Gluten‐free muffins: effects of sugar reduction and health benefit information on consumer liking, emotion, and purchase intent

Summary Availability of reduced sugar gluten‐free ( GF ) muffins remains commercially limited. In this study, selected physical properties, consumer perception and effects of health benefit information ( HBI ) were investigated for three GF muffins made with different amounts of sucrose (0%, 50%, 100%), with stevia used as a sucrose replacement. Sucrose reduction by 50%, unlike 100% with stevia, did not significantly decrease consumer acceptability (colour, odour, taste, sweetness, moistness, softness, stickiness, overall liking), positive emotions ( calm, good, happy, healthy, pleasant, pleased, satisfied ) and purchase intent ( PI ) before HBI was displayed. HBI had a positive effect on overall liking, PI and intensities of calm, good, happy, healthy and pleased emotions for both 50% and/or 100% sucrose reduction. The emotions happy and wellness became significant predictors of PI after HBI was provided. Overall, consumer acceptability and emotional responses of the GF muffin with 50% sucrose reduction were comparable to those with 100% sucrose.