Wac 2008
27
WAC 2008, 27-29 March, Beaune (France) Wine Consumer Flavour Preferences Isabelle Lesschaeve,
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Transcript of Wac 2008
WAC 2008 27-29 March Beaune (France)
Wine Consumer Flavour Preferences
Isabelle Lesschaeve
Outline
Literature review on development of food preferencendash Application to wine
Sensory and cognitive dimensions of wine preference
Summary and Conclusion
Development of Food Preference
Three major determinants of food choice and preference (Rozin 1991)ndash Biological factorsndash Cultural factorsndash IndividualPsychological factors
Development of Food Preference Biological Factors
ndash Innate likes for sweet and dislikes for bitter and sour foods (Birch 1982)
ndash In utero nutrition impacts future childrsquos preference (Schaal 2006)
ndash Preference increases with exposureand familiarity (mere exposure theory Zajonc 1968)
Development of Food Preference Individual factors
ndash Adolescents develop liking for bitterfood and beverages (eg beer)
ndash Genetic traits Sensitivity to the
bitter compound PROP could influence bothpositive and negativesensations in alcoholic beverages
How do we learn to like wine
Introduction to wine in early adulthood Wine can
ndash Taste sour and bitterndash Smell unfamiliar (food) aromas
Oak floral petroleum
ndash Feel astringent and irritating
Wine could fit the ldquounpalatable substancerdquo category (Rozin 1986)
How do we learn to like wine
Liking for unpalatable beverage ndash Is developed by associative learning
Environmental and socio-cultural factors
ndash Results in desirable post-digestive consequences
How do we learn to like wine Socio-cultural factors
ndash New world consumers versus old worldndash Symbolic value of wine
Determinants of Wine choice
ldquoTasterdquo is one of the most important factors cited by consumers for choosing wine (Thompson and Vourvachis 1995 Charters 2003)
Tasting wine prior purchase is not common practicendash Purchasing wine is a risky endeavour because of
taste uncertainty (Mitchell and Greatorec 1988)
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Outline
Literature review on development of food preferencendash Application to wine
Sensory and cognitive dimensions of wine preference
Summary and Conclusion
Development of Food Preference
Three major determinants of food choice and preference (Rozin 1991)ndash Biological factorsndash Cultural factorsndash IndividualPsychological factors
Development of Food Preference Biological Factors
ndash Innate likes for sweet and dislikes for bitter and sour foods (Birch 1982)
ndash In utero nutrition impacts future childrsquos preference (Schaal 2006)
ndash Preference increases with exposureand familiarity (mere exposure theory Zajonc 1968)
Development of Food Preference Individual factors
ndash Adolescents develop liking for bitterfood and beverages (eg beer)
ndash Genetic traits Sensitivity to the
bitter compound PROP could influence bothpositive and negativesensations in alcoholic beverages
How do we learn to like wine
Introduction to wine in early adulthood Wine can
ndash Taste sour and bitterndash Smell unfamiliar (food) aromas
Oak floral petroleum
ndash Feel astringent and irritating
Wine could fit the ldquounpalatable substancerdquo category (Rozin 1986)
How do we learn to like wine
Liking for unpalatable beverage ndash Is developed by associative learning
Environmental and socio-cultural factors
ndash Results in desirable post-digestive consequences
How do we learn to like wine Socio-cultural factors
ndash New world consumers versus old worldndash Symbolic value of wine
Determinants of Wine choice
ldquoTasterdquo is one of the most important factors cited by consumers for choosing wine (Thompson and Vourvachis 1995 Charters 2003)
Tasting wine prior purchase is not common practicendash Purchasing wine is a risky endeavour because of
taste uncertainty (Mitchell and Greatorec 1988)
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Development of Food Preference
Three major determinants of food choice and preference (Rozin 1991)ndash Biological factorsndash Cultural factorsndash IndividualPsychological factors
Development of Food Preference Biological Factors
ndash Innate likes for sweet and dislikes for bitter and sour foods (Birch 1982)
ndash In utero nutrition impacts future childrsquos preference (Schaal 2006)
ndash Preference increases with exposureand familiarity (mere exposure theory Zajonc 1968)
Development of Food Preference Individual factors
ndash Adolescents develop liking for bitterfood and beverages (eg beer)
ndash Genetic traits Sensitivity to the
bitter compound PROP could influence bothpositive and negativesensations in alcoholic beverages
