Consumer Sensory Preferences for Conventional versus Organic Ingredients Food Ingredients in the United States

Consumer Sensory Preferences for Conventional versus Organic Ingredients Food Ingredients in the United States | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Brief Communication Consumer Sensory Preferences for Conventional versus Organic Ingredients Food Ingredients in the United States Siyuan sheng, Erin Silva, Steven Ricke, James Claus This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-6413730/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract The perceived environmental sustainability of organic food products is often offset by consumer sensory preferences, yet a quantitative understanding of these preferences remains elusive. Here we show, through a three-year longitudinal sensory panel analysis of non-incentivized consumers' opinions on widely consumed processed meat products, that retronasal aroma, specifically non-meat aftertastes, critically determines consumer purchase intent between organic and conventional formulations. This sensory dimension overrides assumptions of environmentally driven consumer choices, revealing a significant barrier to the adoption of organic alternatives. These findings underscore the necessity for targeted sensory optimization in organic food production and have vital implications for both industrial strategies and policy development aimed at promoting sustainable food systems. Scientific community and society/Business and industry/Industry Scientific community and society/Agriculture Consumer sensory Organic food Food aroma Processed meats Sustainability Figures Figure 1 Figure 2 Introduction Organic agriculture, while widely advocated for its reduced environmental impact through the elimination of synthetic agrochemicals 1 , faces a critical translational challenge: consumer acceptance. Despite documented nutritional enhancements and, paradoxically, reports of superior sensory profiles in raw organic fruits and vegetable produces 2 – 4 , as well as increased consumer attraction to organic labeled products 5 , the sensory impact of integrating organic vegetable ingredients into common processed foods as functional ingredients remains largely unexplored. This gap is particularly salient in the area of processed meats, a staple food commodity where synthetic sodium nitrite is traditionally employed for curing and preservation, playing a critical role in inhibiting lipid oxidation and preventing bacterial growth, specifically Clostridium botulinum , and extending shelf life 6 . The burgeoning demand for ‘clean label’ products and proposed regulatory shifts 7 , exemplified by the push towards organically sourced curing alternatives such as celery juice 8 , raises a fundamental question: can organic processed meats achieve sensory parity with conventional formulations, thereby ensuring consumer acceptance? Here, we address this question through a rigorous sensory panel analysis of processed meat products, comparing synthetic, conventional, and organic curing methods. By meticulously controlling compositional differences and applying equivalent nitrite levels, we isolated the impact of organic sourcing on consumer preference, focusing on sensory attributes. Our findings reveal a significant sensory barrier to the widespread adoption of organic processed meats, highlighting the critical role of retronasal aroma, specifically non-meat aftertastes, in driving consumers’ purchase intent. This study provides crucial insights for commercial innovation and policy development, demonstrating the necessity of targeted sensory optimization to reconcile sustainability goals with consumer expectations in the evolving sustainable food industry. Results A large-scale consumer sensory panel, comprising 478 participants recruited from the University of Wisconsin and UW Health mass email communication to 246,143 individuals, was conducted. The demographic distribution of participants was as follows: 24.9% aged 18 to 24, 27.4% aged 25 to 34, 19.2% aged 35 to 44, 13.1% aged 45 to 54, and 16.8% aged 55 or above. Volatile and non-volatile phytochemical compounds in organic and conventional curing ingredients were quantitatively analyzed using gas chromatography and ultrahigh-pressure liquid chromatography, respectively. As previously reported, organic plant-sourced curing ingredients exhibited significantly higher levels of volatile and aromatic plant compounds compared to conventional ingredients 9 . Furthermore, non-volatile phytochemicals were also significantly more abundant in organic ingredients (Supplementary Figs. 1,2 and Supplementary Table 1). Synthetic ingredients traditionally used in the industry, sodium nitrites, as expected, lacked detectable plant-associated compounds. Despite visually distinct plant pigmentation across incorporated ingredient sources, Consumer preference on frankfurter color (Supplementary Fig. 3), non-meat aftertaste, and purchase intent did not differ significantly (Fig. 1 ). However, some significant sensory differences were observed in deli-turkey and boneless ham (Fig. 1 ). Notably, organic-cured products elicited significantly higher non-meat aftertaste perception compared to conventional counterparts (deli-turkey: p < 0.001; boneless ham: p = 0.020). This increased non-meat aftertaste correlated with significantly reduced liking and purchase intent for organic-cured deli-turkey (liking: p < 0.017; purchase intent: p = 0.048), and a similar trend was observed for organic-cured boneless ham (liking: p = 0.118; purchase intent: p = 0.123). Principal component and correlation analyses further confirmed a robust negative association between non-meat aftertaste and purchase intent (Supplementary Fig. 4). Analysis of consumption frequency (Fig. 2 a) revealed that consumers consumed twice per month exhibited significant perceptual differences (p < 0.05) in non-meat aftertaste for organic-cured boneless ham. Specifically, disparities were observed between products cured with organic source ingredients and the remaining products. For deli-turkey, perception differences were observed between organic and the rest of products for consumers with one a month consumption frequency, and between organic ingredient cured products and the deodorized ingredient cured products for consumers with a higher consumption frequency. Age-stratified analysis unveiled distinct non-meat aftertaste perception patterns across different age cohorts (Fig. 2 c, d). Specifically, age groups 25 to34 and 35 to 44 reported significantly elevated non-meat aftertaste perception in organic boneless ham compared to products cured