Better sausage at lower cost. Is it possible? Devro Wiener Sausages Preference Test October / November 2011 isi Devro Wiener Sausages Preference Test November 2011 Page 1
Introduction Collagen casings allow sausages to be produced at significantly lower costs than sausages in sheep casings but how do consumers rate the two products. ISI were asked to independently and impartially compare and measure consumer perceptions. Could retailers and producers increase their margins on sausage without risking sales volumes and consumer perceptions of quality. isi Devro Wiener Sausages Preference Test November 2011 Page 2
Content Introduction Key findings ISI Profile Detailed analysis of the preference tests Full report isi Devro Wiener Sausages Preference Test November 2011 Page 3
Sausage appearance for shelf appeal Key Finding 1 On first seeing the sausage Collagen Casing is preferred and the respondents like the appearance. Collagen achieved significantly higher mean values than Sheep Casing. Data that proves it: In terms of the appearance (visual sample) there are significant acceptance differences between - Sheep Casing and Collagen Casing. Analysing the open-ended questions of the test persons who specified that they dislike the appearance of Sheep Casing, it can be seen that especially the wizen shape (mentioned 7 times) and the uneven appearance (mentioned 6 times) are disliked. When only looking at the sample that is evaluated first, the optic advantage of the sausage with Collagen Casing is confirmed - due to the low sample size (n=40) this is not statistically significant. What has changed?: Sausages in the latest generation of collagen casings can be produced with a curved appearance giving the shape consumers expect for wieners. This means the traditional collagen appearance benefits consistent colour, size and surface texture are now recognised by consumers. isi Devro Wiener Sausages Preference Test November 2011 Page 4
Overall acceptance do consumers reject a product Key Finding 2 In total the results show that both sausage samples achieve similar acceptance scores. No significant differences exist in the main sensory dimensions. Data that proves it: In total, there are no statistically significant acceptance differences between Sheep Casing and Collagen Casting. Effectively there is no distinction between the product preferences. The same can be concluded when analysing only the first evaluated sample ( monadic approach ): Both samples receive a good overall acceptance score of 7.4. Also in terms of the most sensory dimensions (like bite, snap/knack, chewiness, etc.) both samples score on a similar level. Therefore, one can state that the sample with Collagen Casing is performing on the same high sensory acceptance level than the sample with Sheep Gut Casing. isi Devro Wiener Sausages Preference Test November 2011 Page 5
Individual attributes is there any area of consumer concern? Key Finding 3 Collagen casing scored optimally at or above the ISI benchmark for product acceptance, on all the sensory dimensions. Data that proves it: Analysis of the responses to the diagnostic questions allows one to identify potential need for further improvement. The sausage with Collagen Casing is optimal in all measured sensory dimensions, meaning that 66% or more respondents perceive these impressions as just right. JAR Scales: Sheep Gut Casing Collagen Casing What s new?: Consistently acceptable performance is the key to the new generation of collagen casings. The variability found in sheep gut casing has been eliminated ensuring consistently good consumer ratings rather than highs and lows. 0.3 isi Devro Wiener Sausages Preference Test November 2011 Page 6
