Milling & Baking News - April 15, 2014 - 17

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Study examines why people like -
and dislike - whole wheat bread
WAYZATA, MINN. - What drives
consumers' liking and disliking of
whole wheat bread? It's not just flavor,
according to a proprietary multiyear
study announced by Horizon Milling.
The Wayzata-based company surveyed 1,400 consumers and used a
trained sensory panel at North Carolina State University to better understand the attitudes voiced. The survey
revealed that there's plenty of room to
make improvements and earn market
gains in the category.
"With pressure coming from consumers, government and public health organizations to improve the nutritional value of foods, we believe there are opportunities for growth around whole wheat,"
said Megan Speas, director of marketing

different opinions about what makes a
great whole wheat bread. Characteristics that drove liking for adults often
drove disliking for children."
The sensory quantification helped
Horizon determine the role played by

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various flour qualities.
"We learned that particle size doesn't
have an impact on the liking of finished
products," Dr. Uriyo said.
Aspects that drove preferences varied greatly among segments, but a few
truths were found. On the taste scale,
when bitterness is reduced, liking is
increased. When sweetness and umami notes increased, so did liking. MBN

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at Horizon. "By understanding why consumers like, and dislike, whole wheat
bread, we can help our customers optimize how they develop and innovate using various whole wheat flours."
From its large consumer survey, the
company selected 360 adults and 170
children in grades kindergarten though
12 to participate in a taste test of 25 different whole wheat bread varieties. They
rated them for overall liking, texture,
appearance and purchase intent. Some
bread was very well liked; others less so.
The university sensory panel then
quantified the bread according to taste,
flavor, texture, appearance and aroma.
These scales helped Horizon characterize - or fingerprint - the bread to
provide insight into how various whole
wheat flours contribute to the finished
products' sensory characteristics.
Consumers fell into unique segments defined by demographics, behaviors and attitudes toward bread.
"Perhaps the greatest divide occurred between adults and children,"
said Elizabeth Uriyo, Ph.D., vicepresident of R.&D. at Horizon. "We
saw that kids and adults have very
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Milling & Baking News April 15, 2014 / 17

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Milling & Baking News - April 15, 2014

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