innovation for the food & beverage industry 2005 ncift 2005 a tool for developing new products...
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Innovation for the Food & Beverage Industry
2005
NCIFT 2005
A Tool for Developing New Products to Meet Evolving
Needs
Mattson
Innovation for the F&B Industry
May, 2005
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
Mattson
Innovation for the F&B Industry
May, 2005
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 largestINDEPENDENT
new product development firmIn the F&B industry
Mattson
Innovation for the F&B Industry
May, 2005
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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
Innovation for the F&B Industry
May, 2005
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Our Services
• Ideation • Concept Development • Product Development • Consumer Insights • Scale Up & Commercialization
• Consumer Guidance Panels •
Mattson
Innovation for the F&B Industry
May, 2005
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Packaged Foods --- Foodservice Suppliers --- Restaurant Chains
Mattson
Innovation for the F&B Industry
May, 2005
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CULINARY TECHNICAL
CREATIVE
Our Philosophy
Mattson
Innovation for the F&B Industry
May, 2005
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Some of Our Commercialized Successes
Mattson
Innovation for the F&B Industry
May, 2005
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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
Consumer Guidance
Panels
Mattson
Innovation for the F&B Industry
May, 2005
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Use Feedbackto RecruitConsumersWHILEwe ideate
Mattson
Innovation for the F&B Industry
May, 2005
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Consumers Can beLocated AnywhereGeographically
Mattson
Innovation for the F&B Industry
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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
Innovation for the F&B Industry
May, 2005
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Test Concepts With Panels While We Develop Protocepts
Mattson
Innovation for the F&B Industry
May, 2005
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Revise Protocepts & Refine Concept Using Panel
Mattson
Innovation for the F&B Industry
May, 2005
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Mattson-made Protocepts
Make Samples to Ship to Consumers’ Homes
Mattson
Innovation for the F&B Industry
May, 2005
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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
Innovation for the F&B Industry
May, 2005
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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
Mattson
Innovation for the F&B Industry
May, 2005
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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
Innovation for the F&B Industry
May, 2005
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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
x 703
Mattson
Innovation for the F&B Industry
May, 2005
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BMI Measures Body Fat
Is is just one measure of health*:
Unfortunately, most Americans look more like this!!
*Source: http://www.cdc.gov
Mattson
Innovation for the F&B Industry
May, 2005
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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
Innovation for the F&B Industry
May, 2005
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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
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Innovation for the F&B Industry
May, 2005
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TheRESULTS
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Innovation for the F&B Industry
May, 2005
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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
Innovation for the F&B Industry
May, 2005
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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
Innovation for the F&B Industry
May, 2005
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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%
% Saying Will Eat MORE: % Saying Will Eat LESS:
Our Perspective on This Finding:
Soybeans = perceived healthy food that hasnot been accepted or embraced by the Obese
Mattson
Innovation for the F&B Industry
May, 2005
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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
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Innovation for the F&B Industry
May, 2005
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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%
% Saying Will Eat MORE: % Saying Will Eat LESS:
Insight:
Splenda = well-positioned for appealing to Obese
Mattson
Innovation for the F&B Industry
May, 2005
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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%)
Mattson
Innovation for the F&B Industry
May, 2005
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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%
% Saying Will Eat MORE: % Saying Will Eat LESS:
Insight:
Soy Nuts = Again, soy is polarizing
Mattson
Innovation for the F&B Industry
May, 2005
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%)
Mattson
Innovation for the F&B Industry
May, 2005
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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%
% Saying Will Eat MORE: % Saying Will Eat LESS:
Insight:
Opportunity to market Cottage cheese-basedDairy products to the Obese?
Mattson
Innovation for the F&B Industry
May, 2005
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%)
Mattson
Innovation for the F&B Industry
May, 2005
35
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%
% Saying Will Eat MORE: % Saying Will Eat LESS:
Insight:•Bacon says bye-bye to good ‘ol Low Carb days
•Tuna & Chicken still show potential for “health” positioning
Mattson
Innovation for the F&B Industry
May, 2005
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%)
Mattson
Innovation for the F&B Industry
May, 2005
37
Some Interesting Findings:
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%
% Saying Will Eat MORE: % Saying Will Eat LESS:
In general, Obese plan to drink less of MOST beverages.
Insight: perhaps beverage is not the way todeliver nutrients, meal replacement?
Mattson
Innovation for the F&B Industry
May, 2005
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%)
Mattson
Innovation for the F&B Industry
May, 2005
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Some Interesting Findings:
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%
% Saying Will Eat MORE: % Saying Will Eat LESS:
Opportunity : Joint Relief/Prevention for the Obese?
Mattson
Innovation for the F&B Industry
May, 2005
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Ingredients Most Strongly Polarized by Weight Category
• Avocados: Healthy + Obese -
• Lettuce: Obese +
• Green Soybeans (edamame): Healthy + Obese -
• Soy Nuts: Obese -
Mattson
Innovation for the F&B Industry
May, 2005
41
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
Innovation for the F&B Industry
May, 2005
42
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
Innovation for the F&B Industry
May, 2005
43
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
Innovation for the F&B Industry
May, 2005
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!
We asked consumers:
Do you ever cheat on your diet? Healthy Wt Obese
Yes 84% 84%No 16% 16%
Mattson
Innovation for the F&B Industry
May, 2005
45
The Question: Low fat, Low carb…What’s Next?
• 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
Innovation for the F&B Industry
May, 2005
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.
Mattson
Innovation for the F&B Industry
May, 2005
47
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
Innovation for the F&B Industry
May, 2005
48
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
Innovation for the F&B Industry
May, 2005
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.
Mattson
Innovation for the F&B Industry
May, 2005
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
Mattson
Innovation for the F&B Industry
May, 2005
51
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
Innovation for the F&B Industry
May, 2005
52
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
Innovation for the F&B Industry
May, 2005
53
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
Innovation for the F&B Industry
May, 2005
54
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
Innovation for the F&B Industry
May, 2005
55
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