2. Market Trends
For Producers:
• In this globalized world it is crucial for manufactures to find ways to differentiate themselves in the market.
• It is becoming increasingly difficult to convince retailers/clients that their product is unique and has
excellent taste.
• About 80% of new food products become obsolete from the market after 2 years.
• Private labelling plays an important role in the market (price, quality, availability on the shelves…).
• It is important to develop valued brands to facilitate consumer behaviour. It is statistically proven that
consumers are taking less time in their purchasing decisions (on average about 1.7 seconds per product).
• The brand needs to be visible on internet to be credible.
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3. For Consumers:
• Consumers lack credible and clear information about good taste in
front of the increasing number of product offerings.
“Too much choice kills the choice.”
• Sometimes packaging is more attractive than the product itself.
• Consumers need a guide to buy the right tasty product at a
reasonable price quickly.
Market Trends
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4. Market Trends
Your brand – is the key to growth
Private labels is a growing trend
Food products must be properly differentiated in the market
Consumers look for clear message to help with decision making
Taste is the number one buying factor together with price
The Google ranking of your brand contributes the recognition of your brand
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6. iTQi - Mission
The international Taste & Quality Institute - iTQi,
is the leading independent Chef and Sommelier- based organization;
dedicated to testing and promoting superior taste of food and drink products
from all around the world.
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7. iTQi – Jury Members
iTQi partners with 15 prestigious Culinary Associations in Europe to form an international jury of 120 members:
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8. iTQi- Food Jury
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• Have been trained for many years to taste food products
• Exercised their profession in Europe but also countries as diversified as
Japan, Thailand, Australia, North, Central and South America
• A few examples of our Chef jury members:
– Guy Legay - Chef Ritz Paris for 20 years (France)
– Alan Coxon - BBC Chef (UK)
– Bernard Vaussion - Chef of the Elysée [French Presidency] for 40 years (France)
– Alessandro Circiello - Chef on Italian TV – RAI (Italy)
– Andreas Becker - President of the German Chef Association VKD (Germany)
9. Association de la Sommellerie Internationale (ASI)
• Consists of 40,000 professional members
• Comprises of members from 43 countries
• A few examples of our Sommelier jury members:
– Giuseppe Vaccarini – Best Sommelier of the world 1978 (Italy)
– Mary O’Callaghan – President Irish Guild of Sommeliers (Ireland)
– Ferran Centelles Santana – Former First Sommelier of “el Bulli” (Spain)
– Patrice Franck – Sommelier Hotel de Paris Monaco (France)
– Giuliano Gianotti – Best Sommelier of the World 1971 (Italy-Belgium)
iTQi- Drink Jury
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10. How coffee is tested:
• The key to test coffee:
o Equipment
o Preparation - Extract aroma from very high temperature &
pressure
• It is important to know the grain of the product tested
• Coffee is tasted & prepared by renowned Barista
• All Barista test with a pre-heated cup and a cup of
grinded coffee with a spoon
iTQi- Barista
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11. Evaluation Process
• General consumer food and drink products (except wine) amongst 360
product categories
• Sensory Analysis Test
• Blind tests
• Use of wide tasting panels of 15-25 tasters per product
• Absolute neutrality (no sponsorships)
• Products evaluated on their own merits and do not compete against each other
• Focus on the intensity of the gustatory pleasure
• Products are tasted as if they were at home
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12. Tasting Process
3 Stages during the Tasting Process:
Stage 1: First Impression
Stage 2: Detailed Sensory Analysis
Stage 3: Provide detailed comments and
suggestions when appropriate
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13. Sensory Analysis Graph
• A clear understanding of the results from
the tasting session
• An independent certificate of the product
– guarantees quality assurance for
business negotiation
• Suggestions for potential improvements
that are very useful for your Quality or
Product Development Managers
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14. Sensory Analysis Report
• Jury provides recommendation on how to improve
the product
• Comments made by very skilled and prestigious
Chefs and Sommeliers written with very rich and
precise vocabulary
• A communication tool: excerpts from the report can
be used in your Marketing communications and in
your business negotiations with distributors or end-
consumers
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15. Superior Taste Award
Products that score more than 70% during
the tasting sessions are granted a
Superior Taste Award
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16. Superior Taste Award - Logos
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17. Superior Taste Award - Benefits
A very effective and efficient tool to help in:
1. Product development
2. Increase visibility in the Press and Internet
3. Facilitates business negotiations
4. Product differentiation
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18. Market Trends iTQi Process
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Fast Growing Concept
22. Market Trends iTQi Process
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Awards Ceremony
24. Classic media and advertising:
– Professional magazine
– Flyers
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Superior Taste Award – Examples of Usage
25. Product packaging:
– the label license per product is valid for 3 years
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Superior Taste Award – Examples of Usage
26. Website:
– Product description
– News updates
– Social media
– Awards & Achievements
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Superior Taste Award – Examples of Usage
27. Superior Taste Award – Examples of Usage
Other examples:
- Bus stop - Trucks- Food fair booth
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28. How to Participate?
Visit our website: www.itqi.com
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Create Login Register Product(s) Send Samples
31. International Taste & Quality Institute – iTQi
55 rue des Trois Ponts
1160 Brussels
Louis Frere & Christian De Bauw
Managing Partners
Melysa Chong
Business Consultant
Email: melysa.chong@itqi.com
Tel: +32 (0)2 372 34 22
www.itqi.com
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