Beans consumption

Consumer  Behaviour

Bean's main spontaneous associations:

Appreciated  by  chefs  and  consumers

Consumer  habits:

100

99

95

95

95

87

66

49

Beans

Rice

Chicken

Beef

Vegetables

Pasta

Fish

Soups

PRODUCTS BOUGHT TO BE CONSUMED INYOUR HOUSEHOLD IN THE LAST MONTH

100

100

95

95

94

85

64

56

Beans

Rice

Chicken

Beef

Vegetables

Pasta

Fish

Soups

FOODS PREPARED FOR YOUR FAMILYIN YOUR HOUSEHOLD

4

3

1

1

1

0

91

Soups

Fish

Pasta

Beef

Chicken

Rice

No,  I  consume  all

FOODS  YOU  NOT  CONSUME

S7.  And  which  of  these  products  did  you  personally  buy  to  be  consumed  in  your  household  in  the  last  monthS8.  What  foods  do  you  prepare  for  you  and  your  family  in  your  household?S9.  Do  you  not  consume  any  of  these  foods,  no  matter  what?

4Base  size:  240S11.   Approximately,  how  many  kilograms  of  beans  are  consumed  in  your  household  per  month?  (SA)S12.  And  how  often  do  you  prepare  beans  in  your  household?  (SA)

Passionate  about  rice  and  beans,  in  São  Paulo  consumers  prefer  Carioca  beans  and  prepare  them  ~2  times  a  week.  

2.5Times  per  Week

Kilos per  month

USUALLY  CONSUME

Carioca100%  

Black55%  

Black-­‐eyed15%  

Navy13%  

Cowpea13%  

None81%  Yellow7%  

Kidney5%  

Rejection

Others10%  

Carioca98%  

Black1%  

Cowpea5%  

Navy5%  

Others3%  

MOST  OFTEN

Rice  and  beans  are  so  important  for  Brazilian  cuisine  that  this  combination  represents  “the  foundation”  of  most  important  meals:  lunch  and  dinner.

Eating  Rice  and  beans  represent  a  very  cultural  behavior  of  every  Brazilian  family.  This  plate  combines  its  richness  in  essential  nutrients  and  low  price,  being  accessible  to  all  Social  Economical  Levels.

Rice  +  Beans

Consumer  prepares

Beans  main  attributes  are  related  to  the  quality  perception:

Product  requirementsAspects  considered  in  the  evaluation  of  beans  available   in  the  market

FlavorØ Soft  /  SmoothØ ideal  texture:  firm,  not  hard  and  not  too  

soft.  The  grain  and  the  shell  remain  intact  without  smashing

Ø Broth  according  to  the  personal  taste  ,  very  likely  to  be  thick

ColorØ Light  brownØ Soft  /  naturalØ Dark  broth  very  refers  to  "dirty"  and  low  

quality  bean

Grain  texture

Aroma

Ø NiceØ Trustworthy  /  typicalØ Inviting  /  whets  the  appetite

Ø Prevalência  do  gosto  do  feijão,  com  um  leve  sabor  da  mescla   de  sal  e  outros  temperos  utilizados

Similar  to  both  Chefs  and  housewives

Test results

Consumers  feedback

7

UNBRANDED  TESTED  PRODUCTS  

Guest  beansAmerican Pinto  beans

Benchmark  Camil

Base:  240

8

In  general  both  beans,  guest  beans  and  benchmark,  have  similar  performance  in  consumer’s  overall  opinion.    

37 3

28 32

45 39

20 22

GUEST  BEANS CAMIL  (BENCHMARK)

Excellent

Very  good

Good

Fairly  good

Neither   poor   nor   good

Fairly  poor

Very  poor

MEAN  =  5,77

OVERALL  OPINION

P4.  Which  of  the  following  sentences  best  describes  your  overall  opinion  about  the  beans  that  we  left  to  test?

MEAN  =  5,65

*  =  statistically   significant   more  than  90%  confidence  level

In  general  none  is  better  than  the  other

9

ATTRIBUTES1.  Overall  Appearance    -­‐ before  cooking

2.  Size  -­‐ before  cooking

3.  Color   -­‐ before  cooking

4.  Wholeness   before  cooking

5.  Overall  Appearance    -­‐ after    cooking

6.  Size    -­‐ after    cooking

7.  Color   after  cooking

8.  Wholeness   after  Cooking

9.  Time  it  takes  to  cook  

10.  Consistency   /  Texture  after  cooking

11.  Ability   to  make  broth

12.  Taste  of  these  beans  before  seasoning  

13.  Taste  of  these  beans  after    seasoning  

14.  Yield

Tplot MEAN  (95%)

Overall  Opinion

1

2

3

4

5

6

7

8

9

1011

12

13

14

CAMIL  BENCH

MAR

K  (5.65)

GUEST  BEANS  (5.77)

Base:  240

Guest  Beans:  better  performance  on  “before  cooking”  attributes:  appearance,  color  and  wholeness.    