Acceptance of the samples Penalty analysis Comparison of the two products Comparison of the two products By using Penalty analysis the impact of suboptimal sensory dimensions on the overall acceptance score can be calculated. Ideally, every dimension is green. All dimensions marked in red show a need for improvement. Total MS overall liking colour (visual sample) colour (taste sample) snap/knack bite - + - + - + - + Sheep Gut Casing 7.0 (a) 0.3 Collagen Casing 6.9 (a) x.x Product attributes that are criticised by many respondents (> 30%) and cause a significant overall acceptance mean drop (x.x shows the degree of mean drop). Top priority for optimisation! Product attributes that are not meeting the isi benchmark (> 66% just about right ) but where this is not causing a significant mean drop in overall liking. Recommendation: Optimization need of secondary relevance. - + Product attributes that meet the isi benchmark (> 66% just about right ). n=80 isi Devro Wiener Sausages Preference Test November 2011 Page 7
Acceptance of the samples Sensory dimensions In almost all sensory dimensions both samples reach similar mean scores - only in terms of the appearance Collagen achieved significantly higher mean scores than sheep gut. Acceptance of the several sensory dimensions like very much neither nor 9 8 7 6 5 4 Appearance of heated sample 6,7 Snap/knack Bite Mouth feel* Chewiness Taste Aftertaste 7,4 7,4 7,3 7,2 7,0 7,0 7,3 6,9 7,1 7,2 7,0 6,6 6,8 3 dislike very much 2 b a 1 Top3 65 74 a a a a a a a a a a a a 76 75 78 64 70 75 69 69 73 68 59 68 SD 1.5 1.6 1.8 1.8 1.7 1.7 1.8 1.8 1.9 1.6 1.9 2.0 1.9 1.8 Variant 2 - Natural Casing Collagen Casing * 1=unpleasant; 5=neither unpleasant nor pleasant; 9=pleasant Mean Scores and % (Top 3) n=80 isi Devro Wiener Sausages Preference Test November 2011 Page 8
Acceptance of the samples Assignment of characteristics On all statements the collagen scored more positive comments than the Sheep Gut casings Assignment of characteristics Besides asking for overall acceptance and acceptance of other sensory dimensions, it is interesting to determine, how the consumers perceive the samples and what characteristics they assign to the products. To answer this question, every respondent received a list of characteristics (in rotated order per respondent and sample) after tasting the respective sample. The respondents were asked to decide which of these characteristics apply to the product. Respondents were allowed to tick all, just a few, one or none of the shown characteristics This Wiener Sausage Sheep Gut Casing Collagen Casing is extraordinarily tasty. 30 41 tastes extraordinarily unique / tastes different than other Wiener Sausages. 16 (b) 31 (a) tastes extraordinarily natural. 20 (b) 34 (a) can be eaten easily. 83 84 has the typical snap/knack of a Wiener Sausage. 71 74 seems to be a high-quality product. 51 53 a) and b) significant statistical difference in % n=80 isi Devro Wiener Sausages Preference Test November 2011 Page 9
isi Devro Wiener Sausages Preference Test November 2011 Page 10
Research Background This research report contains the results of the Sensory Consumer Test regarding Collagen casings sausages vs. Sheep Gut casings sausages. Background Devro plc. produces casings for sausages from collagen. ISI, on behalf of Devro, conducted an independent and impartial consumer test in which the consumer s acceptance of the sausages with different casing types is measured. A commercially produced sheep gut casings sausage was compared to a sausage in collagen in a sensory consumer test in order to reveal the acceptability and preferences. Research objectives The project shall identify if the collagen casings sausage has the potential to achieve similar / better liking scores than the sheep gut casings sausage. show how the consumers perceive both samples in key sensory dimensions such as appearance, bite, snap/ knack etc. measure the consumer preference for both products. isi Devro Wiener Sausages Preference Test November 2011 Page 11
Research Background Research approach A sensory product evaluation was run with in Cologne (Germany) in November 2011. Method of Evaluation: Accomplishment as blinded test. The consumers only know the product category wiener sausages. 15 minutes computer-assisted web interview based on EQUIP software and fieldwork conduction according to isi Best Practices. 1 session per respondent, each respondent evaluates both samples with regard to the defined test criteria. Location: Conduction under standardized sensory lab conditions in isi Sensory Laboratory Cologne Period: 7 th November - 8 th November 2011 Sample size: n=80 Sample quota: 50% male 50% female 33% 20-35 years 33% 36-50 years 33% 51-65 years All consumers eat sausages (wiener, frankfurter etc.) at least once a month None of the respondents reject beef or pig meat. No participation at Sensory Tests within the past 3 months. isi Devro Wiener Sausages Preference Test November 2011 Page 12
