Development of Emotion Lexicons to Describe Sugar-Free Chocolate According to Consumers’ PROP Taster Status

Abstract

Taste sensitivity can have a significant impact on consumers’ food choices. Consumers’ taster status and emotions can be guided by sensory information of sugared products. This paper aimed to develop emotional lexicons for sugar-free chocolates based on consumers’ taster status applying the check-all-that-apply (CATA) methodology. South African respondents’ (n = 153) bitter perception was evaluated with n-propylthiouracil (PROP) paper strips. Respondents received one sugar-free dark chocolate and one sugar-free milk chocolate and completed an electronic questionnaire. Respondents mainly purchased chocolate for its flavour, and enjoyed the taste of the sugar-free dark chocolate more than sugar-free milk chocolate. The non-tasters (>50%) chose positive emotions for sugar-free milk chocolate, while the medium tasters, selected more positive emotions for dark chocolate. The supertasters selected the most negative emotions for the sugar-free dark chocolate. Practical significant associations were found between the non-tasters and the emotion guilty, as well as between the supertasters and the emotions, discontented and disgust. Each taster status requires the development of a distinctive lexicon to be emotionally satisfied by sugar-free products.