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NCIFT 2005 A Tool for Developing New Products to Meet Evolving Needs Innovation for the Food & Beverage Industry 2005 Contents Part 1: Who We Are Part 2: The current tools we use to “Bring it all Together” Part 3: The Primary Research We Just Fielded The Tool That Has Resulted

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Innovation for the Food & Beverage Industry 2005

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NCIFT 2005A Tool for Developing New Products to Meet Evolving Needs

Innovation for the Food & Beverage Industry2005


Contents

  • Part 1:

    • Who We Are

  • Part 2:

    • The current tools we use to “Bring it all Together”

  • Part 3:

    • The Primary Research We Just Fielded

      • The Tool That Has Resulted

  • Part 4:

    • Hot Off the Press: New Products from the 2005 FMI Show


Contents

  • Part 1:

    • Who We Are

  • Part 2:

    • The current tools we use to “Bring it all Together”

  • Part 3:

    • The Primary Research We Just Fielded

      • The Tool That Has Resulted

  • Part 4:

    • Hot Off the Press: New Products from the 2005 FMI Show

The country’s largest

INDEPENDENT

new product development firm

In the F&B industry


Who We Are: Our Assets

  • Foster City (N. California)

    • 65 full-time employees

  • Development labs:

    • 20,000 square feet

    • 2 pilot plants

  • Consumer Research Facility:

    • Focus Groups

    • CLT Taste Tests

    • Other


Our Services

• Ideation • Concept Development • Product Development • Consumer Insights • Scale Up & Commercialization• Consumer Guidance Panels •


Packaged Foods --- Foodservice Suppliers --- Restaurant Chains


Our Philosophy

CREATIVE

CULINARY

TECHNICAL


Some of Our Commercialized Successes


Contents

  • Part 1:

    • Who We Are

  • Part 2:

    • The current tools we use to “Bring it all Together”

  • Part 3:

    • The Primary Research We Just Fielded

      • The Tool That Has Resulted


Consumer Guidance Panels


Use Feedbackto RecruitConsumersWHILEwe ideate


Consumers Can beLocated AnywhereGeographically


Develop Concepts Traditionally or using ProtoThink®

  • The Opportunity

  • The Brand Name/Descriptor

  • Product Form

  • Varieties

  • Consumer Prep

  • Enabling Ingredients

  • Technology

  • Packaging

  • Positioning

  • “Research Ready” Concept Statement, for example:


Test Concepts With Panels While We Develop Protocepts


Revise Protocepts & Refine Concept Using Panel


Make Samples to Ship to Consumers’ Homes

Mattson-made Protocepts


Results -- A focus on speed.

Watch results come in LIVE!

We focus on communicating results quickly, then moving on to developing insights into the next issue.


Contents

  • Part 1:

    • Who We Are

  • Part 2:

    • Our typical methodology to “Bring it all Together”

  • Part 3:

    • The Primary Research We Just Fielded

      • The Tool That Has Resulted


The Question: Low fat, Low carb…What’s Next?

  • We Asked Consumers

    • Using Feedback®, our Consumer Guidance Panel Tool, we:

    • Fielded a study of consumers’ nutrition attitudes for the next 12 months

    • Asked height and weight of all respondents

    • Calculated BMI of respondents

    • Cross-tabulated the responses based on Body Mass Index

  • The Big Questions:

    • Are the attitudes of the Obese different from those of healthy weight?

    • How can we use this information to create successful new products?


A Refresher*

__ [Wt in Pounds]-----------

[(Ht in inches) x (Ht in inches)]

BMI =

x 703

*Source: http://www.cdc.gov


Unfortunately, most Americans look more like this!!

BMI Measures Body Fat

Is is just one measure of health*:

*Source: http://www.cdc.gov


Our Study:Sent to 10,000+ consumers via email4678 Consumers respondedOf the 4000+ sample, the following subgroups were tabulated:Healthy Weight N = 1311 (28%)ObeseN = 3155 (67%)Underweight*N = 212 (5%)This group is NOT included in the following data


Our Study Asked:Over the course of the next 2 years, do you plan to eat less, the same, or more of each of the following?


The

RESULTS


General Population: Fruits & Veggies

#1 Fruit Consumers Say They Will Eat More of in next 2 Years:

Apples (40%)

#1 Veg Consumers Say They Will Eat More of in next 2 Years:

Broccoli! (47%)


Our Findings:

  • Insight:

  • Avocados are highly polarizing based on weight

  • Corn & potato products appeal LESS to American consumers who are overweight


Our Perspective on This Finding:

Soybeans = perceived healthy food that hasnot been accepted or embraced by the Obese

Our Findings:


General Population: Sweeteners

#1 Consumers Say They Will Eat More of in next 2 Years:

Splenda (25%)

#1 Consumers Say They Will Eat less of in next 2 Years:

Tie:Sugar & Sweet’N’Low


Insight:

Splenda = well-positioned for appealing to Obese

Our Findings:


General Population: Grains, Beans & Legumes

#1 Consumers Say They Will Eat More of in next 2 Years:

Brown Rice (28%)

#1 Consumers Say They Will Eat less of in next 2 Years:

White Rice (26%)


Insight:

Soy Nuts = Again, soy is polarizing

Our Findings:


General Population: Dairy

#1 Consumers Say They Will Eat More of in next 2 Years:

Yogurt (30%)

#1 Consumers Say They Will Eat less of in next 2 Years:

Whole Milk (43%)


Some Interesting Findings:

Insight:

Opportunity to market Cottage cheese-based

Dairy products to the Obese?