with conventional vegetables and chemically synthesized curing agents. Conversely, age groups 18 to 24, 35 to 44, and 45 to 54 reported significantly higher non-meat aftertaste intensity in organic deli-turkey compared to products incorporating deodorized plant source ingredients. Notably, the 45 to54 age group reported significantly lower liking for organic products compared with products cured with conventional and deodorized vegetables. All other age groups did not report any significant differences among these products. Multilinear regression demonstrated a strong model fit for both boneless ham (R² = 0.732) and deli-turkey (R² = 0.714), indicating a significant association between age, non-meat aftertaste perception, and purchase intent (deli-turkey: p = 0.0022; boneless ham: p = 0.033) (Supplementary Fig. 5). These age and consumption frequency dependent differences were not identified in frankfurters. Discussion This study investigated consumer perceptions on replacing conventional produce or synthetic chemical ingredients with organic produce as functional ingredients in processed foods. Using products manufactured to industry standards, it gathered first-hand insights from three series of consumer panels regarding consumers' perspectives on substituting synthetic and conventional ingredients with organic alternatives in commonly consumed processed foods. Organic produce generates more phytochemicals as one of the herbivore protection mechanisms 10 . Although these phytochemicals are usually antioxidants and beneficial to humans 11 , 12 , they may exhibit a stronger herbal taste and aroma in organic ingredients. Our finding demonstrated that retronasal aroma, described as non-meat aftertaste in meat products, is a critical determinant of reduced purchase intent across the studied processed meat products. While the results are evident in deli-turkey and boneless ham, non-meat aftertaste does not significantly influence liking and purchase intent in frankfurter test possibly due to the strong meat aroma in beef compared to compared to pork and poultry products masking the non-meat aftertaste 13 . Additionally, unlike boneless ham and deli-turkey, frankfurters were served hot, which may have further enhanced the meat aroma, and diminished the perception of the non-meat aftertaste. Given that retronasal olfaction constitutes a substantial portion of perceived flavor 14 , and that odor perception is strongly linked to episodic memory 15 , the perception of unfamiliar non-meat aftertastes likely diminished consumer liking by deviating from expected sensory profiles 16 . The observation of non-meat aftertaste perception within specific consumption frequency and age groups underscores the need for targeted marketing strategies for organic-ingredient-containing products (Fig. 2 ). Our results indicated that age influences the perception of the non-meat aftertaste, but did not significantly affect liking or purchase intent. Age-related declines in olfactory sensitivity and the development of sensory-specific satiety, as documented in previous studies 17 – 19 , may explain the observed differences in aftertaste perception among elderly individuals; these declines are potentially attributable to olfactory neuron degeneration, reduced olfactory bulb blood flow, and altered mucus production 20 . Notably, consumption frequency correlated with non-meat aftertaste perception in organic versus conventional products. The least and most frequent consumers exhibited reduced sensitivity to the atypical aftertastes associated with organic ingredients. This phenomenon is likely attributable to sensory-specific satiety, whereby repeated exposure diminishes perceived pleasantness and discriminative ability 21 . The strengths of this study lie in its rigorous methodology, which includes carefully controlled sample preparation, standardized ingredient usage, and a large longitudinal consumer sensory panel conducted over a three-year period. Our study facilitates the exploration of consumer perceptions of traditional foods enhanced with vegetable and organic source ingredients. Moreover, the investigation of consumer demographic profiles, such as age and consumption frequency, provides valuable insights into the nuanced perceptions of organic versus conventional ingredients. Future research should expand on these findings by exploring a wider range of organic food ingredients, particularly those suitable for further processing, such as pepper, spinach, peas, carrots, beetroot, tomato, and onion powders, which are known for their food applications 22 . Additionally, studies exploring the potential of organic ingredients to improve the physicochemical properties and nutritional quality of such foods are recommended. In conclusion, this study reveals that sensory differences, particularly non-meat aftertastes, can significantly impede consumer acceptance of organic-ingredient-containing processed foods. The observed variations in aftertaste perception across consumption frequency and age groups highlight the importance of targeted sensory optimization and marketing strategies to promote organic food ingredients application. These findings underscore the necessity of reconciling sustainability goals with consumer sensory preferences to facilitate the widespread adoption of organic products and contribute to healthier diets and environmental sustainability. Methods The study was conducted with human subjects and approved by the University of Wisconsin Institutional Review Board (IRB) (approvals 2022 − 1342, 2023 − 1195, and 2024 − 0540). Participants volunteered for the evaluation sessions and were informed that they would not be compensated, except for the opportunity to sample the test food during the test. Informed consent was obtained and documented from all participants, as required by the IRB data collection process. Sample manufacture and preparation Frankfurters, boneless ham, and deli-turkey products were manufactured at the University of Wisconsin-Madison Meat Science and Animal Biologics Discovery (MSABD) program, a U.S. Department of Agriculture (USDA) authorized inspection facility (Establishment Numbers M48465, P48465, and V48465). Manufacturing protocols and the quality attributes of the finished products closely adhered to industry standards for meat products distributed in the United States. The nitrite concentration within the vegetable-based curing ingredients was quantified using reverse-phase high-pressure liquid chromatography prior to incorporation into the raw meat matrix 23 . The finished products were vacuum-packaged and stored for a duration of two weeks at 3°C