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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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contents
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
contents3
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

slide4

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
slide5

Our Services

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

slide7

Our Philosophy

CREATIVE

CULINARY

TECHNICAL

contents9
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
develop concepts traditionally or using protothink
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:
slide17

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.

contents18
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
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
A Refresher*

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

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

BMI =

x 703

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

bmi measures body fat

Unfortunately, most Americans look more like this!!

BMI Measures Body Fat

Is is just one measure of health*:

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

slide22

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

slide23
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?
slide24

The

RESULTS

general population fruits veggies
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
Our Findings:
  • Insight:
  • Avocados are highly polarizing based on weight
  • Corn & potato products appeal LESS to American consumers who are overweight
our findings27

Our Perspective on This Finding:

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

Our Findings:
general population sweeteners
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

our findings29

Insight:

Splenda = well-positioned for appealing to Obese

Our Findings:
general population grains beans legumes
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%)

our findings31

Insight:

Soy Nuts = Again, soy is polarizing

Our Findings:
general population dairy
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
Some Interesting Findings:

Insight:

Opportunity to market Cottage cheese-based

Dairy products to the Obese?

general population protein
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 findings35
Our Findings:
  • Insight:
  • Bacon says bye-bye to good ‘ol Low Carb days
  • Tuna & Chicken still show potential for “health” positioning
general population beverage
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%)

some interesting findings37

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
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%)

ingredients most strongly polarized by weight category
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
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
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…

how consistent are americans eating habits44
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 next45
The Question: Low fat, Low carb…What’s Next?
  • So, We Asked Consumers This Same Question!!
the question low fat low carb what s next46
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.
the result a new standing feedback consumer guidance panel

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.

slide48

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
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
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
contents51
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
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
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
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
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