Smaakonderzoek biologische producten. Adriaan Kole, Stefanie Kremer, Nancy Holthuysen, Mariska Nijenhuis, Hetty Kroese, Rob van Veggel

Smaakonderzoek biologische producten

Adriaan Kole, Stefanie Kremer, Nancy Holthuysen, Mariska Nijenhuis, Hetty Kroese, Rob van Veggel

Doel Biologisch moet competitief zijn op A-merk niveau. Door de beleving van de producten verder te verbeteren, kunnen biologische producten sterk positioneren.

Hierbij wordt gemikt op toegankelijke producten voor een breed publiek (bv. de jong volwassene light user van biologische/fairtrade producten). Twee aspecten spelen een rol: Merkbeleving of uitstraling verpakking (verwachtingen) Sensorische eigenschappen moeten goed zijn.

VBP dag Rotterdam, 12 november 2009 Adriaan Kole


Onderzochte productcategoriën biologische producten ECROPOLIS: EU project; verse en berwerkte producten Verwerkte tomaten producten Bakkerij Eetbare olie Zuivel Vers fruit (appels) Vleesproducten FairConnect/CICS: Nederland; droge kruidenierswaren Sappen Chocolade/Mueslibars Fruit snoepjes Fruit chips


Fairconnect project


Onderzoeksvragen?

Waar bevinden de FairConnect producten zich in het sensorisch spectrum ten opzichte van concurrerende producten (zowel biologische als ook reguliere)? Wat voor associaties, attitudes en verwachtingen hebben consumenten bij de Fairconnect producten inclusief verpakking en marketingmix. Hierbij kan bijvoorbeeld uitgegaan worden van kenmerken als ‘biologisch’, de brand naam en de brand values zoals ze door FairConnect vastgesteld zijn. VBP dag Rotterdam, 12 november 2009 Adriaan Kole

Onderzoeksvragen?

Hoe worden de FairConnect producten door consumenten gewaardeerd (ook ten opzichte van de reguliere marktleider)? Hierbij gaat het niet alleen om de smaakwaarneming, maar met name ook om de waardering van de producten op smaak in interactie met de meest relevante extrinsieke factoren. Ook de toegevoegde waarde van labels als “Ik kies bewust” kan zo onderzocht worden. Wat zijn de sterke punten van de producten en waar zitten de uitdagingen voor het optimaliseren van de inhoudleijke kwaliteit van het assortiment van FairConnect. VBP dag Rotterdam, 12 november 2009 Adriaan Kole

Onderzoeksstappen

1. 2. 3. 4. 5.

Focus groep discussie Profilering door getraind panel Consumentenonderzoek indicatief Sterkte-zwakte analyse (SWOT) Voorstel/advies verbetertraject


Consumentenonderzoek indicatief


PC 2 (10.5%)

Consumentenonderzoek: Invloed claim “biologisch” op Kleur yoghurt

AH BIOLOGISCH_bio

hvh stukjes

AH BIOLOGISCH

Smeltend

Yoghurt

WEERRIBBEN

lekker MONA BOORDEVOL_bio

WEERRIBBEN_bio HEIDA HEIDA_bio

MONA BOORDEVOL PC1 (75.3%)

Bijsmaak Zuur

LAITOIS

LAITOIS_bio

ZUIVELHOEVE_bio ZUIVELHOEVE

Aardbei Grootte stukjes Romig Zoet

Dik


Principal Component Analysis Plane 1 - 2 BiPlot constant: 4.98787 2.6 2.4 2.2

SOURCREAM&ONION

Chips

2 1.8 1.6 1.4 1.2 1 0.8

PROVENCAAL

Axis 2 (43.1%)

0.6 0.4 0.2 0

-0.4

Bitter Sweet Sour

Crispy

-0.2

CORN PINDA Tough

Texture Tacky CORN IT.HERBS

-0.6 -0.8 CORN PAPRIKA

-1

Off-taste

-1.2 LAYS PAPRIKA

-1.4

Odour

-1.6 Overall

-1.8

Appearance

Salt

-2 Tasteintensity

-2.2 -2.4

Taste

-2.6 -2

-1

0 Axis 1 (44.7%)

1

2


Principal Component Analysis Plane 1 - 2 BiPlot constant: 4.61979 3.2

Tacky

3

Bars en repen

2.8 2.6 2.4 2.2 2 1.8 1.6

Texture

1.4 Axis 2 (14.8%)

1.2

CRANBERRY Overall

1 Bitter

0.8

Off-taste

0.6

Crispy

Sour

0.4

Taste 0.2

Tasteintensity

PEANUT PLAIN

0 -0.2 -0.4

BALISTO MUESLI Tough

-0.6

Salt

COCOSBAR

-0.8

Odour

-1 -1.2 -1.4

Sweet

-1.6

Appearance -2

-1

0 Axis 1 (81.2%)

1

2


Principal Component Analysis Plane 1 - 2 BiPlot constant: 4.37734 Odour Appearance

