This study evaluated how the sensory perception of fresh and different types of processed juice changes according to the information received by 753 consumers. Fresh, pasteurized, commercially sterilized, frozen concentrated, fruit liquid concentrated, and powered drink mix orange juices were selected as the types of juice. Acceptance and check‐all‐that‐apply tests were carried out in three different conditions: (a) blind, (b) informed (juice processing characteristics, price, ingredients, and shelf‐life), and (c) given the information relative to each type of juice, although the samples tasted were identical and comprised a mix of fresh, sterilized, and powdered drink juices. Results showed that fresh juice was preferred in all tests (even in c, when the same juice mix was served for all samples) and that the acceptance of processed juices (mainly pasteurized, sterilized, and frozen concentrated) was higher in the informed tests. Moreover, the third test (serving the same juice mix) clearly showed how positive–negative information can change the consumer perception about the product. These results highlight the need to improve consumers' access to information about juice processes, helping them to be more aware of processed food products.
Practical Application
Consumers' rejection regarding processed juices is growing due to associating them with processed food and adverse health effects. Results of this study show that consumers easily recognize and prefer fresh juice and consistently reject processed samples when no information about the products is given. On the other hand, information on processing characteristics, ingredients, durability, and price positively influenced consumer acceptance of processed juices, especially those produced only with oranges (without sugar, water, or additives), regardless of the form of processing. Therefore, the juice industry can use consumer access to information about product characteristics as a marketing strategy.
