Sensory Drivers of Consumer Acceptance and Behavioural Responses to Baobab Fruit Pulp (Adansonia digitata L.): Evidence from a Portuguese Convenience Sample

Abstract

Abstract

Baobab fruit (Adansonia digitata L.) has attracted increasing attention due to its nutritional value and potential as a functional food ingredient; however, its acceptance among European consumers remains poorly understood. This study investigated sensory drivers of liking, consumer segmentation, and behavioural responses towards baobab fruit pulp in a Portuguese convenience sample of adults. Sensory attributes were evaluated using a 9-point hedonic scale, alongside measures of intended consumption frequency and willingness to pay. Overall liking indicated moderate acceptance (median = 6; IQR: 3–7). Multiple linear regression identified taste as the main driver of liking (β = 0.362, p < 0.001), followed by texture (β = 0.182, p = 0.042) and acidity (β = 0.105, p = 0.045), explaining 82.3% of the variance in overall liking. Cluster analysis revealed two consumer segments: low-liking consumers (n = 70; median = 4) and high-liking consumers (n = 47; median = 8). High-liking consumers reported significantly greater intended consumption frequency and willingness to pay (p < 0.01). These findings highlight the importance of sensory optimisation and consumer heterogeneity in supporting consumer acceptance of baobab fruit pulp and informing future product development in European markets.