YOUNG CONSUMER'S PREFERENCE RESPONSE TO KETCHUP PRODUCTS

Current market research shows that consumption of ketchup continues to increase, being children and young people the main and frequent ketchup consumers compared to other segments of the population. Ketchup is one of the most consumed sauces by the Spanish population. Young’s food choice and acceptability are primarily based on whether the sensory properties of the product are liked or disliked. The objective of this study is to evaluate the current preferences of young Spanish consumers on five different brands of ketchup (Kt₁, Kt₂, Kt₃, Kt₄ and Kt₅). The sensory study involved 61 healthy Spanish young consumers of ketchup between 20 and 35 years old. We performed non parametric statistical methods to analyse discriminative sensory data and rank data obtained on a multiple comparison preference test of ketchup samples in order to understand the consumer’s preferences. Results indicate Kt₂ is the highest scored Ketchup followed by Kt₁ with very similar values and having these products a similar formulation (including spices and aromas but without any thickener, additive, or vitamin). Young consumers were able to discriminate between ketchup products in blind test and also after knowing the brands of the products. In this study the higher priced product was the best valued product by consumers in a preference test knowing the brand as previously in a blind tasting.