Formulating for age: Measuring food perception &...

Innovation | Nutrition | Regulatory | Safety | Insight

Formulating for age:

Measuring food perception & appeal

Cindy Beeren, Director of Consumer, Sensory & Market Insight

17th November 2015

2© Leatherhead Research Limited 2015 www.leatherheadfood.com

Oil & gas technology

consulting

Science & technology

innovation, market

intelligence and

business strategy

Science & technology

advisory services for

food & drink

Product & technology

development for the

medical, consumer,

industrial & oil & gas

markets


Agenda

• Foods and beverages being purchased globally

• Consumer testing with ageing and elderly population

• Case study

• Ageing consumer’s about their experience


Product launches

136

71

95100

150

54

0

20

40

60

80

100

120

140

160

2010 2011 2012 2013 2014 2015

Global no. of NPLs with "elderly" (55+) positioning

Source: Mintel GNPD


Source: Mintel GNPD

Product launches by country

286

204

2717

9 8 6 5 4 3

0

50

100

150

200

250

300

350

"Elderly" NPLs from 2010-2015(Top 10 by Country)


Source: Mintel GNPD

Product launches per category

155

117

6863

48

26 2518 18 17

0

20

40

60

80

100

120

140

160

180

"Elderly" NPLs from 2010-2015(Top 10 by Category)


US data on supplements for “elderly”

Joint health positioning

16% of NPLs

in 2014

UP 11% from 2013

Collagen inclusion

3% of NPLs

in 2014

UP 19% from 2013

Brain health9% of NPLs

in 2014UP 22%

from 2013

Sarcopeniaprevention

related positioning

56% increase in NPLs

from 2013 to 2014

Products containing

luthein


from 2013 to 2014

Products containing zeaxhantin


from 2013 to 2014

Source: World Health Organisation


The Human Senses

Vision

Taste

Smell

Hearing

Touch


Real people

• For most valid results test with real

people

• Smaller consumer groups

• Qualitative testing

• Multiple sessions

• 1:1 interviews

• Reduce bias

• Training?

• Replicating 1 sample


Methods

• Liking scales

• 9 point scale

• School scale

• Focus groups

• Sorting tasks

• Free sorting

• Observation techniques

Source: Lisa Methven,

University of Reading

http://lvis/Images Consumer Testing/ANP13-1674-242.jpg

http://lvis/Images Consumer Testing/ANP13-1674-242.jpg


Marketing claims

• From Health to Sensory Claims

• Consumer engagement

• ASTM E1958-12


Product usage

• Home trials

• Measuring and minimising product waste

• Wider product feedback

• Product preparation, ease of use pack, storage etc.

• Understanding deviations from intended use

• More real life


Product experience

• Product and pack

• Setting/context

• Sensory

• Labels and contents

• Small focus groups discussing

all aspects of product

experience


Repeat consumption - elderly

14

• Sensory panel tasted 8

consecutive 5 ml shots of

ONS

• Scored 5 attributes after

each shot, and twice

between shots as after

effects

• Sweetness perception

maintained over time.

• Metallic and Mouthdrying

Perception build with time

Methven L, et al (2010) Food Quality and Preference 21:948-955

Effect of Repeat Consumption of Oral Nutritional Supplements: Sequential

Profiling by Sensory panel


Liking vs wanting

Familiarity increased…

…but liking did not!

Source: Lisa Methven

However, consumption of msg

soups increased!


Case Study

Sensory attributes and preference of low-volume oral nutritional

supplements (ONS)

• Good compliance is vital

• Sensory attributes influence compliance

C.M.Fry1, A.L.Cawood1, A.Ashouri2

1Medical Affairs, Nutricia Ltd, Trowbridge, UK, 2Leatherhead Food Research, Leatherhead, Surrey, UK


Case Study

*P<0.05, significantly higher score

compared with Product B

**P<0.05, significantly higher

score compared with Products B

and C

Figure 1: Comparison of mean sensory

attribute scores between products† (mean

± SD)

*

**

**

**

5.00

6.00

7.00

A B C

Mean Score

Product

55

60

65

70

75

A B C

%

Product

Figure 2: Percentage of participants who felt that the

thickness of the products† was “just right”

Results show variations in the

perception of sensory attributes of

different energy-dense, low-volume

ONS which appear to influence overall

preference


Consumer survey

22%

78%

Gender

Male Female

3%

33%

29%

28%

7%

0%

Age

40 41-50 51-60 61-70 71-80 81+

N=585

Source: Leatherhead Food Research


Difficult opening packaging

0 20 40 60 80 100 120 140

Bread

Other

Soda bottles

Milk

Biscuit packs

Fruit nets

Juice cartons

Sliced cheese/meat

Films/cardboard

Cans/tins

Jars

Difficult to open packaging

40 41-50 51-60 61-70 71-80 81+

N=585



Purchasing healthy ingredients

0 50 100 150 200 250

Sarcopenia

Resveratrol

Other

CoQ10

Lutein

Collagen

Protein enriched

Glucosamine

Anti-oxidants

Superfruits

Calcium

Green tea

Omega 3

None

Purchase products containing...N=585



Labelling

0 50 100 150 200 250 300 350 400

Other

Opening instructions difficult

None

Too much info

Instructions complicated

too little info

Ingredients easy to read

Instructions easy to read

Ingredients complicated

Use by date difficult to find

Instructions too small

Ingredients too small

Labelling

40 41-50 51-60 61-70 71-80 81+

N=585



References

• ASTM E1958-12, www.astm.org

• DLG & Leatherhead (2015) Sensory Claims – Methodological approach to development

and substantiation

• Fry, C.M., Cawood, A.L., Ashouri, A., (2015). Sensory attributes and preference of low-

volume oral nutritional supplements (ONS), Pangborn Poster presentation

• Leatherhead Food Research Publication, Ageing Population (2015)

• Methven, Allen, Withers & Gosney (2012) Ageing and Taste. Proceeding of the Nutrition

Society, 71 (4): 556-65

• Methven L, et al (2010) Food Quality and Preference 21:948-955

• Withers, Methven, Qannari, Allen, Gosney, & MacFie, (2014) JSS,

doi:10.1111/joss.12093

• Withers, Gosney & Methven(2013), JSS, 28(3) 230-237

Innovation | Nutrition | Regulatory | Safety | Insight

Thank you for your time

Cindy Beeren

[email protected]

Formulating for age: Measuring food perception &...

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