Joe Bogue

Market‐oriented methodologies to optimise consumer acceptability of Cheddar‐type cheeses

The formulation and marketing of new food products are very complex and there are many interacting influences on consumer acceptance, e.g. the person, the food product and the environment. Market analysis and sensory analysis were used to determine consumer preferences for Cheddar‐type cheeses. Consumers’ attitudes, perceptions and purchase behaviour were investigated by means of a structured questionnaire. Eight Cheddar‐type cheeses were objectively assessed by a trained panel using descriptive sensory profiling, and, in parallel, were hedonically rated by 100 “naive” consumers. Preference mapping was used to illustrate the subjective sensory data before the “naive” consumers were segmented into homogeneous groups using hierarchical cluster analysis. Five focus groups, representing different socio‐economic categories, investigated in‐depth influences on preferences and purchase behaviour. Cheddar‐type cheese was the most frequently purchased and preferred cheese, and taste was the most important attribute influencing the purchase decision. Consumers preferred a premium cheese described as “creamy” and “mouthcoating” and least liked a reduced‐fat cheese described as “rancid” and “rubbery”. The focus groups helped explain issues that arose in both the questionnaire and sensory analysis. This study showed that a combination of market and sensory analysis gave a more valuable explanation of consumer acceptance of Cheddar‐type cheese than either method could on its own. However, relationships were determined by observation rather than mathematically and therefore this integration must be further developed in order to build a predictive model for this product.

A conjoint‐based approach to concept optimisation: probiotic beverages

Purpose – The objective of this study is to identify the optimal product design attributes for a range of chilled probiotic orange juice beverages, and to evaluate the contribution of market‐oriented research methodologies to the development and strategic marketing of innovative functional beverages.Design/methodology/approach – A conjoint‐based survey was administered to 400 purchasers of chilled orange juice in both Dublin and Cork between May and September 2004.Findings – New product development (NPD) opportunities exist for probiotic juice‐based beverages, although functionality should not be relied on solely to leverage a competitive advantage.Research limitations/implications – The survey sample only included primary purchasers of chilled orange juice, owing to the increased importance of the chilled orange juice category in Ireland. Further research that would incorporate purchasers of ambient orange juice, and end‐users of both chilled and ambient orange juice in Ireland, as well as across Europea...

Concept optimisation of fermented functional cereal beverages

Purpose – This research aims to generate consumer knowledge to facilitate the development of new product concepts with optimal product design attributes for new fermented functional cereal beverages (FFCBs) with high market potential.Design/methodology/approach – This research employed a sequential mixed research approach which integrated both qualitative and quantitative methods. A total of 12 in‐depth interviews and three focus groups were carried out to identify product concepts for new FFCBs. A conjoint model (n=299) was then developed to evaluate product‐specific factors that influenced consumer acceptance of FFCBs.Findings – Potential target consumers of FFCBs were more likely to be young females who had relatively high educational and income levels. “Flavour” and “health/nutritional claim” were found to be the most important product attributes for consumers. The simulation analysis predicted two FFCB concepts for target consumers.Research limitations/implications – As there is a limited range of FF...

A Ten-Year Delphi Forecast of the Irish Speciality Food Market

Abstract The speciality food sector affords small agri-businesses the opportunity to operate in a growing niche market that satisfies consumer demands for high quality artisan foods. In this research the Delphi Technique was used to forecast growth in the Irish Speciality Food Market five and ten years into the future. The expert panel forecast that the Irish Speciality Food Market would grow by 65 per cent over the next ten years, with the most significant growth in the cured meats, yoghurt and cheese categories. The forecast indicated that sales through delicatessen or speciality food stores would be worth €47 million by 2010. The Irish Speciality Food Markets growth rate between 2000 and 2005 was forecast to be faster than the growth between 2005 and 2010.

Market-Oriented New Product Development of Meal Replacement and Meal Complement Beverages

Abstract A strong market orientation and a customer-focused new product process have both been identified as critical new product development success drivers. Five focus groups were conducted at three centres in Ireland between April and May 2003 to evaluate and refine a range of new meal replacement and meal complement beverage concepts. Non-carbonated fruit and yoghurt-based functional beverages for breakfast were most preferred by focus group participants. This study highlighted the role of qualitative market-oriented research methodologies in facilitating consumer interaction with product development personnel.

