consumer preference for and attitudes about pasteurized vs ...€¦ · (raw) milk cheese sample and...
TRANSCRIPT
Consumer Preference for and Attitudes about
Pasteurized vs. Raw Milk Cheese
American Cheese Society Annual MeetingAugust 5, 2011
Ann Colonna, M.S.Sensory Program Manager
Oregon State University Food Innovation Center Portland, OR
Why do this again?• Within the last year…
– FDA legislative review, 60 day rule– Cheesemakers have been put out of
business• More comprehensive testing
– More locations in different states– Different consumer demographics– Different cheeses
Specialty Cheese Test Objectives
1. To determine if consumers have a preference for raw vs. pasteurized milk cheese using a large sample of consumers from different locations along the west coast
2. To measure consumer knowledge of raw vs. pasteurized milk cheese
3. To understand consumer preference for the 60 day aging rule for raw milk cheese in the U.S.
4. To better understand the most important attributes of specialty cheeses and the drivers of liking
Quantitative Consumer StudyConsumer
RecruitmentConduct Central
Location Tests along the U.S. West coast
(WA, OR and CA) with 1,000 consumers
Ages 18 and olderMust like and regularly
buy cheeseConsumers were not
paid an incentive for participation
The quest to find locations!
• Willing participants• No incentives• Feasibility of test set up – computers• Funding• Acceptance of organization• Finding Consumers of
Specialty Cheese!
Testing locations
Seattle
Montreal
Bend, ORSan Francisco
Testing Locations
• Seattle Cheese Festival, n=355 • Bite of Bend Food Festival, n=495 • Ferry Plaza Building in San Francisco, n=376• ACS Registration, Montreal Convention Center, n=30
The quest to find cheese!
• Willingness to participate• Made by same producer• Same style/method• Same age• BUT WITH DIFFERENT MILK
–PASTEURIZED MILK–RAW MILK
Samples – Rogue CheddarPasteurized Milk Cheese – 12/10/09
Raw Milk Cheese – 11/23/09
Rogue Sharp Cheddar Cheese
Saint Olga, Rivers Edge ChèvrePasteurized Milk Cheese – 11/28/10
Raw Milk Cheese – 1/15/11
washed rind goat’s milk cheese
Brindisi, Willamette Valley CheesePasteurized Milk Cheese – 6/15/2010
Raw Milk Cheese – 5/10/2010
natural rind cow’s milk cheese
Beecher’s Flagship CheesePasteurized Milk Cheese – 10/2009
Raw Milk Cheese – 12/2009
Beecher’s Aged Flagship Cheese – Cheddar Style
Moses Sleeper, Jasper HillPasteurized Milk Cheese – made 5/26/11
Raw Milk Cheese – made 6/4/11
Bloomy rind cow’s milk cheese
Materials & Methods
• Pasteurized and Raw Milk Cheeses from five cheesemakers were used• DIFFERENCE TESTING – first consumers• Samples were cubed/sliced and served (two per coded plate) • The first 20 consumers received plates with randomized code identifiers (without
any product information), while the next 20 received plates with the labels “Raw Milk Cheese” and “Pasteurized Milk Cheese” cheese
• This randomization of unlabeled vs. labeled switched after every 20 consumers throughout the test
How often do you buy Specialty Cheese?
• Most of the consumers tested are frequent purchasers of specialty cheese
1
6
17
32
19
13
6 6
0
5
10
15
2025
30
35
40
Perc
ent
Res
pons
e
Daily A fewtimes aweek
Once aweek
A fewtimes amonth
Once amonth
Onceevery 2-
3months
Onceevery 4-
6months
Lessthan
once ayear
How often do you buy Specialty Cheese, All locations, n=1206
Where do you buy most of your cheese? SEATTLE
45
28
9 9 71 1 1 0 00
5101520253035404550
Perc
ent R
espo
nse
Conven
tional
groce
ry store
(eg. F
red M
...
Natural
foods g
roce
ry st
ores (
eg. W
hol...
Specialty
cheese
retai
ler
Warehou
se re
tailer
(eg. C
ostco,
Walm
art...