How do we learn to like wine
Introduction to wine in early adulthood Wine can
ndash Taste sour and bitterndash Smell unfamiliar (food) aromas
Oak floral petroleum
ndash Feel astringent and irritating
Wine could fit the ldquounpalatable substancerdquo category (Rozin 1986)
How do we learn to like wine
Liking for unpalatable beverage ndash Is developed by associative learning
Environmental and socio-cultural factors
ndash Results in desirable post-digestive consequences
How do we learn to like wine Socio-cultural factors
ndash New world consumers versus old worldndash Symbolic value of wine
Determinants of Wine choice
ldquoTasterdquo is one of the most important factors cited by consumers for choosing wine (Thompson and Vourvachis 1995 Charters 2003)
Tasting wine prior purchase is not common practicendash Purchasing wine is a risky endeavour because of
taste uncertainty (Mitchell and Greatorec 1988)
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Development of Food Preference Biological Factors
ndash Innate likes for sweet and dislikes for bitter and sour foods (Birch 1982)
ndash In utero nutrition impacts future childrsquos preference (Schaal 2006)
ndash Preference increases with exposureand familiarity (mere exposure theory Zajonc 1968)
Development of Food Preference Individual factors
ndash Adolescents develop liking for bitterfood and beverages (eg beer)
ndash Genetic traits Sensitivity to the
bitter compound PROP could influence bothpositive and negativesensations in alcoholic beverages
How do we learn to like wine
Introduction to wine in early adulthood Wine can
ndash Taste sour and bitterndash Smell unfamiliar (food) aromas
Oak floral petroleum
ndash Feel astringent and irritating
Wine could fit the ldquounpalatable substancerdquo category (Rozin 1986)
How do we learn to like wine
Liking for unpalatable beverage ndash Is developed by associative learning
Environmental and socio-cultural factors
ndash Results in desirable post-digestive consequences
How do we learn to like wine Socio-cultural factors
ndash New world consumers versus old worldndash Symbolic value of wine
Determinants of Wine choice
ldquoTasterdquo is one of the most important factors cited by consumers for choosing wine (Thompson and Vourvachis 1995 Charters 2003)
Tasting wine prior purchase is not common practicendash Purchasing wine is a risky endeavour because of
taste uncertainty (Mitchell and Greatorec 1988)
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Development of Food Preference Individual factors
ndash Adolescents develop liking for bitterfood and beverages (eg beer)
ndash Genetic traits Sensitivity to the
bitter compound PROP could influence bothpositive and negativesensations in alcoholic beverages
How do we learn to like wine
Introduction to wine in early adulthood Wine can
ndash Taste sour and bitterndash Smell unfamiliar (food) aromas
Oak floral petroleum
ndash Feel astringent and irritating
Wine could fit the ldquounpalatable substancerdquo category (Rozin 1986)
How do we learn to like wine
Liking for unpalatable beverage ndash Is developed by associative learning
Environmental and socio-cultural factors
ndash Results in desirable post-digestive consequences
How do we learn to like wine Socio-cultural factors
ndash New world consumers versus old worldndash Symbolic value of wine
Determinants of Wine choice
ldquoTasterdquo is one of the most important factors cited by consumers for choosing wine (Thompson and Vourvachis 1995 Charters 2003)
Tasting wine prior purchase is not common practicendash Purchasing wine is a risky endeavour because of
taste uncertainty (Mitchell and Greatorec 1988)
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
How do we learn to like wine
Introduction to wine in early adulthood Wine can
ndash Taste sour and bitterndash Smell unfamiliar (food) aromas
Oak floral petroleum
ndash Feel astringent and irritating
Wine could fit the ldquounpalatable substancerdquo category (Rozin 1986)
How do we learn to like wine
Liking for unpalatable beverage ndash Is developed by associative learning
Environmental and socio-cultural factors
ndash Results in desirable post-digestive consequences
How do we learn to like wine Socio-cultural factors
ndash New world consumers versus old worldndash Symbolic value of wine
Determinants of Wine choice
ldquoTasterdquo is one of the most important factors cited by consumers for choosing wine (Thompson and Vourvachis 1995 Charters 2003)
Tasting wine prior purchase is not common practicendash Purchasing wine is a risky endeavour because of
taste uncertainty (Mitchell and Greatorec 1988)
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
