Understanding consumer perceptions and attitudes to specific fruit is key information for not only increasing fruit consumption, but also for marketing reasons. It may also give clues to breeders to set quality objectives. This study explores different aspects that help to explain blood vs. blond orange consumption: availability and consumption habit, satisfaction attributes, facilitators and consumption barriers, consumption contexts, expectations and purchase intention. The study was conducted in China, Mexico, Spain and Italy, where citrus fruit consumers were invited to respond an online questionnaire. Our results revealed Italy as the country with the highest availability and consumption of blood oranges, followed by China, Mexico and Spain. “Liking” and “healthy properties” were the most important reasons for consumption irrespectively of orange type, but certain differences among countries were detected in secondary reasons. In all the countries, “juicy” was the most relevant attribute for consumer satisfaction, followed by flavour/taste attributes. “Aromatic” and “unfibrous” were substantial requirements for Italians and Chinese, while Spaniards attached importance to the blood oranges colour. Regarding consumption contexts, “eat with salt or chilly powder” was specific for Mexico, while “to improve health”, “as a gift” or “at a restaurant” were contexts mainly cited in China. Despite taste preferences for other fruit being the main consumption barrier in all the countries for both orange types, the relevance of other barriers depended on culture and orange type. Mexican participants seemed to take a more neophobic attitude to blood oranges, while “inconvenient” was reported as a barrier for consuming blond ones in Spain and China. We conclude that blond and blood oranges can co-exist on markets at a high consumption rate, as in Italy. Specific interventions are needed in other countries because consumer attitudes to oranges, mainly blood ones, depend on culture.

Obtaining superior quality varieties are one of the main objectives of fruit breeding programs worldwide. In this study, we investigate employing check-all-that-apply (CATA) questions, which include the ideal product, as a method to select new varieties according to consumer organoleptic quality requirements. To this end, mandarin cultivars were used as a case study. Four new cultivars from the IVIA breeding program (‘Pri-88′, ‘Pri-89′, ‘Pri-90′ and ‘Tri-707′), and two commercial cultivars related to them (‘Clemenules’ and ‘Oronules’), were evaluated by a consumer panel using the CATA questions method, which include their ideal product. Our results reveal that this method is a useful tool for selecting varieties based on consumer descriptions of their sensory properties in relation to those of their ideal cultivar. This allows the different consumer preference patterns and differences in sample perceptions to be taken into account. A penalty analysis was performed, including the ideal product, to identify the “must-have” attributes; i.e., those that consumers included in their ideal mandarin description and, whenever present in samples, they significantly increased acceptance. For the mandarins herein evaluated, these attributes are “refreshing taste”, “very aromatic”, “sweet”, “juicy”, “very intense taste”, “sour” and “not very fibrous”. The fruit characteristics that contributed to improve the quality of the new varieties vs. the original varieties were also identified. ‘Pri-89′ and ‘Tri-707′, obtained from ‘Clemenules’, came closer to consumers’ ideal variety, because besides the aforementioned “must-have” attributes, these mandarins have small segments. ‘Pri-90′ implied improvement in relation to ‘Oronules’ and is an appropriate variety for those consumers sensitive to bitterness and who like mandarins with a certain level of sourness.

One of the current objectives of different citrus breeding programmes is obtaining new pigmented mandarins. This study investigates to what extent consumer preferences, expectations and purchase intention are affected by the appearance of new mandarins, specifically pulp pigmentation intensity. Four hundred consumers from both Italy and Spain (800 in all) participated in the study. In each country, half were informed about the healthy properties of the anthocyanins responsible for red pulp colouration, while the other half were not. Italians more readily accepted new mandarin varieties than Spaniards, which was linked to them being more familiar with blood oranges. In Italy, both slight- and medium-pigmented mandarins were well-accepted. Spanish consumers preferred the slight-pigmented variety. The most intense pigmented varieties were not well-accepted in either country. Health-related information positively affected Spaniards’ consumer response but did not modify that of Italians. A halo effect was detected in Spain, where health-related information positively affected mandarin appearance liking and its expected taste liking. Consumer perception that new varieties were unnatural was identified as a consumption barrier, mainly in Spain. Blood orange familiarity and health claims are revealed as conditioning factors for consumer response to pigmented mandarins. Interventions should be made to inform consumers that these varieties are obtained by conventional breeding and not by transgenic technology. Future studies should evaluate consumer response to other sensory characteristics, such as odour, taste and texture.

The blood oranges accumulate anthocyanins in their peel and pulp, which give them their characteristic red colour. To investigate whether there is a specific volatile compounds profile for blood oranges, we compared the volatile composition of the blood varieties 'Moro', 'Tarocco Rosso' and 'Sanguinelli' to that of the blond ones 'Cadenera', 'Salustina' and 'Hamlim' using a non-targeted approach based on HS-SPME-GC-MS. Moreover, fruits from each blood orange variety were divided into slightly and intensely pigmented fruits, and individual sugars and anthocyanins were determined by liquid chromatography to investigate whether their profiles depend on the degree of pulp pigmentation. A total of 101 volatile compounds were identified in this study. Hierarchical Cluster Analysis, including all compounds, revealed that blood oranges have no unique volatiles profile that makes them more similar to one another than to the blond varieties. For blood orange varieties, our results corroborated that greater anthocyanin accumulation in the most intensely pigmented fruit is associated with higher sugar content (an increase of 0.8-2.3 % depending on the variety). Moreover, we reported for the first time that anthocyanin accumulation is also associated with changes in the volatiles profile. A Multifactor Analysis including data on volatiles, sugars and anthocyanin showed that sucrose is the sugar more strongly linked to anthocyanin accumulation. A group of volatile compounds, mainly esters (ethyl acetate, ethyl-2-methyl butanoate and ethyl-2-butenoate) along with ethanol, are present at increased levels, sometimes even doubling in the most intensely pigmented samples compared to the slightly pigmented ones. These results open the door to further investigate the possible metabolic link between sugars and anthocyanins accumulation and changes in volatile compounds.