Farmer'
s mark
et
Direct s
ale fro
m chee
semake
r (on f
arm)
Restau
rant
Other
Independ
ent F
ood Co-o
perativ
eInter
net sa
le
Where do you buy most of your cheese, n=355
Natural foods grocery stores=Whole Foods, PCC Natural MarketsConventional grocery stores=Fred Meyer, Safeway, Thriftway
Where do you buy most of your cheese? BEND, OR
51
2216
4 3 2 2 1 0 00
10
20
30
40
50
Percent Response, Select all that
apply
Conven
tional
groce
ry store
(eg. F
red ...
Natural
foods g
roce
ry st
ores (
eg. W
ho..
Warehou
se re
tailer
(eg. C
ostco,
Walm
a...
Farmer'
s mark
et
Specialty
cheese
retai
ler Other
Independ
ent F
ood Co-o
perativ
e
Direct s
ale fro
m chee
semake
r (on f
arm)
Restau
rant
Internet
sale
Where do you buy most of your cheese, Bend, OR, n=490
Where do you buy most of your cheese? SAN FRANCISCO
40
29
117 6 5
1 1 0 00
10
20
30
40
50
Percent Response, Select all that
apply
Natural
foods g
roce
ry st
ores (
eg. W
...
Conven
tional
Groce
ry Store
Farmer'
s mark
et
Specialty
cheese
retai
ler
Warehou
se re
tailer
(eg. C
ostco,
Wa..
.
Independ
ent F
ood Co-o
perativ
eOther
Direct s
ale fro
m chee
semake
r (on .
..Res
tauran
t
Internet
sale
Where do you buy most of your cheese, San Francisco, CA, n=373
Please select your gender.
• A very even distribution
5545
0102030405060
Perc
ent
Res
pons
e
Female Male
Specialty Cheese Test Participant Gender Distribution, All locations, n=1206
Please select your age.
• Over 70% of the consumers tested were between the ages of 18-45 yrs; the target consumers moving forward over the next decade
2331
1813 11
40
10
20
30
40
50
Perc
ent
Res
pons
e
18-25yrs
26-35yrs
36-45yrs
46-55yrs
56-65yrs
66+ yrs
Specialty Cheese Test Participant Age Distribution, All locations, n=1206
Please indicate the highest level of education you have completed.
• 77% of the consumers tested had completed either a 4 year college or had an advanced degree
13 14
3934
0
10
20
30
40
50
Perc
ent R
espo
nse
High school 2 year collegeor technical
degree
4 year collegedegree
Advancedcollege degree
Specialty Cheese Test Participant Education Distribution, all locations, n=1206
Location of Residence – Seattle
• 23% of the consumers tested in Seattle were from outside the state
65
9 9 6 4 3 2 1 1010
20
30
40
50
60
70Pe
rcen
t Res
pons
e
Seattle metro area
NW Washington other
Other U.S. stateOregon
California
Canada
SW Washington
E Washington
Outside U.S. not Canada
Residence of Specialty Cheese Test Participants, Seattle, WA, n=354
Location of Residence – Bend, Oregon
• 14% of the consumers tested in Bend were from outside the state
64
136 6 5 3 3
0
10
20
30
40
50
60
70
Per
cent
Res
pons
e
Bend-Redmond
Portland Metro
Central Oregon
Other U.S. state
Washington
Western Oregon
California
Residence of Specialty Cheese Test Participants, Bend, OR, n=483
Location of Residence – San Francisco
• 32% of the consumers tested in SF were from outside the state
53
27
8 5 4 2 10
10
20
30
40
50
60
Perc
ent R
espo
nse
SF Bay Area
Other U.S. state
Southern CA
Northern CA
Outside U.S.
Central CA
Canada
Residence of Specialty Cheese Test Participants, San Francisco, CA, n=376
Please indicate your total annual household income before taxes.
• 70% of the participants tested had an annual household income above $40,000/year
15 14 13 1418
26
05
10152025303540
Perc
ent R
espo
nse
Less than$20,000/yr
$20,000-$39,999/yr
$40,000-$59,999/yr
$60,000-$79,999/yr
$80,000-$119,999
$120,000/yror more
Specialty Cheese Test Participant Income Distribution, All locations, n=1205
Difference Test Results, Rogue Cheddar Two of the cheeses are the same. One is different. Pick the different sample.
