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Consumer Evaluation of Two-Percent Milk Containing Added Feed-Flavor¹

Food Research Institute, Research Branch, Agriculture Canada, Ottawa, Ontario K1A 0C6

ABSTRACT

Milk containing two levels of feed flavor (slight, pronounced) was prepared and subjected to discriminatory (triangle) and preference testing (paired comparison) by 604 consumers of 2% milk. Neither adults nor children appeared capable of detecting slight feed flavor in fluid milk in either the triangle test or paired comparison test; however, discrimination was apparent with pronounced feed flavors. An overall 8% "true" discrimination emerged in the pronounced feed flavor test. Boys (22%) and men (11%) displayed more astute taste sensitivities than girls (9%) or adult women (0%). The introduction of pronounced feed flavor into fluid milk produces a product that is less acceptable to consumers. In overall preference, control milk was selected over pronounced feed flavors by a significant margin of 45 to 31%. Rejection of pronounced feed flavor milk was consistent across virtually all age and sex segments, with the exception of adult women. Consumers do not agree with respect to semantics to describe feed flavors in milk. There is, however, some evidence that feed flavor influences consumers' perception of product consistency. The more pronounced the feed flavor, the greater the tendency to categorize the product as "heavier", "richer" and possibly a bit "sour" tasting.

¹ Survey commissioned by Ontario Milk Marketing Board. Study conducted by International Surveys Ltd. Contribution No. 286 from Food Research Institute.

² Commins, de Weerdt and Associates, 164 Eglington Avenue E., Toronto, Ontario M4P 1G4.

³ Ontario Milk Marketing Board, 50 Maitland Street, Toronto, Ontario M4Y 1C7.

⁴ Deceased June, 1976.