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 Hernández Poultry Egg Manager EMEA [email protected]
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Sensory perception of quality of products across Europe · – Preferred yolk colour, (Roche, (Roche, now DSM, Yolk Colour, now DSM, Yolk Colour Fan) Fan) 61 60 60 48 33 24 24 21
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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”
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)
DSM Nutritional Products Europe
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
DSM Nutritional Products Europe
5Ranking (0-10) of “Food Quality Parameters” (BEUC)for Eggs in Spain, 2001 (3.085 consumers)
Ranking of “Food Quality parameters” (BEUC) forEggs, Meat, Milk, Fish in Germany, 2000 (2.000 consumers)
DSM Nutritional Products Europe
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
DSM Nutritional Products Europe
8AgendaAgenda
2. Sensory aspects of egg quality in Europe
• Shell
• Albumen
• Yolk
DSM Nutritional Products Europe
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
DSM Nutritional Products Europe
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DSM Nutritional Products Europe
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)
DSM Nutritional Products Europe
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
, %
n= 2.122 consumers (multiple response)
DSM Nutritional Products Europe
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
, %
n= 2.122 consumers (multiple response)
DSM Nutritional Products Europe
14The Roche Fan is now the DSM-Yolk Color Fan,the standard to measure yolk colour
DSM Nutritional Products Europe
15
****
DSM Nutritional Products Europe
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)
• 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
DSM Nutritional Products Europe
18AgendaAgenda
3. Sensory aspects of chicken meat quality
• Chickens, yellow or white?
DSM Nutritional Products Europe
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)
DSM Nutritional Products Europe
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)
DSM Nutritional Products Europe
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?
DSM Nutritional Products Europe
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)
DSM Nutritional Products Europe
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”)
Low chicken colour Medium colour High chicken colour
DSM Nutritional Products Europe
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 !!!
DSM Nutritional Products Europe
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%)
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DSM Nutritional Products Europe
28Chickens, yellow or white? France, 2005
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)
DSM Nutritional Products Europe
29Chickens, yellow or white? France, 2005
Spontaneous connotations of white and yellow chickens
0
50
100
150
200
250
300
350
400
Negative Neutral Positive
White chicken Yellow chicken
DSM Nutritional Products Europe
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)
DSM Nutritional Products Europe
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?
DSM Nutritional Products Europe
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)
DSM Nutritional Products Europe
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
DSM Nutritional Products Europe
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Thanks for your attention!Thanks for your attention!