Understanding consumers’ perceptions of product quality for lighter dairy products through the integration of marketing and sensory information

Marketing research can subjectively measure consumers’ perceptions of a products extrinsic attributes such as its price, packaging and the products image. Sensory analysis can objectively measure a products intrinsic attributes such as its flavour, texture and aroma. This research identified the extrinsic and intrinsic attributes that determined consumer preferences for a range of dairy products. Six focus groups revealed that consumers had negative perceptions towards the attributes of lighter dairy products. Descriptive Sensory Analysis was used to profile the sensory characteristics of full-fat and lighter dairy products. Preference Mapping and Hierarchical Cluster Analysis were used to identify clusters of consumers with similar preferences for dairy products. End-users had higher preferences for lighter milks and strawberry yoghurts, than lighter Cheddar-type cheeses. This research illustrated how an integrated market and sensory analysis methodology determined consumer preferences for lighter foods, and helped identify those quality attributes that determined consumer acceptance of selected products.

Concept Optimisation in Innovation Through Conjoint Analysis

Abstract The objectives of this study were to identify the optimal extrinsic and intrinsic attributes for a range of chilled nutrientenriched orange juice beverages; and to evaluate the contribution of advanced concept optimisation research techniques to new product design and the strategic marketing of innovative functional beverages. A conjointbased survey was administered in both Dublin and Cork between May and September 2004. The results suggested that firms should not rely solely on functionality to leverage a competitive advantage when developing functional beverages. Advanced concept optimisation research techniques contribute towards effective knowledge management in the new product development (NPD) process.

Designing health promoting foods for the ageing population: a qualitative approach

Purpose – The purpose of this paper is to gather stakeholder tacit knowledge to design new product concepts with optimal product attributes for new health promoting food products for the ageing population. Design/methodology/approach – This research employed a qualitative research method. A total of 16 in-depth interviews were carried out to identify key product design attributes. These attributes were used to design health promoting foods for the ageing population. Findings – Age-related conditions affect and alter the design of health promoting foods targeted at the ageing population. Providing the ageing consumer segment with access to health promoting foods facilitates positive ageing intervention. The integration of affordability and convenience elements into ageing food design attributes is important for product acceptance. The multi-level demands and heterogeneity of ageing consumers result in the need for a variety of nutritionally tailored food formats. A dairy-based beverage was considered to be...

Chapter 2 – Market analysis and concept development of functional foods

This chapter addresses the key issues applicable to market analysis and concept development of new functional foods. The chapter firstly outlines the key markets, market drivers, and consumer and product trends in the functional foods market. Following this, the key marketing and technological challenges in relation to the conceptualization of new functional foods are addressed. Finally, a case study is presented on the use of user-centered design (UCD) for the conceptualization of new functional foods for the aging consumer segment. Population aging is considered to be a key global societal and economic challenge. The case study demonstrates how aging consumers were used as part of the development process to identify functional food concepts that can be further refined by marketing and technical new product development (NPD) teams. Concept optimization research techniques, such as UCD, promote a multidisciplinary approach to NPD, which can assist firms to manage knowledge more effectively and efficiently and develop more market-oriented food products that gain consumer acceptance.

Effects of dairy husbandry practices and farm types on raw milk quality collected by different categories of dairy processors in the Peruvian Andes.

In developing countries, milk quality is often mismanaged in relation to husbandry practices, collection logistics, and the production of small batches. This paper investigates how the management of milk quality from farm to dairy processor impacts on both chemical and hygienic indicators, in a context characterized by farm scale diversity, the co-existence of formal and informal markets, and high milk demand. It is based on an analysis of the chemical and hygienic quality of milk samples collected over a 12-month period from 20 farms and three dairy processors. Data from the farmers’ husbandry practices and the logistics of milk collection were also collected. A large range of quality profiles and farming practices were observed. This diversity is explained by rainfall and temperature pattern, farm size which affects hygienic quality, and lack of efficient logistics between farms and dairy processors. The findings indicate that in a context of high demand for milk and poor private and public regulations, milk quality is impacted upon by poor stakeholders’ management practices.