Consumer freshness perceptions of breads, biscuits and cakes

Freshness is a holistic attribute of a food product, with meaning that most often includes how recently produced or harvested a food currently is, to what extent it has been preserved, and it is the opposite of stale or spoiled. The sensory properties of foods contribute very significantly to consumer freshness perceptions, but these properties are not easily identified and described as they will vary considerably between different product types. The aim of this investigation was to improve the understanding of the sensory properties that contribute to the perceived freshness of different baked product types, including breads, biscuits and cakes. Two separate consumer studies were conducted. In the first study, consumers evaluated product freshness based on appearance, flavour and texture and in the second, consumers only evaluated product odour. Qualitative information detailing the product characteristics that consumers most associated with freshness was collected following assessment at each study. In order to better understand the sensory properties associated with product freshness, a trained sensory panel carried out descriptive analysis with the baked products, using a defined vocabulary. Individual differences in perceived product freshness were represented on two-dimensional Freshness Maps generated using Principal Component Analysis. Results showed the relative similarities and differences between the product types on the basis of individual freshness perceptions. Consumers used similar terms to describe product freshness, but different terms were associated with specific product types. Relationships between consumer freshness ratings and descriptive analysis showed attributes that were positively and negatively associated with freshness for each product type when evaluated following either consumption, or by odour only. It was found that sensory characteristics perceived to be fresh in one product type was not necessarily fresh in another. Comparisons between consumer and sensory vocabularies showed specific appearance, odour, taste and textural cues that consumers associated with product freshness were used to differentiate the same products cognitively.