Determination of Consumer Color and Discoloration Thresholds for Purchase of Beef Strip Loin Steaks

The objective of this study was to develop predictive models for consumer purchase likelihood of beef strip loin steaks based on measures of redness and discoloration. In Phase 1, consumers evaluated steaks from various days of display (0–14 d), ranging in discoloration from 0% to 100%. Phase 2 required consumers to evaluate samples all from the same day of display. For each phase, steaks were removed from their mother-bag and placed in coffin-style retail cases under fluorescent lights for the pre-planned display period (0–14 d) to create differences in both steak color and discoloration. Consumers (N = 200 Phase 1; 176 Phase 2) evaluated steaks for overall appearance liking and whether or not they would purchase the product (yes/no) if it was fully-priced or if it was sold at a discount. Objective color measures (L*, a*, b*, chroma, hue angle), overall redness, % discoloration, and fat color were assessed by a trained descriptive sensory panel. Results showed that all of the objective measures evaluated were predictors (P < 0.05) of consumer purchase intent. The logistic predictive models accounted for 30–78% of the variation in consumer purchase intent for steaks sold at full price and 27–72% of the variation when sold at a discount for Phase 1. In Phase 2, the models were less predictive, with models only accounting for 11–57% of the variation in consumer purchase likelihood in both full-priced and discounted samples. a* and discoloration scores were some of the best predictors evaluated. These models indicated that even minimal discoloration has a large impact on consumer purchasing likelihood, with steaks having 12 to 22% discoloration only having a 50% chance of being purchased at full price. These results underscore the importance of ensuring steaks sold at retail are maintained at a bright-red color and free of discoloration.