Abstract:
Information on what drives consumers to like or dislike bread is needed to provide insight
on developing gluten-free (GF) bread, using indigenous and sustainable crops in Africa, such as
sorghum and millet. Consumer attitudes toward the health and taste aspects of food are major drivers
of food choices. The objectives of this work were (1) to determine the health and taste attitudes (HTAs)
and general perceptions of a group of millennial consumers in South Africa (n = 354), concerning GF
breads; and (2) to determine whether HTAs affect the acceptability of sensory properties of commercial
GF breads, as assessed by consumers (n = 173), under informed and uninformed conditions. Mean
scores of the taste factors were higher compared to health factors, indicating a greater taste orientation.
The sensory properties of standard wheat breads were preferred over two commercial GF breads,
irrespective of the health/taste interests of consumers, or if they were informed/uninformed about
the nature of the bread (GF or wheat). Knowledge that bread samples were GF reduced only the
acceptability of the aroma of GF bread. GF bread was perceived as healthier, but less tasty. For this
group of millennials, the sensory properties of bread was the main driver of choice.