Product innovation of non-alcoholic barley-based teas and kombucha: Consumer preferences and emotional responses.

This research explores consumer preferences and emotional reactions to beverages made from roasted barley and examines the possibility of launching a new product line featuring Streaker barley grown in the Pacific Northwest. Utilizing hedonic scales, just-about-right scales, and check-all-that-apply questions, a sensory evaluation was conducted. The study reveals two distinct consumer clusters, each exhibiting contrasting preferences and responses to novel beverages incorporating Streaker barley. Cluster 1 comprises younger individuals with prior exposure to barley teas and kombucha, exhibiting a preference for bold flavors and displaying resilience toward harsher product attributes like astringency. Products utilizing a bolder flavor profile, achieved through the roasting process of Streaker barley, resonate well with this segment, particularly the ginger-infused barley tea and innovative barley kombucha variants. In contrast, Cluster 2 consumers, characterized by adverse reactions to strongly flavored, bitter, and astringent beverages, demonstrate a lack of enthusiasm toward these offerings. The study underscores the significance of understanding consumer preferences and tailoring product formulations accordingly. Familiarity with traditional beverages and openness to novel experiences significantly influence consumer responses, highlighting the importance of striking a balance between familiarity and innovation. These findings provide valuable insights for developing Streaker barley beverages that align with diverse consumer tastes, ultimately facilitating market acceptance and success. By leveraging consumer insights, producers can navigate the evolving landscape of beverage preferences and effectively position Streaker barley products in the market. PRACTICAL APPLICATION: This research can inform beverage companies in developing roasted barley-based beverages that cater to diverse consumer preferences and emotions. By understanding consumer preferences and emotional responses, companies can tailor their product development strategies to create appealing beverages that resonate with different consumer segments. This could lead to the introduction of new barley-based beverages that meet the growing demand for healthier, flavorful, and innovative options in the market.