The impact of plant-based product denomination on consumer expectations and sensory perception: A study with vegan chocolate dessert

Abstract

In recent years, there has been a growing demand for plant-based products from omnivorous consumers seeking a healthier and more sustainable diet, but sensory issues can still impact the consumption experience. Since food denomination and labeling can play a crucial role in consumer expectation and perception, investigating these interactions is essential. Thus, this study investigated the influence of plant-based product denominations on consumer expectations and sensory perceptions. Using descriptive and affective sensory analysis methods, the response of 300 untrained consumers to three variations of product denomination for the same sample of vegan chocolate dessert was evaluated: Vegan Chocolate Mousse (VCM), Chocolate Mousse (CM), and Creamy Coconut Dessert with Cacao (CCDC). The results indicated that the attributes expected by consumers for each denomination did not always correspond to the actual perceptions, particularly in terms of taste and aroma. The attributes highlighted in the consumption expectation varied among the sales denominations, although the perceived attributes did not significantly differ between the names. Furthermore, the addition of the term "vegan" in the name contributed to a greater correspondence between expectation and consumption reality, although the acceptance score did not significantly differ between the denominations. It was also noted that the term "mousse" did not adequately reflect the texture of the products, prompting consumers to suggest replacing the term with "cream." The study reinforces the importance of transparent and informative labeling strategies to promote the acceptance of plant-based foods, thereby encouraging increased consumption frequency of plant-based analogs by non-restricted diet consumers, resulting in a better consumption experience.

Keywords: Consumer behavior; Plant-based; Product denomination; Sensory analysis.