One hundred and thirty consumers between the ages of 18 and 55, approximately 40% men and 60% women, recruited at random from Kasetsart University campus, participated the central location test (CLT). Selection criteria were that participants were regular yogurt consumers and willing to spend 15–20 min to complete the product assessment where a questionnaire was given. Each consumer was served with two 40-mL cups of plain yogurts, with and without astaxanthin in alginate-chitosan beads, coded with 3-digit random numbers and lidded at 4 °C. Consumers were instructed to visually evaluate acceptability of appearance, colour and smoothness. Subsequently, they were required to sniff and taste the samples to evaluate aroma, taste and mouthfeel followed by overall liking. Consumers rated acceptability with respect to sensory properties on a paper ballot using 9-point hedonic scale (Peryam & Pilgrim, 1957) ranging from “dislike extremely” (1) to “like extremely” (9) with “neither like nor dislike” (5) at the centre point. In addition, upon finishing the taste testing of yogurt products and after the health benefits information of astaxathin was informed, consumers were asked to assess product acceptance and purchase intent using a binomial (yes/no) scale.