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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1. SMAAKONDERZOEK 3.0
BETER VOORSPELLEN HOE GOED JE SMAAK-INNOVATIE ZAL
AANSLAAN? KOM PROEVEN VAN EEN ALPRO CASE!
Séverine Distave - ALPRO
Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
9. TASTE
DE PSYCHOLOGIE VAN SMAAK: PERCEPTIE & REALITEIT
10. WHO’S ALPRO
FOUNDED IN 1980 ACTIVE IN 6 PRODUCT CATEGORIES
CLEAR PIONEER AND
EUROPEAN MARKET
PART OF DEAN LEADER IN SOY-BASED
FOODS SINCE 2009 PRODUCTS
INNOVATION AND
SUSTAINABLE
800 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 ?
11. 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 ?
12. OUR USERS LOVE THE TASTE OF ALPRO
APPRECIATION OF THE TASTE IS ONE OF THE MAIN DRIVERS FOR OUR USERS
WAAROM IS SMAAK ZO BELANGRIJK VANUIT HET PERSPECTIEF VAN ALPRO ?
13. OFFER A WIDE RANGE OF TASTY PLANT-BASED PRODUCTS
OUR AMBITION IS TO OFFER A WIDE
RANGE OF PLANT-BASED
PRODUCTS … EACH OF THEM WITH
AN ATTRACTIVE AND UNIQUE TASTE.
THEREFORE CONSUMER-
CENTRIC INNOVATION IS
ESSENTIAL FOR US.
WAAROM IS SMAAK ZO BELANGRIJK VANUIT HET PERSPECTIEF VAN ALPRO ?
14. “ 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
18. 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
19. 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
21. 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
22. 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
23. STEP 2: CREATING A NEW FORMULA TO ANSWER MARKET
NEED: MORE POURING, TEXTURE & LOOK FITTING FOOD
PAIRING OPPORTUNITIES
DE ALPRO CASE
24. CREATIE VAN EEN NIEUWE “POURING” VARIANT
NEW LINE
CURRENT EXTENSION
DE ALPRO CASE
25. TASTE APPEAL IS ESSENTIAL IN EVERYTHING WE DO
ACTIVATIE-PLAN
26. TASTE APPEAL IS ESSENTIAL IN EVERYTHING WE DO
ACTIVATIE-PLAN
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 !