Ginseng food products in the U.S.A. have mostly been limited to beverages despite the growth of functional foods market. The objectives of the study were to: (1) probe consumer attitudes and expectations of ginseng food products in the U.S.A., and (2) identify ginseng food product concept(s) that possess market potential in the U.S.A. Focus group panel (n = 14) experienced limited types of ginseng food products from the Asian market and suggested that new ginseng food products be developed on the basis of preexisting product types in the U.S.A. Conjoint analysis (n = 400) was performed with four categories and five elements from each category, which were generated based on findings from preceding focus groups. Participants had a low level of initial interest in ginseng food products. “Sweetness” and “ginseng chocolate” had the highest utility values. Findings suggested that the original ginseng flavors, including bitterness and earthiness, be minimized in order to establish potential for success in the U.S. market. PRACTICAL APPLICATIONS This present work demonstrates consumers' insights and expectations of ginseng food products as well as ginseng food product concepts that drive consumers' interests, which have not been extensively researched in the U.S.A. Moreover, findings from the study demonstrate U.S. consumers' knowledge and insights of ginseng and its health effects. These will help food manufacturers understand the consumers who are latent in purchasing ginseng food products in the market and develop ginseng food products that will ensure their success in the U.S. market. Segmentation of consumers based on the pattern of their responses to the concept elements will be beneficial for food‐marketing experts to establish marketing strategies. New ginseng food products where the findings from the study are applied are expected to increase consumers' intent to purchase the products, which have been known as containing numerous bioactive compounds.

Ginseng has been utilized less in food products than in dietary supplements in the United States. Sensory acceptance of ginseng food products by U.S. consumers has not been reported. The objectives of this study were to: (1) determine the sensory acceptance of commercial ginseng food products and (2) assess influence of the addition of sweeteners to ginseng tea and ginseng extract to chocolate on consumer acceptance. Total of 126 consumers participated in 3 sessions for (1) 7 commercial red ginseng food products, (2) 10 ginseng teas varying in levels of sugar or honey, and (3) 10 ginseng milk or dark chocolates varying in levels of ginseng extract. Ginseng candy with vitamin C and ginseng crunchy white chocolate were the most highly accepted, while sliced ginseng root product was the least accepted among the seven commercial products. Sensory acceptance increased in proportion to the content of sugar and honey in ginseng tea, whereas acceptance decreased with increasing content of ginseng extract in milk and dark chocolates. Findings demonstrate that ginseng food product types with which consumers have been already familiar, such as candy and chocolate, will have potential for success in the U.S. market. Chocolate could be suggested as a food matrix into which ginseng can be incorporated, as containing more bioactive compounds than ginseng tea at a similar acceptance level. Future research may include a descriptive analysis with ginseng-based products to identify the key drivers of liking and disliking for successful new product development.

Ginseng is not widely accepted by U.S. consumers due to its unfamiliar flavors, despite its numerous health benefits. Previous studies have suggested that the bitter compounds in chocolate and coffee may mask the off-flavors of ginseng. The objectives of this study were to: (1) profile sensory characteristics of ginseng extract solution, caffeine solution, cyclo (L-Pro-L-Val) solution, theobromine solution, and 2 model solutions simulating chocolate bitterness; and (2) determine the changes in the sensory characteristics of ginseng extract solution by the addition of the bitter compounds found in chocolate and coffee. Thirteen solutions were prepared in concentrations similar to the levels of the bitter compounds found in coffee and chocolate products. Twelve panelists participated in a descriptive analysis panel which included time-intensity ratings. Ginseng extract was characterized as sweeter, starchier, and more green tea than the other sample solutions. Those characteristics of ginseng extract were effectively modified by the addition of caffeine, cyclo (L-Pro-L-Val), and 2 model solutions. A model solution simulating dark chocolate bitterness was the least influenced in intensities of bitterness by the addition of ginseng extract. Results from time-intensity ratings show that the addition of ginseng extract increased duration time in certain bitterness of the 2 model solutions. Bitter compounds found in dark chocolate could be proposed to effectively mask the unique flavors of ginseng. Future studies blending aroma compounds of chocolate and coffee into such model solutions may be conducted to investigate the influence on the perception of the unique flavors through the congruent flavors.