Understanding Young Taiwanese Consumers’ Acceptance, Sensory Profile, and Drivers of Liking for GABA Oolong Tea Beverages with Cold Infusions

Abstract

The sensory qualities of Taiwanese teas are evaluated by the experts from the Tea Research and Extension Station (TRES) at tea competitions held annually. The prices of Taiwanese teas are also influenced by the results of these tea competitions. However, a tea winning an award and having a high sensory quality and price does not mean that it is liked by Taiwanese consumers. The check all that apply method (CATA) is a scientific method of sensory evaluation. It is able to evaluate the sensory characteristics with consumers and is cheap and time-saving. Twelve samples of γ-aminobutyric acid (GABA) Oolong tea made by the Taiwan Tea No. 12 cultivar were selected from the first Taiwanese GABA tea competition in 2020. The aim of this research was to study young Taiwanese consumers’ acceptability for GABA Oolong tea infusions, and their opinions towards the sensory qualities of teas through questionnaires composed of CATA questions and hedonic scales. Based on the results, the CATA method identified 21 important descriptive terms for GABA tea that were selected by over 20% of consumers. It was found that the consumers like GABA Oolong teas with 13 specific sensory characteristics, but dislike the ones with another 6 specific sensory characteristics. We conjecture that the different process of tea production will affect consumers’ preference for GABA Oolong tea. Overall, GABA Oolong tea has the same delightful sensory characteristics as traditional Taiwanese specialty Oolong teas, and is liked by the young Taiwanese consumers.

Investigation on the Quality of Commercially Available GABA Tea in Taiwan

“…The other constituents of GABA tea produced from these four areas had varying differences, and there were no distinct trends in these differences. Wu et al (2022) reported that the sensory quality of GABA tea primarily differs based on the manufacturer rather than being influenced by factors such as production areas and seasons [24]. In this study, it was observed that GABA tea produced in high-mountainous areas had higher GABA content on average.…”

“…But the results of the tea competition in Taiwan usually affect the quality and price of the tea. The award-winning tea selected by the judges does not reflect that it will be liked and purchased by consumers [24]. The consumer acceptance test is the most appropriate way to understand how consumers feel about food and the willingness of consumers to buy it [25].…”