I consume, therefore I am Rationale for customizing food products

to consumer unique preferences

Isabelle Lesschaeve, PhD Ag. Eng.

FEMA Annual Meeting May 8, 2012

2

There is no ONE consumer

Determinants of Food Preferences and Evolution

Customization of the Product Offering

There is no ONE consumer

Three major determinants of food choice and preference (Rozin, 1991):

• Biological factors

• Cultural factors

• Individual/Psychological factors

Also: • Socio-economic environment

• Context of purchase

• Heuristics

Biological determinants

Biological Determinants

Innate likes for sweet and dislikes for bitter and sour foods (Birch, 1982)

In utero nutrition impacts future child’s preference (Schaal, 2006)

Genetics: • Gender • Sensitivity to PROP

Biological Determinants

Sensory sensitivity • Anosmia or hyperosmia • Agueusia

• Decreased sensitivity with aging

• Preference increases with exposure and familiarity (mere exposure theory, Zajonc 1968)

• Preferences are acquired by associative learning • Results in desirable post-digestive consequences

• Acceptance or Rejection (Rozin, 2007)? • Ruled by sensory/hedonic reasons

• Anticipated consequences

• Ideational Reasons

Development of Food Preference

Investigating Sensory Preferences

White wine

Sensory Preferences for White Wines by Canadian Consumers

Use of preference mapping: To describe the sensory landscape available to

consumers

To determine the sensory attributes driving likes and dislikes for white wine

Lesschaeve et al., in press

Title Setting Sub-headline

Consumer tests - Tasting

• Rate their liking on a scale How much do you like this glass of wine?

Dislike extremely Like extremely

White Wine Preference Map

1 10

11 12

14

16

18

3

5

6

7

9

-20

-15

-10

-5

0

5

10

15

-25 -20 -15 -10 -5 0 5 10 15 20

F2 (1

2.27

%)

F1 (35.91 %)

Observations (axes F1 and F2: 48.18 %)

Liking

Smooth

Sweet

Lychee

Floral

Petroleum

Peas Pepper

Oak

Burning

Lesschaeve et al, 2011)

Segmentation based on Sensory Preferences

Most marketing professionals are familiar with segmentation based on demographics or lifestyles

© 2005 Constellation wines US

Segmentation based on Usage and Habits

White Wine Sensory Preference Map

1 10

11 12

14

16

18

3

5

6

7

9

-20

-15

-10

-5

0

5

10

15

-25 -20 -15 -10 -5 0 5 10 15 20

F2 (1

2.27

%)

F1 (35.91 %)

Observations (axes F1 and F2: 48.18 %)

Liking

77%

Smooth

Sweet

Lychee

Floral

Petroleum

Peas Pepper

Oak

Burning

Lesschaeve et al, 2011)

White Wine Sensory Preference Map

Cluster 1 (N=92)

Cluster 2 (N=28)

Total sample (N=120)

Proportion in the total sample

77 % 23 % 100 %

Proportion Local Wine Drinkers

32 % 43 % 34 %

Proportion Imported Wine Drinkers

30 % 39 % 32 %

Proportion Millenials

38 % 18 % 33 %

NS

Lesschaeve et al, in press)

White Wine Sensory Preference Map

Cluster 1 (N=92)

Cluster 2 (N=28)

Total sample (N=120)

Proportion in the total sample

77 % 23 % 100 %

Proportion Local Wine Drinkers

32 % 43 % 34 %

Proportion Imported Wine Drinkers

30 % 39 % 32 %

Proportion Millenials

38 % 18 % 33 %

NS

Lesschaeve et al, in press)

E

H G R

I J

L

M

S

U

F

W V

P

A

N K

T

Q

B

C D O

Sweet Taste Fruity Smell and Flavor

Intense Smell and Flavor Some Vanilla

Toasted Oak Flavor

Alcohol Smell and

Flavor

Lingering Aftertaste

Sour Taste Bitter Taste

Dry, Puckery

Berry

Smooth

Spicy oak

Lesschaeve et al, 2001

Liking

Chardonnay (USA)

ASTRINGENT

SWEET

GRASSY

BITTER AT BANDAID

TOASTED OAK

SMOKY

SMOOTH

COOKED FRUIT

ASPARAGUS

BACK LPEPPER

RASPBERRY

BERRY JAM

VISCOUS

VANILLA

HOT

CASSIS

BUTTER

W8

W6

W5

W10

W9

W4

W7

W12 G3 W13

W14 W15

W2

G2

W16 W1

G1

W3

Red Wine Preference Map (USA)

