Impact of consumer familiarity on acceptability and purchase intent of a novel amaranth-based coffee creamer

Abstract The objective of the study was to identify the impact of consumer familiarity on liking, acceptability, purchase intention and textual description of a novel cream substitute formulated with popped amaranth flour. Four formulations were evaluated in different proportions of amaranth vs. a control. A total of 400 consumers from two regions participated (Veracruz: familiar with coffee and Tlaxcala: familiar with amaranth). Consumers from both regions had significant differences in liking the attributes of the different formulations. Liking across regions was mainly a function of product aroma. Regarding the acceptance of the product, it was found that the attributes flavour, colour and overall liking were significant (P < 0.05) for consumers from Veracruz, whereas appearance and mouthfeel were significant (P < 0.05) for consumers from Tlaxcala. In purchase intent, overall liking was significant for both regions (P < 0.05). In relation to the impact of amaranth on purchase intention, Tlaxcala showed higher purchase willingness. The words used for sensory characterisation and that are important for both regions were the amaranth aroma, and the creamy flavour in the formulation with the highest amaranth content. The findings of this study allowed for understanding the potential of amaranth to formulate new creamers in a cross-cultural context, considering consumers from two different levels of familiarity with specific crops.