Transcript Project Crescent Proposal December, 2004

NCIFT 2005
A Tool for Developing
New Products to Meet Evolving
Needs
Innovation
for the Food & Beverage Industry
2005
Contents
•Part 1:
–Who We Are
•Part 2:
–The current tools we use to “Bring it all Together”
•Part 3:
–The Primary Research We Just Fielded
•The Tool That Has Resulted
•Part 4:
–Hot Off the Press: New Products from the 2005 FMI Show
Mattson
Innovation for the F&B Industry
May, 2005
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Contents
•Part 1:
–Who We Are
•Part 2:
–The current tools we use to “Bring it all Together”
The country’s largest
•Part 3:
INDEPENDENT
–The Primary Research We Just Fielded
new
development firm
•The
Toolproduct
That Has Resulted
In the F&B industry
•Part 4:
–Hot Off the Press: New Products from the 2005 FMI Show
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Innovation for the F&B Industry
May, 2005
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Who We Are: Our Assets
Foster City (N. California)
•65 full-time employees
Development labs:
•20,000 square feet
•2 pilot plants
Consumer Research Facility:
•Focus Groups
•CLT Taste Tests
•Other
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Our Services
• Ideation • Concept Development • Product Development •
Consumer Insights • Scale Up & Commercialization
• Consumer Guidance Panels •
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Packaged Foods --- Foodservice Suppliers --- Restaurant Chains
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Our Philosophy
CREATIVE
CULINARY
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TECHNICAL
7
Some of Our Commercialized Successes
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Contents
•Part 1:
–Who We Are
•Part 2:
–The current tools we use to “Bring it all Together”
•Part 3:
–The Primary Research We Just Fielded
•The Tool That Has Resulted
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Innovation for the F&B Industry
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Consumer
Guidance
Panels
Use Feedback
to Recruit
Consumers
WHILE
we ideate
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Consumers Can be
Located Anywhere
Geographically
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Develop Concepts Traditionally or using ProtoThink®
• The Opportunity
• The Brand Name/Descriptor
• Product Form
• Varieties
• Consumer Prep
• Enabling Ingredients
• Technology
• Packaging
• Positioning
• “Research Ready”
Concept Statement,
for example:
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Test Concepts With Panels While We Develop Protocepts
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Revise Protocepts & Refine Concept Using Panel
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Make Samples to Ship to Consumers’ Homes
Mattson-made Protocepts
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Results -- A focus
on speed.
Watch results come in LIVE!
We focus on communicating
results quickly, then moving
on to developing insights
into the next issue.
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Contents
•Part 1:
–Who We Are
•Part 2:
–Our typical methodology to “Bring it all Together”
•Part 3:
–The Primary Research We Just Fielded
•The Tool That Has Resulted
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The Question: Low fat, Low carb…What’s Next?
•
We Asked Consumers
– Using Feedback®, our Consumer Guidance Panel Tool, we:
1. Fielded a study of consumers’ nutrition attitudes for the next 12 months
2. Asked height and weight of all respondents
3. Calculated BMI of respondents
4. Cross-tabulated the responses based on Body Mass Index
•
The Big Questions:
– Are the attitudes of the Obese different from those of healthy weight?
– How can we use this information to create successful new products?
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A Refresher*
BMI =
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Innovation for the F&B Industry
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BMI
< 18.5
18.5-24.9
25.0-29.9
Weight Status
Underweight
Normal Weight
Overweight
30.0 and +
Obese
__ [Wt in Pounds]----------- x 703
[(Ht in inches) x (Ht in inches)]
*Source: http://www.cdc.gov
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BMI Measures Body Fat
Is is just one measure of health*:
Unfortunately, most Americans look more like this!!
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Innovation for the F&B Industry
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*Source: http://www.cdc.gov
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Our Study:
Sent to 10,000+ consumers via email
4678 Consumers responded
Of the 4000+ sample, the following subgroups
were tabulated:
Healthy Weight
Obese
N = 1311 (28%)
N = 3155 (67%)
Underweight*
N = 212 (5%)
This group is NOT included in the following data
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Our Study Asked:
Over the course of the next 2 years, do you plan to
eat less, the same, or more of each of the following?
