HydroSOStainable table olives (cultivar Manzanilla) are produced from olive trees grown under regulated deficit irrigation (RDI) strategies. Olives produced by RDI are known to have a higher content of some bioactive compounds (e.g. polyphenols), but no information about consumer acceptance (or liking) have been reported so far. In this study, the volatile composition, the sensory profile and the consumer opinion and willingness to pay (at three locations) for HydroSOStainable table olives produced from three RDI treatments and a control were studied. Volatile composition was affected by RDI, by increasing alcohols, ketones and phenolic compounds in some treatments, while others led to a decrease in esters and the content of organic acids. Descriptive sensory analysis (10 panelists) showed an increase of green-olive flavor with a decrease of bitterness in the HydroSOStainable samples. Consumers (study done with 100 consumers in 2-rural and 1-urban locations; ntotal = 300), after being informed about the HydroSOStainable concept, preferred HydroSOStainable table olives to the conventional samples and were willing to pay a higher price for them (52% 1.35-1.75 € and 32% 1.75-2.50 € as compared to the regular price of 1.25 € for a 200 g bag). Finally, green-olive flavor, hardness, crunchiness, bitterness, sweetness and saltiness were defined as the attributes driving consumer acceptance of HydroSOStainable table olives.
Keywords: bitterness; consumer willingness to pay; descriptive sensory analysis; green-olive flavor; pit hardening; regulated deficit irrigation; “Manzanilla” cultivar.