Food Liking Consistency and Variation in Asia

1. Food LikingConsistency and Variation in Asia Hajime Nagai Cerebos Pacific Limited Singapore 19th July 2006

2. Green tea beverage in Japan market

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. Malaysia Singapore BRAND’S Essence of Chicken is well known in Chinese society Japan? China Taiwan Hong Kong Thailand

10. 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

11. 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

12. 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)

13. China Malaysia Taiwan Hong Kong Singapore Thailand Geographical Differences– Ethnic, Culture and Food

14. 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

15. For global understanding for consumer food behavior in Asia Problem: Flavor description in different country (language) Sensory data (Taste and Smell)

16. 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

17. Thank you ! Any questions to HN@cerebos.com.sg