protein innovation: consumers driving growth · 2020-02-07 · consumer results support our...

Protein innovation: consumers

driving growth

Driving Better Sensory Outcomes

with Plant-Based Proteins

Kimberly Hogan

Sensory Scientist

Information Classification: GeneralCopyrig

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Three phase approach to optimize product development

Voice of Consumer

Product Understanding

Consumer Understanding


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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?


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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%


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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


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'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


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What are the sensory characteristics of my product?

Ingredient & application

AstringentMetallic



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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


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Not only differences among protein types

but large variation within proteins

Diversity of characteristics within single proteinMap of commercial pea proteins sensory landscape


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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


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Does my consumer like my product?



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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


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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


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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


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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

https://qsen-teambuilding.wikispaces.com/Team+building+assessment+tools

https://creativecommons.org/licenses/by-sa/3.0/


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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


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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



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.

protein innovation: consumers driving growth · 2020-02-07 · consumer results support our...

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