Food liking consistency and variation in asia
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Food Liking Consistency and Variation in Asia Hajime Nagai Cerebos Pacific Limited Singapore 19th July 2006 Green tea beverage in Japan market Competitive Situation of Japanese beverage market Consumer behavior and insights are critical for product development

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Food liking consistency and variation in asia l.jpg

Food LikingConsistency and Variation in Asia

Hajime Nagai

Cerebos Pacific Limited

Singapore

19th July 2006



Slide3 l.jpg

Competitive Situation of Japanese beverage market

Consumer behavior and insights are critical for product development

Target segmentation by consumer research technique

Differenciation is required for production charactor


Cluster segmentation of drink liking japanese l.jpg
Cluster segmentation of drink liking (Japanese)

0.4

Black coffee

0.2

Jasmine tea

C4: Favor stimulating/bitter

Dairy drinks 2

Carbonated drinks such as cola

Black coffee 2

Infusion of parched barley

Jasmine tea 2

Sports drink/ Wellness beverages 2

Mineral water

Blended tea

Dairy drinks

Carbonated drinks excluding cola

Oolong tea

C5: Prefer brisk/sugarless

Coffee (with sugar & milk)

Green tea

Sports drink / Wellness beverages

0

Oolong tea 2

100% pure fruit juice

C2: Prefer unsweetened drinks

Black tea

Blended tea 2

Natural fruit juice

Cocoa drinks

C3: Prefer carbonated drinks

C6: Prefer sweetend drinks

Green tea 2

Infusion of parched barley

Fruit juice

C1: Dislike salty/stimulating

Coffee (with sugar & milk) 2

Cocoa

Black tea

-0.2

-0.5

-0.4

-0.3

-0.2

-0.1

0

0.1

0.2

0.3


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Cluster segmentation of food liking (Japanese)

0.2

Camomile tea

C1: Dislike salty/stimulating

Celery

Food in sweetened vinegar _

Coriander

Various citrons in Japan

Japanese pepper

Marmalade

Wine

Carrot

Sweet pepper

Green tea

Black coffee

Mint gum

Pickled ume

Grape fruit

Bitter gourd

Fermented soybeans

Oolong tea

Mint tablet

.

Cheese

C6: Prefer sweetened drinks

Lemon

Bitter chocolate

Shortcake

Bean jam

0

Japanese horseradish

Sweet chocolate

Pepper

Tom yam goong

Whisky

Beer

Ice cream

Gin

Milk coffee (with sugar)

C4: Favor stimulating/bitter

Kappa ebisen

Tabasco

Potato chips

Ethnic food

Campari soda

C2: Prefer unsweetened drinks

Hot curry

Korean pickles

Menthol cigarette

Fish internal organs

Liver

C5: brisk/sugarless

Cigarette

Instant Chinese noodle in a cup

C3: Prefer carbonated drinks

Pig innards

-0.2

-0.25

-0.2

-0.15

-0.1

-0.05

0

0.05

0.1

0.15


Green tea beverages l.jpg
Green Tea Beverages

What about the other territory expansion ?

  • preferable taste and flavor design of green tea beverages for consumer groups from varying social backgrounds.

“iemon” Suntory Limited


Taste preference to novel drinks case study in us l.jpg
Taste Preference to novel drinks case study in US

green

  • We chose the 4 teas that were least familiar and least liked.

  • For a within-subjects exposure design, it is important that the teas be readily distinguishable. Otherwise, increasing familiarity with one tea contributes to familiarity with other teas.

  • Subjects could distinguish teas in a forced-choice paradigm, but rated them as being fairly similar. (Snow analogy)

Mugi cha

roasted barley

blend – green,

roasted grain,

Chinese herb

green

Collaboration study with Monnel Chemical Senses Center, Philadelphia USA


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BRAND’S Essence of Chicken

  • Essence of Chicken was formulated by Chef Henry Brand in 1835

  • Mr. Brand was a chef to the British Royal Family in Buckingham Palace during the reign of King George IV

  • Concerned about the ailing King’s health, he improved the age-old chicken soup remedy by creating a fat-free, easily digestible chicken consommé


Brand s essence of chicken is well known in chinese society l.jpg

Malaysia

Singapore

BRAND’S Essence of Chicken is well known in Chinese society

Japan?

China

Taiwan

Hong Kong

Thailand


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Chicken essence: Liking and Taste qualities

Taste Attributes have close relationship

with Overall Liking

"Well-balanced taste"

Strength of well-balanced taste

Easy to drink, Strength of plane taste

Umami

“Body”

Koku, Thick of taste

Toromi

Attributes of "Well-balanced taste" is high positive/negative

Correlation with Overall Liking as follows


Taste profile of essence chicken china study l.jpg
Taste profile of essence chicken(China study)

P

Q

R

S

Strength of fishy smell

70%

60%

Strength of medicine

Feeling effect

50%

smell

40%

30%

20%

10%

Easy to drink

0%

Umami

Koku

Kuse

Strength of aftertaste


Taste profiles in different area l.jpg
Taste profiles in different area

Attributes evaluation _Top2(5+4)NOT AWARE(without concept)

9F5

4S7

6T3

502

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Sour taste

Salty taste

Bitter taste

Sweet taste

Easy to drink

Strange taste

Color darkness

Clarity of color

Thickness of liquid

Strength of oumagi

Astringent mouthfeel

Strength of fragrance

Strength of fishy taste

Strength of fishy smell

Stickiness of mouthfeel

Refreshing of mouthfeel

Strength of aftertaste taste

Strength of Chinese medicine taste

Strength of Chinese medicine smell

Strength of chicken/chicken soup taste

Strength of chicken/chicken soup aroma

N=243

Note:Top2 boxes of 5 points scale(5+4)


Geographical differences ethnic culture and food l.jpg

China

Malaysia

Taiwan

Hong Kong

Singapore

Thailand

Geographical Differences– Ethnic, Culture and Food


Overview of strategy key characteristics l.jpg
Overview of Strategy- Key Characteristics

Thailand

Malaysia

Taiwan

China

Hong Kong

Singapore

*ML Malays

Taste element A

Taste element B

* ML Chinese

* ML Malays

* ML Chinese

Taste element C


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For global understanding for consumer food behavior in Asia

Problem:

Flavor description in different country (language)

Sensory data (Taste and Smell)


Slide16 l.jpg

For global understanding for consumer food behavior in Asia : Cont.

  • Food (drink) culture and history

  • Eating practice and behavior

  • Sensitivity to basic taste (sweet, bitter, salty and sour …)

  • Liking behavior to basic taste

In addition

  • Nutritional behavior

  • Health concern


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Thank you ! : Cont.

Any questions to [email protected]


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