La forma del envase es uno de los elementos más importantes en un yogurt funcional y, concretamente, el formato botella es el preferido por los consumidores, según los resultados obtenidos sobre la percepción que tienen los consumidores de los productos funcionales realizado por consumolab

1. CONSUMER SEGMENTATION BASED ON
FUNCTIONAL PRODUCT PERCEPTION
-A CONJOINT ANALYSIS WITH YOGHURT-
“Fast moving consumer goods”
International seminar

2. A BRIEF BACKGROUND…

3. > FUNCTIONAL FOODS DEFINITION…
A food can be said to be functional if it contains a food component that affects one or a limited number
of specific function(s) in the body in a targeted way so that it has positive effects. The effect to which this
refers should be relevant to well‐being and health or disease risk reduction.
(Roberfroid, 1999)
A functional food is a food that is similar in appearance to, or may be a conventional food that is
consumed as part of a usual diet, with demonstrated physiological benefits and/or reduce the risk of
chronic disease beyond basic nutritional functions.
(Health Canada, 2005)
Functional foods have also been defined as products that have been modified or enriched with naturally
occurring substances with specific physiologically preventative and/or health‐enhancing effects.
(Poulsen, 1999)
…

4. > FUNCTIONAL FOODS DEFINITION…
A food can be said to be functional if it contains a food component that affects one or a limited number
of specific function(s) in the body in a targeted way so that it has positive effects. The effect to which this
refers should be relevant to well‐being and health or disease risk reduction.
(Roberfroid, 1999)
ed
sconventional, food that is
in
abe a add
A functional food is a food that is similar in appearance to, or nt
c
OD co may and/or reduce
Ophysiological benefits redients the risk of
consumed as part of a usual diet, with demonstrated
L F
I ON A
chronic disease beyond a FUNCT functions.
basic nutritional
loped ing
e
ically dev benefit (Health Canada, 2005)
g
technolo fic health
s ci
ith a spe
w
Functional foods have also been defined as products that have been modified or enriched with naturally
occurring substances with specific physiologically preventative and/or health‐enhancing effects.
(Poulsen, 1999)
…

5. > FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…
KIND OF CARRIER
PRODUCT
FAMILIARITY OF
CONSUMERS WITH
HEALTH
FFs CONCEPT AND
CONCERNS
SENSORY
CHARACTERISTICS
HEALTH
CLAIMS
THE FUNCTIONAL
INGREDIENT
BRAND
PACKAGING
PRICE
CONVENIENCE

6. > FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…
1.6 SECONDS
MEAN TIME TO SELECT A PRODUCT
80% OF THE PURCHASE DECISIONS
AT THE PURCHASE PLACE
DECISIVE TO PURCHASE THE
PRODUCT
PACKAGING

7. > FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…
CONSUMERS ACCEPT NEW PRODUCTS IN
DIFFERENT WAYS…
PRODUCERS SHOULD BE ABLE TO BUILT DIFFERENT‐
TAILORED MARKETING STRATEGIES TO CAPTURE THE
BEST OPPORTUNITIES OFFERED BY THE MARKET

8. > FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…
CONSUMERS ACCEPT NEW PRODUCTS IN
DIFFERENT WAYS…
OBJECTIVES:
* Determine how consumers value different
attribute levels of FFs
* Verify the existence of segments of consumers
that perceive differently FFs.

9. METHODOLOGY…

10. > CONJOINT ANALYSIS…
CONJOINT ANALYSIS…
FFs
VALUATE F
PPLIED TO E
A
TTRIBUTES
ND THEIR A
A
Useful method for
ASSESSING CONSUMER ACCEPTANCE
of novel foods
Determine how consumers perceive the different
extrinsic attributes of a product.
Allow the estimation of the impact of individual
attribute levels on the overall utility of a product.