in darkness before presentation to the consumer sensory panel, thereby simulating the typical timeframe for product delivery within the supply chain. In this study, we selected four of the most prevalent commercially available meat curing ingredients within the United States market for incorporation into these processed and cured meats: Synthetic: 6.25% sodium nitrite crystallized powder dispersed in sodium chloride, containing a pink dye as a restricted ingredient indicator. Conventional: Pre-converted conventional Swiss chard powder with an approximate sodium nitrite equivalent of 22,000 ppm. Organic: Pre-converted organic Swiss chard powder with an approximate sodium nitrite equivalent of 18,000 ppm. Deodorized: Pre-converted celery powder that has undergone an odor removal process to eliminate plant-related flavors, with an approximate sodium nitrite equivalent of 17,000 ppm. Instrumental analysis The proximate composition of the sample products, including moisture, fat, and protein content, was measured using procedures outlined by the Association of Official Analytical Chemists (AOAC) (moisture and fat: AOAC 2008.06; protein: AOAC 981.10). These analyses ensured adherence to industry-standard quality expectations and compliance with regulatory requirements for the standards of identity. Color of the products were measured using a vertical spectrophotometer with a 2° standard observer (Konica Minolta CM-600d, Konica Minolta Inc., Tokyo, Japan), following the Commission Internationale de I’Eclairage (CIE) L * (Lightness), a * (redness), and b *(yellowness) system. The colorimeter was calibrated using a white calibration cap (SM-A177, Konica Minolta CM-600d, Konica Minolta Inc., Tokyo, Japan). Measurements were taken on three randomly selected samples from each food type, with at least eight measurements conducted on different internal regions of each food sample. The volatile aromatic compound profiles of conventional and organic vegetable ingredients were assessed using gas chromatography (GCMS-TQ 8040 NX, Shimadzu Inc. Kyoto, Japan) combined with tandem mass spectroscopy through steam distillation 9 . Non-volatizable ingredient analysis was performed using an ultra-high-pressure liquid chromatography system with tandem mass spectroscopy (Thermo Scientific Orbitrap Exploris 240, Waltham, MA, U.S.A.), applying a method for polyphenol content measurement 24 . Consumer sensory evaluation IRB-approved consumer sensory evaluation panels were conducted at MSABD for all products discussed in this study. Each panelist pre-registered for a scheduled time, with approximately 35 individuals participating in the sensory sessions per test day. Samples were served to panelists in individual booths that were isolated from the preparation area by a one-way glass window to prevent distraction or bias. The light intensity in each booth was carefully maintained at approximately 2000 lux to ensure consistent and optimal display lighting conditions. To replicate typical serving conditions, boneless ham and deli-turkey products were served cold at approximately 4°C, while frankfurter samples were served hot, with an internal temperature of approximately 50°C. No condiments were provided during serving to eliminate confounding factors. Water and a spit cup were supplied to enable panelists to cleanse their palates between samples. Panelists were asked to provide basic demographic information, including their age and the frequency of consumption within the test product’s category. Each panelist evaluated four randomly pre-selected treatments. Sensory evaluations of the frankfurters were conducted using a 9-point hedonic liking scale (1 = extremely dislike, 9 = extremely like) to assess attributes such as color, aroma, purchase intent and overall liking. Purchase intent was measured using a 5-point scale (1 = definitely will not buy, 5 = definitely will buy) Statistical analysis One-way Analysis of Variance (ANOVA) tests were employed to statistically assess significant differences in sensory attributes among treatments, which included color, aroma, aftertaste, liking, and purchase intent. Post hoc comparisons were performed using Tukey’s Honest Significant Difference (HSD) test to identify pairwise differences among sample means. Data normality and homogeneity of variances were verified using the Shapiro-Wilk test prior to conducting the ANOVA. Statistical significance was determined using p-values, which were reported alongside mean values and standard deviations to ensure comprehensive representation of the findings. To verify the correlation between individual variables and purchase intent, a multilinear regression analysis was performed. This analysis investigated the combined and individual effects of independent variables such as color, aroma, aftertaste, liking, consumption frequency, and age on purchase intent based on the equation stated below. The coefficient of determination ( \(\:{R}^{2}\) ) was calculated to evaluate how well the model explains the variability in the dependent variable. $$\:Y={\beta\:}_{0}+{\beta\:}_{1}{x}_{1}+{\beta\:}_{2}{x}_{2}+\dots\:+{\beta\:}_{n}{x}_{n}+{\beta\:}_{n+1}{x}_{1}{x}_{2}+\dots\:{\beta\:}_{\frac{{n}^{2}-n}{2}+1}{x}_{n-1}{x}_{n}+\epsilon\:$$ Here \(\:Y\) is the dependent variable (purchase intent), \(\:{\beta\:}_{0}\) is the dependent variable intercept, \(\:{\beta\:}_{1\:\dots\:\:}{\beta\:}_{\frac{{n}^{2}-n}{2}+1}\) are coefficients for each sensory attributes, \(\:{x}_{1}\dots\:{x}_{n}\) are sensory attributes (color, aroma, aftertaste, liking), \(\:\epsilon\:\) is the differences between the observed value and predicted value. The number of sensory attributes is represented by \(\:n\) . All statistical analyses were conducted using GraphPad Prism 10.4.1. Besides the denoted P value in overall consumer sensory evaluation, P < 0.05 was the criterion for statistical significance in all other tests. Declarations Competing interests The authors declare no competing interests. Acknowledgements We would like to extend our gratitude to all the panelists who generously volunteered to participate in this consumer sensory study. We also thank the faculty and staff at the University of Wisconsin for their assistance with sample preparation, handling, and analysis. This research was funded by the Organic Research and Extension Initiative program of the U.S. Department of Agriculture, National Institute of Food and Agriculture (Award #2019-51300-30243). Data availability All data has been presented in the supplemental material section. References Verma, B. C., Pramanik, P. & Bhaduri, D. in Nutrient Dynamics for Sustainable Crop Production (ed Ram Swaroop Meena) 289–313 (Springer Singapore, 2020). Czech, A., Szmigielski, M. & Sembratowicz, I. 