Seasoned Sprat Products’ Acceptance in Estonia and in Thailand

The aim of the study was to describe and evaluate competitiveness of Estonian spice-cured sprat products in Estonia and Thailand. Sample A was saltiest, Sample B had lowest overall spiciness, and Sample C had highest pepper flavor and sour taste intensity. The main drivers of consumer acceptance for the spice-cured sprat products were different: flavor and appearance in Estonia and appearance and odor in Thailand. In Estonia, one cluster of consumers liked the traditional (Sample A) and lightly spiced (Sample B) sprat products, while the other cluster liked the traditional (Sample A) and the marinated (Sample C) sprat products. In Thailand, all samples scored low, but manual clustering indicated that marinated (Sample C) sprat products are most acceptable. The current study showed that spice-cured sprat products in general can be accepted by Thai consumers, especially as part of meals, if further flavor development is carried out with the products.