Koek

Axis 2 (19.4%)

2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1 2 1.9 1.8 1.7 1.6 1.5 1.4 1.3 1.2 1.1 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 -0.1 -0.2 -0.3 -0.4 -0.5 -0.6 -0.7 -0.8 -0.9 -1 -1.1 -1.2

GEVULDE KOEK

STROOPWAFEL Salt BASTOGNE

Sour Bitter Tacky SweetOff-taste

Tough

Texture WHOLE EARTH Overall Taste

Crispy Tasteintensity RIJSTWAFELCHOCO

-2

-1

0

1

Axis 1 (75.7%)


Principal Component Analysis Plane 1 - 2 BiPlot constant: 5.18444 3.2 3 2.8

Tasteintensity

Drinks

2.6 2.4 2.2 Thickness

2 1.8

Sour

1.6 Sweet

Off-taste

1.4

SMOOTHIE MANGO+

Axis 2 (12.0%)

1.2 1

0.8

LEMON SODA

0.6 Taste

0.4 0.2

Bitter SINAS/LIMOEN/CI Salt

0 -0.2

REGDubbeldrank Overall Odour Texture MANGO/BANAAN

-0.4 -0.6 -0.8

WHOLE EARTH ORANGE SODA

-1 -1.2 -1.4

Appearance

-1.6

Carbon dioxide

-1.8 -3

-2

-1

0 Axis 1 (68.9%)

1

2


Principal Component Analysis Plane 1 - 2 BiPlot constant: 3.27010 2.1

Bite

2 Appearance

Pasta

1.9 1.8 1.7 1.6 1.5 1.4 1.3 1.2 1.1 1 0.9

FUSILLI BIOIDEA

Axis 2 (15.5%)

0.8

Tacky

0.7 0.6 0.5 0.4 0.3

Odour

0.2

Sweet

0.1 0

FUSILLI GRANDIT

-0.1

Sour Tasteintensity

-0.2

Overall

SPAGETTI BIOIDE Bitter

-0.3 -0.4 -0.5

Taste

Salt

GOMITI BIOIDEA

-0.6 -0.7 -0.8 Texture

-0.9 -1

Off-taste

-1.1 -1

0

1

2

Axis 1 (81.6%)


Principal Component Analysis Plane 1 - 2 BiPlot constant: 3.70129 Bite

Rijst

Taste

Texture Overall

Axis 2 (31.8%)

2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1 2 1.9 1.8 1.7 1.6 1.5 1.4 1.3 1.2 1.1 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 -0.1 -0.2 -0.3 -0.4 -0.5 -0.6 -0.7 -0.8 -0.9 -1 -1.1 -1.2 -1.3 -1.4 -1.5 -1.6 -1.7

Tasteintensity Off-taste JASMIJN BRUIN

BASMATI BRUIN

JASMIJN WIT BASMATI LASSI Sour Sweet Salt Bitter

Odour

Appearance Tacky

BASMATI WIT -1

0 Axis 1 (65.6%)

1

2


Principal Component Analysis Plane 1 - 2 BiPlot constant: 6.37060 2.8 2.6 2.4 2.2 2

Taste

Versnaperin SMINTJE LAURIER gen Hard Tasteintensity

1.8 1.6 1.4 1.2 1

Sweet

0.8

Off-taste KANEELAMANDELEN

0.6 0.4 Axis 2 (25.9%)

Texture

Bitter Salt

0.2 0

-0.2

Overall

Crispy

STUDENTENHAVER

LOLLIE AARDBEI

Tough

-0.4 -0.6

REDBAND WINEGUM CHOCOHAZELNOTEN

-0.8 -1 -1.2 -1.4 -1.6

Sour

-1.8

Odour

-2 -2.2

HARIBIO MIX

-2.4 -2.6 -2.8 -3 -3.2 -3.4

Appearance

-3.6 -2

-1

0 Axis 1 (62.7%)

1

2

3


Principal Component Analysis Plane 1 - 2 BiPlot constant: 6.09528 2.6 Texture

2.4 2.2

Wereldgerechten

2 1.8 1.6 1.4 1.2

Overall

1 0.8 0.6

PAELLA

Balanced

RISOTTO

INDIA CURRY Taste

Sweet Bitter

Axis 2 (9.4%)