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An investigation using both sensory thresholds and subjective measures across the five senses. PLoS One 13, e0202969 (2018). https://doi.org:10.1371/journal.pone.0202969 Alia, S. et al. The Influence of Age and Oral Health on Taste Perception in Older Adults: A Case-Control Study. Nutrients 13 (2021). https://doi.org:10.3390/nu13114166 Hollis, J. H. & Henry, C. J. K. Sensory-Specific Satiety and Flavor Amplification of Foods. Journal of Sensory Studies 22, 367–376 (2007). https://doi.org: https://doi.org/10.1111/j.1745-459X.2007.00110.x Fatuzzo, I. et al. Neurons, Nose, and Neurodegenerative Diseases: Olfactory Function and Cognitive Impairment. International Journal of Molecular Sciences 24, 2117 (2023). https://doi.org:https://doi.org/10.3390/ijms24032117 Hetherington, M. & Havermans, R. C. in Satiation, Satiety and the Control of Food Intake (eds John E. Blundell & France Bellisle) 253–269 (Woodhead Publishing, 2013). Neacsu, M. et al. Phytochemical profile of commercially available food plant powders: their potential role in healthier food reformulations. Food Chemistry 179, 159–169 (2015). https://doi.org: https://doi.org/10.1016/j.foodchem.2015.01.128 Sheng, S., Silva, E. M., Tarté, R. & Claus, J. R. Residual nitrite and nitrate in processed meats and meat analogues in the United States. Scientific Reports 15, 3269 (2025). https://doi.org:10.1038/s41598-025-87563-x Liu, C., Lea Girard, A., William Hartel, R. & Warren Bolling, B. Improved analysis of grape seed extract by liquid chromatography–high resolution mass spectrometry (LC-HRMS) reveals that proanthocyanidin-protein interaction mechanisms in cream depend on degree of polymerization. Food Chemistry 451, 139432 (2024). https://doi.org:https://doi.org/10.1016/j.foodchem.2024.139432 Additional Declarations There is NO Competing Interest. Supplementary Files supplementalinformationSS3.docx Consumer Sensory Preferences for Conventional versus Organic Ingredients Food Ingredients in the United States Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-6413730","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Brief Communication","associatedPublications":[],"authors":[{"id":441688139,"identity":"ea33f267-f008-4a69-a52f-14044efa7a30","order_by":0,"name":"Siyuan sheng","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA/0lEQVRIiWNgGAWjYDACZihtACI+ADEfQowILYwzGBgk2AhqgQGQFmYeYrTIt/OYSfzcwWBvzt57+LVNxeE6NvbmwwYMNTbROA0/zGMm2XuGIXFnz7k065wzhyXYeI4lJzAcS8ttwKWFGWgLbxtDgsGNHDPj3DagFokc4wOMDYdxapFvBtryt43B3uD+GzNjS2K0MAAdJg20hXHDDR7jx4xQLQn4tBgcZiu2lm2TSNxwJseMsedMumQb0C8GCXj8It9/eOPNt2029gbHzxh/+FFhzc8PDDGJDzU2uB3GwAGKEQkQi00CLpiAUzkIsD+AsZg/4FU4CkbBKBgFIxYAACH+T6MtfNdzAAAAAElFTkSuQmCC","orcid":"https://orcid.org/0000-0002-2434-0590","institution":"University of Wisconsin-Madison","correspondingAuthor":true,"prefix":"","firstName":"Siyuan","middleName":"","lastName":"sheng","suffix":""},{"id":441688140,"identity":"990016e7-2aea-48cb-868d-7da9c19458eb","order_by":1,"name":"Erin Silva","email":"","orcid":"","institution":"University of Wisconsin-Madison","correspondingAuthor":false,"prefix":"","firstName":"Erin","middleName":"","lastName":"Silva","suffix":""},{"id":441688141,"identity":"87bab7fc-b331-4f6f-b824-8f78f06a64f2","order_by":2,"name":"Steven Ricke","email":"","orcid":"","institution":"University of Wisconsin-Madison, US","correspondingAuthor":false,"prefix":"","firstName":"Steven","middleName":"","lastName":"Ricke","suffix":""},{"id":441688142,"identity":"03b5eed4-54fa-4045-9d73-5550811991fb","order_by":3,"name":"James Claus","email":"","orcid":"","institution":"University of Wisconsin-Madison","correspondingAuthor":false,"prefix":"","firstName":"James","middleName":"","lastName":"Claus","suffix":""}],"badges":[],"createdAt":"2025-04-09 16:35:36","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-6413730/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-6413730/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":80592156,"identity":"97afa744-4311-4b15-b44e-3100bd5a7aee","added_by":"auto","created_at":"2025-04-15 02:52:00","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":494685,"visible":true,"origin":"","legend":"\u003cp\u003eConsumers’ taste preference for traditional foods incorporated with synthetic, conventional, and organic function ingredients.\u003c/p\u003e","description":"","filename":"image1.png","url":"https://assets-eu.researchsquare.com/files/rs-6413730/v1/d01e8134a2e6952ba74166b5.png"},{"id":80592826,"identity":"342349b8-455a-4925-8d7c-238f1f25a483","added_by":"auto","created_at":"2025-04-15 03:08:00","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":693436,"visible":true,"origin":"","legend":"\u003cp\u003eConsumer sensory preferences categorized by age group and consumption frequency. \u003cstrong\u003ea\u003c/strong\u003e. Sensory preferences for deli-turkey based on consumption frequency.\u003cstrong\u003e b\u003c/strong\u003e. Sensory preferences for boneless ham based on consumption frequency. \u003cstrong\u003ec\u003c/strong\u003e. Sensory preferences for deli-turkey based on age group. \u003cstrong\u003ed\u003c/strong\u003e. Sensory preferences for boneless ham based on age group. ‘+’ in box chart represents the mean value. Statistical significance was determined using Tukey’s Honest Significant Difference (HSD) test.\u003c/p\u003e","description":"","filename":"image2.png","url":"https://assets-eu.researchsquare.com/files/rs-6413730/v1/2aa0f4bd21b573f37fa19e79.png"},{"id":80756580,"identity":"e16c5185-1204-41f3-b931-3972f5fd964c","added_by":"auto","created_at":"2025-04-16 17:58:45","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1372626,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-6413730/v1/b9090053-7e0d-4010-b998-ec5316f2b7a0.pdf"},{"id":80592157,"identity":"04909911-04f3-4517-b729-eb61a5af41c0","added_by":"auto","created_at":"2025-04-15 02:52:00","extension":"docx","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":735485,"visible":true,"origin":"","legend":"Consumer Sensory Preferences for Conventional versus Organic Ingredients Food Ingredients in the United States","description":"","filename":"supplementalinformationSS3.docx","url":"https://assets-eu.researchsquare.com/files/rs-6413730/v1/7ebf85c6b2c7fe2edc1dec1e.docx"}],"financialInterests":"There is \u003cb\u003eNO\u003c/b\u003e Competing Interest.","formattedTitle":"Consumer Sensory Preferences for Conventional versus Organic Ingredients Food Ingredients in the United States","fulltext":[{"header":"Introduction","content":"\u003cp\u003eOrganic agriculture, while widely advocated for its reduced environmental impact through the elimination of synthetic agrochemicals\u003csup\u003e\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e\u003c/sup\u003e, faces a critical translational challenge: consumer acceptance. Despite documented nutritional enhancements and, paradoxically, reports of superior sensory profiles in raw organic fruits and vegetable produces\u003csup\u003e\u003cspan additionalcitationids=\"CR3\" citationid=\"CR2\" class=\"CitationRef\"\u003e2\u003c/span\u003e\u0026ndash;\u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e4\u003c/span\u003e\u003c/sup\u003e, as well as increased consumer attraction to organic labeled products\u003csup\u003e\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e\u003c/sup\u003e, the sensory impact of integrating organic vegetable ingredients into common processed foods as functional ingredients remains largely unexplored.