| As part of the Healthy Flavors Research Initiative, which aims to increase consumer appeal of nutritious foods through culinary strategies and flavor development techniques, we examined the feasibility of using extra virgin olive oil as a substitute for butter in select dishes. We had three main hypotheses: First, we hypothesized that because of the broad range of flavors it can impart to a dish, extra virgin olive oil can be used as a substitute for butter without compromising acceptance of a dish among consumers. Second, we hypothesized that consumer preferences for different butters or olive oils are expected to be dish-specific. Lastly, we hypothesized that consumer preferences are associated with degree of exposure to and regular use of butter and olive oil.;Through a combination of descriptive analysis, consumer preference mapping and segmentation, as well as extensive surveys, we obtained results that were mixed but promising. Consumer tests in California showed that the mean liking scores for dishes prepared with butter were greater than those for the same dishes prepared with olive oil, but segmentation revealed subsets of consumers who demonstrated parity in liking. For the four dishes that we tested, we found that consumer liking was also dependent on the different flavor profiles of the olive oils. To investigate the effects of exposure and familiarity on consumer preferences for butter or olive oil, we replicated the California consumer test with Spanish and Italian populations. Similarities and differences in preferences, attitudes and practices were discovered among the three consumer groups. On average, the Spanish and Italian consumers used olive oil more frequently and butter less frequently than Californian consumers to prepare meals. Although segments were uncovered in all three consumer groups, we observed that in some, but not all, cases, Spanish and Italian consumers' mean liking for olive oil versions of the dishes were higher than those for butter versions. We also found significant differences among the three consumer groups for food consumption habits, attitudes toward food flavor and food and health, as well as perceptions of and practices related to extra virgin olive oil and butter.;By identifying opportunities when extra virgin olive oil can substitute butter without loss of consumer appeal, there is potential to reduce saturated fat intake and shift consumers towards a more plant-based diet. Our findings have important implications for healthy menu design and dietary intervention strategy development. |
