Stability in consumers responses to unfamiliar hibiscus drinks

Consumer's sensory perception, preference and acceptability of new Hibiscus drinks (an African functional drink rich in anthocyanins) were evaluated in three European countries: United Kingdom, France and Portugal, with comparable results. The drinks were developed under the scope of AFTER, an EU FP7-funded research project. Hibiscus drinks are rich in nutrients and their consumption is widespread in Africa and Asia, but they still are quite unknown amongst European consumers. The new drinks were only slightly liked by Portuguese and United Kingdom consumers, due to their unfamiliar character and intense sensory attributes: hibiscus flavor, sweetness and acidity. To investigate if the effect of repeated exposure led to hedonic adjustment, when compared to the initial small sample single exposure consumer taste test, a pilot experiment was performed involving 44 consumers over a two months exposure period. Consumer acceptance was evaluated and results were related to drinks' sensory profiles and intensity of sensory attributes relatively to participants' ideal level. A significant decrease on consumer liking was observed. Also, consumers' sensory perception was altered. No significant relation between liking and novel food acceptability measured through Food Neophobia Scale was found. To confirm findings a second experiment is in progress, with expected available results in February 2015.