innovation for the food & beverage industry 2005 ncift 2005 a tool for developing new products...

Innovation for the Food & Beverage Industry

NCIFT 2005

A Tool for Developing New Products to Meet Evolving

Mattson

Innovation for the F&B Industry

May, 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

•Part 4:–Hot Off the Press: New Products from the 2005 FMI Show

Mattson

May, 2005

Contents

The country’s largestINDEPENDENT

new product development firmIn the F&B industry

Mattson

May, 2005

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

Mattson

May, 2005

Our Services

• Ideation • Concept Development • Product Development • Consumer Insights • Scale Up & Commercialization

• Consumer Guidance Panels •

Mattson

May, 2005

Packaged Foods --- Foodservice Suppliers --- Restaurant Chains

Mattson

May, 2005

CULINARY TECHNICAL

CREATIVE

Our Philosophy

Mattson

May, 2005

Some of Our Commercialized Successes

Mattson

May, 2005

Contents

Consumer Guidance

Panels

Mattson

May, 2005

Use Feedbackto RecruitConsumersWHILEwe ideate

Mattson

May, 2005

Consumers Can beLocated AnywhereGeographically

Mattson

May, 2005

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:

Mattson

May, 2005

Test Concepts With Panels While We Develop Protocepts

Mattson

May, 2005

Revise Protocepts & Refine Concept Using Panel

Mattson

May, 2005

Mattson-made Protocepts

Make Samples to Ship to Consumers’ Homes

Mattson

May, 2005

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.

Mattson

May, 2005

Contents

•Part 2:–Our typical methodology to “Bring it all Together”

Mattson

May, 2005

The Question: Low fat, Low carb…What’s Next?

• We Asked Consumers

– Using Feedback®, our Consumer Guidance Panel Tool, we:

1. Fielded a study of consumers’ nutrition attitudes for the next 12 months

2. Asked height and weight of all respondents

3. Calculated BMI of respondents

4. 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?

Mattson

May, 2005

A Refresher*

BMI Weight Status

< 18.5 Underweight

18.5-24.9 Normal Weight

25.0-29.9 Overweight

30.0 and + Obese

BMI = __ [Wt in Pounds]-----------

[(Ht in inches) x (Ht in inches)]

*Source: http://www.cdc.gov

Mattson

May, 2005

BMI Measures Body Fat

Is is just one measure of health*:

Unfortunately, most Americans look more like this!!

*Source: http://www.cdc.gov

Mattson

May, 2005

Our Study:

Sent to 10,000+ consumers via email

4678 Consumers responded

Of 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

Mattson

May, 2005

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?

Fruits Vegetables

Sweeteners Nuts, legumes

Grains Dairy Products

Oils/fats Proteins

Beverages Snacks

Restaurant Meals by Segment Skipped meals by daypart

Nutritionally-focused foods Methods of food preparation

Nutrients Miscellaneous other categories

Mattson

May, 2005

TheRESULTS

Mattson

May, 2005

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%)

Mattson

May, 2005

Our Findings:

Fruits & Veggies Healthy Wt Obese Healthy Wt Obese

Apples 36% 39% 2% 3%Avocados 20% 16% 11% 16%Mangoes 16% 14% 13% 15%Carrots 39% 40% 3% 3%Lettuce 39% 47% 2% 2%Potatoes 16% 14% 15% 19%Corn 23% 23% 8% 10%Bananas 34% 36% 4% 5%

% Saying Will Eat MORE: % Saying Will Eat LESS:

Insight:

•Avocados are highly polarizing based on weight•Corn & potato products appeal LESS to

American consumers who are overweight

Mattson

May, 2005

Our Findings:

Superfoods Healthy Wt Obese Healthy Wt Obese

Broccoli 43% 45% 3% 4%Tomatoes 36% 37% 4% 5%Green Soybeans (edamame) 14% 11% 17% 21%Blueberries 30% 28% 5% 8%Spinach & Other Lfy Greens 44% 42% 4% 6%Tomatoes 35% 37% 4% 5%Pomegranates 10% 9% 16% 18%Red or black grapes 25% 25% 4% 6%

Our Perspective on This Finding:

Soybeans = perceived healthy food that hasnot been accepted or embraced by the Obese

Mattson

May, 2005

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

Mattson

May, 2005

Our Findings:

