Value Added Blueberry Products
Transcription
Value Added Blueberry Products
Value Added Blueberry Products Louise Wicker University of Georgia Athens, GA [email protected] Georgia leads the nation in blueberry production UGA Today, J. Merritt Melancon, October 15, 2014 Increasing consumption of blueberries health, weight control, food security, economics Blueberry Products Introduced in 2014 http://www.blueberrytech.org/industrial/new-products/blueberry_new_products.htm So what do we mean by increasing value added products from blueberries? Think cranberries. Or dairy or soy. Think ingredients as well as food products. www.uoguelph.ca.edu Dr. Goff) Soy isoflavones Value added Blueberry Products? ? ? ? Drivers for Consumer Choice • Taste • Cost • Convenience Drivers for Value Added Products? 60-90% Failure Rate How to enhance the success of new food products? UGA Obesity Initiative Consumer Segmentation Food Ingredients & Obesity • To form partnerships between public & private sectors to identify food processing strategies to provide safe, wholesome foods that promote healthy weight • To enhance conversations among the value added chain players to provide the basic research to address technological barriers to healthy weight foods that still meet the needs of consumers for taste, cost and convenience – the time is right Moderate to low income • To make GA the leader in taking effective action to reverse obesity trends Food Ingredients & Obesity Supported by the OVPR, Provost, & President’s Offices CDC, 2013 Moskowitz – consumer segmentation (Tomato sauce & SSB) • Specific Aims • Identification of population segments and tailored messages for those segments would enhance the ability of the industry to produce and market healthy weight foods. • Moskowitz team • Silos/elements: 4 product concepts Support from CAES & OI Three Mind-Sets were identified within the test sample. While each group may be best reached with a different strategic positioning, all 3 present as viable targets. A “sweet and juicy blueberry fruitcup bursting with flavor” strongly motivates 2 of the 3 segments. Dried blueberries and blueberry sauce also generate appeal. Blueberry powder is not motivating for any mind-set. Mind-Set Group 1 Convenience Seekers 39% Mind-Set Group 2 Affordable Health Fans 23% Mind-Set Group 3 News Seekers 38% While health benefits are important, the convenience of storing blueberries long-term is uniquely appealing to this group. Most product forms generate neutral appeal. Differentiators are not motivating. Consumers in this mind-set are strongly motivated by health benefits. They are willing to pay a premium if the “affordable indulgence” language is utilized. A sweet, juicy fruitcup and blueberry sauce are motivating product forms. Strongly dissuaded by Differentiators. Response differs greatly from other mindsets. Additional Benefits are key drivers of interest rather than Health Benefits. Also embrace several Differentiators. Not a single element detracts from interest. Fruitcup and dried blueberries generate interest as do “exotic pink, green and white berries”. 15 COST AFFORDABILITY DIFFERENTIATORS ADDITIONAL BENEFITS HEALTH BENEFITS USAGE PRODUCT DESCRIPTIONS Dr. Louise Wicker from the University of Georgia with support from iNovum and Object 9, identified six (6) organizational categories under which six (6) relevant key benefit / attribute statements were grouped Creating the 6x6 matrix allows for the delivery of combinations of randomly selected statements 16 USAGE PRODUCT DESCRIPTIONS The 6x6 survey matrix – populating each silo with six statements A1 A2 A3 A4 A5 A6 These dried blueberries are chewy like raisins and have added sugar for the right amount of sweetness These naturally sweet dried blueberries are chewy like raisins and have no added sugar Comes in a thick sauce like applesauce but it's made from blueberries Comes in a thick sauce like applesauce with chunks of blueberries and apples This nutritious dried blueberry powder can be added to shakes, yogurt and other foods or recipes This sweet and juicy blueberry fruitcup is bursting with flavor B1 B2 B3 B4 B5 B6 Provides all the benefits of fresh blueberries year-round Provides all the benefits of blueberries when fresh blueberries are not available in the store Provides all the benefits of fresh blueberries but won't spoil in your fridge Provides all the benefits of fresh blueberries in an on-the-go packet Provides all the benefits of blueberries when fresh blueberries are inconvenient Provides all the benefits of fresh blueberries and can stay in your pantry 17 ADDITIONAL BENEFITS HEALTH BENEFITS The 6x6 survey matrix – populating each silo with six statements (cont’d) C1 C2 C3 C4 C5 C6 Blueberries are rich in fiber and anti-oxidants that help fight cancer and other chronic diseases Blueberries are rich in fiber and anti-oxidants that help fight heart disease and other chronic diseases Blueberries are rich in fiber and anti-oxidants that help improve memory Blueberries are rich in fiber and anti-oxidants that help maintain good intestinal health Blueberries are rich in fiber and anti-oxidants that help you maintain your weight Blueberries are rich in fiber and anti-oxidants that help you lose weight D1 D2 D3 D4 D5 D6 Helps improve physical stamina Gives you energy to get through the day Helps you stay younger and healthier Helps make your hair more healthy and shiny Helps your skin stay resilient and smooth Helps you deal with stress 18 COST AFFORDABILITY DIFFRENTIATORS The 6x6 survey matrix – populating each silo with six statements (cont’d) E1 This great-tasting blueberry product contains a small amount of stabilizer to make it last longer than fresh blueberries E2 This great-tasting blueberry product is packaged to make it last longer than fresh blueberries E3 This great-tasting blueberry product has been processed with heat to make sure it still has the color, taste and appeal of fresh blueberries E4 This great-tasting blueberry product has been processed with heat to make sure it still contains all the health benefits of fresh blueberries E5 This great-tasting blueberry product contains exotic pink, green and white berries for even more fiber and anti-oxidants E6 This great-tasting blueberry product contains not yet ripe