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Better predicting the success of your taste innovations and product optimizations by combining objective product profiling and consumer liking. Innovative research techniques, expert panels, consumer ...

Better predicting the success of your taste innovations and product optimizations by combining objective product profiling and consumer liking. Innovative research techniques, expert panels, consumer panels, preference mapping, consumer liking, objective measurements, Alpro case.

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  • THE VISUAL INFORMATION WILL LARGELY INFLUENCE TASTE PERCEPTION. EXPERIMENTS SHOW THAT CONSUMERS CANNOT RECOGNIZE “ORANGE FLAVOR” IN FRUIT JUICE WHEN YOU ADD A BLUE COLORANT.Another way to regard the relationship between taste and smell is as two component parts of a perceptual function identified as the "flavor system," which also includes temperature and tactile receptors. Warm foods seem tastier because warming releases additional aromas from the mouth to the olfactory receptors. Warm foods also seem sweeter, although temperature has no effect on the perception of salty foods. A food's tactile properties (how it feels in one's mouth) influence perception of its flavor, hence distinctions such as that between smooth and crunchy peanut butterA food's tactile properties (how it feels in one's mouth) influence perception of its flavor, hence distinctions such as that between smooth and crunchy peanut butter. Pain receptors are even included among the mouth's nerve endings involved in flavor perception, and may account for some of the appeal of hot and spicy foods. Apart from that, the VISUAL information will largely influence taste perception. Experiments show that consumers cannot recognize “orange flavor” in fruit juice when you add a blue colorant. Also the INTENSITY of the TASTE PERCEPTION is strongly correlated with the COLOR INTENSITY: compare it with a young white wine (almost looking like water) with a “golden bourgogne”. Last but not least, the auditive impulses do affect e.g. the “fresheness” perception of eating chips: the more “chrunchy” the fresher !
  • Also the INTENSITY of the TASTE PERCEPTION is strongly correlated with the COLOR INTENSITY: compare it with a young white wine (almost looking like water) with a “golden bourgogne”.Another way to regard the relationship between taste and smell is as two component parts of a perceptual function identified as the "flavor system," which also includes temperature and tactile receptors. Warm foods seem tastier because warming releases additional aromas from the mouth to the olfactory receptors. Warm foods also seem sweeter, although temperature has no effect on the perception of salty foods. A food's tactile properties (how it feels in one's mouth) influence perception of its flavor, hence distinctions such as that between smooth and crunchy peanut butterA food's tactile properties (how it feels in one's mouth) influence perception of its flavor, hence distinctions such as that between smooth and crunchy peanut butter. Pain receptors are even included among the mouth's nerve endings involved in flavor perception, and may account for some of the appeal of hot and spicy foods. Apart from that, the VISUAL information will largely influence taste perception. Experiments show that consumers cannot recognize “orange flavor” in fruit juice when you add a blue colorant. Also the INTENSITY of the TASTE PERCEPTION is strongly correlated with the COLOR INTENSITY: compare it with a young white wine (almost looking like water) with a “golden bourgogne”. Last but not least, the auditive impulses do affect e.g. the “fresheness” perception of eating chips: the more “chrunchy” the fresher !
  • Last but not least, the auditive impulses do affect e.g. the “freshness” perception of eating chips: the more “chrunchy” the fresher !Another way to regard the relationship between taste and smell is as two component parts of a perceptual function identified as the "flavor system," which also includes temperature and tactile receptors. Warm foods seem tastier because warming releases additional aromas from the mouth to the olfactory receptors. Warm foods also seem sweeter, although temperature has no effect on the perception of salty foods. A food's tactile properties (how it feels in one's mouth) influence perception of its flavor, hence distinctions such as that between smooth and crunchy peanut butterA food's tactile properties (how it feels in one's mouth) influence perception of its flavor, hence distinctions such as that between smooth and crunchy peanut butter. Pain receptors are even included among the mouth's nerve endings involved in flavor perception, and may account for some of the appeal of hot and spicy foods. Apart from that, the VISUAL information will largely influence taste perception. Experiments show that consumers cannot recognize “orange flavor” in fruit juice when you add a blue colorant. Also the INTENSITY of the TASTE PERCEPTION is strongly correlated with the COLOR INTENSITY: compare it with a young white wine (almost looking like water) with a “golden bourgogne”. Last but not least, the auditive impulses do affect e.g. the “fresheness” perception of eating chips: the more “chrunchy” the fresher !

