1 Food Liking Consistency and Variation in Asia Hajime Nagai Cerebos Pacific Limited Singapore 19th July 2006

2 Functional drink Green tea beverage in Japan market

3 Competitive Situation of Japanese beverage market Consumer behavior and insights are critical for product development Differenciation is required for production charactor Target segmentation by consumer research technique

4 Cluster segmentation of drink liking (Japanese) Coffee (with sugar & milk) Black coffee Green tea Oolong tea Infusion of parched barley Jasmine tea Blended tea Black tea Fruit juice 100% pure fruit juice Carbonated drinks such as cola Carbonated drinks excluding cola Sports drink / Wellness beverages Dairy drinks Cocoa drinks Mineral water Coffee (with sugar & milk) 2 Black coffee 2 Green tea 2 Oolong tea 2 Infusion of parched barley Jasmine tea 2 Blended tea 2 Black tea Natural fruit juice Sports drink/ Wellness beverages 2 Dairy drinks 2 Cocoa C1: Dislike salty/stimulating C2: Prefer unsweetened drinks C3: Prefer carbonated drinks C4: Favor stimulating/bitter C5: Prefer brisk/sugarless C6: Prefer sweetend drinks

5 Instant Chinese noodle in a cup Hot curry Ethnic food Tom yam goong Food in sweetened vinegar _ Korean pickles Fermented soybeans Cheese Pickled ume Marmalade Liver Pig innards Fish internal organs Black coffee Milk coffee (with sugar) Green tea Oolong tea Camomile tea Beer Wine Campari soda Gin Whisky Shortcake Ice cream Sweet chocolate Bitter chocolate Bean jam Kappa ebisen Potato chips Mint gum Mint tablet Grape fruit Lemon Celery Sweet pepper Carrot Bitter gourd Pepper Japanese pepper Japanese horseradish Coriander Tabasco Various citrons in Japan Cigarette Menthol cigarette C1: Dislike salty/stimulating C2: Prefer unsweetened drinks C3: Prefer carbonated drinks C4: Favor stimulating/bitter C5: brisk/sugarless C6: Prefer sweetened drinks Cluster segmentation of food liking (Japanese)

6 Green Tea Beverages preferable taste and flavor design of green tea beverages for consumer groups from varying social backgrounds. iemon Suntory Limited What about the other territory expansion ?

7 Taste Preference to novel drinks case study in US We chose the 4 teas that were least familiar and least liked. For a within-subjects exposure design, it is important that the teas be readily distinguishable. Otherwise, increasing familiarity with one tea contributes to familiarity with other teas. Subjects could distinguish teas in a forced-choice paradigm, but rated them as being fairly similar. (Snow analogy) green Mugi cha roasted barley blend – green, roasted grain, Chinese herb Collaboration study with Monnel Chemical Senses Center, Philadelphia USA

8 Essence of Chicken was formulated by Chef Henry Brand in 1835 Mr. Brand was a chef to the British Royal Family in Buckingham Palace during the reign of King George IV Concerned about the ailing Kings health, he improved the age-old chicken soup remedy by creating a fat-free, easily digestible chicken consommé BRANDS Essence of Chicken

9 BRANDS Essence of Chicken is well known in Chinese society Thailand Taiwan China Hong Kong Singapore Malaysia Japan?

10 "Well-balanced taste" Strength of well-balanced taste Easy to drink, Strength of plane taste Umami Body Koku, Thick of taste Toromi Umami Taste Attributes have close relationship with Overall Liking Attributes of "Well-balanced taste" is high positive/negative Correlation with Overall Liking as follows Easy to drink Strength of well- balanced taste Strength of plane taste Chicken essence: Liking and Taste qualities

11 Taste profile of essence chicken (China study) 0% 10% 20% 30% 40% 50% 60% 70% Strength of fishy smell Strength of medicine smell Umami Kuse Strength of aftertaste Koku Easy to drink Feeling effect PQRS

12 Attributes evaluation _Top2(5+4) NOT AWARE(without concept) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clarity of color Color darkness Strength of fragrance Strength of chicken/chicken soup aroma Strength of fishy smell Strength of Chinese medicine smell Strength of chicken/chicken soup taste Strength of fishy taste Strength of oumagi Salty taste Sour taste Sweet taste Bitter taste Strength of Chinese medicine taste Strange taste Astringent mouthfeel Refreshing of mouthfeel Stickiness of mouthfeel Thickness of liquid Easy to drink Strength of aftertaste taste 9F54S76T3502 Taste profiles in different area Note:Top2 boxes of 5 points scale(5+4) N=243

13 Geographical Differences – Ethnic, Culture and Food Thailand Taiwan China Hong Kong Singapore Malaysia

14 Overview of Strategy- Key Characteristics ThailandThailand MalaysiaMalaysiaSingaporeSingapore Hong Kong ChinaChina TaiwanTaiwan Taste element C Taste element A Taste element B *ML Malays * ML Chinese * ML Malays * ML Chinese

15 For global understanding for consumer food behavior in Asia Problem: Flavor description in different country (language) Sensory data (Taste and Smell)

16 For global understanding for consumer food behavior in Asia : Cont. Food (drink) culture and history Eating practice and behavior Sensitivity to basic taste (sweet, bitter, salty and sour …) Liking behavior to basic taste In addition Nutritional behavior Health concern

17 Thank you ! Any questions to