11. > CONJOINT ANALYSIS…
CONJOINT ANALYSIS…
1st STEP
ATTRIBUTES
LEVEL 1
LEVEL 2
LEVEL 3
PACKAGING
BOTTLE
BRIK
DOYPACK
COLOR LABEL
BLUE
PINK
------
HEALTH CLAIM
NUTRITIONAL
PSYCHOLOGICAL
PREVENTION
PRICE
Pack 6: 2.00 €
Pack 6: 3.20 €
------

12. > CONJOINT ANALYSIS…
CONJOINT ANALYSIS…
2nd STEP
9 final choice sets
Pack 6:
2.00 €
Pack 6:
3.20 €
Pack 6:
3.20 €
Pack 6:
3.20 €
Pack 6:
2.00 €
Pack 6:
3.20 €
Pack 6:
3.20 €
Pack 6:
3.20 €
Pack 6:
2.00 €

13. > CONSUMER SEGMENTATION…
A FINAL SURVEY…
Healthy eating habits and lifestyle
RESULTS OF THE ACCEPTANCE
OF DIFFERENT YOGHURTS…
CLUSTER ANALYSIS
Perception of FFs
Sociodemographic information
Segmentation and characterization
of consumers based on a different
perception of FFs.

14. RESULTS…

15. > GENERAL INFORMATION OF THE FINAL SAMPLE…
N=361
Eating habits and lifestyle
58% consume five servings of fruit/vegetables a day
69% avoid fried foods
89% eat white meat and fish at least 3 times a week
53% take a balance and complete breakfast everyday and 86%
have a regular time for their meals.
15% eat snacks between meals and drink sugar drinksRS CLAIM
ME daily.
51% practice exercise at least 3 times a
daily more than 2 hours watching the TV
CONSU
ALTHY
TO HAVE HE
week and 34% spend
HABITS

16. > GENERAL INFORMATION OF THE FINAL SAMPLE…
FFs consumption
85% consume Functional Foods
78% usually consume dairy product (milk, yoghurt,…)
60% usually consume bread/biscuits/cereals
53% usually consume functional drinks

17. > IMPORTANCE OF FUNCTIONAL FOODS ATTRIBUTES
3 CLUSTERS OF CONSUMERS IDENTIFIED ‐ based on the ACCEPTANCE of FFs evaluated…
CLUSTER 1
CLUSTER 2
CLUSTER 3
(N=121, 34%)
(N=123, 34%)
(N=117, 32%)
BOTTLE
0,568
1,151
1,358
BRIK
-0,310
-0,729
-0,613
DOYPACK
-0,258
-0,423
-0,745
48%
55%
58%
BLUE
-0,001
0,046
0,172
PINK
0,001
-0,046
-0,172
RELATIVE IMPORTANCE
15%
14%
13%
NUTRITIONAL
-0,230
-0,029
-0,149
PSYCHOLOGICAL
0,012
0,026
0,179
PREVENTION
0,219
0,004
-0,029
RELATIVE IMPORTANCE
20%
17%
17%
PRICE: 2.00 €
0,240
0,216
0,179
PRICE: 3.20 €
-0,240
-0,216
-0,179
17%
14%
12%
ATTRIBUTES
PACKAGING
LEVEL
RELATIVE IMPORTANCE
COLOR LABEL
HEALTH
CLAIM
PRICE
RELATIVE IMPORTANCE

18. > IMPORTANCE OF FUNCTIONAL FOODS ATTRIBUTES
3 CLUSTERS OF CONSUMERS IDENTIFIED ‐ based on the ACCEPTANCE of FFs evaluated…
OPINIONS ABOUT FFs…
CLUSTER 1:
TRUST IN FFs PROPERTIES
FFs CONSUMPTION COULD AVOID SOME HEALTH TROUBLES
CONSIDER FFs HIGHER QUALITY THAN CONVENTIONAL FOODS
…vs. CLUSTER 2 AND CLUSTER 3

19. > MAIN CONCLUSIONS…
PACKAGING is the most important attribute for consumers to ACCEPT
a functional yoghurt.
BOTTLE SHAPE is preferred over BRIK or DOYPACK
3 different clusters identified according to the PERCEPTION OF FFs:
Regarding the HEALTH CLAIM…
• For CLUSTER 1 (prefer PREVENTION CLAIM), HEALTH CLAIM is
a more important attribute than for CLUSTERS 2 and 3 (prefer
PSYCHOLOGICAL CLAIM) .
• In CLUSTER 1 , higher % of consumers that TRUST IN FFs
PROPERTIES, think that FFs CONSUMPTION AVOID SOME
HEALTH TROUBLES and CONSIDER FFs with HIGHER QUALITY

20. MUCHAS GRACIAS POR SU ATENCIÓN