Innovative tasteresearchAlprocase Innovative tasteresearchAlprocase Presentation Transcript

  • SMAAKONDERZOEK 3.0BETER VOORSPELLEN HOE GOED JE SMAAK-INNOVATIE ZALAANSLAAN? KOM PROEVEN VAN EEN ALPRO CASE!Séverine Distave - ALPROLudovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
  • KEY MESSAGE
  • KEY MESSAGEDE INTEGRATIE VANCONSUMER & EXPERT PANEL DATAMAAKT DAT JE GERICHTER KAN INNOVEREN
  • DID YOU KNOW DE PSYCHOLOGIE VAN SMAAK: PERCEPTIE & REALITEIT
  • TASTE = PERCEPTION DE PSYCHOLOGIE VAN SMAAK: PERCEPTIE & REALITEIT
  • TASTE = PERCEPTION DE PSYCHOLOGIE VAN SMAAK: PERCEPTIE & REALITEIT
  • TASTE = PERCEPTION DE PSYCHOLOGIE VAN SMAAK: PERCEPTIE & REALITEIT
  • TASTE = PERCEPTION DE PSYCHOLOGIE VAN SMAAK: PERCEPTIE & REALITEIT
  • TASTE DE PSYCHOLOGIE VAN SMAAK: PERCEPTIE & REALITEIT
  • WHO’S ALPROFOUNDED IN 1980 ACTIVE IN 6 PRODUCT CATEGORIES CLEAR PIONEER AND EUROPEAN MARKETPART OF DEAN LEADER IN SOY-BASEDFOODS SINCE 2009 PRODUCTS INNOVATION AND SUSTAINABLE800 EMPLOYEES DEVELOPMENT ARE IN OUR DNA 2 BRANDS:~260 MIO IN ALPRO® SOYA &REVENUES IN 2010 PROVAMEL® WAAROM IS SMAAK ZO BELANGRIJK VANUIT HET PERSPECTIEF VAN ALPRO ?
  • OUR MISSION WE CREATE DELICIOUS, NATURALLY-HEALTHY PLANT- BASED FOODS FOR THE MAXIMUM WELLBEING OF EVERYONE AND WITH THE UTMOST RESPECT FOR OUR PLANET.WAAROM IS SMAAK ZO BELANGRIJK VANUIT HET PERSPECTIEF VAN ALPRO ?
  • OUR USERS LOVE THE TASTE OF ALPROAPPRECIATION OF THE TASTE IS ONE OF THE MAIN DRIVERS FOR OUR USERS WAAROM IS SMAAK ZO BELANGRIJK VANUIT HET PERSPECTIEF VAN ALPRO ?
  • OFFER A WIDE RANGE OF TASTY PLANT-BASED PRODUCTSOUR AMBITION IS TO OFFER A WIDERANGE OF PLANT-BASEDPRODUCTS … EACH OF THEM WITHAN ATTRACTIVE AND UNIQUE TASTE. THEREFORE CONSUMER- CENTRIC INNOVATION IS ESSENTIAL FOR US. WAAROM IS SMAAK ZO BELANGRIJK VANUIT HET PERSPECTIEF VAN ALPRO ?
  • “ IT HAS BEEN ESTIMATED THAT 70-80% OF NEW PRODUCT INTRODUCTIONS FAIL WITHIN 1 “ “ INITIAL LIKING OF BLIND PRODUCT DOES NOT GUARANTEE LIKING “ OVER REPEATED EXPOSURE DUE TO YEAR AFTER LAUNCH! CHANGES IN OPTIMAL LEVEL OF INTENSITY*.*(Vickers et al., 1998; chung et al., 2007; zandstra et al., 2000), complexity (berlyne, 1970; jellinek et al., 1979, 1983; levy et al., 2006), or arousal (dember & earl, 1957) DE ALPRO CASE
  • A GOOD SUSTAINABLE TASTE = UNIQUE DE ALPRO CASE
  • A GOOD TASTE INNOVATION FORMULAf (90 % known ingredients + 10 % new ingredients) WAAROM IS SMAAK ZO BELANGRIJK VANUIT HET PERSPECTIEF VAN ALPRO ?
