What question did this study set out to answer?

To explore how the sweetness and bitterness of chocolate affect consumer liking and emotional responses, considering individual Sweet Liking Status.

Influence of sweetness, bitterness and Sweet Liking Status on liking and emotional response to chocolate

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Research investigates how sweetness and bitterness affect chocolate liking and emotions among consumers, suggesting targeted product development.

To explore how the sweetness and bitterness of chocolate affect consumer liking and emotional responses, considering individual Sweet Liking Status.
Participants (n=105) screened for Sweet Liking Status and tasted various chocolates including white, milk, and dark varieties.
Participants rated their liking, perceived taste intensity, and the emotions felt during consumption.
Cluster analysis identified three chocolate liking groups based on preferences.
90% dark chocolate elicited negative emotions, while white and milk chocolates generally produced positive emotions.
High Sweet Likers showed a stronger preference for white and milk chocolates compared to Low Sweet Likers.
Three main liking clusters were identified: Sweet Chocolate Likers (59%), Dark Chocolate Likers (28%), and Very Dark Chocolate Likers (13%).

Thibodeau et al. (2026) studied this question.

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Research investigates how sweetness and bitterness affect chocolate liking and emotions among consumers, suggesting targeted product development.