\u003c/p\u003e \u003cp\u003eThis gap is particularly salient in the area of processed meats, a staple food commodity where synthetic sodium nitrite is traditionally employed for curing and preservation, playing a critical role in inhibiting lipid oxidation and preventing bacterial growth, specifically \u003cem\u003eClostridium botulinum\u003c/em\u003e, and extending shelf life\u003csup\u003e\u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e6\u003c/span\u003e\u003c/sup\u003e. The burgeoning demand for \u0026lsquo;clean label\u0026rsquo; products and proposed regulatory shifts\u003csup\u003e\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e\u003c/sup\u003e, exemplified by the push towards organically sourced curing alternatives such as celery juice\u003csup\u003e\u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e8\u003c/span\u003e\u003c/sup\u003e, raises a fundamental question: can organic processed meats achieve sensory parity with conventional formulations, thereby ensuring consumer acceptance?\u003c/p\u003e \u003cp\u003eHere, we address this question through a rigorous sensory panel analysis of processed meat products, comparing synthetic, conventional, and organic curing methods. By meticulously controlling compositional differences and applying equivalent nitrite levels, we isolated the impact of organic sourcing on consumer preference, focusing on sensory attributes. Our findings reveal a significant sensory barrier to the widespread adoption of organic processed meats, highlighting the critical role of retronasal aroma, specifically non-meat aftertastes, in driving consumers\u0026rsquo; purchase intent. This study provides crucial insights for commercial innovation and policy development, demonstrating the necessity of targeted sensory optimization to reconcile sustainability goals with consumer expectations in the evolving sustainable food industry.\u003c/p\u003e"},{"header":"Results","content":"\u003cp\u003eA large-scale consumer sensory panel, comprising 478 participants recruited from the University of Wisconsin and UW Health mass email communication to 246,143 individuals, was conducted. The demographic distribution of participants was as follows: 24.9% aged 18 to 24, 27.4% aged 25 to 34, 19.2% aged 35 to 44, 13.1% aged 45 to 54, and 16.8% aged 55 or above.\u003c/p\u003e \u003cp\u003eVolatile and non-volatile phytochemical compounds in organic and conventional curing ingredients were quantitatively analyzed using gas chromatography and ultrahigh-pressure liquid chromatography, respectively. As previously reported, organic plant-sourced curing ingredients exhibited significantly higher levels of volatile and aromatic plant compounds compared to conventional ingredients\u003csup\u003e\u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e9\u003c/span\u003e\u003c/sup\u003e. Furthermore, non-volatile phytochemicals were also significantly more abundant in organic ingredients (Supplementary Figs.\u0026nbsp;1,2 and Supplementary Table\u0026nbsp;1). Synthetic ingredients traditionally used in the industry, sodium nitrites, as expected, lacked detectable plant-associated compounds.\u003c/p\u003e \u003cp\u003eDespite visually distinct plant pigmentation across incorporated ingredient sources, Consumer preference on frankfurter color (Supplementary Fig.\u0026nbsp;3), non-meat aftertaste, and purchase intent did not differ significantly (Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e). However, some significant sensory differences were observed in deli-turkey and boneless ham (Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e). Notably, organic-cured products elicited significantly higher non-meat aftertaste perception compared to conventional counterparts (deli-turkey: p\u0026thinsp;\u0026lt;\u0026thinsp;0.001; boneless ham: p\u0026thinsp;=\u0026thinsp;0.020). This increased non-meat aftertaste correlated with significantly reduced liking and purchase intent for organic-cured deli-turkey (liking: p\u0026thinsp;\u0026lt;\u0026thinsp;0.017; purchase intent: p\u0026thinsp;=\u0026thinsp;0.048), and a similar trend was observed for organic-cured boneless ham (liking: p\u0026thinsp;=\u0026thinsp;0.118; purchase intent: p\u0026thinsp;=\u0026thinsp;0.123). Principal component and correlation analyses further confirmed a robust negative association between non-meat aftertaste and purchase intent (Supplementary Fig.\u0026nbsp;4).\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003eAnalysis of consumption frequency (Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003ea) revealed that consumers consumed twice per month exhibited significant perceptual differences (p\u0026thinsp;\u0026lt;\u0026thinsp;0.05) in non-meat aftertaste for organic-cured boneless ham. Specifically, disparities were observed between products cured with organic source ingredients and the remaining products. For deli-turkey, perception differences were observed between organic and the rest of products for consumers with one a month consumption frequency, and between organic ingredient cured products and the deodorized ingredient cured products for consumers with a higher consumption frequency. Age-stratified analysis unveiled distinct non-meat aftertaste perception patterns across different age cohorts (Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003ec, d). Specifically, age groups 25 to34 and 35 to 44 reported significantly elevated non-meat aftertaste perception in organic boneless ham compared to products cured with conventional vegetables and chemically synthesized curing agents. Conversely, age groups 18 to 24, 35 to 44, and 45 to 54 reported significantly higher non-meat aftertaste intensity in organic deli-turkey compared to products incorporating deodorized plant source ingredients. Notably, the 45 to54 age group reported significantly lower liking for organic products compared with products cured with conventional and deodorized vegetables. All other age groups did not report any significant differences among these products. Multilinear regression demonstrated a strong model fit for both boneless ham (R\u0026sup2; = 0.732) and deli-turkey (R\u0026sup2; = 0.714), indicating a significant association between age, non-meat aftertaste perception, and purchase intent (deli-turkey: p\u0026thinsp;=\u0026thinsp;0.0022; boneless ham: p\u0026thinsp;=\u0026thinsp;0.033) (Supplementary Fig.