Lesschaeve et al , 2000

Common Latent Dimensions across Product Categories

Sensory preferences tend to reflect biology • From unripe to ripe (Citrus to tropical)

• From safe to unsafe (Fruit to Wood/Mineral; Sweet to Bitter)

Consumer Preference and Food Choice

Product

Physical and chemical characteristics

Nutritional value

Physiological effects:

Satiety, hunger, thirst, appetite

Consumer

Perception of sensory attributes

Psychological factors: Personality, previous experience, mood,

beliefs, values

Behaviour:

Choice/Consumption /Preference

Socio-economic context

Price, availability, brand,

social-cultural factors

Attitudes towards sensory attributes, health/nutrition,

price/quality

(Adapted from Shepherd, 1985)

Demographics

Psychological determinants

Role of Heuristics

Heuristics

Strategies using readily accessible, though loosely applicable, information to control problem solving in human beings

Triggers: • Package information: price, brand, claims, nutritional facts,

ingredients, design

• Beliefs generating attitudes

• Personal values

• Motivation

• Memory

Influence of Information

Sensory preferences for peaches may be altered by information

0

1

2

3

4

5

6

7

8

9

10

LNO LO INO IO

Likin

g

Scor

e

s

Blind

Labeled

Wu et al, 2012

Liking of the same white wine as a function of region of origin and price

-1

-0.5

0

0.5

1

1.5

2

Cluster 1 Cluster 2 Cluster 3

Niagara P. None Beamsville None $13-15 $16-20

Appellation Sub-Appellation Price range

Lesschaeve et al, 2009

Other heuristics

Effect of a position in a sequence of tastings

(Mantonakis et. al, 2009)

Low Knowledge High Knowledge

Factors Triggering Purchase at POS

Ontario Consumers’ Motivations for Purchasing Red Wine

Elements tested

Category1: Wine Type Cabernet Franc...the other Cabernet Meritage... a traditional blend of Cabernet Sauvignon, Cabernet Franc and Merlot Pinot Noir… you can taste the terroir in every sip Gamay Noir… adapts to different wine styles Shiraz or Syrah… same grape, same wine regardless of the name Made partially or entirely from dried red grapes to concentrate the flavours you enjoy Category2: Region of Origin Product of France Product of Australia Product of Chile Product of Canada, VQA Prince Edward County Product of Canada, VQA Niagara Peninsula Blended from International and Canadian wines

Category3: Consumption Occasion Make an evening out with a loved one even more enjoyable A great way to celebrate special occasions Sure to impress clients and colleagues alike Relaxes you after a busy day A wine to enjoy with friends A great accompaniment to your meal

Category4: Extrinsic and In Store Cues Pure sophistication With such a strong reputation, this winery's wines must be good Experience the charm of the winery through its wines Funky, bright and colourful.... a wine for life's lighter moments With a staff pick… your choice is simple Buy worry free… available for you to sample

Category5: Beliefs/Values Worth every penny Feel good serving to the people you care about Reflects your lifestyle and individuality Great reviews on-line... your buying decision made easy Rich in antioxidants Recommended by family and friends... you are sure to love it

Category6: Quality Great wine, every time... with the taste you expect Taste the quality of craftsmanship from the grape grower to the winemaker Ruby red with flavours of black currant and a hint of green pepper A full bodied wine with a warm plumy fruit flavour and a little bit of dryness Pale in colour with a light flavour of raspberries and soft oak notes Made in the tradition of the greatest wine producers

Example of vignette

Typing consumers mindset for red wine

Three distinct segments:

• Cool climate enthusiasts (37%) favor cabernet franc and pinot noir wines from cool climate regions with rich flavours;

• Social Sippers (23%) are driven by meritage style and value wines matching their lifestyle;

• Big red drinkers (40%) who enjoy full bodied wine from Australia.

Nice to know there are different consumer segments. How do we use this information?

Typing consumers mindset for red wine

Typing consumers mindset for red wine

Typing consumers mindset for red wine

Summary

• Biological factors along with individual characteristics moderate individual sensory preferences

• Latent dimensions of sensory preference exist across product categories

• Psychological and non sensory factors lead consumers to use heuristics to help them make a choice

• Knowledge of these factors and how they affect consumers decision making enables customization of product offering

• Sensory attributes and non sensory cues need to align to maximise consumer experience

www.vinelandresearch.com

Dr. Isabelle Lesschaeve Isabelle.lesschaeve@vinelandresearch.com +1 905 562-0320 Ext.769

Thank You!