Sensory dimensions of typicality and association with affective-related responses: A study on local multifloral honey

Local foods offer benefits for the sustainability of the food supply chain, yet they face challenges due to variability in production and market saturation. This highlights the importance of strategies to enhance their value. Among local foods, multifloral honey is one of the products most closely tied to the territory. A comprehension of how multifloral honey is structured from a sensory standpoint can prove advantageous in enhancing its recognition and valorization among consumers. The present study aimed to promote multifloral honey in the case of a local area, identifying typical examples of multifloral honey and their sensory determinants, and identifying the association among sensory attributes and affective-related responses of consumers. Thirty samples of multifloral honey were collected from a target local area (Trento province - Italy). Experts in honey sensory evaluation (n = 47) performed a rapid descriptive task (check-all-that-apply questions) and a categorization task (typicality evaluation). Six samples representative of the category sensory space were selected for consumer evaluation. Consumers recruited from the local area (n = 131) rated liking and elicited post-consumption emotional product associations. The results unveiled the sensory representation of the multifloral honey category, with samples arrangement in accordance with category typicality. The study defined the sensory characteristics associated with typicality of the multifloral honey from the target local area and identified local consumers' affective-related responses to the features that define the typicality. Beyond the honey realm, this approach can represent a model of a methodological approach for studying the enhancement of local foods that exhibit relevant sensory variability.