\u0026nbsp;5). These age and consumption frequency dependent differences were not identified in frankfurters.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e"},{"header":"Discussion","content":"\u003cp\u003eThis study investigated consumer perceptions on replacing conventional produce or synthetic chemical ingredients with organic produce as functional ingredients in processed foods. Using products manufactured to industry standards, it gathered first-hand insights from three series of consumer panels regarding consumers' perspectives on substituting synthetic and conventional ingredients with organic alternatives in commonly consumed processed foods.\u003c/p\u003e \u003cp\u003eOrganic produce generates more phytochemicals as one of the herbivore protection mechanisms \u003csup\u003e\u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e10\u003c/span\u003e\u003c/sup\u003e. Although these phytochemicals are usually antioxidants and beneficial to humans\u003csup\u003e\u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e11\u003c/span\u003e,\u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e12\u003c/span\u003e\u003c/sup\u003e, they may exhibit a stronger herbal taste and aroma in organic ingredients. Our finding demonstrated that retronasal aroma, described as non-meat aftertaste in meat products, is a critical determinant of reduced purchase intent across the studied processed meat products. While the results are evident in deli-turkey and boneless ham, non-meat aftertaste does not significantly influence liking and purchase intent in frankfurter test possibly due to the strong meat aroma in beef compared to compared to pork and poultry products masking the non-meat aftertaste \u003csup\u003e\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e13\u003c/span\u003e\u003c/sup\u003e. Additionally, unlike boneless ham and deli-turkey, frankfurters were served hot, which may have further enhanced the meat aroma, and diminished the perception of the non-meat aftertaste. Given that retronasal olfaction constitutes a substantial portion of perceived flavor\u003csup\u003e\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e14\u003c/span\u003e\u003c/sup\u003e, and that odor perception is strongly linked to episodic memory\u003csup\u003e\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e15\u003c/span\u003e\u003c/sup\u003e, the perception of unfamiliar non-meat aftertastes likely diminished consumer liking by deviating from expected sensory profiles\u003csup\u003e\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e16\u003c/span\u003e\u003c/sup\u003e.\u003c/p\u003e \u003cp\u003eThe observation of non-meat aftertaste perception within specific consumption frequency and age groups underscores the need for targeted marketing strategies for organic-ingredient-containing products (Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e). Our results indicated that age influences the perception of the non-meat aftertaste, but did not significantly affect liking or purchase intent. Age-related declines in olfactory sensitivity and the development of sensory-specific satiety, as documented in previous studies\u003csup\u003e\u003cspan additionalcitationids=\"CR18\" citationid=\"CR17\" class=\"CitationRef\"\u003e17\u003c/span\u003e\u0026ndash;\u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e19\u003c/span\u003e\u003c/sup\u003e, may explain the observed differences in aftertaste perception among elderly individuals; these declines are potentially attributable to olfactory neuron degeneration, reduced olfactory bulb blood flow, and altered mucus production\u003csup\u003e\u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e20\u003c/span\u003e\u003c/sup\u003e. Notably, consumption frequency correlated with non-meat aftertaste perception in organic versus conventional products. The least and most frequent consumers exhibited reduced sensitivity to the atypical aftertastes associated with organic ingredients. This phenomenon is likely attributable to sensory-specific satiety, whereby repeated exposure diminishes perceived pleasantness and discriminative ability\u003csup\u003e\u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e21\u003c/span\u003e\u003c/sup\u003e.\u003c/p\u003e \u003cp\u003e The strengths of this study lie in its rigorous methodology, which includes carefully controlled sample preparation, standardized ingredient usage, and a large longitudinal consumer sensory panel conducted over a three-year period. Our study facilitates the exploration of consumer perceptions of traditional foods enhanced with vegetable and organic source ingredients. Moreover, the investigation of consumer demographic profiles, such as age and consumption frequency, provides valuable insights into the nuanced perceptions of organic versus conventional ingredients.\u003c/p\u003e \u003cp\u003eFuture research should expand on these findings by exploring a wider range of organic food ingredients, particularly those suitable for further processing, such as pepper, spinach, peas, carrots, beetroot, tomato, and onion powders, which are known for their food applications\u003csup\u003e\u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e22\u003c/span\u003e\u003c/sup\u003e. Additionally, studies exploring the potential of organic ingredients to improve the physicochemical properties and nutritional quality of such foods are recommended.\u003c/p\u003e \u003cp\u003eIn conclusion, this study reveals that sensory differences, particularly non-meat aftertastes, can significantly impede consumer acceptance of organic-ingredient-containing processed foods. The observed variations in aftertaste perception across consumption frequency and age groups highlight the importance of targeted sensory optimization and marketing strategies to promote organic food ingredients application. These findings underscore the necessity of reconciling sustainability goals with consumer sensory preferences to facilitate the widespread adoption of organic products and contribute to healthier diets and environmental sustainability.