0.4 0.2 0

INDIA TANDOORI

KIP TANDOORI

NASE GORENG

-0.2 -0.4

Appearance

-0.6 -0.8 -1

Sour COUSCOUS

Complex

-1.2 -1.4 -1.6

Odour

Off-taste FALLAFEL

-1.8 -2 -2.2

Tacky

-2.4 -2.6 -2.8 -3 -3.2

Tasteintensity

-3.4 -3.6

Salt

-3.8 -4

-3

-2

-1

0 Axis 1 (79.8%)

1

2

3


Principal Component Analysis Plane 1 - 2 BiPlot constant: 6.48323 Crispy

Cereals

Odour Texture

Hard CRUNCHI TROPISC

Axis 2 (6.7%)

4 3.8 3.6 3.4 3.2 3 2.8 2.6 2.4 2.2 2 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 -0.2 -0.4 -0.6 -0.8 -1 -1.2 -1.4 -1.6 -1.8 -2 -2.2 -2.4 -2.6 -2.8 -3

Sour

Appearance WHOLE EARTH BitterSalt Off-taste

MUESLI EXTRA

QUAKER CRUESLI Sweet

Overall

Tough

Taste Tasteintensity -3

-2

-1

0 Axis 1 (91.2%)

1

2

3


too much

Improvements: Blind ratings from Label experiment 2 1.5 1 0.5

Basmat r, B

0

Orange j, B Mango sm, B

-0.5

Choc nuts, B Almond cin, B

-1

Cocont bar, B Stroopwfl, B Chips co pa, B

-1.5

Drink WhE, B attribute

JR _t hi ck JR _c ris py JR _t ou gh JR _b i tt er

JR _t ac ky JR _o ffta st e

sit y in te n

JR _t

JR _b i te

ee t

-2 JR _s w

not enough

Jasmin r, B

not enough - too much attributes







The effect of (package) label on product perception Jasmin rice likings: [Blind] - Labeled

Basmati rice likings: [Blind] - Labeled

8

7

7

6

5

Basmat r, B Basmat r, S Basmat r, O

6

Basmat r, A

5

Jasmin r, B Jasmin r, S Jasmin r, O Jasmin r, A

4 4

3 3

2

2

1

1 0

0 Like_overall

Like_appear

Like_odour

Like_taste

Like_overall

Like_ texture

Juices likings: [Blind] - Labeled

Like_appear

Like_odour

Like_taste

Like_ texture

Drink likings: [Blind] - Labeled

7

8 Orange j, B

7

6

Orange j, S Orange j, O

6

Orange j, A

Drink WhE, B Drink WhE, S

5

Mango sm, B

5

Mango sm, S Mango sm, O

4

Mango sm, A

4

3 3

2 2

1

1

0

0 Like_overall

Like_appear

Like_odour

Like_taste

Like_ texture

Like_overall

Like_appear

Like_odour

Like_taste

Like_ texture


The effect of (package) label on product perception

Snacks likings: [Blind] - Labeled

Nut snacks likings: [Blind] - Labeled 8

8 7

7 Choc nuts, B

6

Choc nuts, S Almond cin, B

5

Cocont bar, B

6

Cocont bar, S Stroopwfl, B Stroopwfl, S

Almond ci, S

5 4

4 3

3 2

2 1

1

0 Like_overall

Like_appear

Like_odour

Like_taste

Like_ texture

0 Like_overall

Like_appear

Like_odour

Like_taste

Like_ texture


Ecropolis

Introduction

In the ECROPOLIS project different organic product-groups will be sensory profiled; also the consumer liking is studied. For sensory profiling a base set of attributes will be used per product-group by every research group In the Netherlands tomato sauces are sensory profiled


Focus groep discussie


Onderzochte productcategoriën biologische producten General:

Attitudes: better for health, better for environment, better for animal, sfer (more trustworthy), better sensory qualities, more expensice (although some respondents; more economic due to more satisfying)

Sensory experience/perception always linked to specific products and to their specific production techniques. Sensory description always linked to specific products. Only differences are indirectly through products: for instance, doesn’t eat that often cookies, so than cookies don’t need to be organic.

