The difficult decision of buying food for others: Which puree will my baby like?

ABSTRACT

When selecting commercial baby food, parents make the initial decision, but the baby's approval ultimately determines the likelihood of repurchasing. However, discerning what babies prefer and enjoy can be challenging for food developers because babies cannot verbally express their preferences. To gain insight into the decision-making process of parents when selecting food for their infants, this study aims to examine 1. the reasons behind choosing commercial baby food purees, 2. the sensory factors that influence baby acceptance, and 3. how accurately parents can predict baby acceptance. Two experiments were performed. The first investigated the purchasing decisions and underlying reasons of 100 parents, who evaluated 14 different commercial baby food purees. Second, a study was conducted involving 40 parents and their babies (8-30 months) who evaluated a set of 9 baby food purees in two different settings 1. the parents tasted the puree, and 2. the babies ate the product at home. The results of the first experiment were analyzed using regression trees to uncover the hierarchy of factors that influenced parental decisions. Two negative factors, product unfamiliarity, and high price, were the most important factors leading to parental rejection. Healthiness, tastiness, satiety and good price were the reasons that contributed to a final positive purchasing decision. In the second experiment, the influence of the sensory attributes on babies' perception were determined through a PLS-regression model. The findings revealed that the chicken flavor and vegetable flavors, such as potato, onion, peas, and legumes, positively correlated with infants' liking, whereas fish, tomato, and acidic flavors had negative implications. The texture attributes of sandiness and stickiness had a positive effect on baby liking, whereas smoothness had a negative impact. The results of the regression model based on the predictions revealed that flavor attributes that drive liking and disliking for babies coincided with their parents. However, the texture attributes did not match. Parents considered texture attributes, specifically creaminess and smoothness, as relevant and positive. However, these texture attributes did not affect or slightly decrease babies' acceptance that was positively affected by sandiness and stickiness.