General Population: PROTEIN

#1 Consumers Say They Will Eat More of in next 2 Years:

Chicken (35%)

#1 Consumers Say They Will Eat less of in next 2 Years:

Bacon (31%) & Duck (33%)


Our Findings:

  • Insight:

  • Bacon says bye-bye to good ‘ol Low Carb days

  • Tuna & Chicken still show potential for “health” positioning


General Population: BEVERAGE

#1 Consumers Say They Will Drink More of in next 2 Years:

Black Tea (12%) Red Wine (12%)

#1 Consumers Say They Will Drink less of in next 2 Years:

Beer (34%) Caffeine (34%)


In general, Obese plan to drink less of MOST beverages.

Insight: perhaps beverage is not the way todeliver nutrients, meal replacement?

Some Interesting Findings:


General Population: NUTRIENTS

#1 Consumers Say They Will Consume More of in next 2 Years:

Fiber (43%)

#1 Consumers Say They Will Consume less of in next 2 Years:

Migraine Relief (13%)


Opportunity : Joint Relief/Prevention for the Obese?

Some Interesting Findings:


Ingredients Most Strongly Polarized by Weight Category

  • Avocados: Healthy + Obese -

  • Lettuce: Obese +

  • Green Soybeans (edamame):Healthy + Obese -

  • Soy Nuts: Obese -


How Consistent are Americans’ Eating Habits?

  • We asked consumers:

    • In the past 12 months, have you…

Most surprising to us…large % saying they cut out soda/cola.


How Do Consumers Classify Themselves?

  • We asked consumers:

    • Which statement best describes you for the next 12 months:

Only 15% of the Obese classify themselves as “on a diet”!!

For those on a diet…


Majority follow a non-formal diet.

We asked consumers:What diet are you following?


How Consistent are Americans’ Eating Habits?

  • Do you ever cheat on your diet ?

  • What’s your favorite diet “cheating food” ?

    • The classic “cheating foods”: Chocolate, Ice Cream, Chips

    • The “cheating food” of the 00s:Bread!


The Question: Low fat, Low carb…What’s Next?

  • So, We Asked Consumers This Same Question!!


The Question: Low fat, Low carb…What’s Next?

  • Back to The Big Questions:

  • Are the attitudes of the Obese different from those of healthy weight?

    • Conclusion: YES, but in specific and unpredictable ways

  • How can we use this information to create successful new products?

    • Create a tool for our clients to gain similar insights as we did on this study.


500 Normal

Weight

Consumers*

500 Obese

Consumers*

&

The Result: A new, Standing Feedback® Consumer Guidance Panel

* As determined by Body Mass Index, calculated from self-reported height and weight.


500 Normal

Weight

Consumers*

500 Obese

Consumers*

&

Test concepts: Compare Results of Both Panels

Test protocepts: Compare Results of Both Panels

* As determined by Body Mass Index, calculated from self-reported height and weight.


Why is Feedback Thick & Thin the right Tool for the Food Industry?

  • CDC says:

    • In the United States, obesity has risen at an epidemic rate during the past 20 years.

    • One of the national health objectives for the year 2010 is to reduce the prevalence of obesity among adults to less than 15%.

    • Research indicates that the situation is worsening rather than improving.

  • Mattson says:

    • If you are not doing something to address this issue now, you are not planning properly for the future.

    • If you’re not thinking about the problem, you are probably part of it.


Summary: Our Brands

  • Mattson

    • Concept Development

    • Protocept Development

    • F&B-focused Marketing Research

    • Scale Up and Commercialization Support

  • Feedback®

    • Feedback® Consumer Guidance Panels

    • Feedback® Thick & Thin


Contents

  • Part 1:

    • Who We Are

  • Part 2:

    • The current tools we use to “Bring it all Together”

  • Part 3:

    • The Primary Research We Just Fielded

      • The Tool That Has Resulted

  • Part 4:

    • Hot Off the Press: New Products from the 2005 FMI Show


The Trend: Everything Chips!!

  • What’s driving it:

    • Snacking/blurring of mealtimes

    • Need for convenience/portability

  • Examples:

    • Ritz Chips

    • Oberto’s new Beef Jerky Crisps

    • Pretzel Crisps


The Trend: Soup is Hot!

  • What:

    • Proliferation of soup introductions from shelf to cooler to freezer

  • Who?

    • Campbell’s Selects - aseptic

    • Moosewood - refrigerated

    • The Soup Man - refrigerated

  • Why?

    • Low-calorie and filling

    • No action in category for years and years


Flavor Trends:

  • Berries, but especially Cherry!

    • Cherrish Cherry Juice

    • Izze Black Cherry Soda

    • Nutrisoda Black Cherry-Apple Soda

    • Think Organic Cherry Nut Bars

  • Pomegranate Continues

    • Pom Pomegranate Juice

    • Izze Sparkling Pomegranate

    • Litehouse Pomegranate & Blueberry Vinaigrette


Just Plain Great New Products!

  • McCormick Veggie Steamers

    • Steaming bag + Seasonings

    • Just add fresh or frozen veggies

  • Simply Asia from Thai Kitchen

    • Ready-to-Microwave Asian Noodle Bowls

  • Alexia Artisan Breads

    • Super-premium frozen breads:

      • Ciabatta, 3 Cheese, Whole Grain, French Rolls

    • Sold IQF (single portions) in multiserve bag


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