Research Background Conditions The evaluation was accomplished under standardized sensory lab conditions. Test conditions: All samples were kept in a fridge at 6-7 C. The sample presentation order varied systematically (complete experimental test design) in order to avoid position effects. Each sausage was heated for 10 minutes to approximately 75 C in Bain- Maries. Between the samples a neutralization period of 2 minutes was maintained so that the respondents could neutralize their sense of taste by using white bread and water. Standardized lighting (daylight) and temperature (21 +/-1 C) conditions. isi Devro Wiener Sausages Preference Test November 2011 Page 13
Research Background Test products & procedure The main focus was on two samples (1/2). In a separate and additional preference test two collagen samples (A/B) were also evaluated. Coding by Devro Info Visual sample Taste sample Preference test 1 Preference test 2 1 Collagen Casing 131 473 577-2 Natural Casing 255 727 686 - A High-Q - - - 398 B Medium-Q - - - 610 Test approach: Visual sample no.1 Taste sample no.1 Visual sample no.2 Taste sample no.2 Preference Test 1 Preference Test 2 isi Devro Wiener Sausages Preference Test November 2011 Page 14
Research Background Preliminary remarks The order of the products is kept identical on all slides. Presentation of acceptance test results On the next slides, the overall acceptance scores for all products is presented. The products order from top to bottom and left to right is sorted according to the overall acceptance scores. For reading convenience, this order will be maintained for all charts. Statistical tests for significance of mean score differences (analysis of variance) As the given results are based on a sample size of 80 respondents and not on the whole market, the findings have to be extrapolated onto the population in general; meaning it is tested if the measured mean score differences are only in our sample or generalizable for the whole market. This happens via analysis of variance. The results of this statistical test indicate the likelihood that two or more products are rated differently in reality. To visualize this, the probability of error (p) is used. If this p is 5% or below, the mean scores are significantly different. One can be very sure (more then 95%) that the acceptance mean scores differ not only in the tested sample but also in the overall population. Different mean scores between products have been further analyzed for pair-wise significance. The bar charts contain letters which directly reveal pair-wise significances (ANOVA, Post Hoc: Duncan Test p 0.05): Equal letters (e.g. 6.4 a and 6.3 ab) indicate that no statistically significant differences exist. Different letters (e.g. 6.4 a and 6.0 b) mean that these products were rated differently. isi Devro Wiener Sausages Preference Test November 2011 Page 15
Acceptance of the samples Appearance (visual sample) When only looking at the sample that is evaluated first, both samples receive similar acceptance scores. Significant differences cannot be proven. Appearance (visual sample; only for first evaluated sample) Sig. MS Top3 Low3 SD Sheep Gut Casing a 6,0 49 13 1.9 Collagen Casing a 6,2 55 12 2.2 1 2 3 4 5 6 7 8 9 dislike very much neither nor like very much Mean Scores and % n=40 isi Devro Wiener Sausages Preference Test November 2011 Page 16
