An invited presentation made to the FEMA membership on the rationale for customization and personalization of product offering in the food industry and the food service industry

1. I consume, therefore I am
Rationale for customizing food products
to consumer unique preferences
Isabelle Lesschaeve, PhD Ag. Eng.
FEMA Annual Meeting May 8, 2012

2. 2

3. There is no ONE consumer

4. Determinants of Food Preferences and Evolution
Customization
of the Product Offering

5. There is no ONE consumer
Three major determinants of food choice and
preference (Rozin, 1991):
• Biological factors
• Cultural factors
• Individual/Psychological factors
Also:
• Socio-economic environment
• Context of purchase
• Heuristics

6. Biological determinants

7. Biological Determinants
Innate likes for sweet and dislikes for
bitter and sour foods (Birch, 1982)
In utero nutrition impacts future child’s
preference (Schaal, 2006)
Genetics:
• Gender
• Sensitivity to PROP

8. Biological Determinants
Sensory sensitivity
• Anosmia or hyperosmia
• Agueusia
• Decreased sensitivity with aging

9. Development of Food Preference
• Preference increases with exposure and familiarity
(mere exposure theory, Zajonc 1968)
• Preferences are acquired by associative learning
• Results in desirable post-digestive consequences
• Acceptance or Rejection (Rozin, 2007)?
• Ruled by sensory/hedonic reasons
• Anticipated consequences
• Ideational Reasons

10. Investigating Sensory Preferences
White wine

11. Sensory Preferences for White Wines
by Canadian Consumers
 Use of preference mapping:
 To describe the sensory landscape available to
consumers
 To determine the sensory attributes driving likes and
dislikes for white wine
Lesschaeve et al., in press

12. Consumer tests - Tasting
Title Setting
Sub-headline
• Rate their liking on a scale
How much do you like this glass of wine?
Dislike extremely Like extremely

13. White Wine Preference Map
Observations (axes F1 and F2: 48.18 %)
15
6 Petroleum
10
Oak 14
1 10
5
3
Smooth
Burning 12 7
11
Liking
0
F2 (12.27 %)
-5
5 18 9
Sweet
-10
16 Lychee
-15
Peas Pepper Floral
-20
-25 -20 -15 -10 -5 0 5 10 15 20
F1 (35.91 %) Lesschaeve et al, 2011)

14. Segmentation based on Sensory
Preferences
Most marketing professionals are familiar with segmentation
based on demographics or lifestyles

15. Segmentation based on Usage and Habits
© 2005 Constellation wines US

16. White Wine Sensory Preference Map
Observations (axes F1 and F2: 48.18 %)
15
6 Petroleum
10
Oak 14
1 10
77%
5
3
Smooth
Burning 12 7
11
Liking
0
F2 (12.27 %)
-5
5 18 9
Sweet
-10
16 Lychee
-15
Peas Pepper Floral
-20
-25 -20 -15 -10 -5 0 5 10 15 20
F1 (35.91 %) Lesschaeve et al, 2011)

17. White Wine Sensory Preference Map
Cluster 1 Cluster 2 Total sample
(N=92) (N=28) (N=120)
Proportion in
the total 77 % 23 % 100 %
sample
Proportion
Local Wine 32 % 43 % 34 %
Drinkers
Proportion
NS
Imported Wine 30 % 39 % 32 %
Drinkers
Proportion
38 % 18 % 33 %
Millenials
Lesschaeve et al, in press)

18. White Wine Sensory Preference Map
Cluster 1 Cluster 2 Total sample
(N=92) (N=28) (N=120)
Proportion in
the total 77 % 23 % 100 %
sample
Proportion
Local Wine 32 % 43 % 34 %
Drinkers
Proportion
NS
Imported Wine 30 % 39 % 32 %
Drinkers
Proportion
38 % 18 % 33 %
Millenials
Lesschaeve et al, in press)

19. Intense Smell and Flavor
Some Vanilla Chardonnay (USA)
Toasted Oak Flavor
Sweet Taste
Fruity Smell
and Flavor
Alcohol
Smooth
H ISmell and
A Flavor
F
J
G
N K R
Berry V Lingering
W M
O T D Aftertaste
C S
P E L Spicy oak
Q
U
B
Liking
Sour Taste
Bitter Taste
Lesschaeve et al, 2001 Dry, Puckery

20. Red Wine Preference Map (USA)
ASTRINGENT
TOASTED OAK
VANILLA
W8 W10 W12
BACK LPEPPER
VISCOUSW9 G3 W13
BUTTER
W6 W7
W5 W14
W4 W15
BERRY JAM W3 HOT
BITTER AT BANDAID
SMOOTH W2 W16
W1
RASPBERRY GRASSY
G2 SMOKY
ASPARAGUS
G1
SWEET
CASSIS
COOKED FRUIT
Lesschaeve et al , 2000