How do we learn to like wine
Liking for unpalatable beverage ndash Is developed by associative learning
Environmental and socio-cultural factors
ndash Results in desirable post-digestive consequences
How do we learn to like wine Socio-cultural factors
ndash New world consumers versus old worldndash Symbolic value of wine
Determinants of Wine choice
ldquoTasterdquo is one of the most important factors cited by consumers for choosing wine (Thompson and Vourvachis 1995 Charters 2003)
Tasting wine prior purchase is not common practicendash Purchasing wine is a risky endeavour because of
taste uncertainty (Mitchell and Greatorec 1988)
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
How do we learn to like wine Socio-cultural factors
ndash New world consumers versus old worldndash Symbolic value of wine
Determinants of Wine choice
ldquoTasterdquo is one of the most important factors cited by consumers for choosing wine (Thompson and Vourvachis 1995 Charters 2003)
Tasting wine prior purchase is not common practicendash Purchasing wine is a risky endeavour because of
taste uncertainty (Mitchell and Greatorec 1988)
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Determinants of Wine choice
ldquoTasterdquo is one of the most important factors cited by consumers for choosing wine (Thompson and Vourvachis 1995 Charters 2003)
Tasting wine prior purchase is not common practicendash Purchasing wine is a risky endeavour because of
taste uncertainty (Mitchell and Greatorec 1988)
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Sensory dimensions of likes and dislikes
Traditional market research techniquesndash Wine expertsndash Me2 sales volumendash ldquoTasterdquo test ldquoone sip testrdquoAsk consumers to describe what they like
or dislikendash Focus groups
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Traditional market research techniquesndash Research has shown that consumer
language can be misleading ndash Merlot wine study (Lesschaeve (2006)
When consumers liked the wine they liked its oak character
When consumers disliked the wine they disliked the oak character
Liked oak=Vanillatoasted oak Disliked oak=Smoky oak burnt
Sensory dimensions of likes and dislikes
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Sensory dimensions of likes and dislikes
New approach ndash Blends sensory and market research techniquesndash Produces preference mapndash Consumers still rate their overall likingndash Wine description is collected from a trained
sensory panel (Descriptive Analysis)ndash Multivariate statistics are used to explain or
predict consumer flavour preference
[McEwan 1996 Lesschaeve et al 2001 2004]
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Authors Wine category Attribute analysis Consumer evaluation Aromas driving liking
Lesschaeve et al
White wines23 Chardonnays 14 wine styles
Descriptive analysis with 12 trained panelists
16 aroma attributes
CLTs 361 consumers9 pt hedonic scale
Sweet fruity berry overall aroma intensity vanilla toasted oak alcohol spicy oak lingering after-taste
Yegge et al White wines12 inexpensive Chardonnays
DA with 14 trained panelists
10 aroma attributes
CLT with 126 consumers9 pt hedonic scale
Fruity floral Caramel spice oak
Froslashst et al Red wines12 inexpensive red wines 7 varieties or blends
DA with 12 trained panelists
9 aroma attributes
CLT with 57 consumers9 pt hedonic scale
Vanillaoak Canned vegetables and Green olives berry butter leather
Lesschaeve et al
Red wines5 Merlot wines
Descriptive analysis with 8 trained panelists
17 aroma attributes
CLT tests with 41 consumersLiking on 100 pt linear scale
Burnt smoky pungent grassy cut wood butter scotch vanilla rawwood
Lesschaeve et al
White wines8 inexpensive white wines
Descriptive analysis with 12 trained panelists
37 aroma attributes
CLT with 115 consumersLiking on a 100 pt linear scale
earthy asparagus banana butter pinemusty mushroom
Lesschaeve et al
White wines4 Riesling wines
Descriptive analysis with 10 trained panelists
22 aroma attributes
CLT with 46 consumersLiking on a 100 pt linear scaleBlind and informedconditions
Blind high rubber and musty pungent earthy Informed earthy rubber rose lemon grapefruit pungent cooked apple sweet licorice raisin
Depends on consumer segments
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Sensory dimensions of likes and dislikes
Example [Lesschaeve 2007]
ndash Four Riesling wines ndash 45 Ontario consumers assessed their liking (10
cm hedonic scale)ndash Descriptive analysis by 12 trained panelists with
44 flavour attributes and 2 replicatesndash Both sets of data were analysed to produce a
preference map
