Understanding Young Taiwanese Consumers' Acceptance, Sensory Profile, and Drivers of Liking for GABA Oolong Tea Beverages with Cold Infusions

Mu-Chen Wu; Bo-Kang Liou; Yuh-Shuen Chen; Shih-Chieh Lee; Jia-Jin Xie; Yih-Mon Jaw; Shih-Lun Liu

doi:10.3390/foods11192989

Understanding Young Taiwanese Consumers' Acceptance, Sensory Profile, and Drivers of Liking for GABA Oolong Tea Beverages with Cold Infusions

Foods. 2022 Sep 26;11(19):2989. doi: 10.3390/foods11192989.

Authors

Mu-Chen Wu¹, Bo-Kang Liou², Yuh-Shuen Chen³, Shih-Chieh Lee^{4

5}, Jia-Jin Xie⁶, Yih-Mon Jaw⁷, Shih-Lun Liu^{2

8}

Affiliations

¹ Department of Health Business Administration, HungKuang University, Shalu District, Taichung 43302, Taiwan.
² Department of Food Science & Technology, Central Taiwan University of Science and Technology, Beitun District, Taichung 40601, Taiwan.
³ Department of Food Science and Technology, HungKuang University, Shalu District, Taichung 43302, Taiwan.
⁴ Department of Medicinal Botanicals and Foods on Health Applications, Da-Yeh University, Dacun, Changhua 515006, Taiwan.
⁵ Bachelor Program for Baking and Beverage, Da-Yeh University, Dacun, Changhua 515006, Taiwan.
⁶ Graduate Institute of Food Culture and Innovation, National Kaohsiung University of Hospitality and Tourism, Xiaogang District, Kaohsiung 812301, Taiwan.
⁷ Department of Chinese Culinary Arts, National Kaohsiung University of Hospitality and Tourism, Xiaogang District, Kaohsiung 812301, Taiwan.
⁸ Department of Nutrition, China Medical University, No. 100, Sec. 1, Jingmao Rd., Beitun District, Taichung 40604, Taiwan.

Abstract

The sensory qualities of Taiwanese teas are evaluated by the experts from the Tea Research and Extension Station (TRES) at tea competitions held annually. The prices of Taiwanese teas are also influenced by the results of these tea competitions. However, a tea winning an award and having a high sensory quality and price does not mean that it is liked by Taiwanese consumers. The check all that apply method (CATA) is a scientific method of sensory evaluation. It is able to evaluate the sensory characteristics with consumers and is cheap and time-saving. Twelve samples of γ-aminobutyric acid (GABA) Oolong tea made by the Taiwan Tea No. 12 cultivar were selected from the first Taiwanese GABA tea competition in 2020. The aim of this research was to study young Taiwanese consumers' acceptability for GABA Oolong tea infusions, and their opinions towards the sensory qualities of teas through questionnaires composed of CATA questions and hedonic scales. Based on the results, the CATA method identified 21 important descriptive terms for GABA tea that were selected by over 20% of consumers. It was found that the consumers like GABA Oolong teas with 13 specific sensory characteristics, but dislike the ones with another 6 specific sensory characteristics. We conjecture that the different process of tea production will affect consumers' preference for GABA Oolong tea. Overall, GABA Oolong tea has the same delightful sensory characteristics as traditional Taiwanese specialty Oolong teas, and is liked by the young Taiwanese consumers.

Keywords: CATA; GABA Oolong tea; acceptance; cold infusion; young consumer.

Grants and funding

1.Sensory Evaluation Project of Taiwanese GABA Teas (Cooperation Project CTU109-C-061, Issued by Association of Taiwan Tea); 2. GABA Tea Quantitative Descriptive Analysis Evaluation Team Talent Cultivation Program (Cooperation Project DYU DFE-1025, Issued by Association of Taiwan Tea); 3. 2010 Industry College Project-Sensory Evaluation with Science and Industry for Beverages (1090145191N-2), Issued by Department of Technological and Vocational Education of Ministry of Education in Taiwan); 4. 2011 Industry College Project-Personnel Training, Scientific Sensory Evaluation and Service Innovative Integration for Taiwanese Tea and Coffee (1000105223N-7, Issued by Department of Technological and Vocational Education of Ministry of Education in Taiwan); 5. 2020-2022 Food Trend Management & Natural Farming (Phase II)-Taiwan Tea (TWT) Industry Rich and Prosperous Talent Cultivation 2.0 Project (DYU KOAA1101-K, University Social Responsibility (USR) Program of Education of Ministry of Education in Taiwan).