21. Common Latent Dimensions across
Product Categories
Sensory preferences tend to reflect biology
• From unripe to ripe (Citrus to tropical)
• From safe to unsafe (Fruit to Wood/Mineral;
Sweet to Bitter)

22. Consumer Preference and Food Choice
Socio-economic
Product Consumer
context
Perception of
sensory attributes
Physical and chemical Price, availability,
characteristics brand,
Nutritional value Psychological factors: social-cultural factors
Personality, previous
experience, mood,
beliefs, values
Demographics
Physiological effects: Attitudes towards
sensory attributes,
Satiety, hunger, thirst, Behaviour: health/nutrition,
appetite Choice/Consumption price/quality
/Preference
(Adapted from Shepherd, 1985)

23. Psychological determinants
Role of Heuristics

24. Heuristics
Strategies using readily accessible, though loosely applicable,
information to control problem solving in human beings
Triggers:
• Package information: price, brand, claims, nutritional facts,
ingredients, design
• Beliefs generating attitudes
• Personal values
• Motivation
• Memory

25. Influence of Information
Sensory preferences for peaches may be altered by
information
10
9
L
i 8
k
i 7
n 6
g
5 Blind
S Labeled
4
c
o 3
r
e 2
s 1
0
LNO LO INO IO
Wu et al, 2012

26. Liking of the same white wine as a
function of region of origin and price
2
1.5
1
0.5
0
Cluster 1 Cluster 2 Cluster 3
-0.5
-1
Niagara P. None Beamsville None $13-15 $16-20
Appellation Sub-Appellation Price range
Lesschaeve et al, 2009

27. Other heuristics
Effect of a position in a sequence of tastings
Low Knowledge High Knowledge
(Mantonakis et. al, 2009)

28. Factors Triggering Purchase at POS
Ontario Consumers’ Motivations
for Purchasing Red Wine

29. Elements tested
Category1: Wine Type Category4: Extrinsic and In Store Cues
Cabernet Franc...the other Cabernet Pure sophistication
Meritage... a traditional blend of Cabernet Sauvignon, With such a strong reputation, this winery's wines must be good
Cabernet Franc and Merlot Experience the charm of the winery through its wines
Pinot Noir… you can taste the terroir in every sip Funky, bright and colourful.... a wine for life's lighter moments
Gamay Noir… adapts to different wine styles With a staff pick… your choice is simple
Shiraz or Syrah… same grape, same wine regardless of the Buy worry free… available for you to sample
name
Made partially or entirely from dried red grapes to Category5: Beliefs/Values
concentrate the flavours you enjoy Worth every penny
Feel good serving to the people you care about
Category2: Region of Origin
Reflects your lifestyle and individuality
Product of France
Great reviews on-line... your buying decision made easy
Product of Australia
Rich in antioxidants
Product of Chile
Recommended by family and friends... you are sure to love it
Product of Canada, VQA Prince Edward County
Product of Canada, VQA Niagara Peninsula
Category6: Quality
Blended from International and Canadian wines
Great wine, every time... with the taste you expect
Category3: Consumption Occasion Taste the quality of craftsmanship from the grape grower to the
Make an evening out with a loved one even more winemaker
enjoyable Ruby red with flavours of black currant and a hint of green pepper
A great way to celebrate special occasions A full bodied wine with a warm plumy fruit flavour and a little bit of
Sure to impress clients and colleagues alike dryness
Relaxes you after a busy day Pale in colour with a light flavour of raspberries and soft oak notes
A wine to enjoy with friends Made in the tradition of the greatest wine producers
A great accompaniment to your meal

30. Example of vignette

31. Typing consumers mindset for red wine
Three distinct segments:
• Cool climate enthusiasts (37%) favor cabernet franc and pinot
noir wines from cool climate regions with rich flavours;
• Social Sippers (23%) are driven by meritage style and value
wines matching their lifestyle;
• Big red drinkers (40%) who enjoy full bodied wine from
Australia.

32. Nice to know there are different consumer
segments. How do we use this information?

33. Typing consumers mindset for red wine

34. Typing consumers mindset for red wine

35. Typing consumers mindset for red wine

38. Summary
• Biological factors along with individual characteristics moderate
individual sensory preferences
• Latent dimensions of sensory preference exist across product
categories
• Psychological and non sensory factors lead consumers to use
heuristics to help them make a choice
• Knowledge of these factors and how they affect consumers
decision making enables customization of product offering
• Sensory attributes and non sensory cues need to align to
maximise consumer experience

39. Thank You!
Dr. Isabelle Lesschaeve
Isabelle.lesschaeve@vinelandresearch.com
+1 905 562-0320 Ext.769
www.vinelandresearch.com