The Effect of Packaging on the Acceptance of Natural Peanut Butter

The aim was to determine the effect of packaging on the acceptance of natural peanut butter, especially concerning the acceptance of the undesirable oil layer. The jars of peanut butter differed by color, label size, and inclusion of qualifying statements. 119 participants across two groups completed this study. Both groups completed an eye-tracking study in a mock grocery setting. The first group rated all five jars in appearance, expected quality, and overall rating. They were given one sample cup of peanut butter and gave hedonic liking values for color, oiliness, peanut flavor, smoothness, sweetness, and overall liking. The second group was given three of five jars with corresponding samples. They gave hedonic liking values for the same peanut butter attributes and ratings for the packaging attributes. Both groups stated which jar they would choose. These results were analyzed using ANOVA methods, yielding four main findings: 1) The rating and hedonic values indicate that sensory attributes affect the package acceptance more than vice versa; 2) Amber jars, despite catching participants’ focus, were not well received, but this new packaging was more accepted once the product was sampled; 3) The extra information on the package was found to improve acceptance of products and draw more focus from participants; 4) Focusing on the undesirable quality does not always indicate low acceptability, especially when it is prefaced with information. Overall, this research showcases methods to improve the perception of undesirable product attributes and demonstrates how human biometrics and sensory science can be used in conjunction.