sensory perception of quality of products across europe · – preferred yolk colour, (roche,...

DSM Nutritional Products Europe

Sensory perception of quality of products across Europe:a case study on poultry quality

ESN Conference“Sensory Evaluation- More than just food”

Madrid, May 25th 2005

José María HernándezPoultry Egg Manager [email protected]


1AgendaAgenda

1. Food quality: the consumer point of view

2. Sensory aspects of egg quality in Europe

3. Sensory aspects of chicken meat quality

4. Conclusions


2AgendaAgenda

1. Food quality: the consumer point of view

• European Consumer Assoc. (BEUC) approach

• Consumer research in Spain, Germany


3“European Consumers: expectations about food of animal origin acoording to the European Consumer Association”B. Kettlitz, Head of Food Office, BEUC; Amsterdam, Nov. 1999,

• Safety• Nutritional value• Clear labelling • Ingredients• Price• Packaging• Brand reputation • Convenience• Product consistency• Suitability for specific situations• Origen• Ethical aspects• Environmental considerations•• Appearance and organoleptic characteristics (flavour, taste,Appearance and organoleptic characteristics (flavour, taste,colour,etc)

Not ranked,just gut feeling!

colour,etc)


Consumer research on egg & chicken meat qualityGermany 2000 and Spain 2001

• in 2 phases: quali & quantitative • questionnaire designed in a qualitative phase: meetings with 3 groupsof housewives/shoppers in each country• national representation (Germany split in 8 Nielsen areas; Spain in 17administrative Comunidades Autónomas)• Germany: 2000 telephone interviews (sample error= +/- 2,01 %, 95 %interval of confidence)• Spain: 3085 telephone interviews (sample error= +/- 1,76 %, 95 %interval of confidence)• Segmentations by age, sex, household size, children, etc


5Ranking (0-10) of “Food Quality Parameters” (BEUC)for Eggs in Spain, 2001 (3.085 consumers)

9.248.76

8.358.12

7.987.92

6.946.78

6.476.1

6.095.31

4.31

0 2 4 6 8 10

Freshness

Safety

Nutritional value

Animal feedingOrganoleptic charact.

Egg production system

Convenience

Origin

Info on label

Environmental impact

PricePackaging

Brand image


6

5.56

6.57

7.58

8.59

9.510

MEAT MILK FISH EGG

MEAT 9.6 9.34 8.84 8.76 8.73 8.69 8.65 8.44 8.41 7.84 7.23 7.15 6.1MILK 9.32 9.06 8.09 7.81 8.36 8.14 8.32 7.87 8.05 7.82 6.96 6.09 6.07FISH 9.56 9.29 8.79 8.33 8.02 8.57 8.15 8.13 8.21 8.11 7.27 6.65 5.98EGG 9.23 9.19 8.22 8.43 8.65 8.23 8.71 7.09 8.32 7.5 6.9 6.66 5.84

Hygiene Safety

Organoleptic charac

Origin of the produc

Feed ingredients

Constant

produc

Ethical aspect

s

Info on packaging

Environment

al

Nutritional

value

Convenience

Producer

brandPrice

Ranking of “Food Quality parameters” (BEUC) forEggs, Meat, Milk, Fish in Germany, 2000 (2.000 consumers)


7Key messageKey message

• “Safety”, “Hygiene”, “Freshness”: key factors in poultry food quality

• “Sensory characteristics” and “Nutritional value” are important factors for consumers to judge egg quality


8AgendaAgenda

2. Sensory aspects of egg quality in Europe

• Shell

• Albumen

• Yolk


Consumer research on physical attributes of egg qualityIn Europe

• Input from studies run in France, Germany, Spain, Italy, UK,Poland and Greece• 2.122 consumers in total• Carried out during the period 1996-1999• In cooperation with some Egg Industry Associations (i.e. Inprovo, Spain); data from Greece as published in World Poultry 1997• Currently evaluating interest of industry/administration in newstudies


10


11CriteriaCriteria forfor a a QualityQuality EggEgg Shell Shell in in EuropeEurope“What would you expect the shell of a quality egg to be like?”

65

49 48

35

26

0

10

20

30

40

50

60

70

GERMANY SPAIN FRANCE UK ITALY

Freq

uenc

e of

resp

onse

, %

1723

16

30

17

GERMANY SPAIN FRANCE UK ITALY

“Strong”“Clean”

n= 2.122 consumers (multiple response)


12CriteriaCriteria forfor a a QualityQuality EggEgg AlbumenAlbumen in in EuropeEurope“What would you expect the white of a quality egg to be like?”

52

38 37 33

25

0

10

20

30

40

50

60

SPAIN ITALY GERMANY FRANCE UK

2835

2633

50

SPAIN ITALY GERMANY FRANCE UK

“Consistent”“Clear”

Freq

uenc

e of

resp

onse

, %



13CriteriaCriteria forfor a a QualityQuality EggEgg YolkYolk in in EuropeEurope

89 8480

6559

0

20

40

60

80

100

FRANCE UK GERMANY SPAIN ITALY

Yolk Colour

Freq

uenc

e of

resp

onse

, %



14The Roche Fan is now the DSM-Yolk Color Fan,the standard to measure yolk colour


15

****


16Criteria for a quality egg yolkCriteria for a quality egg yolk““And what would you expect the yolk of a quality egg to be likeAnd what would you expect the yolk of a quality egg to be like””–– Preferred yolk colour, (Roche, now DSM, Yolk Colour Fan)Preferred yolk colour, (Roche, now DSM, Yolk Colour Fan)

61 60 6048

33

24 24 2128

27

6 8 11 15

22

7 8 8 917

0

10

20

30

40

50

60

70

80

90

100

GERMANY SPAIN ITALY FRANCE UKColour 14 Colour 12 Colour 10 Colour 8 N.A.

