ABSTRACT Nonthermal food product processing technologies demonstrate potential to extend shelf‐life while preserving sensory quality; however, limited understanding of cross‐cultural consumer preferences often hinders their successful market adoption. This study aimed (i) to identify country‐specific sensory hedonic drivers and barriers for Greece and Denmark and (ii) to examine how consumer characteristics, including sociodemographics, consumption habits, and attitudes, influence sensory perception and acceptance of osmotically dehydrated fish fillets. A total of 158 consumers (79 Greek, 79 Danish) evaluated mildly osmotically dehydrated ( Treated : T.) and untreated ( Control : C.) gilthead seabream ( Sparus aurata ) fillets stored under chilled conditions. Sensory perception was assessed using the Check‐All‐That‐Apply (CATA) method, and affective responses were recorded on a 9‐point hedonic scale across storage days (1, 6, and 9). The results indicated that Greek consumers’ responses were more dependent on the level of fillet freshness, while for Danish consumers, treatment also played a role. For Danish consumers, umami and juicy attributes drove liking, while lactic sour notes acted as barriers. For Greek consumers, marine drove and fishy off‐flavor inhibited liking. These findings revealed distinct cultural patterns in sensory perception and acceptance of preserved fish products. Overall, mild osmotic dehydration demonstrates strong potential for extending the market reach of chilled seafood, particularly in Northern European markets. Tailoring product development and communication strategies to cultural taste profiles could improve consumer acceptance of novel mild preservation technologies. Practical Applications Sensory perception and hedonics are affected by consumers’ fish consumption habits Cross‐cultural variations in consumers’ terminology to describe sensory profile Cross‐country differences relate to food culture, familiarity & fresh fish exposure Relatively higher preference for osmotically treated fillets in DK than GR Osmotically treated fish products could successfully cater to diverse markets
Basdeki et al. (Thu,) studied this question.