Beansconsumption Consumer)...
Transcript of Beansconsumption Consumer)...
Beans consumption
Consumer Behaviour
Bean's main spontaneous associations:
Appreciated by chefs and consumers
Consumer habits:
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Beans
Rice
Chicken
Beef
Vegetables
Pasta
Fish
Soups
PRODUCTS BOUGHT TO BE CONSUMED INYOUR HOUSEHOLD IN THE LAST MONTH
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Beans
Rice
Chicken
Beef
Vegetables
Pasta
Fish
Soups
FOODS PREPARED FOR YOUR FAMILYIN YOUR HOUSEHOLD
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91
Soups
Fish
Pasta
Beef
Chicken
Rice
No, I consume all
FOODS YOU NOT CONSUME
S7. And which of these products did you personally buy to be consumed in your household in the last monthS8. What foods do you prepare for you and your family in your household?S9. Do you not consume any of these foods, no matter what?
4Base size: 240S11. Approximately, how many kilograms of beans are consumed in your household per month? (SA)S12. And how often do you prepare beans in your household? (SA)
Passionate about rice and beans, in São Paulo consumers prefer Carioca beans and prepare them ~2 times a week.
2.5Times per Week
Kilos per month
USUALLY CONSUME
Carioca100%
Black55%
Black-‐eyed15%
Navy13%
Cowpea13%
None81% Yellow7%
Kidney5%
Rejection
Others10%
Carioca98%
Black1%
Cowpea5%
Navy5%
Others3%
MOST OFTEN
Rice and beans are so important for Brazilian cuisine that this combination represents “the foundation” of most important meals: lunch and dinner.
Eating Rice and beans represent a very cultural behavior of every Brazilian family. This plate combines its richness in essential nutrients and low price, being accessible to all Social Economical Levels.
Rice + Beans
Consumer prepares
Beans main attributes are related to the quality perception:
Product requirementsAspects considered in the evaluation of beans available in the market
FlavorØ Soft / SmoothØ ideal texture: firm, not hard and not too
soft. The grain and the shell remain intact without smashing
Ø Broth according to the personal taste , very likely to be thick
ColorØ Light brownØ Soft / naturalØ Dark broth very refers to "dirty" and low
quality bean
Grain texture
Aroma
Ø NiceØ Trustworthy / typicalØ Inviting / whets the appetite
Ø Prevalência do gosto do feijão, com um leve sabor da mescla de sal e outros temperos utilizados
Similar to both Chefs and housewives
Test results
Consumers feedback
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UNBRANDED TESTED PRODUCTS
Guest beansAmerican Pinto beans
Benchmark Camil
Base: 240
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In general both beans, guest beans and benchmark, have similar performance in consumer’s overall opinion.
37 3
28 32
45 39
20 22
GUEST BEANS CAMIL (BENCHMARK)
Excellent
Very good
Good
Fairly good
Neither poor nor good
Fairly poor
Very poor
MEAN = 5,77
OVERALL OPINION
P4. Which of the following sentences best describes your overall opinion about the beans that we left to test?
MEAN = 5,65
* = statistically significant more than 90% confidence level
In general none is better than the other
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ATTRIBUTES1. Overall Appearance -‐ before cooking
2. Size -‐ before cooking
3. Color -‐ before cooking
4. Wholeness before cooking
5. Overall Appearance -‐ after cooking
6. Size -‐ after cooking
7. Color after cooking
8. Wholeness after Cooking
9. Time it takes to cook
10. Consistency / Texture after cooking
11. Ability to make broth
12. Taste of these beans before seasoning
13. Taste of these beans after seasoning
14. Yield
Tplot MEAN (95%)
Overall Opinion
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1011
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CAMIL BENCH
MAR
K (5.65)
GUEST BEANS (5.77)
Base: 240
Guest Beans: better performance on “before cooking” attributes: appearance, color and wholeness.
