ANALYSIS OF THE CONSUMER EVALUATION RESULTS OF A NEW HEALTHY HONEY DESSERT
Keywords:
sensory analysis, aroma, texture, color, taste propertiesAbstract
The relevance of this study lies in the need for scientific justification for the development of wellness-oriented honey-based desserts, as well as in determining consumer perception of the new product, identifying its target audience, and assessing their requirements for organoleptic characteristics. The research focused on analyzing consumer preferences for honey desserts, their sensory attributes, and the key factors influencing purchasing decisions. Four new honey-based dessert formulations – “Anti-inflammatory”, “Regenerating”, “Multicomplex”, and “Youth and Beauty” – were evaluated using both expert assessment (10 trained experts) and consumer testing (150 respondents from various age groups). Sensory data were processed using analysis of variance (ANOVA). The study included an assessment of consumer perception based on several indicators, considering gender-specific factors. The “Youth and Beauty” formulation received the highest expert scores for organoleptic parameters, particularly taste. It also achieved the most favorable consumer feedback, demonstrating a high level of satisfaction and a 73 % purchase likelihood. The “Regenerating” formulation was highly rated for its pronounced color and aroma during expert evaluation, while consumers preferred it for its perceived health benefits, suggesting strong market potential (71 %). The “Anti-inflammatory” formulation requires further optimization due to unsatisfactory texture, especially among older consumers (aged 46–65). The “Multicomplex” formulation showed the most balanced performance across all factors and a moderate level of consumer acceptance. Overall, consumer choices across all formulations were primarily driven by taste rather than health impact or price. Gender analysis revealed that the optimal target audience for marketing strategies consists of women aged 26 to 45 years. The scientific novelty of this study lies in its integrated approach to investigating the sensory characteristics of a new honey dessert using both expert and consumer evaluations.The practical value of the research lies in its contribution to precise target audience segmentation, formulation refinement, and the development of market promotion strategies aimed at enhancing the competitiveness of new wellness products.
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