All products are described with taste, but in addition other sensory aspects are described:

Fruit and vegatables: description of visual appearance and fragrance Meat also appearance (color of beef and sausages) but chicken during preparation (less shrinkage) Bread: description of satiety Mouthfeel: some vegetables like lettuce and cucumber is crispy, yoghurt is smooth and creamy

Retail channel (supermarket versus helath food store) is factor in sensory expectations.


Onderzochte productcategoriën biologische producten General:

Overall distinction: basic ingredients plus bread and processed dairy versus processed foods basic ingredients plus bread and processed dairy: taste more intense, more authentic, more fuller If respondents didn’t have experience with a certain product, they always expected that product would taste more authentic and more intense than a regular one. processed foods: less clear general expectation (exception: apple juice but than in reference to special kind)


Profilering door getraind panel



Results NL – 12 Products tested: tomatensauzen 1.

Bertolli basil (NL benchmark)

2.

Bertolli mild (NL benchmark)

3.

AH Pasta pomodoro (NL organic benchmark)

4.

La bio idea originale (SME organic product)

5.

La bio idea bolognese (SME organic product)

6.

La bio idea puttanesca (SME organic product)

7.

La bio idea a la verdure (SME organic product)

8.

Demeter garlic/red pepper (results not presented here)

9.

Demeter basil

10. Fertilla tradizione 11. Fertilla oregano 12. Bio organic basil


Impression

Sensory lab

Sensory booth


Results NL – Panel

8 trained panellists All female Aged 36-61 (mean 49.5) Screening test: Top 20% most sensitive


Sensory attributes

43 sensory attributes

3 Appearance 13 odour 19 taste 6 mouthfeel 2 aftertaste


Results NL – List of Attributes: 38 category Appearance Appearance Appearance Odour Odour Odour Odour Odour Odour Odour Odour Odour Odour Odour Taste Taste Taste Taste Taste Taste Taste Taste Taste Taste Taste Taste Taste Taste Taste Taste Mouthfeel Mouthfeel Mouthfeel Mouthfeel Mouthfeel Mouthfeel Aftertaste Aftertaste

attribute Colour Filled Herbs Intensity Cooked fres h tomato Tomato puree Basil Oregano Pepper Onion Tin/metallic Oriental Fish Mouldy Intensity Sweet Salty Sour Bitter Boullion soup Cooked fres h tomato Tomato puree Onion Basil Oregano Pepper Olives Oil Fish Tin Filled Size Bite Thickness Astringent Coating Intensity Spicy

definition red colour (from light to dark) amount of visible pieces (from liquid to chunky) visible herbs (from none to whole leafs vis ible) intensity of the overall odour (total impression) intensity of shortly cooked fresh tomatoes odour (like tomatoes in english breakfas t) intensiyt of long cooked tomatoes odour (like in concentrated tomatoe puree) intensity of cooked basil odour (trained against fresh basil, dried basil and c ooked fresh basil) intensity of oregano odour (dried oregano & pizza spic es) intensity of white pepper odour intensity of cooked onion odour intensity of metallic odour intensity of oriental odour intnesity of fish odour intensity of mouldy odour (lik e in a cellar) intensity of the taste (total impression) intensity of sweet taste intensity of salty taste intensity of sour taste intensity of bitter taste intensity of umami taste intensity of tomato taste after short cooking of fresh tomatoes intensity of tomato taste after a prolonged cook ing period intensity of onion taste intensity of cooked basil taste intensity of oregano taste intensity of pepper taste intensity of olive taste intensity of oily tas te intensity of fish taste intensity of metallic taste amount of pieces size of the pieces hardness of the pieces consistenc y, thickness of the sauce experience in oral c avity including drying sensations & puckering sensations remaining oil layer in mouth and on lips persistence of the taste spicy, burning feeling

references

c oncentrated tomato puree 2 min cooked fresh basil pizza spices white pepper fried translucent onions (not burnt) metallic tin can peanut butter & soy sauce anchovy

table salt

boullion c oncentrated tomato puree fried translucent onions (not brown/burnt!) fres h basil/dried basil/c ooked fresh basil dried oregano white pepper fres h green olives, salted s unflower oil anchovy

max = whipped cream/thick yoghurt tannins/red wine

c hilli pepper


PCA plot of the sensory data (all attributes) T Oregano O Oregano

AT Spicy

O Basil

T Pepper

O Green herbs

Fertilia oregano

AT Intensity

M Size

T Green herbs

T Intensity A Color

A Herbs

T Basil

O Pepper

T Salty

Axis 2 (25.6%)