*Scores with the same letter are NOT significantly different, p<0.05.
• Statistically consumers could tell a difference between the unpasteurized (raw) milk cheese sample and the pasteurized sample in the cheese difference testing (at the 99.9% confidence level).
42 a36 b
0
10
20
30
40
50
Res
pons
es
Correct Incorrect
Triangle Difference Testing of Raw vs. Pasteurized Milk Cheddar Cheese, n=78, p<0.001 Rogue Creamery
Cheddar
Difference Test Results, River’s Edge Saint Olga Two of the cheeses are the same. One is different. Pick the different sample.
*Scores with the same letter are NOT significantly different, p<0.05.
• Statistically consumers could tell a difference between the unpasteurized (raw) milk cheese sample and the pasteurized sample in the cheese difference testing (at the 99.9% confidence level).
24 a18 b
0
10
20
30
40
50
Res
pons
es
Correct Incorrect
Triangle Difference Testing of Raw vs. Pasteurized Milk washed rind goat's milk cheese, n=42, p<0.001
River's Edge ChevreSaint Olga
Difference Test Results, WVC Brindisi Two of the cheeses are the same. One is different. Pick the different sample.
*Scores with the same letter are NOT significantly different, p<0.05.
• Statistically consumers could tell a difference between the unpasteurized (raw) milk cheese sample and the pasteurized sample in the cheese difference testing (at the 95% confidence level).
21 a 21 b
0
10
20
30
40
50
Res
pons
es
Correct Incorrect
Triangle Difference Testing of Raw vs. Pasteurized Milk hard, natural rind cow's milk cheese, n=42, p<0.019
Willamette Valley CheeseCo., Brindisi
Preference Test Results 2008 Please taste both cheeses. Which cheese do you prefer?
*Scores with the same letter are NOT significantly different, p<0.05.
• Statistically more consumers preferred the raw milk cheese sample to the pasteurized milk sample in the cheese preference testing (at the 99% confidence level).
• 4 different cheeses
426 a
319 b
10441
050
100150200250300350400450
Res
pons
es
Raw Pasteurized Can't tell adifference
Nopreference
Preference for Raw vs. Pasteurized Cheese, p<0.05, n=890
Preference Test Results 2011 Please taste both cheeses. Which cheese do you prefer?
• Statistically there was no preference between the pasteurized milk cheese samples and the raw milk cheese samples
*Scores with the same letter are NOT significantly different, p<0.05.
440 a 461 a
0
100
200
300
400
500
600
Res
pons
es
Pasteurized MilkCheese
Raw Milk Cheese
Preference for Pasteurized vs. Raw Milk Cheese, n=901, p<0.05
Preference Test Results Please taste both cheeses. Which cheese do you prefer?
• Statistical difference for some locations
*Scores with the same letter are NOT significantly different, p<0.05.
253 a
162 a
25 a
242 a214 b
5 b0
50
100
150
200
250
300
Res
pons
es
Pasteurized Milk Cheese Raw Milk Cheese
Preference for Pasteurized vs. Raw Milk Cheese, by location, n=901, p<0.05
Bend, ORSan FranciscoMontreal
Preference Test Results Please taste both cheeses. Which cheese do you prefer?
• There were differences within each cheese sample
*Scores with the same letter are NOT significantly different, p<0.05.
61 a
281 a
25 a
73 a
109 b
213 b
5 b
134 b
0
50
100
150
200
250
300
Res
pons
es
Pasteurized milk cheese Raw milk cheese
Preference for Pasteurized vs. Raw Milk Cheese, by cheese, n=901
Aged Cheddar Washed rind aged goat's milk cheeseBloomy rind cow's milk cheeseNatural rind aged cow's milk cheese
Please taste both cheeses. Which cheese do you prefer? (Cont.)
• More consumers preferred the pasteurized cheese when the cheeses were unlabeled
• Strong preference for raw milk cheese when the plates were labeled
41
59 56
44
010203040506070
Perc
ent R
espo
nse
Labeled Unlabeled
Effect of labeling on preference for Pasteurized vs. Raw, n=901 Pasteurized
Raw
Would you like to see labeling on the cheese package that clearly states whether the cheese is made with pasteurized or raw milk?
