Professor & Science Team Leader: Derek Victor Byrne
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1 2014 THE MIND AND MOUTH IN SENSORY QUALITY, CULTURE AND EATING BEHAVIOR SINDET OG MUNDEN I SANSEKVALITET, KULTUR OG SPISEADFÆRD Professor & Science Team Leader: Derek Victor Byrne science food
2 ABSTRACT The mind and mouth in sensory quality, culture and eating behavior The human senses are in themselves central to determining the quality of foods consumers choose in different cultural contexts. i.e. the mouth However, it is also very important to understand the consumer s mind in terms of eating behaviour. When we talk about taste in food we mean personal preference as much as the influence of taste, flavour and texture as determined by the human senses. Prof. Derek Victor Byrne, Institut for Fødevarer, Aarhus Universitet
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4 CONTENT 1. HUMAN SENSORY PERCEPTION & EATING 2. QUALITY, QUALITIES AND UNIQUENESS SENSORY PERCEPTION STUDIES 4. FROM NUTRITION TO EATING BEHAVIOUR PERSPECTIVES...
5 1. HUMAN SENSORY PERCEPTION & EATING The mind & mouth...
6 2005 6
7 LETS START AT THE END - MIND AND MOUTH Modified from Thompson et al Our perceptual interaction with food.& food quality/ies
8 2. QUALITY, QUALITIES... UNIQUENESS... What do we mean by quality today... Back to the future...
9 LETS START WITH A QUESTION LIKE - What consitutes the qualities /uniqueness of a food? It can be grown and lets imagine it is more healthy... But...its red 9 What are the implications of this senario? Who would eat the red one as a healthy option How can it become the new normal?
10 MANY MORE EXAMPLES... WILL NOVEL HELATHY WORK ON THE MASS MARKET CONSIDERING MIND AND MOUTH?
11 PERHAPS NOT? Society Modified from Thompson et al. Product has initial impact & but fails on market HOW TO MAKE DIFFERENT/NEW A SUCCESS = ENSURE ADAPTATION
12 2. SENSORY PERCEPTION STUDIES Finding solutions...
13 THESIS -HONEY SENSORY UNIQUENESSAND DYNAMICSIN CONSUMER UNDERSTANDING OF LOCAL FOODS Sandra Stolzenbach Nielsen Sensory Science Department of Food Science Supervisor Professor Derek V. Byrne PhD What is local?
14 Enhedens navn LOCAL FOOD? - CULINARY REVOLUTIONS VS. LOCAL TRADITIONS... WHICH IS A LOCAL FOOD STORY? Spam musubi New Nordic Food
15 STUDY I. CONSUMER CONCEPTS IN NEW PRODUCT DEVELOPMENT OF LOCAL FOODS: TRADITIONAL VERSUS NOVEL HONEYS DK HONEY Nielsen, S. S., Bredie, W.L.P. & Byrne, D.V. Supervisor Professor Derek V. Byrne PhD
