Consumer sensory perceptions of the selected new products from DIVERSIFY species. Co-funded by the Seventh Framework Programme of the European Union

Transcription

1 Consumer sensory perceptions of the selected new products from DIVERSIFY species Co-funded by the Seventh Framework Programme of the European Union

2 Objective: to assess the actual new products sensory profiling in the five countries investigated (i.e., Germany, France, United Kingdom, Italy and Spain).

3 Methodology Selection of the new products to test

4 Methodology Recruitment of participants 100 consumers - 50% of the individuals per country "Involved innovators" and "Involved traditional - Balanced fish consumption (farmed and wild), age, gender, income and marital status, trying to fit the average frequencies in their respective segments per country

5 Methodology Preparation of the samples

6 Methodology Test design and execution Ten tasting sessions (1-1.5h) in each location in two consecutive days (10-12 participants ) Each tasting session was divided in four main parts: 1) Participants were informed about the aim of the test and how to use the computers for inserting their answers 2) Overall liking expectation for each of the 10 different ideas 3) Blind tasting: liking and Check-all-that-apply or CATA (28 sensory descriptors) of the six selected products 4) Overall expectation in informed condition: overall acceptability, purchase intention and personal perception of each product by means of a semantic differential scale (made up of 11 adjectives)

7 Methodology

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12 Methodology

13 Results Liking expectations Higher preference for those products having the genuine sensory properties of fish, without any interference (recruitment criteria)

14 Results Liking expectations 8,5 8,0 Product*Country 7,5 7,0 Expectations 6,5 6,0 5,5 5,0 4,5 4,0 Product-Fish olive oil Product-Fresh fillet Product-Frozen fillet Product-Frozen marinated fillet Product-Grilled fillet Product-Hamburger Product-Pate Product-Salad Product-Smoked fillet Product-Tartar Country-DE Country-ES Country-FR Country-IT Country-UK

15 6,5 Results Image/perception of the different products or ideas 6,0 5,5 5,0 4,5 4,0 3,5 3,0 2,5 Nutritious Healthy Feel good Convenient Available Tastes good No additives Natural Good value Expensive Hard to digest Familiar Traditional Env. Friendly Authentic High quality Helps locals Unsafe Grilled fillet Fresh fillet Smoked fillets Fish olive oil Salad Frozen filets Frozen marinated fillet Tartar Pate Hamburger All the products were perceived quite positively

16 Results Blind tasting (6 products) Agreement with the previously reported expected liking

17 Results Sensory perception (made by consumers and trained assessors, CATA) F2 (21.94 %) 0,5 0-0,5-1 -1,5 Smoked Oily Smoked fillets Salty Oil Sardine Metallic Hard Juicy Gummy Fish olive oil Bitter Acid Vinegar Hamburger Intense Pungent Salad Lemon Grilled fillet Fish Vegetables Fibrous Aromatic herbs Crumbly Sweet Butter Earthy Adhesive Milky Shellfish Pate Pasty Garlic CONSUMERS -1-0,5 0 0,5 1 1,5 F1 (47.90 %) F2 (22.96 %) 2 1,5 1 0,5 0-0,5-1 Garlic Shellfish Earthy Pate Pasty Metallic Smoked Vinegar Aromatic herbs Vegetables Salad Fibrous Intense Pungent Bitter Sweet Acid Lemon Smoked fillet Adhesive Salty Crumbly Grilled fillet Milky Fish Fillets in oil juicy Butter Oil Hamburger Gummy Oily Hard TRAINED ASS. Sardine -1-0,5 0 0,5 1 1,5 2 2,5 F1 (37.79 %)

18 Results Overall liking in the full informed condition Similar to what was observed in the blind tasting

19 Results Confirmation/disconfirmation of expectations 7,5 7,0 6,5 6,0 5,5 5,0 FR ES DE UK IT Overall Blind Expectations Full info In most cases the difference between the blind and the fully informed tasting was not significant

20 Results Purchase probability Similar pattern than this observed for the acceptability in the full informed condition (r=0.81)

21 Results Product image with full information Positive perception High discrepancies between countries, perception clearly different when dealing with the main intangible dimensions that might define the different products Know/Unknown Unique/Standard Safe/Unsafe Unhealthy/healthy Expensive/Cheap Bad taste/god taste Low quality/high quality Boring/Stimulating Artificial/Natural Environment loading/environment friendly Traditional/Contemporary 2,5 3 3,5 4 4,5 5 5,5 6 Grilled fillet Salad Smoked fillet Fish olive oil Hamburger Pate

22 Take-home messages Sensory dimension seems to have an important contribution to the overall acceptance of the product and to its purchase probability The products already developed were not able to reach the initial expectations that they produced in the participants Products with a lower degree of processing were those who generated higher expected scores and higher acceptability in the blind test (recruitment criteria) The stimulating character (vs. boring) of the product also seems to play an important role as a preference driver

23 Take-home messages The environmental friendly character of the products did not affect the preference (it was included in the description of the different products) Low impact of the two identified segments ( Involved traditional and Involved innovators ) on the results obtained, novelty of the products?? Effect of the country of origin of the participants was lower than expected Image/perception of the different products other than the sensory properties, differed in an important way between countries as well as their impact on the product acceptance and purchase probability

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