Fruits
Vegetables
Sweeteners
Nuts, legumes
Grains
Dairy Products
Oils/fats
Proteins
Beverages
Snacks
Restaurant Meals by Segment
Skipped meals by daypart
Nutritionally-focused foods
Methods of food preparation
Nutrients
Miscellaneous other categories
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The
RESULTS
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General Population: Fruits & Veggies
#1 Fruit Consumers Say
They Will Eat More of in
next 2 Years:
#1 Veg Consumers Say
They Will Eat More of in
next 2 Years:
Apples (40%)
Broccoli! (47%)
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Our Findings:
Fruits & Veggies
A pples
A voc ados
M angoes
C arrots
L ettuc e
P otatoes
C orn
Bananas
% Saying Will E at
MORE:
% Saying Will E at
LESS:
H ealthy Wt
O bes e
H ealthy Wt
O bes e
36%
20%
16%
39%
39%
16%
23%
34%
39%
16%
14%
40%
47%
14%
23%
36%
2%
11%
13%
3%
2%
15%
8%
4%
3%
16%
15%
3%
2%
19%
10%
5%
Insight:
•Avocados are highly polarizing based on weight
•Corn & potato products appeal LESS to
American consumers who are overweight
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Our Findings:
Superfoods
Broc c oli
T omatoes
G reen Soybeans (edamame)
Blueberries
Spinac h & O ther L fy G reens
T omatoes
P omegranates
Red or blac k grapes
% Saying Will E at
MORE:
% Saying Will E at
LESS:
H ealthy Wt
O bes e
H ealthy Wt
O bes e
43%
36%
14%
30%
44%
35%
10%
25%
45%
37%
11%
28%
42%
37%
9%
25%
3%
4%
17%
5%
4%
4%
16%
4%
4%
5%
21%
8%
6%
5%
18%
6%
Our Perspective on This Finding:
Soybeans = perceived healthy food that has
not been accepted or embraced by the Obese
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General Population: Sweeteners
#1 Consumers Say They
Will Eat More of in next 2
Years:
#1 Consumers Say They
Will Eat less of in next 2
Years:
Splenda (25%)
Tie:
Sugar & Sweet’N’Low
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Our Findings:
% Saying Will E at
MORE:
% Saying Will E at
LESS:
Sweeteners
H ealthy Wt
O bes e
H ealthy Wt
O bes e
Sugar
H oney
Splenda®
E qual®
Sweet- N - L ow®
Stevia
3%
13%
23%
3%
2%
4%
2%
13%
27%
4%
3%
5%
31%
10%
20%
30%
36%
16%
41%
15%
19%
31%
37%
16%
Insight:
Splenda = well-positioned for appealing to Obese
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Innovation for the F&B Industry
May, 2005
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General Population: Grains, Beans & Legumes
#1 Consumers Say They
Will Eat More of in next 2
Years:
#1 Consumers Say They
Will Eat less of in next 2
Years:
Brown Rice (28%)
White Rice (26%)
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Our Findings:
Beans,
Legumes, Nuts
Beans ie blac k, pinto, baked
P eanuts
Soy N uts
Walnuts , pec ans , almonds
G reen Soybeans (edamame)
% Saying Will E at
MORE:
% Saying Will E at
LESS:
H ealthy Wt
O bes e
H ealthy Wt
O bes e
27%
17%
13%
20%
14%
26%
16%
11%
19%
11%
7%
11%
18%
7%
17%
9%
11%
22%
10%
21%
Insight:
Soy Nuts = Again, soy is polarizing
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Innovation for the F&B Industry
May, 2005
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General Population: Dairy
#1 Consumers Say They
Will Eat More of in next 2
Years:
#1 Consumers Say They
Will Eat less of in next 2
Years:
Yogurt (30%)
Whole Milk (43%)
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Some Interesting Findings:
Dairy
C ottage C hees e
C ream C hees e
I c e C ream
Reduc ed F at M ilk
Skim M ilk
Y ogurt
Whole M ilk
% Saying Will E at
MORE:
% Saying Will E at
LESS:
H ealthy Wt
O bes e
H ealthy Wt
O bes e
18%
7%
8%
12%
15%
29%
5%
21%
7%
6%
14%
16%
30%
4%
13%
16%
24%
17%
20%
9%
37%
13%
18%
30%
18%
21%
10%
45%
Insight:
Opportunity to market Cottage cheese-based
Dairy products to the Obese?
