Profiling of Consumer Perception and Acceptance of Indigenous Jamu Beverages

Jamu is a traditional Indonesian herbal beverage widely consumed for its perceived health benefits; however, its broader acceptance is often constrained by intense sensory characteristics. This study investigated the sensory characteristics and consumer acceptance of five commonly consumed jamu beverages (wedang jahe, beras kencur, kunyit asam, temulawak, and pahitan) using an integrated sensory and consumer research approach. Commercial powdered jamu products were evaluated by 120 consumers familiar with jamu. Significant differences in consumer acceptance were observed among formulations (p < 0.05), with beras kencur and wedang jahe showing the highest liking, kunyit asam moderate acceptance, and temulawak and pahitan the lowest. Sensory characterization revealed a clear perceptual continuum across jamu beverages, ranging from sweet, refreshing, and spicy profiles to strongly bitter, herbal, and medicinal characteristics. Analysis of sensory intensity perception indicated that excessive bitterness and herbal intensity, as well as insufficient sweetness, were the primary contributors to reduced consumer liking. Furthermore, consumer responses to jamu were heterogeneous, with distinct acceptance patterns observed across different consumer groups. By linking sensory perception with consumer preference, this study provides scientifically grounded insights to support the development, reformulation, and targeted positioning of jamu beverages as modern functional drinks while preserving their traditional identity.