Consumer perception of sweeteners in yogurt

Consumers are interested in products with reduced sugar, a trend which has been attributed to consumers associating high-sugar foods with obesity, diabetes, heart disease, and high blood pressure. The objective of this study was to evaluate consumer perception of sugar reduction in yogurt-both conceptually and for liking of actual products. An online survey (n = 1,290) was conducted to evaluate consumer perception of sweeteners available in commercial yogurts. Participants who purchased yogurt at least once in the past 3 mo completed a series of exercises that involved demographics, agreement, Kano, and maximum difference (MaxDiff) scaling questions. Subsequently, vanilla 1% milkfat yogurts sweetened with sucrose were formulated to isosweet taste intensity with either stevia, allulose, a blend of sucrose and honey, or a blend of sucrose, stevia, and allulose using magnitude estimate scaling followed by paired comparison tests with consumers (n = 40). A consumer acceptance test (n = 229) was then conducted using the 5 vanilla yogurts. Half of the consumers (n = 115) were primed with the specific yogurt sweetener and the other half were not. Survey and acceptance test data were evaluated by univariate and multivariate analyses. Conceptually, consumers preferred the claim "naturally sweetened" over a reduced sugar claim in yogurt (P < 0.05). Honey was preferred over other sweeteners, followed by agave nectar and cane sugar (P < 0.05). Allulose was the least preferred sweetener option conceptually (P < 0.05). Priming with sweetener type positively affected consumer acceptance, regardless of sweetener (P < 0.05). When yogurts were tasted, yogurts sweetened with sucrose were the most preferred regardless of priming (P < 0.05). Yogurts sweetened with allulose or a blend of allulose, stevia, and sucrose received higher liking scores than yogurts with stevia (P < 0.05), suggesting that allulose can assist with sugar reduction in yogurt. Consumers are interested in healthy yogurts that are naturally sweetened, but flavor or taste remains the driving force for liking and purchase. The use of a natural non-nutritive sweetener that delivers the sensory experience of sucrose is ultimately more important than familiarity with the actual sweetener.