Consumer Preference for and Attitudes about Pasteurized vs ...€¦ · (raw) milk cheese sample and the pasteurized sample in the cheese difference testing (at the 95% confidence

Consumer Preference for and Attitudes about

Pasteurized vs. Raw Milk Cheese

American Cheese Society Annual MeetingAugust 5, 2011

[email protected]

Ann Colonna, M.S.Sensory Program Manager

Oregon State University Food Innovation Center Portland, OR

Why do this again?• Within the last year…

– FDA legislative review, 60 day rule– Cheesemakers have been put out of

business• More comprehensive testing

– More locations in different states– Different consumer demographics– Different cheeses

Specialty Cheese Test Objectives

1. To determine if consumers have a preference for raw vs. pasteurized milk cheese using a large sample of consumers from different locations along the west coast

2. To measure consumer knowledge of raw vs. pasteurized milk cheese

3. To understand consumer preference for the 60 day aging rule for raw milk cheese in the U.S.

4. To better understand the most important attributes of specialty cheeses and the drivers of liking

Quantitative Consumer StudyConsumer

RecruitmentConduct Central

Location Tests along the U.S. West coast

(WA, OR and CA) with 1,000 consumers

Ages 18 and olderMust like and regularly

buy cheeseConsumers were not

paid an incentive for participation

The quest to find locations!

• Willing participants• No incentives• Feasibility of test set up – computers• Funding• Acceptance of organization• Finding Consumers of

Specialty Cheese!

Testing locations

Seattle

Montreal

Bend, ORSan Francisco

Testing Locations

• Seattle Cheese Festival, n=355 • Bite of Bend Food Festival, n=495 • Ferry Plaza Building in San Francisco, n=376• ACS Registration, Montreal Convention Center, n=30

The quest to find cheese!

• Willingness to participate• Made by same producer• Same style/method• Same age• BUT WITH DIFFERENT MILK

–PASTEURIZED MILK–RAW MILK

Samples – Rogue CheddarPasteurized Milk Cheese – 12/10/09

Raw Milk Cheese – 11/23/09

Rogue Sharp Cheddar Cheese

Saint Olga, Rivers Edge ChèvrePasteurized Milk Cheese – 11/28/10


washed rind goat’s milk cheese

Brindisi, Willamette Valley CheesePasteurized Milk Cheese – 6/15/2010


natural rind cow’s milk cheese

Beecher’s Flagship CheesePasteurized Milk Cheese – 10/2009

Raw Milk Cheese – 12/2009

Beecher’s Aged Flagship Cheese – Cheddar Style

Moses Sleeper, Jasper HillPasteurized Milk Cheese – made 5/26/11

Raw Milk Cheese – made 6/4/11

Bloomy rind cow’s milk cheese

Materials & Methods

• Pasteurized and Raw Milk Cheeses from five cheesemakers were used• DIFFERENCE TESTING – first consumers• Samples were cubed/sliced and served (two per coded plate) • The first 20 consumers received plates with randomized code identifiers (without

any product information), while the next 20 received plates with the labels “Raw Milk Cheese” and “Pasteurized Milk Cheese” cheese

• This randomization of unlabeled vs. labeled switched after every 20 consumers throughout the test

How often do you buy Specialty Cheese?

• Most of the consumers tested are frequent purchasers of specialty cheese

1

6

17

32

19

13

6 6

0

5

10

15

2025

30

35

40

Perc

ent

Res

pons

e

Daily A fewtimes aweek

Once aweek

A fewtimes amonth

Once amonth

Onceevery 2-

3months

Onceevery 4-

6months

Lessthan

once ayear

How often do you buy Specialty Cheese, All locations, n=1206

Where do you buy most of your cheese? SEATTLE

45

28

9 9 71 1 1 0 00

5101520253035404550

Perc

ent R

espo

nse

Conven

tional

groce

ry store

(eg. F

red M

...

Natural

foods g

roce

ry st

ores (

eg. W

hol...

Specialty

cheese

retai

ler

Warehou

se re

tailer

(eg. C

ostco,

Walm

art...

