Taste perception and purchase intent of oil‐in‐water spreads: effects of oil types and salt (NaCl or KCl) concentrations

Summary Associations of sodium intake with heart‐related problems are creating awareness towards reducing sodium. Potassium chloride (KCl), a substitute for sodium chloride (NaCl), has the disadvantage of imparting bitterness at high concentrations. We evaluated physical characteristics, taste perception and purchase intent of KCl and NaCl in oil‐in‐water spreads/emulsions composed by olive, rice bran and soya bean oils. Consumers (N = 300) evaluated saltiness/bitterness of emulsions prepared with 65% oil, and NaCl (0.5% and 1.0%) or KCl (0.75% and 1.5%). Olive oil spreads (104.07–107.43 Pa s) had higher viscosity compared to other spreads (59.16–74.96 Pa s). Type of oil had significant effects on bitterness, overall taste liking and viscosity. Taste liking decreased due to bitterness of olive oil spreads (mean drop=1.72–2.43). Purchase intent was positively associated with saltiness and pH and increased with oil claims (increase = 1.3%–22.1%) compared to sodium claims (increase = 0.0%–12.9%). These findings are useful for understanding taste perception of emulsions.