10Base: 240
There is a belief that lighter beans are better quality products.Guest Beans high performance in appearance is probably driven by its lightness perception
before being cooked.
https://www.youtube.com/watch?v=0hPoaSoDwyU
http://idealreceitas.com.br/como-‐clarear-‐o-‐feijao-‐escuro-‐antes-‐de-‐cozinhar
some blogs and recipe pages give tips on “how to lighten the beans”
Penalty AnalisysCOLOR INTENSITY BEFORE COOKING
GUEST BEANS
CAMIL (BENCHMARK)
-‐0.46 5%
Lighter
91% 4%
Darker
0.01
0.33 3%
Lighter
78% 19%
Darker
-‐1.49
2,74 1,03 2,47 1,08
11P5. What did you most like about these beans? What else? Anything Else?
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TASTE
PRACTICITY
BAKING
BROTH
GUEST BEANS (BENCHMARK)
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32
42
63
TASTE
BAKING
PRACTICITY
BROTH
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TASTE
BROTH
BAKING
PRACTICITY
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CHARACTERISTIC BEAN
BAKING
PRACTICITY
COLOR / APPEARANCE
DISLIKES17%
LIKES100%
DISLIKES13%
INDEX OF MULTIPLICITY
Dark color dislikes of benchmark beans spontaneously mentioned Consumer stated their dislike about its “Dark color” and “ugly/strange appearance”.
Guest beans have no (zero) mentions about this issue
LIKES96%
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3
3
28
34
45
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24
28
GUEST BEANS
CAMIL (BENCHMARK)
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In Brazil consumers use to soak beans before cooking to soften the grains, spending less time to cook.
In terms of timing both are equally fast to be prepared. But Guest beans have high advantage in its consistency/texture.
https://www.youtube.com/watch?v=_pDkWlAWZ9M
61% Soak the beansFor 2 hours
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GUEST BEANS
CAMIL (BENCHMARK)
MEAN = 5,73
MEAN = 5,67
TIME TO COOK (%)
CONSISTENCY/TEXTURE (%)
MEAN = 5,90*
MEAN = 5,64
P19. Which of the sentences on this showcard best describes the time it takes to cook this product?P22. Which of the sentences on this showcard best describes the consistency/texture of these beans after cooking?
* = statistically significant more than 90% confidence level
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3.50
3.70
3.90
4.10
4.30
4.50
4.70
4.90
5.10
Has a superior quality product
Is recommended by acquaintances/ friends/ relatives/
neighbors
Is a known brand Is my family�'s favorite
Has a good appearance after
cooking
Makes a thick broth
Is very tasty Its beans not break, be while
Would be on my shopping list
Attributes (Mean)
Would be the Ideal
GUEST BEANS
CAMIL (BENCHMARK)
O = statistically significant more than 90% confidence level
Guest beans meets consumer’s expectation on what is the ideal in terms of quality, taste, appearance and wholeness.
The performance of guest beans considering stages of evaluation:
Very positive performance in almost all requirements
1º moment
uncooked
Seasoning3º moment
2º momentDuring
preparation
FlavorTextureColor Aroma
4º momentReady
Clean, light, a little bit more spots: high quality perception
Perfect grains
Very good, cooked beans
Higher cooking time (partial)
Kept light Evidencies the spices used
grains remain intact and grow / "double" the size
incorporate the spice
Meets all the requirements
Softer
Legenda:NegativoPositivoRuídosNA (não se aplica)
NA NA
NA
Guest beans preparation on foodservice: 275 consumers
50% of the consumers perceive the difference between guest and carioca beans, but in a positive way
Guest beans preparation on foodservice: 275 consumers
ü moisture = greater capacity for increased yield.
ü It is well accepted by consumers: special attention to taste, texture and size.
ü Different nutritional aspects: Ø Less calories (carbohydrates,
proteins)Ø More Fiber, phosphorus and
potassium. 89%