16 STUDY I.
17 Paper IV: Consumer concepts in new product development of local foods: traditional versus novel honeys AIM: To investigate how consumers conceptualize traditional versus novel local foods by the use of abstract, functional and emotional concepts and appropriateness for use attributes Paper I: Sensory local uniqueness of Danish honeys
18 Paper IV: Consumer concepts in new product development of local foods: traditional versus novel honeys Rape Rape honey Traditional Clover Heather Summer honey containing a high level of clover pollen Heather honey Mostly-liked Spring honey. The honey was the mostly liked among trained panellists Basic Summer honey. The honey worked as basic honey for the novel honeys Horseradish The basic honey with grated fresh horseradish Novel Peppermint Mustard The basic honey with chopped peppermint The basic honey with mustard and crushed mustard seeds Apple The basic honey with apple syrup and dried apples Sea buckthorn The basic honey with crushed sea buckthorn
19 Paper IV: Consumer concepts in new product development of local foods: traditional versus novel honeys THE EXPERIMENT
20 CONCEPTUAL ATTRIBUTES Response variable Background 1 Gender So does honey make you angry, sad, happy? Emotional concepts 24 Joy a 2 Age 25 Surprised a 3 Frequency of consumption 26 Disgusted a 4 Regular honey usage 27 Sad a Hedonic 28 Angry a Liking 29 Fear a Abstract concepts 30 Excited 6 Familiar 31 Annoyed 7 Ordinary 32 Disappointed 8 Exclusive 33 Bored 9 Traditional Appropriateness for use 10 Modern 34 Spreading on bread 11 Typical Danish 35 Topping on an open sandwich (Open sandwich) 12 Complex 36 For baking of bread and cakes (Baking) 13 Balanced 37 Sweetener in hot drink e.g. tea 14 Unique 38 Topping on ice cream/desserts (Ice cream/dessert) 15 Feminine 39 Topping on yoghurt (Yoghurt) 16 Masculine 40 For preparation of muesli (Muesli) 17 Tastes like more 41 For preparation of salad dressing (Salad dressing) 18 Appetising 42 Consumed with cheese and crackers (Cheese) 19 Disgusting 43 Served with hot cooked meat (Hot meat) 20 Fun 44 Served with hot cooked fish (Hot fish) Functional concepts 45 Served with cold fish e.g. salmon, sushi (Cold fish) 21 Makes a meal more interesting (Meal more interesting) 46 Consumed without any supplement (No supplement) 22 Inspires one to try other novel honeys 47 Appropriate for something other than listed (Other) (Trying other novel honeys) 23 Convenient to use in food preparation (Convenient)
21 Concepts/Emotions re local honeys Paper IV: Consumer concepts in new product development of local foods: traditional versus novel honeys Component 1 (Y-explained variance 21%) TRAD Bored Basic Sad Disappointed NOVEL BAD Ordinary Horseradish Annoyed Disgusted Angry Familar Traditional Mostly-liked Apple Typical Danish Clover Disgusting Rape Fear Feminine Sea buckthorn Balanced Appetising Liking Joy Tastes_like_more Heather Masculine Surprised Convenient Excited Mustard NOVEL Unique Peppermint Fun GOOD Modern Complex Exclusive Meal_more_interesting Trying_other_novel_honeys Component 1 (Y-explained variance 70%)
22 CONCLUSIONS Paper IV: Consumer concepts in new product development of local foods: traditional versus novel honeys Traditional and novel local honeys were separated by different concept associations, and provided more product information from consumers than simple product liking. Familiarity had a positive impact on the conceptualisation of the traditional honeys. The level of novelty and its conceptualisation are critical to the market success of unique novel products. The appropriateness measures (not shown in Fig.) were very important as indicators of potential barriers for purpose for use. when we combine the sensory/conceptual/use mouth + mind indifferent contexts A novel local product 1. must be liked on a sensory basis, 2. fill a unique and pleasant conceptual space and 3. be provided with suggestions for usage if there are no pre-existing common guidelines
23 MULTISENSORY PERCEPTION AND EATING
24
25 STUDY II.
26 4. FROM NUTRITION TO EATING BEHAVIOUR... A gap perception science as a bridge... Rosetta Stone
27 THE BRIDGE Nutritional information Media advice Advertising Health as a concept Nutrition The Senses The Mouth Human senses Basic tastes Colour Texture Objective Subjective Cross modal Multimodal The Mind Behaviour Habit Situation Context Place Eating behaviour a Paradigm shift: focus on this translation
28 5. PERSPECTIVES... What are we aiming for?...
29 A QUOTE The only way to keep your health is to eat what you dont want, drink what you dont like and do what you would rather not... Mark Twain following the equator Should it have to be like this...
30 A BOTTOM LINE The human mind & mouth as a key to unlocking future healthy eating... food happiness Where the mind, mouth, culture and societal needs merge... To understand and promote societal shifts in eating behaviour From a past, present and future perspective...
31 Enhedens navn FOOD FOR THOUGH... OUR CHALLENGE Can we teach an old dog (public/science) new tricks?
32 THANK YOU
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