1 / 55

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

liam
Download Presentation

Innovation for the Food & Beverage Industry 2005

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related