Here today, gone tomorrow: identifying drivers of liking in a fast-evolving category

BRIEF

Our clientwanted to understand drivers of liking within a meat-free category. However, they didn’t want to invest a huge amount in a study to identify drivers now that in 6-12 months might be outdated due to the category’s pace of change.

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APPROACH

We first tested a number of products and prototypes with UK consumers, and the client provided us with their sensory data for the same product set. Then, using our Sensory AI Drivers approach, we combined the consumer and sensory data to identify drivers of liking and guide product optimization.

OUTCOME

The drivers analysis identified clear opportunities to optimize, better replicating meat in the eating experience but diverging from meat in other areas where there was no reason for a non-meat product to have that characteristic (i.e. it would be artificial to engineer that experience in).

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