milk drink submitted to ohmic heating

Flavored milk drink is a popular dairy product traditionally processed by pasteurization, which is a safe and robust process. Still, it can imply a greater energy expenditure and a more significant sensorial alteration. Ohmic heating (OH) has been proposed as an alternative to dairy processing, including flavored milk drink. However, its impact on sensory characteristics needs to be evidenced. This study used Free Comment, an underexplored methodology in sensory studies, to characterize five samples of high-protein vanilla-flavored milk drink: PAST (conventional pasteurization 72 °C/15 s); OH6 (ohmic heating at 5.22 V/cm); OH8 (ohmic heating at 6.96 V/cm); OH10 (ohmic heating at 8.70 V/cm), and OH12 (ohmic heating at 10.43 V/cm). Free Comment raised similar descriptors to those found in studies that used more consolidated descriptive methods. The employed statistical approach allowed observation that pasteurization and OH treatment have different effects on the sensory profile of products, and the electrical field strength of OH also has a significant impact. PAST was slightly to moderately negatively associated with "acid taste," "fresh milk taste," "smoothness," "sweet taste," "vanilla flavor," "vanilla aroma," "viscous," and "white color." On the other hand, OH processing with more intense electric fields (OH10 and OH12) produced flavored milk drinks strongly associated with the "in natura" milk descriptors ("fresh milk aroma" and "fresh milk taste"). Furthermore, the products were characterized by the descriptors "homogeneous," "sweet aroma," "sweet taste," "vanilla aroma," "white color," "vanilla taste," and "smoothness." In parallel, less intense electric fields (OH6 and OH8) produced samples more associated with a bitter taste, viscosity, and lumps presence. Sweet taste and fresh milk taste were the drivers of liking. In conclusion, OH with more intense electric fields (OH10 and OH12) was promising in flavored milk drink processing. Furthermore, the free comment was a valuable approach to characterize and identify the drivers of liking of high-protein flavored milk drink submitted to OH.