Cross‐cultural consumer acceptability of cooked aromatic (cv. Heukhyangchal) and non‐aromatic (cv. Sinnongheukchal) black rice with different milling degrees

Abstract

This study aimed to compare acceptances between consumers in the United States (n = 101) and Korea (n = 105) with respect to black rice samples varying in (a) cultivar, aromatic (cv. Heukhayngchal) versus non-aromatic (cv. Sinnongheukchal), and (b) degree of milling (milled vs. un-milled). Consumer acceptances of cooked blackrice samples were also compared with those of cooked white (i.e., non-colored) rice (cv. Dongjinchal). U.S. consumers were found to like cooked white rice more than black rice. Interestingly, U.S. consumers liked cooked milled black-rice samples, regardless of their cultivars, while Korean consumers liked cooked un-milled nonaromatic black rice and cooked milled white rice. Penalty analysis and standard stepwise multivariate regression analysis revealed that textural and flavor attributes influenced the overall liking of cooked black-rice samples, although their impacts were different between the two cultural backgrounds. In conclusion, this study shows that consumer acceptance of cooked black-rice samples differs as a function of cultivar, milling degree, and consumer's cultural background. Practical applications Black rice is becoming more popular around the world because of its unique flavor and high nutrient content. This study provides better understanding about the impact of cultivar, milling degree, and consumer's cultural background on acceptability of cooked black rice for Korean and U.S. markets. 1 | INTRODUCTION Black rice (Oryza sativa L) mainly cultivated in South East Asia is becoming more popular because of its unique flavor and high nutrient contents around the world, especially in Asia. Guaiacol, indole, and pxylene are volatile compounds present in cooked black rice and they are responsible for their unique flavor compared to that in cooked "non-colored" (hereafter referred as "white") rice (Choi, Seo, Lee,

Effects of Thickness Fraction Process on Physicochemical Properties, Cooking Qualities, and Sensory Characteristics of Long-Grain Rice Samples

“…Group differences such as cultural background can also play an important role with respect to rice preference. For example, consumers from countries such as Myanmar, Sri Lanka, and the United States typically favor cooked rice with higher amylose content [ 39 , 40 ], compared to those from other countries such as Korea or Japan that may prefer the eating qualities of thickness-graded rice [ 41 , 42 ].…”

“…Siebenmorgen et al [ 2 ] reported that the higher the water uptake ratio, the greater the stickiness, possibly supporting these results. Previous studies showed that rice cultivars with high stickiness receive good acceptance by Asian consumers [ 41 , 42 , 57 , 58 ], giving a sensory advantage to unfractionated rice. However, an opposite relationship is observed in other areas such as the United States, where consumers prefer harder and less sticky rice [ 14 , 16 , 41 , 42 ].…”

Effects of Age Group, Gender, and Consumption Frequency on Texture Perception and Liking of Cooked Rice or Bread

“…Since this study clearly shows how age group, gender, and consumption frequency differed regarding the texture perception or liking of the cooked rice and wheat bread samples, professionals in agricultural and food systems can employ the findings to optimizations in breeding and post-harvest processing of rice or wheat and to product development [26,[40][41][42], increasing consumer acceptance and sales of the target products. Additionally, product developers and sensory professionals can gain a better understanding of how to develop cooked rice or wheat bread products for their target consumers, such as the elder adults, females or males, and frequent or infrequent eaters [37,39].…”

“…Table 8 summarizes the multivariate stepwise linear regression for predicting overall liking of wheat bread samples using the four textural attributes-hardness, moistness, chewiness, and softness-as a function of age group, gender, and consumption frequency. Regarding age group, while moistness intensity was the most important contributor to increasing overall liking of wheat bread samples in three age groups (20)(21)(22)(23)(24)(25)(26)(27)(28)(29)(30)(31)(32)(33)(34)(35)(36)(37)(38)(39)(40)(41)(42)(43)(44)(45)(46)(47)(48)(49), and 50-69), softness intensity was the most critical contributor in the 70-79 age group. For gender, the softness and moistness intensities were the most important contributors to increasing overall liking of wheat bread samples for females and males, respectively.…”

Effect of Geographical Indication Information on Consumer Acceptability of Cooked Aromatic Rice

“…However, our findings showed no significant difference between imported and domestic aromatic rice samples with respect to overall liking of cooked rice samples ( Figure 2 ), while participants liked aromas of cooked rice prepared using the imported Jasmine rice from Thailand (THV) more than cooked-rice aromas of the two domestic varieties: ARV and LAV (see also [ 77 ] and Table S2 ). However, since Asian consumers, a major population of aromatic-rice consumers, did not participate in this study, further studies should be conducted to test whether they also show similar patterns of acceptance toward cooked rice samples prepared using domestic and imported rice varieties, respectively [ 78 , 79 , 80 ].…”