Athletes’ Sensory Evaluation and Willingness to Pay for High-Protein Bread

The intrinsic relationship between food and health has led to growing interest in functional foods, particularly among athletes seeking to optimize performance and recovery. This study investigates the impact of product information and sensory attributes on athletes’ willingness to pay for an innovative high-protein bread. Utilizing a two-treatment experimental design, athletes were exposed to sensory evaluations either before or after receiving information. A combination of hedonic sensory analysis and economic evaluation assessed preferences through a non-hypothetical auction. Findings show that both sensory attributes—especially taste and aroma—and product information significantly influenced willingness to pay. The order of presentation played a crucial role: providing information first enhanced perceived value more strongly. While sensory evaluation moderately increased willingness to pay, product information had a stronger impact. A key contribution of this study is its novel evidence on how athletes balance sensory and informational cues in food evaluation—an aspect rarely explored. Contrary to assumptions that athletes ignore sensory quality due to their focus on nutrition, they did value sensory aspects, though they prioritized product information. These findings suggest that developing functional foods for athletes should integrate nutritional benefits and sensory appeal, as both elements contribute to acceptance and potential market success