\u003c/p\u003e"},{"header":"Methods","content":"\u003cp\u003e The study was conducted with human subjects and approved by the University of Wisconsin Institutional Review Board (IRB) (approvals 2022\u0026thinsp;\u0026minus;\u0026thinsp;1342, 2023\u0026thinsp;\u0026minus;\u0026thinsp;1195, and 2024\u0026thinsp;\u0026minus;\u0026thinsp;0540). Participants volunteered for the evaluation sessions and were informed that they would not be compensated, except for the opportunity to sample the test food during the test. Informed consent was obtained and documented from all participants, as required by the IRB data collection process.\u003c/p\u003e \u003cp\u003eSample manufacture and preparation\u003c/p\u003e \u003cp\u003e Frankfurters, boneless ham, and deli-turkey products were manufactured at the University of Wisconsin-Madison Meat Science and Animal Biologics Discovery (MSABD) program, a U.S. Department of Agriculture (USDA) authorized inspection facility (Establishment Numbers M48465, P48465, and V48465). Manufacturing protocols and the quality attributes of the finished products closely adhered to industry standards for meat products distributed in the United States. The nitrite concentration within the vegetable-based curing ingredients was quantified using reverse-phase high-pressure liquid chromatography prior to incorporation into the raw meat matrix\u003csup\u003e\u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e23\u003c/span\u003e\u003c/sup\u003e. The finished products were vacuum-packaged and stored for a duration of two weeks at 3\u0026deg;C in darkness before presentation to the consumer sensory panel, thereby simulating the typical timeframe for product delivery within the supply chain.\u003c/p\u003e \u003cp\u003eIn this study, we selected four of the most prevalent commercially available meat curing ingredients within the United States market for incorporation into these processed and cured meats:\u003c/p\u003e \u003cp\u003e \u003col\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003eSynthetic: 6.25% sodium nitrite crystallized powder dispersed in sodium chloride, containing a pink dye as a restricted ingredient indicator.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003eConventional: Pre-converted conventional Swiss chard powder with an approximate sodium nitrite equivalent of 22,000 ppm.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003eOrganic: Pre-converted organic Swiss chard powder with an approximate sodium nitrite equivalent of 18,000 ppm.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003eDeodorized: Pre-converted celery powder that has undergone an odor removal process to eliminate plant-related flavors, with an approximate sodium nitrite equivalent of 17,000 ppm.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003c/ol\u003e \u003c/p\u003e \u003cp\u003eInstrumental analysis\u003c/p\u003e \u003cp\u003eThe proximate composition of the sample products, including moisture, fat, and protein content, was measured using procedures outlined by the Association of Official Analytical Chemists (AOAC) (moisture and fat: AOAC 2008.06; protein: AOAC 981.10). These analyses ensured adherence to industry-standard quality expectations and compliance with regulatory requirements for the standards of identity.\u003c/p\u003e \u003cp\u003eColor of the products were measured using a vertical spectrophotometer with a 2\u0026deg; standard observer (Konica Minolta CM-600d, Konica Minolta Inc., Tokyo, Japan), following the Commission Internationale de I\u0026rsquo;Eclairage (CIE) \u003cem\u003eL\u003c/em\u003e* (Lightness), \u003cem\u003ea\u003c/em\u003e* (redness), and \u003cem\u003eb\u003c/em\u003e*(yellowness) system. The colorimeter was calibrated using a white calibration cap (SM-A177, Konica Minolta CM-600d, Konica Minolta Inc., Tokyo, Japan). Measurements were taken on three randomly selected samples from each food type, with at least eight measurements conducted on different internal regions of each food sample.\u003c/p\u003e \u003cp\u003eThe volatile aromatic compound profiles of conventional and organic vegetable ingredients were assessed using gas chromatography (GCMS-TQ 8040 NX, Shimadzu Inc. Kyoto, Japan) combined with tandem mass spectroscopy through steam distillation\u003csup\u003e\u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e9\u003c/span\u003e\u003c/sup\u003e. Non-volatizable ingredient analysis was performed using an ultra-high-pressure liquid chromatography system with tandem mass spectroscopy (Thermo Scientific Orbitrap Exploris 240, Waltham, MA, U.S.A.), applying a method for polyphenol content measurement\u003csup\u003e\u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e24\u003c/span\u003e\u003c/sup\u003e.\u003c/p\u003e \u003cp\u003eConsumer sensory evaluation\u003c/p\u003e \u003cp\u003eIRB-approved consumer sensory evaluation panels were conducted at MSABD for all products discussed in this study. Each panelist pre-registered for a scheduled time, with approximately 35 individuals participating in the sensory sessions per test day. Samples were served to panelists in individual booths that were isolated from the preparation area by a one-way glass window to prevent distraction or bias. The light intensity in each booth was carefully maintained at approximately 2000 lux to ensure consistent and optimal display lighting conditions. To replicate typical serving conditions, boneless ham and deli-turkey products were served cold at approximately 4\u0026deg;C, while frankfurter samples were served hot, with an internal temperature of approximately 50\u0026deg;C. No condiments were provided during serving to eliminate confounding factors. Water and a spit cup were supplied to enable panelists to cleanse their palates between samples. Panelists were asked to provide basic demographic information, including their age and the frequency of consumption within the test product\u0026rsquo;s category. Each panelist evaluated four randomly pre-selected treatments. Sensory evaluations of the frankfurters were conducted using a 9-point hedonic liking scale (1\u0026thinsp;=\u0026thinsp;extremely dislike, 9\u0026thinsp;=\u0026thinsp;extremely like) to assess attributes such as color, aroma, purchase intent and overall liking. Purchase intent was measured using a 5-point scale (1\u0026thinsp;=\u0026thinsp;definitely will not buy, 5\u0026thinsp;=\u0026thinsp;definitely will buy)\u003c/p\u003e \u003cdiv id=\"Sec5\" class=\"Section2\"\u003e \u003ch2\u003eStatistical analysis\u003c/h2\u003e \u003cp\u003eOne-way Analysis of Variance (ANOVA) tests were employed to statistically assess significant differences in sensory attributes among treatments, which included color, aroma, aftertaste, liking, and purchase intent. Post hoc comparisons were performed using Tukey\u0026rsquo;s Honest Significant Difference (HSD) test to identify pairwise differences among sample means. Data normality and homogeneity of variances were verified using the Shapiro-Wilk test prior to conducting the ANOVA. Statistical significance was determined using p-values, which were reported alongside mean values and standard deviations to ensure comprehensive representation of the findings.