10Base:  240

There  is  a  belief  that  lighter  beans  are  better  quality  products.Guest  Beans  high  performance  in  appearance  is  probably  driven  by  its  lightness  perception  

before  being  cooked.

https://www.youtube.com/watch?v=0hPoaSoDwyU

http://idealreceitas.com.br/como-­‐clarear-­‐o-­‐feijao-­‐escuro-­‐antes-­‐de-­‐cozinhar

some  blogs  and  recipe  pages  give  tips  on  “how  to  lighten  the  beans”

Penalty  AnalisysCOLOR  INTENSITY  BEFORE  COOKING

GUEST  BEANS

CAMIL  (BENCHMARK)

-­‐0.46 5%

Lighter

91% 4%

Darker

0.01

0.33 3%

Lighter

78% 19%

Darker

-­‐1.49

2,74 1,03 2,47 1,08

11P5.  What  did  you  most  like  about  these  beans?  What  else?  Anything  Else?

28

33

40

64

TASTE

PRACTICITY

BAKING

BROTH

GUEST  BEANS (BENCHMARK)

17

32

42

63

TASTE

BAKING

PRACTICITY

BROTH

3

3

3

4

TASTE

BROTH

BAKING

PRACTICITY

4

4

7

8

CHARACTERISTIC  BEAN

BAKING

PRACTICITY

COLOR  /  APPEARANCE

DISLIKES17%

LIKES100%

DISLIKES13%

INDEX  OF  MULTIPLICITY

Dark  color  dislikes  of  benchmark  beans  spontaneously  mentioned  Consumer  stated  their  dislike  about  its  “Dark  color”  and  “ugly/strange  appearance”.

Guest  beans  have  no  (zero)  mentions  about  this  issue

LIKES96%

13 2

3

3

28

34

45

29

24

28

GUEST  BEANS

CAMIL  (BENCHMARK)

12

In  Brazil  consumers  use  to  soak  beans  before  cooking  to  soften  the  grains,  spending  less  time  to  cook.

In  terms  of  timing  both  are  equally  fast  to  be  prepared.  But  Guest  beans  have  high  advantage  in  its  consistency/texture.

https://www.youtube.com/watch?v=_pDkWlAWZ9M

61%  Soak the beansFor  2  hours

1

3

3

3

28

33

38

38

27

23

GUEST  BEANS

CAMIL  (BENCHMARK)

MEAN  =  5,73

MEAN  =  5,67

TIME  TO  COOK  (%)

CONSISTENCY/TEXTURE  (%)

MEAN  =  5,90*

MEAN  =  5,64

P19.  Which  of  the  sentences  on  this  showcard best  describes  the  time  it  takes  to  cook  this  product?P22.  Which  of  the  sentences  on  this  showcard best  describes  the  consistency/texture  of  these  beans  after  cooking?

*  =  statistically   significant   more  than  90%  confidence  level

13

3.50

3.70

3.90

4.10

4.30

4.50

4.70

4.90

5.10

Has  a  superior  quality  product

Is  recommended  by  acquaintances/  friends/  relatives/  

neighbors

Is  a  known  brand Is  my  family�'s  favorite

Has  a  good  appearance  after  

cooking  

Makes  a  thick  broth

Is  very  tasty Its  beans  not  break,  be  while

Would  be  on  my  shopping  list

Attributes  (Mean)

Would  be  the  Ideal

GUEST  BEANS

CAMIL  (BENCHMARK)

O    =  statistically   significant  more  than  90%  confidence  level

Guest  beans  meets  consumer’s  expectation  on  what  is  the  ideal  in  terms  of  quality,  taste,  appearance  and  wholeness.  

The  performance  of  guest  beans  considering  stages  of  evaluation:

Very  positive  performance   in  almost  all  requirements

1º  moment

uncooked

Seasoning3º  moment

2º  momentDuring  

preparation

FlavorTextureColor   Aroma

4º  momentReady

Clean,  light,  a  little  bit  more  spots:  high  quality  perception

Perfect  grains

Very  good,  cooked  beans

Higher  cooking  time  (partial)

Kept  light Evidencies the  spices  used

grains  remain  intact  and  grow  /  "double"    the  size

incorporate  the  spice

Meets  all  the  requirements

Softer

Legenda:NegativoPositivoRuídosNA  (não  se  aplica)

NA NA

NA

Guest beans preparation on foodservice:  275  consumers

50%  of  the  consumers  perceive  the  difference  between  guest  and   carioca  beans,  but  in  a  positive  way

Guest  beans  preparation  on  foodservice:  275  consumers

ü moisture  =  greater  capacity  for  increased  yield.

ü It  is  well  accepted  by  consumers:  special  attention  to  taste,  texture  and  size.

ü Different  nutritional  aspects:  Ø Less  calories  (carbohydrates,  

proteins)Ø More  Fiber,  phosphorus   and  

potassium. 89%