French consumer preferences reveal a potential for segmentation in carrot

Gustatory differentiation is one possible means of segmentation. Consumer preferences of carrot were studied within the framework of the CosiVeg project. The characteristics of batches offered for consumer assessment enables their preferences to be evaluated. In preparation for a hedonic test of raw grated carrots that was carried out in autumn 2011, the carrot sensory space was studied in 2010 using 48 batches that were evaluated using quantative descriptive sensory analysis. The cultivars were representative of different types, Nantais, Imperator, Flakkee, coloured carrots and genetic resources. . Significant differences were observed for all criteria, allowing varieties to be grouped based on their sensory characteristics. Texture, flavor and aroma contribute to the “identity” of carrots. Overall aroma is correlated with perceptions of bitterness, sharpness and chemical aroma. Fourteen orange carrot varieties were selected for sowing in 2011. In 2010, although maximum scores were obtained for pungent and bitter attributes, this was not the case in 2011. In spite of this, the selected batches allowed the different profiles of the sensory characteristics of the carrots to be determined. Ten batches of carrot that represented a wide range of variability were tasted by a trained panel as well as a consumer panel; the product was presented as raw grated carrot. The sensory measurements obtained were used to map preferences, underlining preferences for a carrot that is juicy, aromatic and sweet. However bitter and chemical flavour carrots were not appreciated. Three types of consumer exist each having different expectations in terms of quality. Almost 20 % of people questioned are looking for a high quality product, for 33 % of consumers carrots are a staple food and they have no specific expectations and 48 % are satisfied with the current product but are potentially interested by a product that would distinguish itself as regards to quality. It means that segmentation with a high gustatory quality will be of interest for one consumer for 5