Sweeteners Healthy Wt Obese Healthy Wt Obese

Sugar 3% 2% 31% 41%Honey 13% 13% 10% 15%Splenda® 23% 27% 20% 19%Equal® 3% 4% 30% 31%Sweet-N-Low® 2% 3% 36% 37%Stevia 4% 5% 16% 16%

Insight:

Splenda = well-positioned for appealing to Obese

Mattson

May, 2005

General Population: Grains, Beans & Legumes

Years:

Brown Rice (28%)

Years:

White Rice (26%)

Mattson

May, 2005

Our Findings:

Beans,Legumes, Nuts Healthy Wt Obese Healthy Wt Obese

Beans ie black, pinto, baked 27% 26% 7% 9%Peanuts 17% 16% 11% 11%Soy Nuts 13% 11% 18% 22%Walnuts, pecans, almonds 20% 19% 7% 10%Green Soybeans (edamame) 14% 11% 17% 21%

Insight:

Soy Nuts = Again, soy is polarizing

Mattson

May, 2005

General Population: Dairy

Years:

Yogurt (30%)

Years:

Whole Milk (43%)

Mattson

May, 2005

Some Interesting Findings:

Dairy Healthy Wt Obese Healthy Wt Obese

Cottage Cheese 18% 21% 13% 13%Cream Cheese 7% 7% 16% 18%Ice Cream 8% 6% 24% 30%Reduced Fat Milk 12% 14% 17% 18%Skim Milk 15% 16% 20% 21%Yogurt 29% 30% 9% 10%Whole Milk 5% 4% 37% 45%

Insight:

Opportunity to market Cottage cheese-basedDairy products to the Obese?

Mattson

May, 2005

General Population: PROTEIN

Years:

Chicken (35%)

#1 Consumers Say They Will Eat less of in next 2 Years:

Bacon (31%) & Duck (33%)

Mattson

May, 2005

Our Findings:

Proteins Healthy Wt Obese Healthy Wt Obese

Bacon 5% 4% 27% 31%Beef 9% 9% 15% 17%Duck 3% 3% 31% 34%Chicken 29% 37% 3% 2%Eggs 11% 10% 8% 10%Pork 10% 11% 13% 14%Salmon 24% 25% 13% 15%Tuna 22% 27% 8% 7%

Insight:•Bacon says bye-bye to good ‘ol Low Carb days

•Tuna & Chicken still show potential for “health” positioning

Mattson

May, 2005

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%)

Mattson

May, 2005

Beverages Healthy Wt Obese Healthy Wt Obese

Beer 4% 3% 31% 35%Black Tea 10% 12% 17% 18%Green Tea 27% 29% 12% 14%White Wine 7% 6% 21% 26%Red Wine 13% 11% 19% 25%Herbal Tea 18% 19% 15% 17%Spirits 4% 3% 26% 31%

In general, Obese plan to drink less of MOST beverages.

Insight: perhaps beverage is not the way todeliver nutrients, meal replacement?

Mattson

May, 2005

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%)

Mattson

May, 2005

Nutrients Healthy Wt Obese Healthy Wt Obese

Antioxidants 36% 36% 3% 2%Beta-carotene 26% 27% 2% 2%Bran/fiber 39% 42% 2% 2%Calcium 45% 39% 5% 2%Chondroitin 9% 11% 3% 3%Echinacea 11% 11% 6% 7%Fiber Supplements 15% 17% 8% 9%Glucosamine 12% 13% 6% 7%Grapeseed 8% 7% 8% 9%Iron 21% 18% 4% 4%Joint Pain Relief 13% 19% 8% 9%Migraine Relief 7% 8% 11% 14%Mood support 9% 10% 11% 11%Multiple Vitamins 27% 27% 3% 2%Omega 3 Fish Oil 20% 21% 7% 6%Omega 6 Fish Oil 15% 17% 8% 7%Vitamin C 25% 26% 1% 2%Vitamin D 19% 21% 1% 2%Vitamin E 20% 21% 2% 4%

Opportunity : Joint Relief/Prevention for the Obese?

Mattson

May, 2005

Ingredients Most Strongly Polarized by Weight Category

• Avocados: Healthy + Obese -

• Lettuce: Obese +

• Green Soybeans (edamame): Healthy + Obese -

• Soy Nuts: Obese -

Mattson

May, 2005

How Consistent are Americans’ Eating Habits?

