Strawberry jams scrutinized

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In a blind taste test with 165 Flemish consumers, market research company Rogil compared a number of strawberry jams. The study is very topical as the 6th edition of the ‘Week van de smaak’ (Week of the tastes) is now taking place. This year’s edition of the ‘feast of flavours’ showcases typical homemade recipes and artisan products, including jams. Rogil’s test revealed that low cal jam is liked equally as much as its ‘full’ counterpart. And that is obviously good news for our health!

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Strawberry jams scrutinized

  1. 1. STRAWBERRY HEALTHIERJAMS ALTERNATIVESSCRUTINIZED ARE JUST AS GOOD!
  2. 2. GOAL: WHAT DOES THE FLEMISH CONSUMER PREFER?CONSUMER PANEL EXPERT PANEL In a blind taste test: Scoring intensity of major taste attributes such as • General liking of jam • Appreciation of intensity of major taste attributes such as sweetness, acidity, strawberry flavour, stickiness ... sweetness, acidity, strawberry flavour ... Description of the evolution of sweetness intensity in • Association between product claims such as ‘contains a lot of function of time. fruit’ and ‘is natural’ and the actual tested product. CARREFOURBONNE-MAMAN MATERNE DELHAIZE WILDIERS EFFI STYLESSE
  3. 3. CONSUMER PANEL % = % OF THE FLEMISH IN THE TASTE TEST N= 165REGION: FLANDERS SEX AGE FLANDERS CENTRAL LOCATION TEST 41-65 18-40 49% 51% 18 65 YEARS YEARS 41% GOOD DISPERSION 59%
  4. 4. GENERAL ASSESSMENT % = % OF THE FLEMISH IN THE TASTE TEST AVERAGE SCORE 3 JAMS SCORE ABOVE ROGIL LANDSCAPE SEGMENTATION GENERAL APPRECIATION BENCHMARK ANALYSIS® BONNE MAMAN 7,00/10 66% Consumers score their general 5,5 - 7 appreciation for Effi and Bonne EFFI 6,98/10 72% Maman similarly. 10 DELHAIZE 6,89/10 70% I.o.w.: tasted blindly these jams are direct competitors. (LSA® takes into account inter- individual differences in appreciation of jams)
  5. 5. PURCHASE INTENTION
  6. 6. SWEETNESS: LOW CAL YET VERY WELL! % = % OF THE FLEMISH IN THE TASTE TEST 69% JUST RIGHT EFFI BONNE MAMAN DELHAIZE
  7. 7. ACIDITY % = % OF THE FLEMISH IN THE TASTE TEST 70% - 75% JUST RIGHT EFFI BONNE MAMAN DELHAIZE
  8. 8. NATURALNESS OF THE FLAVOUR NO SIGNIFICANT DIFFERENCES EFFI BONNE MAMAN DELHAIZE
  9. 9. INTENSITY OF STRAWBERRY FLAVOUR % = % OF THE FLEMISH IN THE TASTE TEST 60% - 67% JUST RIGHT EFFI BONNE MAMAN DELHAIZE
  10. 10. AMOUNT OF FRUIT PARTICLES % = % OF THE FLEMISH IN THE TASTE TEST 47% 52% - 61% NOT ENOUGH PARTICLES JUST RIGHT SIGNIFICANT DIFFERENCE EFFI BONNE MAMAN DELHAIZE
  11. 11. ASSOCIATION like home-made jam, ripe and rich in flavour, less sugar, full of tasty fruit, good balance fruit, tasty and light, 52 g fruit / between sugar and fruit, lots of fruit, 61 g / 100g 100g natural ingredients, 50 g fruit / 100g CONTAINS LOTS OF FRUIT, SUPERIOR QUALITY, SUPERIOR QUALITY REAL STRAWBERRY HEALTHY, NATURAL FLAVOUR EFFI BONNE MAMAN DELHAIZE
  12. 12. EXPERT PANEL SWEET, ACIDIC, OVERALL STRAWBERRY FLAVOUR, FRESH STRAWBERRY FLAVOUR, ARTIFICIAL STRAWBERRY FLAVOUR, BOILED STRAWBERRY FLAVOUR, STICKINESS, FRUIT PARTICLES, CONSISTENCY AND INTENSE SIGNIFICANTLY DIFFERENT AFTERTASTE EFFI BONNE MAMAN DELHAIZE
  13. 13. THE SWEETNESS CURVE IS DIFFERENT EFFI BONNE MAMAN
  14. 14. MAJORCONCLUSIONS
  15. 15. LUDOVIC DEPOORTERE MANAGING DIRECTOR ALEXIA NYS RESEARCH CONSULTANTALL RIGHTS RESERVED I WWW.ROGIL.EU I INFO@ROGIL.EU I LEUVEN - AMSTERDAM

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