pink, green and white berries for even more fiber and anti-oxidants F1 F2 F3 F4 F5 F6 Waist and wallet friendly Pay a little more for this healthier treat and get a lot more satisfaction Affordable indulgence for the price savvy consumer Pay a little more and know your family will love this healthier snack Pay a little more for a waist-friendly treat and bank the difference in better health Affordable indulgence available in bulk packaging for individual servings 19 Methodology • • • • 224 respondents who met the following criteria were surveyed: Responsible for “all or most” of the shopping in the household Household income was less than $40,000 Purchased and eaten at least one of the following in the past 3 months • Applesauce, Raisins, Dried Cranberries/Craisins, Shelf-stable fruit cups, Chilled fruit cups 20 The Total Sample exhibits a fairly high level of interest in overall blueberry communication, as evidenced by the propensity to buy score of 60. However, it is difficult to understand what drives this level of interest. Only 4 of the 36 test messages stand out as key drivers, including a sweet and juicy fruit cup description, two health maintenance benefits and an affordability statement. “Stabilizer” and “blueberry powder” have negative impact. Is this pattern true for all consumers? What about by BMI classification? Driver Detractor 21 IS BMI PREDICTIVE OF CONSUMER PREFERENCES FOR BLUEBERRY PRODUCTS? Body Mass Index (BMI) of the panelists • Body mass index (BMI) skewed higher among the test panel • BMI = ( Weight in Pounds / ( Height in inches x Height in inches ) ) x 703 • Panelist Distribution is as follows: Total Sample - (Adjusted Base Size) Underweight - BMI Below 18.5 Normal - BMI 18.5 – 24.9 Overweight - BMI 25.0 – 29.9 Obese - BMI 30.0 and Above (215) 45% 15% 14% 27% Underweight / Normal - BMI 24.9 and Below Overweight / Obese - BMI 25 and Above 60% 40% • Models will be built based on 2 groups; those “underweight/ normal” vs. “overweight/obese” due to sample size considerations. 23 Sorting the data by BMI classification indicates a difference in appeal of the messages across the two groups. The Underweight/Normal BMI individuals are highly motivated by Health Benefits; 5 of 6 health benefits are drivers of interest. Several usage suggestions are also important to this group, as are selected messages from other categories. Driver Detractor 24 The strong propensity to buy score of 68 for Overweight/Obese group indicates that they are interested in the new product, but the lack of strong drivers makes it difficult to know how to appeal to this group. Only one element motivates interest over the baseline level, “sweet, juicy blueberry fruitcup…”. Driver Detractor 25 There is a risk of alienating the Overweight/Obese group, particularly with Differentiator messages, high price mentions, and a powdered product. Driver Detractor 26 Three Mind-Sets were identified within the test sample. While each group may be best reached with a different strategic positioning, all 3 present as viable targets. A “sweet and juicy blueberry fruitcup bursting with flavor” strongly motivates 2 of the 3 segments. Dried blueberries and blueberry sauce also generate appeal. Mind-Set Group 1 Convenience Seekers 39% Mind-Set Group 2 Affordable Health Fans 23% Mind-Set Group 3 News Seekers 38% While health benefits are important, the convenience of storing blueberries long-term is uniquely appealing to this group. Most product forms generate neutral appeal. Differentiators are not motivating. Consumers in this mind-set are strongly motivated by health benefits. They are willing to pay a premium if the “affordable indulgence” language is utilized. A sweet, juicy fruitcup and blueberry sauce are motivating product forms. Strongly dissuaded by Differentiators. Response differs greatly from other mindsets. Additional Benefits are key drivers of interest rather than Health Benefits. Also embrace several Differentiators. Not a single element detracts from interest. Fruitcup and dried blueberries generate interest as do “exotic pink, green and white berries”. 27 Strategic Approach Mind Genomics and the ViewPoint Identifier Target Consumers Distribute Online Survey Marketing Stimuli Identified Identify Target Population Develop 6x6 Survey/Statistics Matrix Conduct Online Survey Mind Genomics Cohort Groups Segmented Analyzes Survey Results Viewpoint Identifier Assigns Consumers To Cohort Groups 28 Mind-Set #1 – Convenience Seekers – The “pay a little more…” messages dissuade interest for this mindset, as do 3 of the Differentiators. The lack of appeal of processing or adding stabilizers suggests that another avenue to prolonging shelf-life will be required. Blueberry powder is particularly unappealing to this group. Driver Detractor 29 Mind-Set #2 – Affordable Health Fans – All 6 Health Benefits drive interest for this mind-set. Willing to pay a premium as long as the language is “right”. Note the strength of the “Affordable indulgence” statements vs. “Pay a little more”. A sweet, juicy fruitcup and blueberry sauce are motivating product forms. Driver Detractor 30 Mind-Set #2 – Affordable Health Fans – On the downside, this group does not embrace the reasons for use or differentiating properties of the proposed products. As seen among Mind-Set #1, blueberry powder is a turn-off for this group. Driver Detractor 31 Mind-Set #3 – News Seekers – This mind-set is clearly motivated by the Additional Benefits communicated. Could it be that messages in the Health Benefits category are “old news” to this group? They are unique in their acceptance of 2 Differentiator elements, including the exotic pink/green/white berry product. Other appealing forms are the fruitcup, dried blueberries and sauce. Driver Detractor 32 Mind-Set #3 – News Seekers – Most notable about the “bottom” half of this group’s ranked list is that nothing evoked a negative response. Driver Detractor 33 The Takeaway • • • • Value added blueberry products are needed This might also include value added blueberry ingredients Blueberries are part of a healthy food choice plan Clues to successful marketing approaches of blueberry products and ingredients Save the Date February 24, 2015 - Athens Food Industry & Academia Consortium/ Workshop UGA Obesity Initiative