Mattson
Innovation for the F&B Industry
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General Population: PROTEIN
#1 Consumers Say They
Will Eat More of in next 2
Years:
#1 Consumers Say They Will
Eat less of in next 2 Years:
Chicken (35%)
Bacon (31%) & Duck (33%)
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Our Findings:
Proteins
Bac on
Beef
D uc k
C hic ken
E ggs
P ork
Salmon
T una
% Saying Will E at
MORE:
% Saying Will E at
LESS:
H ealthy Wt
O bes e
H ealthy Wt
O bes e
5%
9%
3%
29%
11%
10%
24%
22%
4%
9%
3%
37%
10%
11%
25%
27%
27%
15%
31%
3%
8%
13%
13%
8%
31%
17%
34%
2%
10%
14%
15%
7%
Insight:
•Bacon says bye-bye to good ‘ol Low Carb days
•Tuna & Chicken still show potential for
“health” positioning
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Innovation for the F&B Industry
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General Population: BEVERAGE
#1 Consumers Say They
Will Drink More of in next
2 Years:
#1 Consumers Say They Will
Drink less of in next 2 Years:
Black Tea (12%)
Red Wine (12%)
Beer (34%)
Caffeine (34%)
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Some Interesting Findings:
Beverages
Beer
Blac k T ea
G reen T ea
White Wine
Red Wine
H erbal T ea
Spirits
% Saying Will E at
MORE:
% Saying Will E at
LESS:
H ealthy Wt
O bes e
H ealthy Wt
O bes e
4%
10%
27%
7%
13%
18%
4%
3%
12%
29%
6%
11%
19%
3%
31%
17%
12%
21%
19%
15%
26%
35%
18%
14%
26%
25%
17%
31%
In general, Obese plan to drink less of MOST
beverages.
Insight: perhaps beverage is not the way to
deliver nutrients, meal replacement?
Mattson
Innovation for the F&B Industry
May, 2005
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General Population: NUTRIENTS
#1 Consumers Say They
Will Consume More of in
next 2 Years:
#1 Consumers Say They Will
Consume less of in next 2
Years:
Fiber (43%)
Migraine Relief (13%)
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Innovation for the F&B Industry
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Some Interesting Findings:
Nutrients
A ntioxidants
Beta-c arotene
Bran/fiber
C alc ium
C hondroitin
E c hinac ea
Fiber Supplements
G luc os amine
G rapes eed
I ron
J oint P ain Relief
M igraine Relief
M ood s upport
M ultiple V itamins
O mega 3 Fis h O il
O mega 6 Fis h O il
V itamin C
V itamin D
V itamin E
% Saying Will E at
MORE:
% Saying Will E at
LESS:
H ealthy Wt
O bes e
H ealthy Wt
O bes e
36%
26%
39%
45%
9%
11%
15%
12%
8%
21%
13%
7%
9%
27%
20%
15%
25%
19%
20%
36%
27%
42%
39%
11%
11%
17%
13%
7%
18%
19%
8%
10%
27%
21%
17%
26%
21%
21%
3%
2%
2%
5%
3%
6%
8%
6%
8%
4%
8%
11%
11%
3%
7%
8%
1%
1%
2%
2%
2%
2%
2%
3%
7%
9%
7%
9%
4%
9%
14%
11%
2%
6%
7%
2%
2%
4%
Opportunity : Joint Relief/Prevention for the Obese?
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Innovation for the F&B Industry
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Ingredients Most Strongly Polarized
by Weight Category
• Avocados:
Healthy +
• Lettuce:
• Green Soybeans (edamame):
• Soy Nuts:
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Innovation for the F&B Industry
May, 2005
Obese Obese +
Healthy +
Obese Obese -
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How Consistent are Americans’ Eating Habits?
• We asked consumers:
–In the past 12 months, have you…
% Saying"Yes"
H ealthy Wt
O bes e
C hanged Y our E ating H abits ?
44%
62%
C ut A nything O ut of Y our D iet?
26%
39%
Most surprising to us…
large % saying they cut out soda/cola.
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Innovation for the F&B Industry
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How Do Consumers Classify Themselves?
• We asked consumers:
–Which statement best describes you for the next 12 months:
I am not on a particular diet but try to eat healthy f oods
I am not on a particular diet, and eat pretty much w hat I w ant
I am not on a particular diet, but plan to go on one very soon
I am on a diet
H ealthy Wt
O bes e
67%
60%
25%
17%
2%
9%
6%
15%
Only 15% of the Obese classify
themselves as “on a diet”!!
For those on a diet…
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Innovation for the F&B Industry
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We asked consumers:
What diet are you following?
We as ked c ons umers :
What diet are you following?
Low carb diet: Atkins
Low carb diet: South Beach
Jenny Craig
Weight Watchers
Dr. Dean Ornish
The Zone Diet
Low f at diet
Low sugar diet
Other f ormal diet
H ealthy Wt
O bes e
14%
13%
0%
18%
0%
0%
8%
10%
39%
15%
11%
1%
19%
0%
1%
12%
12%
30%
Majority follow a non-formal diet.
Mattson
Innovation for the F&B Industry
May, 2005
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How Consistent are Americans’ Eating Habits?
• Do you ever cheat on your diet ?
We as ked c ons umers :
Do you ever cheat on your diet?
Y es
No
H ealthy Wt
O bes e
84%
16%
84%
16%
• What’s your favorite diet “cheating food” ?
–The classic “cheating foods”:
Chocolate, Ice Cream, Chips
–The “cheating food” of the 00s:
Bread!