% p

refe

renc

e

n= 2.122 consumers


17Key messageKey message

• Strong shell, consistent albumen, and intense yolk colour are some of the most important sensory parameters for consumers to identify egg quality

• When consumer is given a choice at the buying place, the most intense yolk colours (i.e. DSM 14) are always preferred


18AgendaAgenda

3. Sensory aspects of chicken meat quality

• Chickens, yellow or white?


Chickens, yellow or white?

• Consumer preference depends on geography, history, tradition • Traditionally, the liberal feeding of maize and the free access of hens to wild plants

containing carotenoids made chicken skin (and egg yolk in hens) showed intensive golden-yellow colours• In the barnyard flock, sick chickens had paler skin colour than healthy birds due to a lower carotenoid and other nutrient absorption• These chicken colours have become a cultural preference and are linked in the consumer’s mind and buying behaviours to the good health of the bird

• Nowdays, yellow skin chickens associated to value added products (label rouge, free range, etc) and maize based bird diets• Limited published consumer research: China (1993), Spain (1999), South Africa (2003), France (2005)


20Chickens, yellow or white? China, 1993

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

After 20 min. After 40 min. After 60 min. After 80 min.

Chickens sold in the Guangdong open market

Low skin colour Medium colour High skin colour (higher price)


21Chickens, yellow or white? Spain, 1999

Consumer preference (n=155) at supermarket in Barcelona

40%

60%

Yellow chickens White chickens

Healthy11%

Free range11%

Others6% High

quality50%

Fresh22%

Whyyellow?


22Chickens, yellow or white? Spain, 1999

1.59 1.982.43

0.0

0.5

1.0

1.5

2.0

2.5

3.0

Low skin colour Medium colour High skin colour

Consumer preference (n=155) at supermarket in Barcelona(“1”, low preference; “3” high preference)


23Chickens, yellow or white? South Africa, 2003

• There is a very strong association between the colour and the quality of the product (“Important/very important aspect for 74%

respondents”)

• 72% people said to be prepared to pay extra for the product they prefer (“Even 62% of the lowest income group”)

• 61% consumers surveyed preferred yellow chicken carcasses to paler carcasses


24Chickens, yellow or white? South Africa, 2003

Consumer preference (n=2000), metropolitan areas(1000 black, 640 white, 240 coloured, 120 indian consumers)

0%

10%

20%

30%

40%

50%

60%

70%

White consumer Black consumer Colouredconsumer

Indian consumer

Low chicken colour Medium colour High chicken colour


Chickens, yellow or white? France, 2005

Main criteria in buying behaviour (n=356) at supermarkets

Criteria mentionedFrequency of

response

price 30%

label rouge 28%

fermier 25%

weight 18%

origin 13%

yellow 13%

general aspect 10%

feed 10%

Open question !!!


26Chickens, yellow or white? France, 2005

Buying behaviour white vs. yellow chickens

14%

38%

48%

White Yellow Both

Reasons for buying both- no care about colour (63%)- depends on availability (36%)

Reasons for buying white- habit (58%)- quality/origin (13%)- only white available (8%)

Reasons for buying yellow- habit (32%)- quality/origin (29%)- only yellow available (11%)


27



4.0

5.0

6.0

7.0

Paris Tarbes

White, T1

Pale yellow , T2

Medium, T3

Deep yellow , T4

Quality ranking (n=356) at supermarkets in Paris, Tarbes(“0”, lowest quality; “10” highest quality)



Spontaneous connotations of white and yellow chickens

0

50

100

150

200

250

300

350

400

Negative Neutral Positive

White chicken Yellow chicken


30Chicken Colour connotationsChicken Colour connotations““yellow vs. whiteyellow vs. white””, , ““positive vs. negativepositive vs. negative””

2011 15

312 8

1 6 1 4 4 2

13

17 10

122

39 2 7 3 1 2

05

101520253035

batte

rie sick

indu

stria

l

shut

up

tast

eles

s

not

appe

tizin

g

feed

: mea

l

bad

tast

e

feed

:co

mpo

und

feed

bad

qual

ity

pale

forc

e-fe

d

Freq

uenc

y Paris Tarbes

4918 20 6 2 12 1 2 6

58

23 16 27 23 6 14 10 104

020406080

100120

feed: m

aizefeed

: corn

free ra

nge

taste

fermier

quality

natural

origin

"freed

om"tra

ditional F

requ

ency

Tarbes Paris

“Yellow”, “positive” (378 items)

“White”, “negative” (214 items)


31Need for a global standard for chicken pigmentation:the DSM Broiler Color Fan

Objective:“Develop a user-friendly tool to be used globally by thechicken meat industry as a practical standard to evaluate skin colour, an important food quality parameter.”

Christmas List• reliable, colour scores should match colour of real chickens• allows same language between buyer and seller• “international language”, accepted globally • supported by sound data and companies• affordable, not expensive• easy to use (minimum training), carriage, clean, • anything else?


323) The DSM Broiler Color Fana value-added solution

The DSM Broiler Skin Color Fan(DSM-BCF 05/2005)

The DSM Broiler Skin & Shank Color Fan(DSM-BCF 05/2005)


334. Conclusions4. Conclusions

1. Based on history and tradition consumers consider colour as an important quality attribute in poultry food products

2. When given the choice, surveyed consumers always preferred the most intense golden-yellow colours (in egg yolks and chicken skin)

3. The Food Chain needs practical tools to be able to compare in all their links the sensory attributes of food quality


34

Thanks for your attention!Thanks for your attention!

sensory perception of quality of products across europe · – preferred yolk colour, (roche,...

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