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A RESEARCH PROGRAM FOR EVALUATING CONCEPTS FOR NEW MUSHROOM PRODUCTS

A RESEARCH PROGRAM FOR EVALUATING CONCEPTS FOR NEW MUSHROOM PRODUCTS. Dr. John L. Stanton Saint Joseph’s University WWW.johnlstanton.com and Dr. Louis Tucci The College of New Jersey . Purpose.

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A RESEARCH PROGRAM FOR EVALUATING CONCEPTS FOR NEW MUSHROOM PRODUCTS

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  1. A RESEARCH PROGRAM FOR EVALUATING CONCEPTS FOR NEW MUSHROOM PRODUCTS Dr. John L. Stanton Saint Joseph’s University WWW.johnlstanton.com and Dr. Louis Tucci The College of New Jersey

  2. Purpose • The purpose of this research was to identify the obstacles to greater consumer use of fresh mushrooms and to quantitatively measure the relative potential of product concepts.

  3. Background • According to NPD (NPD Annual Eating Trends, 2002) the number of annual vegetable “Eatings per capita” has been on a continual decline over the past 15 years going from over 300 to under 250 • Some of the largest sales gains in the supermarket have occurred in the produce section. According to A.C. Nielsen ( A.C. Nielsen Strategic Planner 2002) the produce section has shown an increase in dollar sales of 15% in 2002 over the previous year which was the second largest category increase in the store. • New convenience foods are growing in importance or even dominating the category. For example, bagged salads have increased by 12%, Refrigerated entrées by 21%, breakfast bars by 28%, shelf stable entrées by 50%, refrigerated meal starters over 300%. (A.C. Nielsen, 2002)

  4. Secondary research • The NPD 2000 Mushroom use study • Understanding the Dynamics of Produce Markets ERS, 2000 • Fresh Mushroom Consumer Attitude and Usage Study Wave I 1999 Rose Research • Fresh Mushroom Consumer Attitude and Usage Study Wave II 2000 Rose Research • Fresh Mushroom 2000 Telephone Survey Robert Hartmann • Factors Affecting US Mushroom Consumption ERS 2003 • Mushroom Usage focus group 2000

  5. Methodology Part One was to examine previous research conducted by the Government, syndicated data providers and mushroom industry sponsored research designed to identify the salient attributes in mushroom purchase and use. Part Two was to create concepts, which would attempt to overcome the various purchase obstacles and generate greater sales and use. Part three was to measure the attractiveness of each concept using interval quality scales.

  6. Clear obstacles were visible from the previous research • Derived demand • mushrooms are almost always eaten with other food or used an ingredient with other foods.

  7. Convenience • The key factor influencing consumers’ reluctance to use more fresh mushrooms is the lack of convenience. • They require a lot of work to prepare for a meal • Products such as carrots and salads are selling in a more prepared ready to eat state.

  8. Lack of Information • There is a dramatic lack of information about mushrooms. • Not only in terms of recognizing the varieties but how to prepare them properly, to the nutritional value. • There is still a level of concern for safety not only over “variety” but also the material that it is grown in.

  9. Not Top of Mind • if a person is planning to have steak for a meal it is less likely that they forget the steak but more likely they overlook buying the mushrooms to sauté for the steak

  10. Concept creation • The concepts were created by a research team that included a professional chef and food marketer as well as by members of the mushroom growers’ community. • Concepts were then discussed by 24 consumers in a qualitative session to verify the extent to which the concepts communicated the (respective) benefit. • Each concept is related to (a) specific obstacles to using fresh mushrooms

  11. Steak Cut® & Seasoned Fresh Mushrooms • Fresh mushrooms are custom cut and seasoned to be cooked and

  12. Fresh Ready to Eat Salad Cut® Mushrooms • Fresh and washed Ready to Eat Salad Cut® Mushrooms have been hand selected and custom cut to perfectly match all the bagged salads

  13. Fresh Mushrooms with a Disposable cleaning brush • Each package of fresh mushrooms includes a specially designed brush to make preparing your fresh mushrooms a snap

  14. Mushroom Side Dishes in Seconds • Now you can have the great flavor and taste of restaurant quality mushroom side dishes in seconds.

  15. Marinated Fresh Portabella Mushrooms Ready to Grill • The latest craze of grilled Portabella mushrooms is now made tastier and easier with the marinated Portabellas in three different flavors.

