24
Food Matters Live Sensory marketing in practice Applying sensory branding in a health and well being context Peter Burgess Campden BRI, UK 24 th November 2016
Food Matters Live
Sensory marketing in practice
Applying sensory branding
in a health and well being context
Peter Burgess
Campden BRI, UK
24th November 2016
Topic areas
Product development challenges in Health & Wellness.
Sensory branding considerations.
Temporal sensory assessments and sensory branding.
Conclusions.
Product development challenges in H&W
Food and beverage reformulation and development needs to take
account of several factors including:
– Consumer acceptability
– Physiological effects such as feeling of fullness and digestive
comfort
– Emotional rewards linked to the consumption experience
Product development challenges in H&W
Food and beverage reformulation and development needs to take
account of several factors including:
– Consumer acceptability
Appearance
Touch
Odour
Flavour
Texture
Lasagne case study
– Ready-meal reformulation for reduced CVD risk
Product development challenges in H&W
27.0% 22.8%
6.5% 6.0%
48.0% 30.5%
50.0%
25.0% 20.6% 27.2%
Target Existing Reformulated
Total fat
Saturated
fat
CHO
Protein
A
48.9%
25.5%
Lasagne case study
– Ready-meal reformulation
for reduced CVD risk
Product development challenges in H&W
150 331.0 96.6 0
50
100
150
200
250
300
350
Ch
ole
ste
rol (m
g)
31 15.2 26.2 0
5
10
15
20
25
30
35
Fib
re (
g)
4700 2565.
5 4455.
2 0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Po
tas
siu
m (m
g)
500 206.9 344.8 0
100
200
300
400
500
600
Ma
gn
es
ium
(m
g)
1240 937.9 841.4 0
200
400
600
800
1,000
1,200
1,400
Calc
ium
(m
g)
2300 13337.
9 2096.6 0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
So
diu
m (m
g)
B Cholesterol Potassium
Magnesium Fibre
Calcium Sodium
Product development challenges in H&W
Lasagne case study – consumer acceptability
– Ready-meal reformulation for reduced CVD risk
7.29 7.16 7.63
6.71 6.64 7.11
1
2
3
4
5
6
7
8
9
Overall liking Flavour liking Texture liking
Existing Reform
Preliminary results from consumer CLT blind assessment (n=56)
Mean Rating Scores – 9 point hedonic scale
*All significant differences p<0.05
Product development challenges in H&W
Food and beverage reformulation and development needs to take
account of several factors including:
– Physiological effects such as feeling of fullness and digestive
comfort
Results from a satiety preload study - CBRI R&D No. 290
Treatment means (± 1 standard error) at each time point for VAS = Hungry
*Significant
differences p<0.10
* *
Product development challenges in H&W
Food and beverage reformulation and development needs to take
account of several factors including:
– Emotional rewards linked to the consumption experience
• Liking: in-the-moment experiences or
hedonic impact of food
and beverage consumption.
• Wanting: the motivation to consume
triggered by expectations of
the food or beverage.
• Learning: liking & wanting together
predict future behaviour
based on past experiences
(but they can operate
separately).
Sensory branding considerations
Sensory branding is about activating a corporate or product sub
brand through the different senses.
Takes the sensory attributes that are integral to a product, its
packaging and communications, and aligns them to:
- a brand’s positioning,
- consumers‘ expectations,
- consumers’ emotional need states,
to create a holistic and differentiated consumption experience that
drives repeat purchase behaviour and long term
brand profitability.
Sensory branding considerations
For example, the impact of an effective sensory branding
system was demonstrated in part through this white wine
study.
n= 129 consumers - 3 stage CLT: CBRI R&D No.379
Overall liking (9 point hedonic scale) for 3 conditions
*Significant
differences I-B
p<0.001
*
*
Sensory branding considerations
Sensory branding is about creating a distinctive and motivating
consumer sensory signature that brands can own and drive.
