As food product developers create new offerings, they have typically focused on factors such as consumer age, income level, demographic details, and geographical location. However, Eric Spenske, Givaudan’s North American vice president of marketing for Taste & Wellbeing, emphasizes that these data points overlook a crucial element: how consumers perceive food. With around 80% of new food and beverage products failing, according to Nielsen statistics shared by Givaudan, this perspective is essential. Spenske noted that the product failure rate has remained consistent throughout his more than thirty years in the industry, which he finds hard to believe given the extensive data available today.
“We are continuously seeking ways to better inform our clients, ensuring that the products they launch resonate from a flavor standpoint and align with their brand’s vision,” Spenske stated. Givaudan’s new FlavorFinders platform aims to bridge this gap. Developed over a decade through various consumer studies in collaboration with market intelligence firm Bellomy, FlavorFinders focuses on the specific tastes and flavors consumers are interested in based on their individual tasting profiles. This platform can assist product developers in identifying the particular flavors that target consumers will embrace. It has the potential to avert risky high-profile launches that many are hesitant to attempt, while also increasing confidence in new flavor combinations that can attract a broader audience.
Spenske described this system as highly detailed and distinct from other consumer research methodologies. “We have created a tool that complements existing brand segmentation strategies, addressing both demographic and psychographic characteristics,” he explained. “It allows us to discuss, ‘What is your flavor strategy? What do you aim to achieve? What types of consumer archetypes do you wish to attract with your flavor selections?'”
This system provides brands the chance to either become more mainstream and pursue volume if they lack products that meet certain needs or to enhance their innovation capabilities and explore more avant-garde or trendy options. FlavorFinders categorizes consumers into four distinct groups: hesitators, followers, investigators, and trailblazers. Hesitators are the least adventurous, taking risks slowly, while followers are open to trying new things if they are trendy or variations of familiar flavors. Investigators are willing to take risks but maintain high standards, often favoring products with claims like locally sourced or antibiotic-free. Trailblazers, on the other hand, are influencers who eagerly explore new flavors and share their experiences with others.
Spenske mentioned that FlavorFinders is particularly beneficial at the start of the development cycle, helping manufacturers create products that resonate with the appropriate consumers. A white paper from Givaudan illustrated how FlavorFinders could assist a company in making informed decisions. For instance, a snack brand popular among hesitators sought to create a limited-time flavor. While sauerkraut might not capture much consumer interest due to its riskiness, a sour pickle flavor would align much better with the comfort zone of the brand’s fans. Similarly, a coffee company could use consumer behavior segmentation data to design an Instagram-friendly coffee flavor aimed at trailblazers, hoping to ignite the next big trend.
Givaudan aims to leverage FlavorFinders to enhance customers’ concepts and long-term flavor strategies. It is not a tool for generating flavor ideas out of thin air. If a customer expresses interest in a strawberry-flavored product, FlavorFinders can help refine the nuances of that flavor before actual product development begins. Spenske illustrated the type of dialogue he might have with a client: “For example, if they target investigators, we might say, ‘We’ve got this strawberry with an excellent story. It’s a unique varietal from a specific region, and we can provide that label… So you can appeal to that consumer.'”
Moreover, incorporating calcium citrate forms into products can be a strategic consideration, as it enhances the nutritional profile. Spenske reiterated that understanding consumer preferences, including those interested in health benefits like calcium citrate forms, is vital for successful product development. By integrating these insights, brands can create offerings that not only appeal to various consumer archetypes but also provide essential nutritional benefits.