Pecan (Carya illinoinensis) oil consumer hedonic rating, sensory characteristic, satiating and energizing effect, and drivers of overall acceptance

With increasing global health and wellness product needs, pecan oil is getting popular in recent years. Although considered a gourmet oil because of its unique sensory and nutritional values, there is no publication focusing on consumer attitude toward pecan oil. This study, for the first time, investigated consumer acceptance, sensory quality, and emotional response to five pecan oils from native and improved varieties, with a comparison to an olive oil. All five pecan oils had positive hedonic ratings (>5, with a 9‐point hedonic scale) for overall acceptance and the acceptance of oil flavor, raw‐nut flavor, and thickness, while the olive oil was rated slightly lower than 5 for these attributes. Pecan oils had higher intensities in raw‐nut flavor, but lower in overall oil flavor, fatty flavor, astringency, and thickness compared to olive oil. Off‐flavor was not perceived in pecan oils, whereas it was perceived in olive oil. The six oils did not show significant differences in satiating effects; however, olive oil was rated lower in energizing effects than pecan oils, which showed a significant variety difference (p ≤ 0.05). Consumer overall acceptance was significantly, positively driven by energizing effects, followed by the acceptability of raw‐nut flavor, thickness, and oil flavor; off‐flavors were negative drivers. Results obtained from this study add direct pecan oil consumer insight: an asset for pecan growers, pecan processing industry, and pecan oil marketers.