• Over 60% of the consumers tested feel that milk type labeling is important. Just under 25% don’t feel that the type of milk in their cheese is important.
61
2415
010203040506070
Perc
ent
Res
pons
e
Yes, this isimportant to me
No, this is notimportant to me
Unsure
Would you like to see labeling on the cheese package that clearly states whether the cheese is made with
pasteurized or raw milk?, n=938
Which cheese has a more complex flavor? - 2008
• By a two to one margin, consumers felt the unpasteurized cheese had a more complex flavor than the pasteurized milk cheese.
63
32
5
0
10
20
30
40
50
60
70
Perc
ent
Res
pons
e
Raw Pasteurized No difference
Which sample had more complex flavor, n=786 (excludes consumers who initially noted they could not tell a
difference between samples)
Which cheese has a more complex flavor?
• These consumers felt there was no difference between the complexity of flavor between the raw and pasteurized cheeses.
51 % 49 %
0
20
40
60
Perc
ent R
espo
nse
Pasteurized Raw
Which sample had a more complex flavor, n=898, p<0.05
Which cheese has a more complex flavor?
• Large differences when broken out by cheese
65
3539
61
24
7667
33
0
20
40
60
80
Perc
ent
Res
pons
e
Washed rindgoat's milk
cheese, n=492
Aged Cheddar,n=170
Natural rind agedcow's milk
cheese, n=206
Bloomy rindcow's milk
cheese, n=30
Which sample had a more complex flavor, n=898
PasteurizedRaw
Why did you prefer the sample you did? (Check all that apply.)
• Most felt flavor was a factor in their preference, while over 50% selected texture as a key attribute for both milk types
9285
55 57
12 12 8 6 6 4 3 30
102030405060708090
100
Perc
ent o
f Tot
al R
espo
nse
Flavor Texture Aroma Overallappearance
Color Other
Reason for preference for Pasteurized and Raw Milk Cheese (check all that apply), n=440 and 461 respectively
Pasteurized Milk Cheese
Raw Milk Cheese
Do you know the difference between raw milk and pasteurized milk cheese?
68
32
010203040506070
Perc
ent r
espo
nse
Yes No
Know difference between pasteurized and raw milk cheese, n=862
For general consumption, do you prefer to buy cheese made with pasteurized milk or raw milk?
• Over 40% of the consumers tested buy both cheeses equally. Another 20% don’t know which they prefer to buy. About even for raw and pasteurized preferences.
44
20 19 17
0
10
20
30
40
50
Perc
ent R
espo
nse
No preference -I prefer to buyboth equally
I don't knowwhich I prefer
to buy
PasteurizedMilk Cheese
Raw MilkCheese
For general consumption, do you prefer to buy cheese made with pasteurized milk or raw milk?, n=943
Which of the following characteristics define pasteurized milk cheeses in your opinion? (Check all that apply.)
5045 45
3328
1914 13 11
8 6 52
0
10
20
30
40
50
60
Percent Response, Select
all that apply
More sa
fe
Large
indu
strial
producti
on
Consis
tent p
roduc
t
Less
comple
x flav
or prof
ile
Lower
price
per p
ound
Positiv
e healt
h attrib
utes
Higher q
uality
product
Lower
quali
ty pro
duct
More co
mplex f
lavor p
rofile
Higher p
rice p
er pou
nd
Negati
ve he
alth at
tribute
s
Small pr
oducti
on/Farm
stead
/Artisan
Less
safe
Pasteurized milk cheese characteristics, n=355
Which of the following characteristics define raw milk cheeses in your opinion? (Check all that apply.)
64
55
4338
2921
116 5 5 4 2 10
10
20
30
40
50
60
70
Percent Response,
Select all that apply
Small pr
oducti
on/Farm
stead
/Artisan
More co
mplex f
lavor p
rofile
Less
safe
Higher p
rice p
er pou
nd
Higher q
uality
product
Positiv
e healt
h attrib
utes
Negati
ve he
alth at
tribute
s
Lower
quali
ty pro
duct
Less
comple
x flav
or prof
ile
Consis
tent p
roduc
t
Lower
price
per p
ound
More sa
fe
Large
indu
strial
producti
onRaw milk cheese characteristics, n=355
Rank, in order of importance, your preference for the following cheese characteristics.
