Mealiness and Aroma Drive a Non-Linear Preference Curve for ‘Annurca’ PGI Apples in Long-Term Storage

: The 'Annurca' apple, an EU Protected Geographical Indication product, undergoes a mandatory post-harvest reddening in the 'melaio'. This traditional practice enhances color and aroma but initiates detrimental textural degradation, creating a paradox where key quality attributes develop in conflict. This study aimed to characterize the sensory evolution of 'Annurca' apples during extended cold storage and its impact on consumer preference. A cohort of 551 untrained consumers evaluated the sensory profile at seven time points over a 221-day cold storage period. Multivariate data analyses were employed to identify preference drivers and define consumer segments. Consumer overall liking and market acceptability followed a significant non-linear, U-shaped trajectory, declining from an initial high (89.4% acceptability) to a minimum at day 159 (46.6% acceptability), before partially recovering. This trend inversely correlated with a peak in perceived mealiness, while hardness and crunchiness remained stable. Juiciness and aroma intensity were consistently identified as powerful positive liking drivers, whereas mealiness was the most significant and consistent negative driver. Sweetness's importance as a preference driver significantly increased over storage time. Cluster analysis on highly rated samples revealed three distinct consumer preference profiles, challenging the traditional notion of a single ideal 'Annurca' apple. This study deconstructs the 'melaio' paradox, demonstrating that sensory evolution is a dynamic process defined by a trade-off between flavor development and textural decay. The findings provide a data-driven framework for optimizing the commercial strategy for this unique PGI cultivar, suggesting the need to mitigate mealiness and develop targeted marketing strategies for distinct consumer segments.