Welcome!
Milestones
1.0 Introduction: Why Take This Course?
- 1.1 Why the Course is Needed
- 1.1.2 Tastes Are Changing: Case Study White Bread Loses Over 200 Million Euros
- 1.2 So Many New Products
- 1.3 For New Product Development
- 1.3.1 Flankers, Tweaking or Time For Something Completely Different
- 1.4 The Viscous Circle. Case Study: China
- 1.5 Four Main Areas for the Course
- 1.6 Understanding Preference for Fragrance and Flavor
2.0 How Advertising Works
3.0 The Consumer is the Hero
4.0 Master the Connection Between Flavor, Fragrance and Emotions: How to Create Preference.
5.0 Run Your Sensory Marketing Focus Group
- 5.0 & 5.1 Create and Moderate a Sensory Marketing Focus Group
- 5.2 & 5.3 Filling and Moderating Your Groups
- 5.4 How to Assess New Fragrance Concepts at Early Stages of Design
- 5.5 How to Research a Finished Fragrance Product
- 5.6 How to Research & Fix When a Product is Not Selling Well in Another Geographic Marketplace
- 5.7 Finding a Product’s Mood or Personality
- 5.8 & 5.9 Using Consumer’s Story, Memories & First Encounter
- 5.10 & 5.11 Finding Consumers Flavor & Fragrance Descriptors
- 5.12 & 5.13 Tying It Together: Finding Which Emotion is Driven by Which Aroma + Flavor
- 5.14 Best Ways to Present Your Findings for Maximum Impact
6.0 Why Brands, Flavours & Fragrances Fail
7.0 How To Ride the Next Consumer Trend
8.0 Further Knowledge
1.1.2 Tastes Are Changing: Case Study White Bread Loses Over 200 Million Euros
Tastes are changing as lifestyles are changing. You're going to learn to be able to solve, how to remedy and how to ride the impact of changing consumer tastes. I will share with you using actual flavor case studies.
This one is from the category of bread. The white bread crash during 2016. The white sliced bread category in the United Kingdom. It lost 200 million in just one year. The sales slumped.
They just fell off a cliff. That is when companies get worried.
They start asking what's happening and more importantly, what can we do to stop it? They're asking important questions like. Why did the category change? What happened?
What was the problem? Well, white bread had become a poster child for everything, bad carbs. It wasn't artisan. It was being industrially manufactured. It didn't look so fresh.
There was this perfect storm arriving. Then added to that, there were the fresh or semi fresh frozen bake-off products arriving in the supermarkets. All of a sudden, there was this big problem.
The trend was happening. Was it just a blip? Was it a terminal decline?
You'll be asked to help companies like this if you pursue a career in sensory evaluation. We were asked to help slow down this decline. I was asked to find out the reasons why this decline happened and see if we can slow the descent. The solution was a technical fix, and some of those products changed some of the notes, the aromas make the appearance look more healthy, more rustic. Handmade artisan. We help them with that product by going through the same process. I'm going to teach you.
We're going to find out what the consumer found important, what they liked, what they didn't like, what sensory cues could the technical team put in?
For example, they could put more of the smell of malt. Also put more resemblance of some more wholemeal elements. And also providing an understanding of the emotions of why people chose bread. Is it because of the softness? Is it because of the freshness? What is driving the consumption of it? You will learn the techniques of how to do this. Within this course, you'll you'll be able to find out the answers for your products.
This one is from the category of bread. The white bread crash during 2016. The white sliced bread category in the United Kingdom. It lost 200 million in just one year. The sales slumped.
They just fell off a cliff. That is when companies get worried.
They start asking what's happening and more importantly, what can we do to stop it? They're asking important questions like. Why did the category change? What happened?
What was the problem? Well, white bread had become a poster child for everything, bad carbs. It wasn't artisan. It was being industrially manufactured. It didn't look so fresh.
There was this perfect storm arriving. Then added to that, there were the fresh or semi fresh frozen bake-off products arriving in the supermarkets. All of a sudden, there was this big problem.
The trend was happening. Was it just a blip? Was it a terminal decline?
You'll be asked to help companies like this if you pursue a career in sensory evaluation. We were asked to help slow down this decline. I was asked to find out the reasons why this decline happened and see if we can slow the descent. The solution was a technical fix, and some of those products changed some of the notes, the aromas make the appearance look more healthy, more rustic. Handmade artisan. We help them with that product by going through the same process. I'm going to teach you.
We're going to find out what the consumer found important, what they liked, what they didn't like, what sensory cues could the technical team put in?
For example, they could put more of the smell of malt. Also put more resemblance of some more wholemeal elements. And also providing an understanding of the emotions of why people chose bread. Is it because of the softness? Is it because of the freshness? What is driving the consumption of it? You will learn the techniques of how to do this. Within this course, you'll you'll be able to find out the answers for your products.
This lesson shows how this new generation influences the opinions and preferences of the previous generations and indeed sometimes they transform the whole market. The lesson is brought to life through case study of white bread sales.