In the bustling streets of Malang City, Indonesia, a centuries-old tradition is brewing, quite literally. Jamu gendong, a traditional herbal drink, is more than just a beverage; it’s a cultural icon and a health elixir, offering a range of benefits from boosting immunity to detoxification. But as the younger generation takes the reins, how does this age-old concoction fare in the modern market? A recent study published in the BIO Web of Conferences, led by Fibrianto Kiki from the Brawijaya Senso-Gastronomy Center, sheds light on this very question.
Kiki and his team set out to map the sensory profiles of five popular varieties of jamu gendong: beras kencur, cabe puyang, kunyit asam, pahitan, and sinom. The goal? To understand what makes these drinks tick and, more importantly, what makes them tickle the taste buds of the younger generation.
The study involved 110 untrained panelists, a mix of young Indonesians eager to share their thoughts on these traditional brews. The results were telling. Sinom and kunyit asam emerged as the favorites, with the highest overall acceptance scores. “Both jamu were sensorially dominated by a sour taste and sour aftertaste,” Kiki explains. “This seems to be a hit with the younger crowd.”
But not all jamu are created equal. Pahitan, with its high bitter taste and astringent mouth-feel, was the least preferred. “The fact that pahitan was the least preferred jamu also related to its lowest total dissolved solids and thickness intensity,” Kiki notes. This insight could be a game-changer for producers looking to tap into the younger market.
So, what does this mean for the future of jamu gendong? For one, it’s a call to action for producers to pay more attention to the sensory profiles of their products. As Kiki puts it, “Understanding consumer preferences is key to staying relevant in a competitive market.” This could mean tweaking recipes to reduce bitterness or enhance certain flavors.
Moreover, this study opens the door for further research into the sensory science of traditional beverages. As the world becomes more health-conscious, there’s a growing interest in natural, herbal remedies. Jamu gendong, with its rich history and health benefits, is poised to take center stage. But to do so, it needs to appeal to the modern palate.
The findings from Kiki’s study, published in the BIO Web of Conferences, could be the catalyst for this evolution. By understanding what makes jamu gendong tick, producers can create products that not only honor tradition but also cater to the tastes of the future. And in doing so, they could unlock a whole new market, one sip at a time. The study, titled “Consumer Sensory Perception of Jamu Gendong: The Traditional Javanese Herbal Drink,” is a step in that direction, a testament to the power of sensory science in shaping the future of traditional beverages.