Farmer'

s mark

et

Direct s

ale fro

m chee

semake

r (on f

arm)

Restau

rant

Other

Independ

ent F

ood Co-o

perativ

eInter

net sa

le

Where do you buy most of your cheese, n=355

Natural foods grocery stores=Whole Foods, PCC Natural MarketsConventional grocery stores=Fred Meyer, Safeway, Thriftway

Where do you buy most of your cheese? BEND, OR

51

2216

4 3 2 2 1 0 00

10

20

30

40

50

Percent Response, Select all that

apply

Conven

tional

groce

ry store

(eg. F

red ...

Natural

foods g

roce

ry st

ores (

eg. W

ho..

Warehou

se re

tailer

(eg. C

ostco,

Walm

a...

Farmer'

s mark

et

Specialty

cheese

retai

ler Other

Independ

ent F

ood Co-o

perativ

e

Direct s

ale fro

m chee

semake

r (on f

arm)

Restau

rant

Internet

sale

Where do you buy most of your cheese, Bend, OR, n=490

Where do you buy most of your cheese? SAN FRANCISCO

40

29

117 6 5

1 1 0 00

10

20

30

40

50

Percent Response, Select all that

apply

Natural

foods g

roce

ry st

ores (

eg. W

...

Conven

tional

Groce

ry Store

Farmer'

s mark

et

Specialty

cheese

retai

ler

Warehou

se re

tailer

(eg. C

ostco,

Wa..

.

Independ

ent F

ood Co-o

perativ

eOther

Direct s

ale fro

m chee

semake

r (on .

..Res

tauran

t

Internet

sale

Where do you buy most of your cheese, San Francisco, CA, n=373

Please select your gender.

• A very even distribution

5545

0102030405060

Perc

ent

Res

pons

e

Female Male

Specialty Cheese Test Participant Gender Distribution, All locations, n=1206

Please select your age.

• Over 70% of the consumers tested were between the ages of 18-45 yrs; the target consumers moving forward over the next decade

2331

1813 11

40

10

20

30

40

50

Perc

ent

Res

pons

e

18-25yrs

26-35yrs

36-45yrs

46-55yrs

56-65yrs

66+ yrs

Specialty Cheese Test Participant Age Distribution, All locations, n=1206

Please indicate the highest level of education you have completed.

• 77% of the consumers tested had completed either a 4 year college or had an advanced degree

13 14

3934

0

10

20

30

40

50

Perc

ent R

espo

nse

High school 2 year collegeor technical

degree

4 year collegedegree

Advancedcollege degree

Specialty Cheese Test Participant Education Distribution, all locations, n=1206

Location of Residence – Seattle

• 23% of the consumers tested in Seattle were from outside the state

65

9 9 6 4 3 2 1 1010

20

30

40

50

60

70Pe

rcen

t Res

pons

e

Seattle metro area

NW Washington other

Other U.S. stateOregon

California

Canada

SW Washington

E Washington

Outside U.S. not Canada

Residence of Specialty Cheese Test Participants, Seattle, WA, n=354

Location of Residence – Bend, Oregon

• 14% of the consumers tested in Bend were from outside the state

64

136 6 5 3 3

0

10

20

30

40

50

60

70

Per

cent

Res

pons

e

Bend-Redmond

Portland Metro

Central Oregon

Other U.S. state

Washington

Western Oregon

California

Residence of Specialty Cheese Test Participants, Bend, OR, n=483

Location of Residence – San Francisco

• 32% of the consumers tested in SF were from outside the state

53

27

8 5 4 2 10

10

20

30

40

50

60

Perc

ent R

espo

nse

SF Bay Area

Other U.S. state

Southern CA

Northern CA

Outside U.S.

Central CA

Canada

Residence of Specialty Cheese Test Participants, San Francisco, CA, n=376

Please indicate your total annual household income before taxes.

• 70% of the participants tested had an annual household income above $40,000/year

15 14 13 1418

26

05

10152025303540

Perc

ent R

espo

nse

Less than$20,000/yr

$20,000-$39,999/yr

$40,000-$59,999/yr

$60,000-$79,999/yr

$80,000-$119,999

$120,000/yror more

Specialty Cheese Test Participant Income Distribution, All locations, n=1205

Difference Test Results, Rogue Cheddar Two of the cheeses are the same. One is different. Pick the different sample.

