protein innovation: consumers driving growth · 2020-02-07 · consumer results support our...
Post on 10-Apr-2020
0 Views
Preview:
TRANSCRIPT
Protein innovation: consumers
driving growth
Driving Better Sensory Outcomes
with Plant-Based Proteins
Kimberly Hogan
Sensory Scientist
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Three phase approach to optimize product development
Voice of Consumer
Product Understanding
Consumer Understanding
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
https://xapp-wpengine.netdna-ssl.com/wp-content/uploads/2014/08/consumer-engagement.png
Voice of Consumer
Who is my target consumer?
What do they need?
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Plant protein market perspective
64%CONSUMERS ARE LOOKING
FOR PROTEIN64% consumers are trying to consume
more protein (IFIC, 2016)
Source: Innova Market Insights
INTEREST IN PLANT
PROTEINS IS ON THE RISE35% of consumers who are trying to
increase their protein intake say they
are consuming more plant proteins (DuPont Protein Perception Study, 11-Country Global Rollup
(n=1,571), 2017
35%
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
What’s driving the trend towards plant?
The 3 primary drivers behind choosing plant are those who want daily living benefits like
• energy, digestive health and clean eating;
• health-related benefits like heart health and immunity;
• and socially-driven benefits like sustainable ingredients and environment.
Health
Heart health
Prevents illness
Builds strong bones
Live longer
Skin health
Daily living
Healthier product
Avoid toxic chemicals
Energy
Digestion
Clean eating/safer
Social
Sustainable ingredients
Lifestyle preference
Environment
Animal treatment
Influence of family/peers
Q13) Please rate the importance of each of the following in driving your plant-based food/beverage choices.
Source: HealthFocus Plant Based Study August 2017
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
'Protein' and 'plant protein' drives
greater consumer interest than source
Key study conclusions:
• Protein content is a more important purchase
consideration than protein source.
• Consumers can more readily assign benefits to broad
categories of proteins, such as meat, dairy or plant.
• They are less familiar with specific benefits of individual
sources such as whey, soy, pea and casein.
• Consumers’ perception of 'plant protein' is very favorable,
often on par with dairy protein.
• Plant protein positioning is more compelling to consumers
than what sources are used to deliver it.
Study overview:
• 11-country study to
understand consumer
perception, knowledge,
attitudes and interests
surrounding protein &
specific sources, both plant
& animal
• 5,597 total on-line surveys
• Field date: January-
February 2017
Findings from DuPont’s 2017 Global Protein Perception Study
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
What are the sensory characteristics of my product?
Ingredient & application
AstringentMetallic
Product Understanding
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Plant protein space has a wide variety of attributes Use descriptive analysis to identify sensory characteristics of each protein
Soy: beany/legume notes, less chalk
mouthcoating, more viscosity
Pea: vegetative, pea,
green, salt, bitter
Rice: grain, sweet aromatics, particles,
chalky mouthcoating, astringent
Whey:
dairy, whey, sour
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Not only differences among protein types
but large variation within proteins
Diversity of characteristics within single proteinMap of commercial pea proteins sensory landscape
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Sensory challenges caused by plant proteins
Mouthfeel
• Lower solubility of some plant proteins
• Gritty/chalky mouthfeel
• Unpleasant particulates
Flavor
• Variety of off notes
- including within specific types of plant proteins
• Distinct flavor
• Plants don’t taste like typical protein
sources
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Does my consumer like my product?
Consumer Understanding
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Consumer testing methods to understand likes and dislikesUnderstand consumer responses to commercial and prototype samples
Dislike very much, 2.1
Like slightly, 6.1
Neither like nor dislike; 5.8
Dislike slightly, 4.8
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Dislike extremely Dislike very much Dislike moderately Dislike slightly Neither like nordislike
Like slightly Like moderately Like very much Like extremely
Commerical DBB DuPont DBB Commerical RTD DuPont RTD
Opportunities
for continued
improvement
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
More to consumer testing than overall likingProvide insights to liking scores
How likely are you to buy this product if it were available
in the stores where you normally shop ?
• Definitely would buy
• Probably would buy
• Might or might not buy
• Probably would not buy
• Definitely would not buy
Just about right scales
Not enough
Just about right
Too much
Sweetness JAR
Flavor JAR
Thickness JAR
Mouthfeel JAR
20 40 60 80 1000
Percentage of consumers
Meets expectation
Much better
than I
expected
Somewhat
better than I
expected
About what
I expected
Somewhat
worse than I
expected
Much worse
than I
expected
Fre
quency o
f consum
ers
30
Product #1
Product #2
Product #3
25
20
15
10
5
0
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Flavor & mouthfeel recommendations
• Maximizing plant proteins with smoother mouthfeel and
cleaner flavor when possible
• Embrace the flavor
- if protein tastes grainy – make a bakery inspired concept
- if the protein tastes nutty – enhance and define the nut flavor
• Use lingering flavors to cover the aftertaste
- such as cinnamon or coffee
Blueberry muffin
Chocolate hazelnut
Cinnamon Chai
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Consumer Results Support our Hypothesis:Combine methods to define sensory attributes that drive consumer likingBuild a statistical model to predict consumer liking scores
This Photo by Unknown Author is licensed under CC BY-SA
Product
understandingConsumer
understanding
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Consumer Results Support our Hypothesis:Continuous workCategory review of the alternative protein market in 2019
}
This study will build upon our
2015 RTD Beverage DOL Study
with a focus on plant-based
offerings & benchmark how the
segment has evolved since 2015.
Consumer overall liking mean scores
(n=281)
Soy + dairy protein
All dairy protein
Pea + dairy protein
All plant protein
Information Classification: GeneralCopyrig
ht
©2019 D
uP
ont
or
its a
ffili
ate
s. A
ll rig
hts
reserv
ed
Key takeaways
• Clearly define your target consumer.
• Know what they want from the product or category
• Understand your product.
• At an ingredient level and in application
• Understand how your consumer responds to your product.
• Make adjustments when consumer expectations are not met
• You could miss your target if you skip just one key step.
Voice of Consumer
Product Understanding
Consumer Understanding
Copyright © 2019 DuPont and Dow. All rights reserved. The DuPont Oval Logo and DuPont™ are trademarks of E. I. du Pont de Nemours and Company or its affiliates. The Dow Diamond Logo, Dow™ are trademarks of the Dow Chemical Company or its affiliates.
Nothing contained herein shall be construed as a representation that any recommendations, use or resale of the product or process described herein is permitted and complies with the rules or regulations of any countries, regions, localities, etc., or does not infringe upon patents or other intellectual property rights of third parties.
The information provided herein is based on data DuPont believes to be reliable, to the best of its knowledge and is provided at the request of and without charge to our customers. Accordingly, DuPont does not guarantee or warrant such information and assumes no liability for its use. If this product literature is translated, the original English version will control and DuPont hereby
disclaims responsibility for any errors caused by translation. This document is subject to change without further notice.
top related