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Innovation for the F&B Industry
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The Question: Low fat, Low carb…What’s Next?
•
So, We Asked Consumers This Same Question!!
Last year, LOW CARBOHYDRATE was the big diet and
nutrition news. What best describes YOUR diet in the
next year?
I w ill eat smaller portions
I w ill eat healthier f oods
I w ill eat f ew er calories
I w ill eat f ew er carbohydrates
I w ill eat more f iber
I w ill eat more f ruits and vegetables
I w ill eat more w hole grains
I w ill eat less unhealthy f ood
I w ill eat more natural f ood
I w ill eat less f atty f ood
I w ill eat less pre-packaged food
I w ill eat less f ast f ood
I w ill eat basically the same stuf f IÕve been eating
I w ill eat basically the same but I w ill exercise more
Other change:
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Innovation for the F&B Industry
May, 2005
Healt hy W t
Obese
9%
20%
5%
3%
2%
10%
1%
4%
2%
2%
1%
2%
24%
12%
2%
16%
20%
6%
7%
2%
9%
1%
5%
1%
2%
1%
2%
12%
13%
3%
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The Question: Low fat, Low carb…What’s Next?
•
Back to The Big Questions:
•
Are the attitudes of the Obese different from those of healthy weight?
– Conclusion: YES, but in specific and unpredictable ways
•
How can we use this information to create successful new products?
– Create a tool for our clients to gain similar insights as we did on this study.
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Innovation for the F&B Industry
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The Result: A new, Standing
Feedback® Consumer Guidance Panel
500 Obese
Consumers*
Mattson
Innovation for the F&B Industry
May, 2005
&
500 Normal
Weight
Consumers*
* As determined by Body Mass
Index, calculated from selfreported height and weight.
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500 Obese
Consumers*
Test concepts:
Compare Results of Both Panels
Test protocepts:
Compare Results of Both Panels
Mattson
Innovation for the F&B Industry
May, 2005
&
500 Normal
Weight
Consumers*
* As determined by Body Mass
Index, calculated from selfreported height and weight.
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Why is Feedback Thick & Thin
the right Tool for the Food Industry?
• CDC says:
–In the United States, obesity has risen at an epidemic rate during the past
20 years.
–One of the national health objectives for the year 2010 is to reduce the
prevalence of obesity among adults to less than 15%.
–Research indicates that the situation is worsening rather than improving.
• Mattson says:
–If you are not doing something to address this issue now, you are not
planning properly for the future.
–If you’re not thinking about the problem, you are probably part of it.
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Innovation for the F&B Industry
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Summary: Our Brands
• Mattson
–Concept Development
–Protocept Development
–F&B-focused Marketing Research
–Scale Up and Commercialization Support
• Feedback®
–Feedback® Consumer Guidance Panels
–Feedback® Thick & Thin
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Innovation for the F&B Industry
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Contents
•Part 1:
–Who We Are
•Part 2:
–The current tools we use to “Bring it all Together”
•Part 3:
–The Primary Research We Just Fielded
•The Tool That Has Resulted
•Part 4:
–Hot Off the Press: New Products from the 2005 FMI Show
Mattson
Innovation for the F&B Industry
May, 2005
51
The Trend: Everything Chips!!
• What’s driving it:
–Snacking/blurring of mealtimes
–Need for convenience/portability
• Examples:
–Ritz Chips
–Oberto’s new Beef Jerky Crisps
–Pretzel Crisps
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Innovation for the F&B Industry
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The Trend: Soup is Hot!
• What:
–Proliferation of soup introductions from shelf to cooler to freezer
• Who?
–Campbell’s Selects - aseptic
–Moosewood - refrigerated
–The Soup Man - refrigerated
• Why?
–Low-calorie
and filling
–No action in
category for
years and years
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Innovation for the F&B Industry
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Flavor Trends:
• Berries, but especially Cherry!
–Cherrish Cherry Juice
–Izze Black Cherry Soda
–Nutrisoda Black Cherry-Apple Soda
–Think Organic Cherry Nut Bars
• Pomegranate Continues
–Pom Pomegranate Juice
–Izze Sparkling Pomegranate
–Litehouse Pomegranate & Blueberry Vinaigrette
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Innovation for the F&B Industry
May, 2005
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Just Plain Great New Products!
• McCormick Veggie Steamers
–Steaming bag + Seasonings
–Just add fresh or frozen veggies
• Simply Asia from Thai Kitchen
–Ready-to-Microwave Asian Noodle Bowls
• Alexia Artisan Breads
–Super-premium frozen breads:
• Ciabatta, 3 Cheese, Whole Grain, French Rolls
–Sold IQF (single portions) in multiserve bag
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Innovation for the F&B Industry
May, 2005
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