Food Matters Live Sensory marketing in practice Applying sensory branding in a health and well being context

Transcription

1 Food Matters Live Sensory marketing in practice Applying sensory branding in a health and well being context Peter Burgess Campden BRI, UK 24 th November 2016

2 Topic areas Product development challenges in Health & Wellness. Sensory branding considerations. Temporal sensory assessments and sensory branding. Conclusions.

3 Product development challenges in H&W Food and beverage reformulation and development needs to take account of several factors including: Consumer acceptability Physiological effects such as feeling of fullness and digestive comfort Emotional rewards linked to the consumption experience

4 Product development challenges in H&W Food and beverage reformulation and development needs to take account of several factors including: Consumer acceptability Touch Flavour Appearance Odour Texture

5 Product development challenges in H&W Lasagne case study Ready-meal reformulation for reduced CVD risk A Target Existing Reformulated Total fat 27.0% 48.9% 22.8% 6.0% 6.5% Saturated fat 25.5% CHO 48.0% 30.5% 50.0% Protein 25.0% 20.6% 27.2%

6 Calcium (mg) Sodium (mg) Fibre (g) Magnesium (mg) Cholesterol (mg) Potassium (mg) Product development challenges in H&W Lasagne case study Ready-meal reformulation for reduced CVD risk B Cholesterol ,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1, Potassium Fibre 600 Magnesium ,400 1,200 Calcium 16,000 14,000 Sodium 1,000 12, ,000 8,000 6, ,000 2,

7 Product development challenges in H&W Lasagne case study consumer acceptability Ready-meal reformulation for reduced CVD risk Preliminary results from consumer CLT blind assessment (n=56) Mean Rating Scores 9 point hedonic scale Existing Reform Overall liking Flavour liking Texture liking *All significant differences p<0.05

8 Product development challenges in H&W Food and beverage reformulation and development needs to take account of several factors including: Physiological effects such as feeling of fullness and digestive comfort Results from a satiety preload study - CBRI R&D No. 290 Treatment means (± 1 standard error) at each time point for VAS = Hungry * * *Significant differences p<0.10

9 Product development challenges in H&W Food and beverage reformulation and development needs to take account of several factors including: Emotional rewards linked to the consumption experience Liking: in-the-moment experiences or hedonic impact of food and beverage consumption. Wanting: the motivation to consume triggered by expectations of the food or beverage. Learning: liking & wanting together predict future behaviour based on past experiences (but they can operate separately).

10 Sensory branding considerations Sensory branding is about activating a corporate or product sub brand through the different senses. Takes the sensory attributes that are integral to a product, its packaging and communications, and aligns them to: - a brand s positioning, - consumers expectations, - consumers emotional need states, to create a holistic and differentiated consumption experience that drives repeat purchase behaviour and long term brand profitability.

11 Sensory branding considerations For example, the impact of an effective sensory branding system was demonstrated in part through this white wine study. Overall liking (9 point hedonic scale) for 3 conditions * * *Significant differences I-B p<0.001 n= 129 consumers - 3 stage CLT: CBRI R&D No.379

12 Sensory branding considerations Sensory branding is about creating a distinctive and motivating consumer sensory signature that brands can own and drive. Brand driven Brand Consumer Sensory signature Extrinsic Intrinsic Product Functionally driven

13 Sensory branding road map 1: Brand ambition & audit 2: Creating the desired sensory brand signature Focus for today is Pro-sense: the product evaluation component of the sensory signature and specifically the consumption journey. u A-sense 3: Evaluating the sensory brand signature u Pac-sense Extrinsic attributes Consumer Sensory signature Intrinsic attributes u Pro-sense u S-sense 4: Assessing the value of the sensory brand signature

14 Sensory branding considerations Consumption journey ie Temporal aspects which in this instance consists of front of mouth, mid and rear of mouth, aftertaste and after effects. u A-sense u Pac-sense Sensory signature Extrinsic attributes Intrinsic attributes u Pro-sense u S-sense

15 Sensory branding considerations - TCATA So how do you evaluate temporal aspects of the consumption experience? One method is called TCATA - measures how the sensory properties of a product evolve during the consumption experience from first bite all the way to aftertaste.

16 Sensory branding considerations - TCATA Over a 60-second period, panellists used pre defined attributes to track the changes in their perception. They clicked on the attributes to indicate when they perceived them and when they no longer perceived them.» The panel was instructed to take a bite of each sample and to swallow each sample at 30 seconds into the assessment.» Each assessor received one cube 1.5cm of cheese, presented monadically under a three digit code using a randomized experimental design order.

17 Sensory branding considerations - TCATA The flavour attributes developed and assessed were as follows: Taking one piece of sample bite into the sample to assess the following: Attributes Sensory Definition Relating to cheese age Maturity (tanginess), ranging from mild to extra mature Farmy Rindy Creamy Sweet Bitter Acid Salt Reminiscent of farm yard Earthy flavour, reminiscent of the rind of a truckle of traditional cheddar Creamy/dairy notes associated with single cream Basic taste associated with sucrose Basic taste associated with caffeine Basic taste associated with citric acid Basic taste associated with sodium chloride

18 Sensory branding considerations - TCATA Attribute perceptions over time before swallowing after swallowing Farmy

19 Sensory branding considerations - TCATA Attribute perceptions over time before swallowing after swallowing before swallowing Farmy after swallowing Significant differences (at 5%) between samples recorded for maturity, farmy and bitter characteristics Farmy

20 Sensory branding considerations - TCATA The trajectory ploy highlights the bitter and farmy aftertaste notes associated with the standard product as reflected in 60 second assessment end point compared to light product. 30 sec (swallowing) 0 sec 60 sec 30 sec (swallowing) 60 sec Farmy

21 Sensory branding considerations Consumer Acceptability - retailer own brand mature cheddar cheese samples were evaluated by category consumers. u Pro-sense Consumer liking rating flavour (hedonic scale) CLT blind assessment n = 113 UK category consumers Like Neither/nor 8 12 Light Standard Dislike Percentage

22 Sensory branding considerations - TCATA TCATA can be used to assess other sensory modalities associated with the consumption experience such as texture and importantly consumption evoked emotions.

23 Summary Results from TCATA can provide detailed insights into the temporal properties of a series of products and differences between their dynamic sensory profiles can be linked to variations in flavour and texture formulations. Linking TCATA results with data on consumer expectations and attribute preferences can provide effective guidance on how to reformulate a product to better deliver against consumers need states. Combining this with insights on the physiological, psychological, practical and emotional benefits of the product provides development teams with a tool kit to support an effective sensory branding system.

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