Acceptance of the samples Appearance (visual sample) Likes and Dislikes Variant 2 - Sheep Gut Casing vs. Collagen Casing What do you dislike about the appearance of the sausage? (1-4) n=20 What do you like about the appearance of the sausage? (6-9) n=50 Variant 2 Natural Casing wizen shape (n=7) uneven appearance (n=6) colour too pale (n=3) too watery (n=3) boring appearance (n=3) dark spots (n=3) pleasant colour (n=15) appetizing (n=14) crisp (n=12) freshness (n=10) pleasant thickness (n=8) pleasant length (n=7) like a typical Wiener Würstchen (n=6) slim (n=6) regular form (n=4) pleasant greatness (n=4) waved skin (n=4) n=9 n=60 Variant 1 Collagen Casing colour too pale (n=4) too watery (n=2) pleasant colour (n=23) crisp (n=19) appetizing (n=18) freshness (n=13) smooth surface (n=6) regular form (n=5) pleasant greatness (n=5) pleasant thickness (n=4) pleasant appearance (n=4) like a typical Wiener Würstchen (n=4) slim (n=4) pleasant length (n=3) number of respondents multiple responses (n 2) n=80 isi Devro Wiener Sausages Preference Test November 2011 Page 17
Acceptance of the samples Penalty Analysis Correlation between product attributes intensities and overall acceptance. Result presentation per sample Besides focussing on the results of the Just about right questions (product attributes intensities), it is of further interest to consider the impact of products imbalances on the overall acceptance mean score. By the statistically method of Penalty Analysis, attributes imbalances can be identified that cause a significant mean drop. Thus, need for action resp. product optimisation priorities can be derived. The highest priority can be assigned to those sensory attributes that are perceived as non-ideal by many respondents (> 30%) when at the same time this perception leads to a significant reduction of overall liking. On the following pages not only the results of the Just about right questions are presented, but next to the bar chart of the total sample the results of the Penalty Analysis are shown in traffic light logic. x.x Product attributes that are criticised by many respondents (> 30%) and cause a significant overall acceptance mean drop (x.x shows the degree of mean drop). Top priority for optimisation! Product attributes that are not meeting the isi benchmark (> 66% just about right ) but where this is not causing a significant mean drop in overall liking. Recommendation: Optimization need of secondary relevance. Product attributes that meet the isi benchmark (> 66% just about right ). - + isi Devro Wiener Sausages Preference Test November 2011 Page 18
Acceptance of the samples Variant 2 Sheep Gut Casing This sample scores high in almost every sensory dimension. Its minor weakness is the slightly too pale colour of the visual sample with potential concern about bite. Acceptance of the several sensory dimensions MW Top 3 Low3 SD How do you perceive the? Penalty Analysis overall liking appearance (visual sample) appearance (taste sample) 7,0 6,0 6,7 73 4 1.6 48 14 1.9 65 4 1.5 colour 3 (visual sample) colour 1 (taste sample) 34 21 61 71 3 6 0.3 snap/knack bite 7,3 7,2 76 3 1.8 78 5 1.7 snap/knack 3 23 69 5 chewiness 6,9 69 6 1.9 bite 21 64 15 taste 7,2 73 6 1.9 aftertaste 6,6 1 2 3 4 5 6 7 8 9 dislike very much neither like nor dislike like very much 59 5 1.9 much too low a little too low just about right a little too high isi Benchmark <30 >66 <30 much too high MW Top 3 Low3 SD 7,0 mouth feel 70 3 1.8 1 2 3 4 5 6 7 8 9 unpleasant neither nor pleasant Mean Scores and % n=80 isi Devro Wiener Sausages Preference Test November 2011 Page 19
Acceptance of the samples Collagen Casing Scores very high in every sensory dimension and receives only slightly lower overall acceptance and taste scores than Sheep Gut All dimensions were just about right. Acceptance of the several sensory dimensions MW Top 3 Low3 SD How do you perceive the? Penalty Analysis overall liking appearance (visual sample) appearance (taste sample) 6,9 6,6 7,4 68 9 1.8 63 6 1.8 74 1 1.6 colour (visual sample) colour (taste sample) 6 15 85 78 6 9 snap/knack bite 7,4 7,0 75 6 1.8 64 4 1.7 snap/knack 19 68 10 chewiness 7,1 69 3 1.6 bite 20 66 10 taste 7,0 68 11 2.0 aftertaste 6,8 1 2 3 4 5 6 7 8 9 dislike very much neither like nor dislike like very much 68 5 1.8 much too low a little too low just about right a little too high isi Benchmark <30 >66 <30 much too high MW Top 3 Low3 SD 7,3 mouth feel 75 5 1.8 1 2 3 4 5 6 7 8 9 unpleasant neither nor pleasant Mean Scores and % n=80 isi Devro Wiener Sausages Preference Test November 2011 Page 20