Consumer attitude toward shelf-life labeling: Does it influence acceptance?

The aims of the present work were to study consumer attitudes toward shelf-life labeling and to evaluate if shelf-life information affects consumer acceptability, rejection to consume and rejection to repeat purchase. Six samples of dulce de leche with different plastic flavor intensities were presented to a panel of 50 consumers, who scored their overall acceptability and indicated their intention to consume and to repeat purchase of the samples. They also answered a multiple-choice questionnaire regarding their attitude toward shelf-life labeling.

Knowing that the samples were near the end of their shelf life did not affect acceptability scores or consumer rejection to consume. Thus, consumer perception of the product was not affected by knowing that it was close to expiration. This is in agreement with the fact that most consumers (75%) first try an expired product before deciding what to do.

PRACTICAL APPLICATIONS

Ninety-five and seventy-nine percent of the consumers stated that they read shelf-life information at purchase and consumption stage, respectively, which suggests the importance of proper shelf-life labeling.

Consumer rejection to repeat purchase was higher than rejection to consume. Thus, consumers seemed to consume a product although they might not actually like it or buy it again. Thus rejection to purchase or repeat purchase could be a more conservative criterion than rejection to consume in order to estimate sensory shelf lives or acceptance limits for sensory defects.

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