Brand
Product
Brand driven
Functionally driven
Consumer
Sensory signature
Extrinsic
Intrinsic
1: Brand ambition & audit
2: Creating the desired sensory brand signature
3: Evaluating the sensory brand signature
4: Assessing the value of the sensory brand signature
Sensory branding road map
Consumer
Sensory signature
Extrinsic
attributes
Intrinsic
attributes
u Pro-sense
u A-sense
u Pac-sense
u S-sense
Focus for today is Pro-sense:
the product evaluation component of the
sensory signature and specifically the
consumption journey.
Sensory branding considerations
Consumption journey – ie Temporal aspects which in this
instance consists of front of mouth, mid and rear of mouth,
aftertaste and after effects.
Sensory signature
Extrinsic
attributes
Intrinsic
attributes
u Pro-sense
u A-sense
u Pac-sense
u S-sense
Sensory branding considerations - TCATA
So how do you evaluate temporal aspects of the consumption
experience? One method is called TCATA - measures how
the sensory properties of a product evolve during the
consumption experience from first bite all the way to aftertaste.
Sensory branding considerations - TCATA
Over a 60-second period, panellists used pre defined
attributes to track the changes in their perception.
They clicked on the attributes to indicate when they perceived
them and when they no longer perceived them.
» The panel was instructed to
take a bite of each sample and
to swallow each sample at 30
seconds into the assessment.
» Each assessor received one
cube 1.5cm of cheese,
presented monadically under a
three digit code using a
randomized experimental
design order.
Taking one piece of sample bite into the
sample to assess the following:
Attributes Sensory Definition
Maturity
Relating to cheese age
(tanginess), ranging from mild to
extra mature
Farmy Reminiscent of farm yard
Rindy
Earthy flavour, reminiscent of the
rind of a truckle of traditional
cheddar
Creamy Creamy/dairy notes associated
with single cream
Sweet Basic taste associated with
sucrose
Bitter Basic taste associated with
caffeine
Acid Basic taste associated with citric
acid
Salt Basic taste associated with
sodium chloride
Sensory branding considerations - TCATA
The flavour attributes developed and assessed were as
follows:
Sensory branding considerations - TCATA
after swallowing before swallowing
Farmy
Attribute
perceptions
over time
Sensory branding considerations - TCATA
after swallowing
after swallowing
before swallowing
before swallowing
Farmy
Farmy
Attribute
perceptions
over time
Significant
differences
(at 5%)
between samples
recorded for
maturity,
farmy and
bitter
characteristics
Sensory branding considerations - TCATA
0 sec
30 sec (swallowing)
30 sec (swallowing)
60 sec
60 sec
Farmy
The trajectory ploy highlights the bitter and farmy aftertaste
notes associated with the standard product as reflected in 60
second assessment end point compared to light product.
Sensory branding considerations
Consumer Acceptability - retailer own brand mature cheddar
cheese samples were evaluated by category consumers.
16
12
73
25
8
68
0 20 40 60 80
Dislike
Neither/nor
Like
Light
Standard
Consumer liking rating – flavour (hedonic scale) – CLT blind assessment
n = 113 UK category consumers
Percentage
u Pro-sense
Sensory branding considerations - TCATA
TCATA can be used to assess other sensory modalities
associated with the consumption experience such as texture
and importantly consumption evoked emotions.
Summary
Results from TCATA can provide detailed insights into the temporal
properties of a series of products and differences between their
dynamic sensory profiles can be linked to variations in flavour and
texture formulations.
Linking TCATA results with data on consumer expectations and
attribute preferences can provide effective guidance on how to
reformulate a product to better deliver against consumers ‘need
states’.
Combining this with insights on the physiological, psychological,
practical and emotional benefits of the product provides development
teams with a tool kit to support an effective sensory branding system.
Thank you for listening
Contact details
+44 (0) 1386 842122
