1

Food LikingConsistency and Variation in Asia

Hajime NagaiHajime Nagai

Cerebos Pacific LimitedCerebos Pacific Limited

SingaporeSingapore

19th July 200619th July 2006

2

Functional drink

03年

02年

01年

既存品

Green tea beverage in Japan market

       

3

Competitive Situation of Japanese beverage market

Consumer behavior and insights are critical for product development

Differenciation is required for production charactor

Target segmentation by consumer research technique

4

Cluster segmentation of drink liking (Japanese)

Coffee (with sugar & milk)

Black coffee

Green teaOolong tea

Infusion of parched barley

Jasmine tea

Blended tea

Black tea

Fruit juice

100% pure fruit juice

Carbonated drinks such as cola

Carbonated drinks excluding cola

Sports drink / Wellness beverages

Dairy drinks

Cocoa drinks

Mineral water

Coffee (with sugar & milk) 2

Black coffee 2

Green tea 2

Oolong tea 2

Infusion of parched barley

Jasmine tea 2

Blended tea 2

Black tea

Natural fruit juice

Sports drink/ Wellness beverages 2

Dairy drinks 2

Cocoa C1: Dislike salty/stimulating

C2: Prefer unsweetened drinksC3: Prefer carbonated drinks

C4: Favor stimulating/bitter

C5: Prefer brisk/sugarless

C6: Prefer sweetend drinks

-0.2

0

0.2

0.4

-0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3

5

Instant Chinese noodle in a cup

Hot curryEthnic food

Tom yam goong

Food in sweetened vinegar _

Korean pickles

Fermented soybeans CheesePickled ume

Marmalade

Liver

Pig innards

Fish internal organs

Black coffee

Milk coffee (with sugar)

Green teaOolong tea

Camomile tea

Beer

Wine

Campari soda

Gin WhiskyShortcake

Ice creamSweet chocolate

Bitter chocolateBean jam

Kappa ebisenPotato chips

Mint gumMint tablet

Grape fruitLemon

Celery

Sweet pepperCarrot

Bitter gourd

Pepper

Japanese pepper

Japanese horseradish

Coriander

Tabasco

Various citrons in Japan

CigaretteMenthol cigarette

C1: Dislike salty/stimulating

C2: Prefer unsweetened drinks

C3: Prefer carbonated drinks

C4: Favor stimulating/bitter

C5: brisk/sugarless

C6: Prefer sweetened drinks.

-0.2

0

0.2

-0.25 -0.2 -0.15 -0.1 -0.05 0 0.05 0.1 0.15

Cluster segmentation of food liking (Japanese)

6

Green Tea Beverages

preferable taste and flavor design of green tea beverages for consumer groups from varying social backgrounds.

“iemon” Suntory Limited

What about the other territory expansion ?

7

Taste Preference to novel drinks case study in US

We chose the 4 teas that were least familiar and least liked.

For a within-subjects exposure design, it is important that the teas be readily distinguishable. Otherwise, increasing familiarity with one tea contributes to familiarity with other teas.

Subjects could distinguish teas in a forced-choice paradigm, but rated them as being fairly similar. (Snow analogy)

green

green

Mugi charoasted barley

blend – green,roasted grain,Chinese herb

Collaboration study with Monnel Chemical Senses Center, Philadelphia USA

8

Essence of Chicken was formulated by Chef Henry Brand in 1835

Mr. Brand was a chef to the British Royal Family in Buckingham Palace during the reign of King George IV

Concerned about the ailing King’s health, he improved the age-old chicken soup remedy by creating a fat-free, easily digestible chicken consommé

BRAND’S Essence of BRAND’S Essence of ChickenChicken

9

BRAND’S Essence of Chicken is well known in Chinese society

Thailand

TaiwanChina

Hong Kong

Singapore

Malaysia

Japan?

10

"Well-balanced taste"Strength of well-balanced taste

Easy to drink, Strength of plane taste

Umami

“Body”Koku, Thick of taste

Toromi

Umami

Taste Attributes have close relationship with Overall Liking

Attributes of "Well-balanced taste" is high positive/negativeCorrelation with Overall Liking as follows

Easy to drinkStrength of well-balanced taste

Strength of plane taste

Chicken essence: Liking and Taste qualities

11

Taste profile of essence chicken(China study)

0%10%20%30%40%50%60%70%

Strength of fishy smell

Strength of medicinesmell

Umami

Kuse

Strength of aftertaste

Koku

Easy to drink

Feeling effect

P Q R S

12

Attributes evaluation _Top2(5+4) NOT AWARE(without concept)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Clarity o

f color

Color dark

ness

Strength

of fra

grance

Strength

of chick

en/chick

en soup aro

ma

Strength

of fish

y sm

ell

Strength

of Chinese

medici

ne smell

Strength

of chick

en/chick

en soup ta

ste

Strength

of fish

y taste

Strength

of oum

agi

Salty ta

ste

Sour taste

Sweet taste

Bitter t

aste

Strength

of Chinese

medici

ne taste

Strange ta

ste

Astringent m

outhfe

el

Refresh

ing of mouth

feel

Stickin

ess of m

outhfe

el

Thickness

of liquid

Easy to

drink

Strength

of afte

rtaste

taste

9F5 4S7 6T3 502

Taste profiles in different area

Note:Top2 boxes of 5 points scale(5+4) N=243

13

Geographical Differences– Ethnic, Culture and Food

Thailand

TaiwanChina

Hong Kong

Singapore

Malaysia

14

Overview of Strategy- Key Characteristics

ThailandThailandThailandThailand MalaysiaMalaysiaMalaysiaMalaysia Singapore Singapore Singapore Singapore Hong Hong KongKong

Hong Hong KongKong

ChinaChinaChinaChinaTaiwanTaiwanTaiwanTaiwan

Taste element C

Taste element A

Taste element B

*ML Malays

* ML Chinese

* ML Malays

* ML Chinese

15

For global understanding for consumer food behavior in Asia

Problem:

Flavor description in different country (language)

Sensory data (Taste and Smell)

16

For global understanding for consumer food behavior in Asia : Cont.

Food (drink) culture and history

Eating practice and behavior

Sensitivity to basic taste (sweet, bitter, salty and sour …)

Liking behavior to basic taste

In addition

Nutritional behavior

Health concern

17

Thank you !

Any questions to HN@cerebos.com.sg