*Scores with the same letter are NOT significantly different, p<0.05.

• Statistically consumers could tell a difference between the unpasteurized (raw) milk cheese sample and the pasteurized sample in the cheese difference testing (at the 99.9% confidence level).

42 a36 b

0

10

20

30

40

50

Res

pons

es

Correct Incorrect

Triangle Difference Testing of Raw vs. Pasteurized Milk Cheddar Cheese, n=78, p<0.001 Rogue Creamery

Cheddar

Difference Test Results, River’s Edge Saint Olga Two of the cheeses are the same. One is different. Pick the different sample.


• Statistically consumers could tell a difference between the unpasteurized (raw) milk cheese sample and the pasteurized sample in the cheese difference testing (at the 99.9% confidence level).

24 a18 b

0

10

20

30

40

50

Res

pons

es

Correct Incorrect

Triangle Difference Testing of Raw vs. Pasteurized Milk washed rind goat's milk cheese, n=42, p<0.001

River's Edge ChevreSaint Olga

Difference Test Results, WVC Brindisi Two of the cheeses are the same. One is different. Pick the different sample.


• Statistically consumers could tell a difference between the unpasteurized (raw) milk cheese sample and the pasteurized sample in the cheese difference testing (at the 95% confidence level).

21 a 21 b

0

10

20

30

40

50

Res

pons

es

Correct Incorrect

Triangle Difference Testing of Raw vs. Pasteurized Milk hard, natural rind cow's milk cheese, n=42, p<0.019

Willamette Valley CheeseCo., Brindisi

Preference Test Results 2008 Please taste both cheeses. Which cheese do you prefer?


• Statistically more consumers preferred the raw milk cheese sample to the pasteurized milk sample in the cheese preference testing (at the 99% confidence level).

• 4 different cheeses

426 a

319 b

10441

050

100150200250300350400450

Res

pons

es

Raw Pasteurized Can't tell adifference

Nopreference

Preference for Raw vs. Pasteurized Cheese, p<0.05, n=890

Preference Test Results 2011 Please taste both cheeses. Which cheese do you prefer?

• Statistically there was no preference between the pasteurized milk cheese samples and the raw milk cheese samples


440 a 461 a

0

100

200

300

400

500

600

Res

pons

es

Pasteurized MilkCheese

Raw Milk Cheese

Preference for Pasteurized vs. Raw Milk Cheese, n=901, p<0.05

Preference Test Results Please taste both cheeses. Which cheese do you prefer?

• Statistical difference for some locations


253 a

162 a

25 a

242 a214 b

5 b0

50

100

150

200

250

300

Res

pons

es

Pasteurized Milk Cheese Raw Milk Cheese

Preference for Pasteurized vs. Raw Milk Cheese, by location, n=901, p<0.05

Bend, ORSan FranciscoMontreal

Preference Test Results Please taste both cheeses. Which cheese do you prefer?

• There were differences within each cheese sample


61 a

281 a

25 a

73 a

109 b

213 b

5 b

134 b

0

50

100

150

200

250

300

Res

pons

es

Pasteurized milk cheese Raw milk cheese

Preference for Pasteurized vs. Raw Milk Cheese, by cheese, n=901

Aged Cheddar Washed rind aged goat's milk cheeseBloomy rind cow's milk cheeseNatural rind aged cow's milk cheese

Please taste both cheeses. Which cheese do you prefer? (Cont.)

• More consumers preferred the pasteurized cheese when the cheeses were unlabeled

• Strong preference for raw milk cheese when the plates were labeled

41

59 56

44

010203040506070

Perc

ent R

espo

nse

Labeled Unlabeled

Effect of labeling on preference for Pasteurized vs. Raw, n=901 Pasteurized

Raw

Would you like to see labeling on the cheese package that clearly states whether the cheese is made with pasteurized or raw milk?

• Over 60% of the consumers tested feel that milk type labeling is important. Just under 25% don’t feel that the type of milk in their cheese is important.