  16. Portable Fresh Mushrooms with dip • Take these delicious mushrooms to work or play and enjoy with other veggies and a fresh prepared dip in three flavors

  17. Fresh Mushrooms with a Special Storage Bag • Included in each box of fresh mushrooms is a specially designed bag to keep mushrooms fresh for an extra week in your refrigerator

  18. Mushroom Flavor in a Tube • Now you can get the wonderful flavor of mushrooms in your sauces and gravies by simply squeezing it into the pan.

  19. Ornamental Fresh Mushrooms for Salads and More • Cook like a professional chef. For special occasions where you want a beautiful classic rose cut mushroom for a salad, vegetable plate, or any meal that you want to make memorable.

  20. Perfect Pairs® Fresh Mushrooms Matched to Traditional Meals • Fresh mushrooms have been cut and flavored to accompany four traditional meals. Just decide what you are having for dinner and buy the Perfect Pair®

  21. Clean and Washed in Heinz's Fit Fruit and Vegetable Wash • No one wants to worry if their fruits and vegetables are ready to eat or cook with.

  22. Grilled mushroom Caesar salad kit • Try a new twist to an old salad. Have a grilled Portabella Caesar salad.

  23. Fresh Mushroom Soup Kit • Everything to make a fresh mushroom soup from scratch

  24. Pizza Cut Mushrooms • These mushrooms are cut and flavored with herbs and garlic to be a perfect complement to fresh or frozen pizza

  25. Portobello burgers • These "Ports" have been selected and seasoned to be perfect as a burger.

  26. Classic Spinach Salad kit • The Classic Spinach Salad kit is a mix of baby spinach and thick cut white mushrooms

  27. Fabulous fajitas kits • These fresh sliced mushrooms have been selected and seasoned to be perfect as a fajita.

  28. Heat and Eat Deep Fried Mushrooms • You can enjoy the crisp essence of real deep fried mushrooms at home!

  29. The respondents then ranked the concepts based on the (criterion) of (likelihood of purchase if available in the neighborhood grocery store).

  30. Scaling • The ranked data was converted to simulated paired comparisons and Thurstone Case V scale values were calculated (Torgerson, 1967). • These methods were described by USDA documents. This method provided interval scaled data (which enables) the interpretation of the differences between scale values.

  31. Fresh Mushroom Soup Kit…………………...……..0.00 • Steak Cut® & Seasoned Fresh Mushrooms……..0.13 • Grilled Mushroom Caesar Salad Kit…….…………2.01 • Mushroom Side Dishes…………………………… 3.22 • Portobello burgers……………………………………5.17 • Perfect Pairs® ……………...…………………………5.18 • Mushrooms with a Storage Bag……………………5.77 • Portable Fresh Mushrooms with dip………………6.73 • Fajitas kits………………………………………… …..6.81 • Heat and Eat Deep Fried……………………… …….7.89 • Classic Spinach Salad kit……………………… …..8.96 • Pizza Cut Mushrooms ………………………..…….10.40 • Clean and Washed ……………………….…………10.43 • Salad Cut® Mushrooms………………….…………12.30 • Ornamental…………………………………. ……….16.3 • Marinated Portabella Ready to Grill…….…...……24.5 • Disposable cleaning brush……………….…… …29.93 • Mushroom Flavor in a Tube…………….………….40.07 • Grilled mushroom Caesar salad kit……………… • Salad Cut® Mushrooms

  32. Results • Seems that clean and fresh are low valued but the concept included a branded wash. • This may be indicative of the potential success of the concepts when we know the sliced and clean are doing so well. Today about 50% of mushrooms sold are sliced!

  33. Next step • Create mock-up and do quantitative studies. • Two choices in-store studies with actual sales or simulated store purchases.

  34. Summary • There has been very little product innovation in the fresh mushroom industry relative to new products or new merchandising. • Most innovation has been on the production side of the business and while important if we can’t sell them it doesn't make any difference how much it cost to grow them.

  35. References research • A.C. Nielsen, Schamburg IL, Strategic Planner 200 • Nunnally JC, Bernstein IH (1994) PsychometricTheory. McGraw-Hill • Brown, T, Daniel T Scaling of Ratings: Concepts and Methods, USDA, Research Paper RM-293 • Day , JC National Population Projections, U.S. Census Bureau, Population Division and Housing and Household Economic Statistics ivision • FMI, Wisconsin Grocers association Presentation, 2003. • IRI, Unpublished reports to clients, 2002 • Herrmann, Robert, Fresh Mushrooms 2000, A Report of a National Telephone Survey on Mushroom Usage, unpublished report, 2000. • NPD Annual Eating Trends Survey, 2002Patterson, Paul., Unpublished research, Arizona State University. 2003

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