Potential use of naturally colored antioxidants in the food industry—A study of consumers' perception and acceptance

In the present study, the influences of color and awareness of the presence of three different naturally colored antioxidants, were studied using the projective consumer method Word Association. Moringa, propolis, and red grape pomace extracts were added to three different food products categories (bread, yogurt, and pate) as case studies. To explore the influence of the presence of natural antioxidants in the colored products, two conditions were applied: blind condition (unawareness) and informed condition (awareness). Hedonic scores were concurrently collected using a facial scale with seven points. Results exposed that an unfamiliar color, in food products with added naturally colored antioxidants, did not have a strong impact on consumers' perception of the appearance. The awareness of the presence of natural antioxidants, positively influenced consumers' perception and acceptance. Results also demonstrated that a naturally colored antioxidant from propolis could not be used in all food categories. The problem highlighted by consumers was not attributed to the color, but to the off‐flavor presented by the propolis extract.