61

2415

010203040506070

Perc

ent

Res

pons

e

Yes, this isimportant to me

No, this is notimportant to me

Unsure

Would you like to see labeling on the cheese package that clearly states whether the cheese is made with

pasteurized or raw milk?, n=938

Which cheese has a more complex flavor? - 2008

• By a two to one margin, consumers felt the unpasteurized cheese had a more complex flavor than the pasteurized milk cheese.

63

32

5

0

10

20

30

40

50

60

70

Perc

ent

Res

pons

e

Raw Pasteurized No difference

Which sample had more complex flavor, n=786 (excludes consumers who initially noted they could not tell a

difference between samples)

Which cheese has a more complex flavor?

• These consumers felt there was no difference between the complexity of flavor between the raw and pasteurized cheeses.

51 % 49 %

0

20

40

60

Perc

ent R

espo

nse

Pasteurized Raw

Which sample had a more complex flavor, n=898, p<0.05

Which cheese has a more complex flavor?

• Large differences when broken out by cheese

65

3539

61

24

7667

33

0

20

40

60

80

Perc

ent

Res

pons

e

Washed rindgoat's milk

cheese, n=492

Aged Cheddar,n=170

Natural rind agedcow's milk

cheese, n=206

Bloomy rindcow's milk

cheese, n=30

Which sample had a more complex flavor, n=898

PasteurizedRaw

Why did you prefer the sample you did? (Check all that apply.)

• Most felt flavor was a factor in their preference, while over 50% selected texture as a key attribute for both milk types

9285

55 57

12 12 8 6 6 4 3 30

102030405060708090

100

Perc

ent o

f Tot

al R

espo

nse

Flavor Texture Aroma Overallappearance

Color Other

Reason for preference for Pasteurized and Raw Milk Cheese (check all that apply), n=440 and 461 respectively

Pasteurized Milk Cheese

Raw Milk Cheese

Do you know the difference between raw milk and pasteurized milk cheese?

68

32

010203040506070

Perc

ent r

espo

nse

Yes No

Know difference between pasteurized and raw milk cheese, n=862

For general consumption, do you prefer to buy cheese made with pasteurized milk or raw milk?

• Over 40% of the consumers tested buy both cheeses equally. Another 20% don’t know which they prefer to buy. About even for raw and pasteurized preferences.

44

20 19 17

0

10

20

30

40

50

Perc

ent R

espo

nse

No preference -I prefer to buyboth equally

I don't knowwhich I prefer

to buy

PasteurizedMilk Cheese

Raw MilkCheese

For general consumption, do you prefer to buy cheese made with pasteurized milk or raw milk?, n=943

Which of the following characteristics define pasteurized milk cheeses in your opinion? (Check all that apply.)

5045 45

3328

1914 13 11

8 6 52

0

10

20

30

40

50

60

Percent Response, Select

all that apply

More sa

fe

Large

indu

strial

producti

on

Consis

tent p

roduc

t

Less

comple

x flav

or prof

ile

Lower

price

per p

ound

Positiv

e healt

h attrib

utes

Higher q

uality

product

Lower

quali

ty pro

duct

More co

mplex f

lavor p

rofile

Higher p

rice p

er pou

nd

Negati

ve he

alth at

tribute

s

Small pr

oducti

on/Farm

stead

/Artisan

Less

safe

Pasteurized milk cheese characteristics, n=355

Which of the following characteristics define raw milk cheeses in your opinion? (Check all that apply.)

64

55

4338

2921

116 5 5 4 2 10

10

20

30

40

50

60

70

Percent Response,

Select all that apply

Small pr

oducti

on/Farm

stead

/Artisan

More co

mplex f

lavor p

rofile

Less

safe

Higher p

rice p

er pou

nd

Higher q

uality

product

Positiv

e healt

h attrib

utes

Negati

ve he

alth at

tribute

s

Lower

quali

ty pro

duct

Less

comple

x flav

or prof

ile

Consis

tent p

roduc

t

Lower

price

per p

ound

More sa

fe

Large

indu

strial

producti

onRaw milk cheese characteristics, n=355

Rank, in order of importance, your preference for the following cheese characteristics.

