Author(s): MENEZES, E.; DELIZA, R.; CHAN, H. L.; GUINARD, J.-X.

Summary: Euterpe oleracea,Mart. is a palmtreewidely distributed in South America and the juicewhich is prepared fromits eatable pulp is popularly called ?açaí? in Brazil. It has a high nutritional value consisting mainly of fat, fiber and vitamin and minerals, but is also rich in anthocyanins, phenolic compounds and demonstrates high antioxidant capacity. The aimof this studywas to evaluate North American consumers' acceptance, intention to purchase and attitudes towards different açaí-based products available in theUS. Acceptance and purchase intention testswere carried out with 155 consumers for seven different açaí-based products. Demographics and attitudes were also measured in an exit survey. A sorbet, a juice and a smoothiewere themost liked products but purchase intentions were relatively low. Overall liking was driven by liking for flavor and aftertaste of the products. Consumers' segmentation based on acceptance revealed three groups, with a segment of açaí likers and another of dislikers. Most consumers had heard of açaí (83.9%) and 55.5% had tasted it before. Consumers knew açaí was healthy, nutritive, and rich in vitamins, minerals and antioxidants; however they did not know that açaí was oily, rich in fiber and that it may prevent degenerative diseases. Most participants showed low food neophobia (67.7%) and 51% scored high in general health interest. A promising market for açaí-based products among American consumers maybe women and health conscious consumers.

Publication year: 2011

Types of publication: Journal article

Unit: Embrapa Food Technology

Keywords: Açaí, Consumidor americano, Euterpe oleracea Mart, Intenção de compra, Preferência