Value Added Blueberry Products

Value Added Blueberry
Products
Louise Wicker
University of Georgia
Athens, GA
lwicker@uga.edu
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