M Filled

T Onion M Astringent

O Intensity

A Filled T Garlic

Bio organic basil

O Onion

Bertolli basil

T Sour

M Coating M Bite

T Olives T Oil T Soup

Fertilia tradizione Bertolli mild

Demeter basil La bio idea a la verdure

M Consistency O Tomato puree

O Cooked fresh tomato T Sweet T Cooked fresh tomato

T Bitter

La bio idea puttanesca

T Other taste T Fish

T Tomato puree

Axis 1 (56.4%)

O Fish O Oriental O Other odour

Demeter garlic/red pepper

O Tin T Tin

La bio idea bolognese AH Pasta pomodoro

O Mouldy

La bio idea originale


PCA plot of the sensory data (odour attributes) Axis 2 (34.9%)

O Basil

O Green herbs

O Oregano

Bertolli basil

O Onion

La bio idea a la verdure

O Pepper O Intensity

Fertilia oregano

Demeter basil O Cooked fresh tomato O Oriental

Bio organic basil Bertolli mild Fertilia tradizione

La bio idea puttanesca O Fish Axis 1 (46.9%) O Other odour

La bio idea bolognese Demeter garlic/red pepper

O Tomato puree

O Tin O Mouldy

AH Pasta pomodoro



Results NL – Appearance & Odour attributes A Color O Mouldy

A Filled

O Fish

A Herbs

O Oriental

O Intensity

Bertolli basil (NL benchmark) Bertolli mild (NL benchmark) AH Pasta pomodoro (NL organic benchmark) La bio idea originale

O Tin

O Cooked fresh

La bio idea bolognese La bio idea puttanesca La bio idea a la verdure

O Onion

O Tomato puree

O Pepper O Green herbs

O Basil O Oregano


PCA plot of the sensory data (taste attributes) T Basil T Oregano

Axis 2 (27.2%) T Green herbs T Onion

T Oil

AT Spicy

T Soup

T Pepper T Olives T Garlic T Intensity

T Salty

T Cooked fresh tomato

Fertilia oregano

Bertolli basil Demeter basil La bio idea puttanesca

AT Intensity

Bio organic basil Bertolli mild

T Sweet T Fish

Fertilia tradizione

T Sour T Other taste

La bio idea a la verdure Demeter garlic/red pepper Axis 1 (56.2%)

T Bitter

La bio idea bolognese

T Tomato puree T Tin

AH Pasta pomodoro



Results NL – Taste attributes T Intensity T Tin

T Sweet T Salty

T Fish

T Oil

T Sour Bertolli basil (NL benchmark) Bertolli mild (NL benchmark) AH Pasta pomodoro (NL organic benchmark) T Bitter

T Olives

La bio idea originale La bio idea bolognese La bio idea puttanesca La bio idea a la verdure

T Pepper

T Soup

T Cooked fresh

T Oregano T Basil

T Tomato puree T Onion


PCA plot of the sensory data (mouthfeel attributes) Axis 2 (10.8%) M Astringent

M Consistency

Fertilia oregano

Bio organic basil

M Size

M Filled M Bite

Bertolli mild La bio idea puttanesca M Coating

Fertilia tradizione

Demeter basil AH Pasta pomodoro

Bertolli basil

Demeter garlic/red pepper

Axis 1 (83.5%)

La bio idea bolognese La bio idea a la verdure



Results NL – Mouthfeel & aftertaste attributes M Filled

AT Spicy

M Size

Bertolli basil (NL benchmark) Bertolli mild (NL benchmark) AH Pasta pomodoro (NL organic benchmark) AT Intensity

M Bite

La bio idea originale La bio idea bolognese La bio idea puttanesca La bio idea a la verdure

M Coating

M Consistency

M Astringent


Take home messages / discussie

Consumentenvoorkeuren laten zien dat veel biologische producten kunnen verbeteren ten opzichte van (huidig) ideaal.

Sensorische ‘projecties’ geven voor de meeste productcategorieën precieze aanwijzingen hoe te verbeteren.

Met branding en verpakking zijn we in staat om ‘gezond’ en ‘fair trade’ te communiceren. ‘Natuurlijk’ blijft achter.

De interactie tussen merkbeleving en smaakbeleving komt in een laboratorium setting minder scherp naar voren. VBP dag Rotterdam, 12 november 2009 Adriaan Kole

Afsluiting

© Wageningen UR

Smaakonderzoek biologische producten. Adriaan Kole, Stefanie Kremer, Nancy Holthuysen, Mariska Nijenhuis, Hetty Kroese, Rob van Veggel

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