Sensory properties and consumer characteristics contributing to liking of berries

• Berries were classified according to liking ratings and sensory properties.
• Generally liked berries were ‘sweet’ and not ‘sour’ and ‘bitter’.
• Less-liked berries were either ‘sour’ and ‘bitter’ or unfamiliar.
• Females and older participants generally gave higher liking ratings for berries.
• Food neophobia only affects the acceptance of generally less-liked berries.

The effects of sensory quality and various consumer characteristics on consumer acceptance of berry fruits were studied. Voluntary respondents (n = 357) first filled an online questionnaire rating the liking, familiarity and usage of 14 different berries and then the Food Neophobia (FNS) and General Health Interest (GHI) scales. Respondents then performed a sensory test (n = 87) where they profiled nine berries using Projective Mapping. Berry samples were classified to four groups according to the results. The first group, generally liked berries (strawberries, bilberries and raspberries) were described as sweet, not sour and not bitter. The generally least-liked berries were described as unfamiliar. Two other groups were a medium group (e.g. black and red currants) without any special descriptors and a less-liked but divisive group (e.g. lingonberries, cranberries and sea buckthorn) described as sour, bitter and strong. Gender, age, FNS and GHI affected the liking ratings: females, older, more neophilic and more health interested participants gave higher ratings than male, younger, more neophobic and less health interested participants. However, the effects were more significant in less-liked berries. Different strategies are needed for variously perceived berry fruits in order to increase their consumption and exploitation among consumers and in food industry.