• We asked consumers:

–In the past 12 months, have you…

% Saying "Yes" Healthy Wt Obese

Changed Your Eating Habits? 44% 62%

Cut Anything Out of Your Diet? 26% 39%

Most surprising to us…large % saying they cut out soda/cola.

Mattson

May, 2005

How Do Consumers Classify Themselves?

• We asked consumers:

–Which statement best describes you for the next 12 months:

Healthy Wt Obese

I am not on a particular diet but try to eat healthy foods 67% 60%

I am not on a particular diet, and eat pretty much what I want 25% 17%

I am not on a particular diet, but plan to go on one very soon 2% 9%

I am on a diet 6% 15%

Only 15% of the Obese classify themselves as “on a diet”!!

For those on a diet…

Mattson

May, 2005

We asked consumers:What diet are you following?

We asked consumers:

What diet are you following? Healthy Wt Obese

Low carb diet: Atkins 14% 15%

Low carb diet: South Beach 13% 11%

Jenny Craig 0% 1%

Weight Watchers 18% 19%

Dr. Dean Ornish 0% 0%

The Zone Diet 0% 1%

Lowfat diet 8% 12%

Low sugar diet 10% 12%

Other formal diet 39% 30%

Majority follow a non-formal diet.

Mattson

May, 2005

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!

We asked consumers:

Do you ever cheat on your diet? Healthy Wt Obese

Yes 84% 84%No 16% 16%

Mattson

May, 2005

• So, We Asked Consumers This Same Question!!

Last year, LOW CARBOHYDRATE was the big diet and nutrition news. What best describes YOUR diet in the next year?

Healthy Wt Obese

I will eat smaller portions 9% 16%

I will eat healthier foods 20% 20%

I will eat fewer calories 5% 6%

I will eat fewer carbohydrates 3% 7%

I will eat more fiber 2% 2%

I will eat more fruits and vegetables 10% 9%

I will eat more whole grains 1% 1%

I will eat less unhealthy food 4% 5%

I will eat more natural food 2% 1%

I will eat less fatty food 2% 2%

I will eat less pre-packaged food 1% 1%

I will eat less fast food 2% 2%

I will eat basically the same stuff IÕve been eating 24% 12%

I will eat basically the same but I will exercise more 12% 13%

Other change: 2% 3%

Mattson

May, 2005

• 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.

Mattson

May, 2005

The Result: A new, Standing Feedback® Consumer Guidance Panel

* As determined by Body Mass Index, calculated from self-reported height and weight.

500 Obese Consumers*

500 NormalWeight

Consumers*&

Mattson

May, 2005

500 Obese Consumers*

500 NormalWeight

Consumers*

* As determined by Body Mass Index, calculated from self-reported height and weight.

Test concepts: Compare Results of Both Panels

Test protocepts: Compare Results of Both Panels

Mattson

May, 2005

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.

Mattson

May, 2005

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

Mattson

May, 2005

Contents

Mattson

May, 2005

The Trend: Everything Chips!!

• What’s driving it:

–Snacking/blurring of mealtimes

–Need for convenience/portability

• Examples:

–Ritz Chips

–Oberto’s new Beef Jerky Crisps

–Pretzel Crisps

Mattson

May, 2005

The Trend: Soup is Hot!• What:

–Proliferation of soup introductions from shelf to cooler to freezer

• Who?

–Campbell’s Selects - aseptic

–Moosewood - refrigerated

–The Soup Man - refrigerated

• Why?

–Low-calorie and filling

–No action in category for years and years

Mattson

May, 2005

Flavor Trends:

• Berries, but especially Cherry!

–Cherrish Cherry Juice

–Izze Black Cherry Soda

–Nutrisoda Black Cherry-Apple Soda

–Think Organic Cherry Nut Bars

• Pomegranate Continues

–Pom Pomegranate Juice

–Izze Sparkling Pomegranate

–Litehouse Pomegranate & Blueberry Vinaigrette

Mattson

May, 2005

Just Plain Great New Products!

• McCormick Veggie Steamers

–Steaming bag + Seasonings

–Just add fresh or frozen veggies

• Simply Asia from Thai Kitchen

–Ready-to-Microwave Asian Noodle Bowls

• Alexia Artisan Breads

–Super-premium frozen breads:

• Ciabatta, 3 Cheese, Whole Grain, French Rolls

–Sold IQF (single portions) in multiserve bag

innovation for the food & beverage industry 2005 ncift 2005 a tool for developing new products...

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