• The characteristic “local” was significantly more important than other listed characteristics of cheese production. “Artisan” and “sustainable” were equally preferred and “organic” and “farmstead” were the least preferred.

856 a996 b 1028 b

1203 c 1242 c

0

200

400

600

800

1000

1200

1400

Ran

k S

um

Local Artisan Sustainable Organic Farmstead

Rank in order of importance your preference for the following cheese characteristics, n=355, p<0.05

less important

Rank in order from most important (1) to least important (8) the characteristics on which you base your cheese purchases.

721a

1003 b

1342c1561 d

1919e 1919e2104ef

2211 f

0

500

1000

1500

2000

2500

Ran

k Su

m

T aste(F lavo r)

C heeseT ype (C o w,

Go at,Sheep,

etc.)

P rice Origin(Lo cal,

D o mest ico r F o reign)

B rand M ilk type(P M vs.

R M )

P ackaging(Eye

catching)

Safety

Rank importance for purchasing, n=355, p<0.05

less desirable

Would you be willing to spend more money on a cheese if you knew that it was made with pasteurized or raw milk?

• More consumers are willing to spend more money on a cheese made with raw milk.

22

36

78

64

0102030405060708090

Perc

ent

Resp

onse

Yes No

Would you be willing to spend more money on a cheese if you knew that it was made with

pasteurized milk / raw milk?, n=938

Pasteurized MilkRaw Milk

Do you feel that pasteurized milk and raw milk cheeses are equally safe to eat?

• Over 40% of the consumers tested feel that the two cheese types are equally safe to eat, but another 35% are unsure. Just over 20% don’t feel the two cheeses are equally safe to consume.

42

23

35

0

10

20

30

40

50

Perc

ent

Res

pons

e

Yes No Unsure

Do you feel that pasteurized milk and raw milk cheeses are equally safe to eat?, n=937

Opinion of possible FDA ban of the sale of raw milk cheese in the U.S.

• 95% of the consumers tested are NOT in favor of banning the sale of raw milk cheese in the U.S.

95

5

0

20

40

60

80

100

Perc

ent R

espo

nse

NOT in favor of banningthe sale of raw milkcheeses in the U.S.

In favor of banning thesale of raw milk cheeses in

the U.S.

How would you feel about the FDA banning the sale of raw milk cheese in the U.S. altogether, which would outlaw the sale of raw

milk cheeses such as Parmigiano Reggiano, Roquefort, Rogue River Blue and Comte?, n=935

Raw milk cheese is legal under U.S. federal law if it is aged at least 60 days. How would you feel about the FDA extending the aging requirement past 60 days, which would outlaw the sale of some raw milk cheeses?

• About 60% of the consumers tested want to see the 60 day rule relaxed to give cheesemakers more flexibility to produce younger raw milk cheeses.

58

33

9

010203040506070

Perc

ent

Res

pons

e

Relax law,cheesemakers haveflexibility to produce

younger raw milkcheeses

Keep the existing laws

Extend agingrequirement, someraw milk cheeseswould be banned

60 day rule, n=936

Specialty Cheese Test Results Summary

Preference for Pasteurized vs. Raw milk cheese• Overall there was no significant difference in the

preference for raw vs. pasteurized milk cheese – different from 2008 – depends on the cheese

• Stronger preference for raw milk cheese when the plates were labeled as “raw milk” vs. using 3 digit codes

• Overall, there was no significant difference in which cheese consumers found to have a more complex flavor – depends on the cheese

• More consumers are willing to spend more money on a cheese made with raw milk

Specialty Cheese Test Results Summary

• Only 40% of the consumers tested feel that PM vs. RM cheeses are equally safe to eat

• About 60% of the consumers tested want to see the 60 day rule relaxed to give cheesemakers more flexibility to produce younger raw milk cheeses

• 95% of the consumers tested are NOT in favor of banning the sale of raw milk cheese in the U.S.

Documents

Consumer Preference for and Attitudes about Pasteurized vs ...€¦ · (raw) milk cheese sample and the pasteurized sample in the cheese difference testing (at the 95% confidence