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Innovation for the Food & Beverage Industry 2005

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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  1. NCIFT 2005A Tool for Developing New Products to Meet Evolving Needs Innovation for the Food & Beverage Industry2005

  2. 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

  3. 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

  4. 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

  5. Our Services • Ideation • Concept Development • Product Development • Consumer Insights • Scale Up & Commercialization• Consumer Guidance Panels •

  6. Packaged Foods --- Foodservice Suppliers --- Restaurant Chains

  7. Our Philosophy CREATIVE CULINARY TECHNICAL

  8. Some of Our Commercialized Successes

  9. 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

  10. Consumer Guidance Panels

  11. Use Feedbackto RecruitConsumersWHILEwe ideate

  12. Consumers Can beLocated AnywhereGeographically

  13. 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:

  14. Test Concepts With Panels While We Develop Protocepts

  15. Revise Protocepts & Refine Concept Using Panel

  16. Make Samples to Ship to Consumers’ Homes Mattson-made Protocepts

  17. 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.

  18. 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

  19. 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?

  20. A Refresher* __ [Wt in Pounds]----------- [(Ht in inches) x (Ht in inches)] BMI = x 703 *Source: http://www.cdc.gov

  21. Unfortunately, most Americans look more like this!! BMI Measures Body Fat Is is just one measure of health*: *Source: http://www.cdc.gov

  22. 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

  23. 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?

  24. The RESULTS

  25. 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%)

  26. Our Findings: • Insight: • Avocados are highly polarizing based on weight • Corn & potato products appeal LESS to American consumers who are overweight

  27. Our Perspective on This Finding: Soybeans = perceived healthy food that hasnot been accepted or embraced by the Obese Our Findings:

  28. 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

  29. Insight: Splenda = well-positioned for appealing to Obese Our Findings:

  30. 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%)

  31. Insight: Soy Nuts = Again, soy is polarizing Our Findings:

  32. 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%)

  33. Some Interesting Findings: Insight: Opportunity to market Cottage cheese-based Dairy products to the Obese?

  34. 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%)

  35. Our Findings: • Insight: • Bacon says bye-bye to good ‘ol Low Carb days • Tuna & Chicken still show potential for “health” positioning

  36. 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%)

  37. In general, Obese plan to drink less of MOST beverages. Insight: perhaps beverage is not the way todeliver nutrients, meal replacement? Some Interesting Findings:

  38. 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%)

  39. Opportunity : Joint Relief/Prevention for the Obese? Some Interesting Findings:

  40. Ingredients Most Strongly Polarized by Weight Category • Avocados: Healthy + Obese - • Lettuce: Obese + • Green Soybeans (edamame): Healthy + Obese - • Soy Nuts: Obese -

  41. 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.

  42. 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…

  43. Majority follow a non-formal diet. We asked consumers:What diet are you following?

  44. 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!

  45. The Question: Low fat, Low carb…What’s Next? • So, We Asked Consumers This Same Question!!

  46. 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.

  47. 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.

  48. 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.

  49. 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.

  50. 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

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