  • STEP 1: MAPPING THE CURRENT SITUATION DE ALPRO CASE
  • EVALUATIVE RESEARCH (PREFERENCE RESEARCH) MEASURES SUBJECTIVE DIFFERENCES BETWEEN PRODUCTS HOW DOES THE CONSUMER EVALUATE AND APPRECIATE THE PRODUCT? WHICH PRODUCT IS PREFERRED AND WHY? DE ALPRO CASE
  • DESCRIPTIVE RESEARCH (ANALYTICAL) MEASURES OBJECTIVE DIFFERENCES BETWEEN PRODUCTS E.G. SWEETNESS, STRAWBERRY-AROMA, GRANULARITY, SALTINESS, … WHAT IS THE (SENSORY) PROFILE OF THE DIFFERENT PRODUCTS? DE ALPRO CASE
  • ESTABLISHING A TRAINED PANEL:5% OF POPULATION ARE SUPER TASTERS DE ALPRO CASE
  • OVERVIEW PROFILING DATA MAPPING SHOWS THE OBJECTIVE DIFFERENCES BETWEEN YOGHURTS 1. On LOOKS both before and after stirring 2. On COLOUR (more yellow and grey) 3. On LIQUIDITY DE ALPRO CASE
  • ANSWERING BOTH MARKETING & R&D FOCUS SENSORY PROFILING DATA STEP ONE SENSORY PCA converted into CONSUMER LIKING DATA STEP TWO Prod uct 1 31% 47% 17% 5% (a) Prot otyp correlated into sensory e1 15% 44% 22% 19% (b) Com pca petit or (c 27% 58% 13% 2% ) 9-10 on 10 7-8 on 10 5-6 on 10 < 5 on 10 DE ALPRO CASE
  • STEP 2: CREATING A NEW FORMULA TO ANSWER MARKETNEED: MORE POURING, TEXTURE & LOOK FITTING FOODPAIRING OPPORTUNITIES DE ALPRO CASE
  • CREATIE VAN EEN NIEUWE “POURING” VARIANT NEW LINE CURRENT EXTENSION DE ALPRO CASE
  • TASTE APPEAL IS ESSENTIAL IN EVERYTHING WE DO ACTIVATIE-PLAN
  • TASTE APPEAL IS ESSENTIAL IN EVERYTHING WE DO ACTIVATIE-PLAN
  • TASTE IS FOR YOURSELF
  • WHAT DOES THIS MEAN FOR YOU? BELANG VAN MULTI-SENSORY AANPAK
  • EEN STERK PRODUCT= STERK OP MEER DAN 1 ZINTUIGLIJK ASPECT BELANG VAN MULTI-SENSORY AANPAK
  • SNAP, CRACKLE, POP... BELANG VAN MULTI-SENSORY AANPAK
  • TRENDS THAT WILL MOTIVATEFOOD COMPANIES & RETAILERS TO FOCUS ON SENSORY BELANG VAN MULTI-SENSORY AANPAK
  • HEALTH / WELLNESSA GREAT OPPORTUNITY FOR SENSORY BELANG VAN MULTI-SENSORY AANPAK
  • GLOBAL FOOD – FRESH AVAILABLE AROUND THE CORNER BELANG VAN MULTI-SENSORY AANPAK
  • OVERLOADGUIDE CONSUMERS BELANG VAN MULTI-SENSORY AANPAK
  • KEY TAKE-OUTGOOD SENSORY MIX= MAKES YOUR BRAND BREAK THROUGH ! BELANG VAN MULTI-SENSORY AANPAK
  • SENSORYIS EMOTION