The role of polyphenols sensorial attributes in olive oil preferences: Do consumers like the healthy bitterness?

• High polyphenol extra virgin olive oils (HP-EVOO) have lower acceptance by consumers • Global acceptance of HP-EVOO is associated with pleasantness to fruitiness attribute • Olive oil preferences were independent of nationality of participants Phenolic compounds are partly responsible for the healthy properties of extra virgin olive oil (EVOO), which is a central component of the healthy Mediterranean diet. The hypothesis presented in this study is that olive oils with different phenolic contents have different levels of acceptance by participants and are influenced by cultural traits and intrinsic sensorial attributes. A selection of three regional olive oils was characterized by their total phenolic composition, and evaluated by consumer participants on global acceptance and acceptance of its intrinsic sensorial attributes,. The high-polyphenol EVOO had the lowest global acceptance by participants, and this low rating seemed to be more pronounced in women. While acceptance of high-polyphenol EVOO was more correlated with pleasantness to fruity, the favorite olive oil – with moderate amount of phenols - reveals a strong correlation between global acceptance and liking of the sweetness. These findings suggest that when confronted with choosing olive oil based solely on sensorial attributes high-polyphenol olive oils may be at disadvantage. Future studies should explore how to increase valorization of these olive oils by consumers, and how to optimize marketing by producers and dietitians to achieve a common goal of promoting the consumption of high quality and healthier olive oils.