• The characteristic “local” was significantly more important than other listed characteristics of cheese production. “Artisan” and “sustainable” were equally preferred and “organic” and “farmstead” were the least preferred.
856 a996 b 1028 b
1203 c 1242 c
0
200
400
600
800
1000
1200
1400
Ran
k S
um
Local Artisan Sustainable Organic Farmstead
Rank in order of importance your preference for the following cheese characteristics, n=355, p<0.05
less important
Rank in order from most important (1) to least important (8) the characteristics on which you base your cheese purchases.
721a
1003 b
1342c1561 d
1919e 1919e2104ef
2211 f
0
500
1000
1500
2000
2500
Ran
k Su
m
T aste(F lavo r)
C heeseT ype (C o w,
Go at,Sheep,
etc.)
P rice Origin(Lo cal,
D o mest ico r F o reign)
B rand M ilk type(P M vs.
R M )
P ackaging(Eye
catching)
Safety
Rank importance for purchasing, n=355, p<0.05
less desirable
Would you be willing to spend more money on a cheese if you knew that it was made with pasteurized or raw milk?
• More consumers are willing to spend more money on a cheese made with raw milk.
22
36
78
64
0102030405060708090
Perc
ent
Resp
onse
Yes No
Would you be willing to spend more money on a cheese if you knew that it was made with
pasteurized milk / raw milk?, n=938
Pasteurized MilkRaw Milk
Do you feel that pasteurized milk and raw milk cheeses are equally safe to eat?
• Over 40% of the consumers tested feel that the two cheese types are equally safe to eat, but another 35% are unsure. Just over 20% don’t feel the two cheeses are equally safe to consume.
42
23
35
0
10
20
30
40
50
Perc
ent
Res
pons
e
Yes No Unsure
Do you feel that pasteurized milk and raw milk cheeses are equally safe to eat?, n=937
Opinion of possible FDA ban of the sale of raw milk cheese in the U.S.
• 95% of the consumers tested are NOT in favor of banning the sale of raw milk cheese in the U.S.
95
5
0
20
40
60
80
100
Perc
ent R
espo
nse
NOT in favor of banningthe sale of raw milkcheeses in the U.S.
In favor of banning thesale of raw milk cheeses in
the U.S.
How would you feel about the FDA banning the sale of raw milk cheese in the U.S. altogether, which would outlaw the sale of raw
milk cheeses such as Parmigiano Reggiano, Roquefort, Rogue River Blue and Comte?, n=935
Raw milk cheese is legal under U.S. federal law if it is aged at least 60 days. How would you feel about the FDA extending the aging requirement past 60 days, which would outlaw the sale of some raw milk cheeses?
• About 60% of the consumers tested want to see the 60 day rule relaxed to give cheesemakers more flexibility to produce younger raw milk cheeses.
58
33
9
010203040506070
Perc
ent
Res
pons
e
Relax law,cheesemakers haveflexibility to produce
younger raw milkcheeses
Keep the existing laws
Extend agingrequirement, someraw milk cheeseswould be banned
60 day rule, n=936
Specialty Cheese Test Results Summary
Preference for Pasteurized vs. Raw milk cheese• Overall there was no significant difference in the
preference for raw vs. pasteurized milk cheese – different from 2008 – depends on the cheese
• Stronger preference for raw milk cheese when the plates were labeled as “raw milk” vs. using 3 digit codes
• Overall, there was no significant difference in which cheese consumers found to have a more complex flavor – depends on the cheese
• More consumers are willing to spend more money on a cheese made with raw milk
Specialty Cheese Test Results Summary
• Only 40% of the consumers tested feel that PM vs. RM cheeses are equally safe to eat
• About 60% of the consumers tested want to see the 60 day rule relaxed to give cheesemakers more flexibility to produce younger raw milk cheeses
• 95% of the consumers tested are NOT in favor of banning the sale of raw milk cheese in the U.S.