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Riesling preference mapRiesling prefmap - Blind condition
WI
WB
HP
CSLiking 2
Liking 1
Licorice_FHoney_F
Raisin_F
Rose_F
Peach_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-5
0
5
10
-10 -5 0 5 10 15
F1 (9044 )
F2 (9
56
)
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Is it just a matter of taste
Riesling study had two parts1 Consumers tasted the wines blind (without
any information except that the wines were Riesling)
2 Consumers tasted the same wines but with some information
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Riesling preference mapwith Information
Riesling preference map - Informed condition
WI
WB
HP
CS
L3
L2
L1
Licorice_F
Honey_FRaisin_F
Rose_F
Peach_F
Grapefruit_F
Apple cooked_F
Pungent
Rubber
Sherry like
Yeasty
Licorice
Raisin
Earthy-Musty
Honey
Vanilla
CaramelMelon
Grapefruit
Lemon
Apple cooked
-20
-10
0
10
20
-30 -20 -10 0 10 20 30
F1 (6453 )
F2 (2
233
)
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Wine = Flavour + Image
Flavour = sensory attributes (appearance aroma taste etc)
Image = label bottle shape advertising etc
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Non sensory factors affecting preference External information
ndash packaging design label (frontback)ndash identifiers associated to quality brand
name appellation-region of origin (VQA AOC) countryregion of origin price award expert rating
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Cognitive factors affecting likes and dislikes Consumer characteristics
ndash Involvement knowledge and familiarity with the product ldquohigher involvement consumers utilise more
information and are interested in learningmore while low involvement consumers tendto simplify their choices and use riskreduction strategiesrdquo (Lockshin 2006)
3 dimensions of involvement productinvolvement brand decision involvement andpurchasing involvement (Lockshin et al 1997)
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Cognitive factors affecting likes and dislikes
Consumer characteristicsndash demographics lifestyle self-perception
Baby boomers Generation X and Y
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Cognitive factors affecting likes and dislikes Consumer characteristicsFrom Hughson et al 2004
1 Red amp White Wines -- Segment 1 (lsquoSensory explorers)
2 Red amp White Wines -- Segment 2 (lsquoClassics)
3 Red amp White Wines -- Segment 3 (Imaginers)
4 Red Wines Only -- Segment 4 (lsquoNo Frills)
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Source Project Genome 2008
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Non sensory factors affecting preference Context of choice or consumption Societal factors
ndash image prestige mystic symbolic values
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Conclusions
Understanding of consumer flavour segments enable producers ndash to enhance the chance of repeat purchase ndash to target niche markets with a specific wine
style
Elucidating wine active compounds is critical to understand sensory drivers of liking and develop targeted wine styles
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Conclusions
In foodstuff categories ndash when product does not meet the sensory
profile expected by consumers marketing cues cannot usually fool consumers
The wine category is different ndash Non sensory factors still have an impact
on consumer choice behaviours and may enable consumers to forgive any dissonance on the sensory profile
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
Conclusions
Non sensory factors impact ndash Is it stable over timendash Have consumers developed strategies to
relate external information to sensory properties
ndash Do they rely on their memories (brand taste)
ndash What is the influence of context (Eg Tasting room) and repeating tasting
More research is still needed
- Wine Consumer Flavour Preferences
- Outline
- Development of Food Preference
- Development of Food Preference
- Development of Food Preference
- How do we learn to like wine
- How do we learn to like wine
- How do we learn to like wine
- Determinants of Wine choice
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Sensory dimensions of likes and dislikes
- Slide Number 13
- Sensory dimensions of likes and dislikes
- Riesling preference map
- Is it just a matter of taste
- Riesling preference mapwith Information
- Slide Number 18
- Non sensory factors affecting preference
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Cognitive factors affecting likes and dislikes
- Slide Number 23
- Non sensory factors affecting preference
- Conclusions
- Conclusions
- Conclusions
-
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