\u003c/p\u003e \u003cp\u003eTo verify the correlation between individual variables and purchase intent, a multilinear regression analysis was performed. This analysis investigated the combined and individual effects of independent variables such as color, aroma, aftertaste, liking, consumption frequency, and age on purchase intent based on the equation stated below. The coefficient of determination (\u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\(\\:{R}^{2}\\)\u003c/span\u003e\u003c/span\u003e) was calculated to evaluate how well the model explains the variability in the dependent variable.\u003cdiv id=\"Equa\" class=\"Equation\"\u003e\u003cdiv format=\"TEX\" class=\"mathdisplay\" id=\"FileID_Equa\" name=\"EquationSource\"\u003e\n$$\\:Y={\\beta\\:}_{0}+{\\beta\\:}_{1}{x}_{1}+{\\beta\\:}_{2}{x}_{2}+\\dots\\:+{\\beta\\:}_{n}{x}_{n}+{\\beta\\:}_{n+1}{x}_{1}{x}_{2}+\\dots\\:{\\beta\\:}_{\\frac{{n}^{2}-n}{2}+1}{x}_{n-1}{x}_{n}+\\epsilon\\:$$\u003c/div\u003e\u003c/div\u003e\u003c/p\u003e \u003cp\u003eHere \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\(\\:Y\\)\u003c/span\u003e\u003c/span\u003e is the dependent variable (purchase intent), \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\(\\:{\\beta\\:}_{0}\\)\u003c/span\u003e\u003c/span\u003eis the dependent variable intercept, \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\(\\:{\\beta\\:}_{1\\:\\dots\\:\\:}{\\beta\\:}_{\\frac{{n}^{2}-n}{2}+1}\\)\u003c/span\u003e\u003c/span\u003e are coefficients for each sensory attributes, \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\(\\:{x}_{1}\\dots\\:{x}_{n}\\)\u003c/span\u003e\u003c/span\u003e are sensory attributes (color, aroma, aftertaste, liking), \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\(\\:\\epsilon\\:\\)\u003c/span\u003e\u003c/span\u003e is the differences between the observed value and predicted value. The number of sensory attributes is represented by \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\(\\:n\\)\u003c/span\u003e\u003c/span\u003e.\u003c/p\u003e \u003cp\u003eAll statistical analyses were conducted using GraphPad Prism 10.4.1. Besides the denoted \u003cem\u003eP\u003c/em\u003e value in overall consumer sensory evaluation, \u003cem\u003eP\u003c/em\u003e\u0026thinsp;\u0026lt;\u0026thinsp;0.05 was the criterion for statistical significance in all other tests.\u003c/p\u003e \u003c/div\u003e"},{"header":"Declarations","content":"\u003ch2\u003eCompeting interests\u003c/h2\u003e \u003cp\u003eThe authors declare no competing interests.\u003c/p\u003e \u003ch2\u003eAcknowledgements\u003c/h2\u003e \u003cp\u003e We would like to extend our gratitude to all the panelists who generously volunteered to participate in this consumer sensory study. We also thank the faculty and staff at the University of Wisconsin for their assistance with sample preparation, handling, and analysis. This research was funded by the Organic Research and Extension Initiative program of the U.S. Department of Agriculture, National Institute of Food and Agriculture (Award #2019-51300-30243).\u003c/p\u003e\u003ch2\u003eData availability\u003c/h2\u003e \u003cp\u003eAll data has been presented in the supplemental material section.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003eVerma, B. C., Pramanik, P. \u0026amp; Bhaduri, D. in \u003cem\u003eNutrient Dynamics for Sustainable Crop Production\u003c/em\u003e (ed Ram Swaroop Meena) 289\u0026ndash;313 (Springer Singapore, 2020).\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eCzech, A., Szmigielski, M. \u0026amp; Sembratowicz, I. Nutritional value and antioxidant capacity of organic and conventional vegetables of the genus Allium. 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Food Chemistry 451, 139432 (2024). \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://doi.org:https://doi.org/10.1016/j.foodchem.2024.139432\u003c/span\u003e\u003cspan address=\"https://doi.org:10.1016/j.foodchem.2024.139432\" targettype=\"DOI\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Consumer sensory, Organic food, Food aroma, Processed meats, Sustainability","lastPublishedDoi":"10.21203/rs.3.rs-6413730/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-6413730/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThe perceived environmental sustainability of organic food products is often offset by consumer sensory preferences, yet a quantitative understanding of these preferences remains elusive. Here we show, through a three-year longitudinal sensory panel analysis of non-incentivized consumers' opinions on widely consumed processed meat products, that retronasal aroma, specifically non-meat aftertastes, critically determines consumer purchase intent between organic and conventional formulations. This sensory dimension overrides assumptions of environmentally driven consumer choices, revealing a significant barrier to the adoption of organic alternatives. These findings underscore the necessity for targeted sensory optimization in organic food production and have vital implications for both industrial strategies and policy development aimed at promoting sustainable food systems.\u003c/p\u003e","manuscriptTitle":"Consumer Sensory Preferences for Conventional versus Organic Ingredients Food Ingredients in the United States","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-04-15 02:51:56","doi":"10.21203/rs.3.rs-6413730/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"53398fc7-ed9f-4497-9e58-1d246884a27a","owner":[],"postedDate":"April 15th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":47032440,"name":"Scientific community and society/Business and industry/Industry"},{"id":47032441,"name":"Scientific community and society/Agriculture"}],"tags":[],"updatedAt":"2025-05-05T23:27:46+00:00","versionOfRecord":[],"versionCreatedAt":"2025-04-15 02:51:56","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-6413730","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-6413730","identity":"rs-6413730","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}