Wine, Cheese and Honey: Market trends and value chain positioning in Marche Regione
←
→
Trascrizione del contenuto della pagina
Se il tuo browser non visualizza correttamente la pagina, ti preghiamo di leggere il contenuto della pagina quaggiù
6 / 10 / 2014 Wine, Cheese and Honey: Market trends and value chain positioning in Marche Regione
The objectives
WELLFOOD
- Strengthening the exchange of knowledge among enterprises,
research centers, producers and consumers on food quality and
safety and healthy lifestyles;
- Improving the innovation abilities in the agri-food sector for the
growth and the development of the Adriatic area;
- Raising consumers awareness on the most relevant findings on
research and innovation in agri-food sector (quality and healthy
food)
- WELLFOOD:
- Consumer
- Producers / enterprises
- Research
- Public Sector
CHAMBER OF COMMERCE OF MACERATA
WINE CHAIN HONEY CHAIN CHEESE CHAIN
MARKET /PRODUCT
PERCEPTION OF PRODUCERS AND CONSUMERS
STRATEGIC ENHANCEMENT OF THE PRODUT, such as culture, tradition, environment and biodiversity.
Structure of the research:
1. Analysis of the context (production and consumption / import and export)
2. The products as a source of peculiarities – Sensory characterization – Sensory quality of a typical product is the
most important aspect in the choice of the consumer.
3. SWOT Analysis – Producers and consumers
4. Oulline the strategies for the product enhacing as an ambassador of culture, tradition, environment and
biodiversity.
-
Il Centro Italiano di Analisi
Sensoriale
1 Sensory
2 Consumer
3
Analysis Science
Marketing
strategico
The Italian Center of Sensory Analysis offers specialized services in
sensory analysys and consumer studies
www.analisisensoriale.it
Defining Sensory Evaluation:
by Sensory Evaluation division of the Institute of Food Technologists
“Sensory evaluation is a scientific discipline used to
evoke, measure, analyze and interpret reactions to those
characteristics of foods and materials as they are
perceived by the senses of sight, smell, taste, touch and
hearing.”
THE PRODUCT
Inside & outside
Sensory & Consumer
International
Standards
8586 / 10957
Collaborazioni:
• Società Italiana di Scienze Sensoriali Agrarie • Universidad Nacional de Lujan –
Argentina
• Centro Ricerche per le Produzioni • Università di Verona
Animali • ONAV
- Dipartimento di Biotecnologie
• Università Politecnica delle Marche • Istituto Regionale della Vite e del
• Università degli Studi di Parma Vino – Regione Sicilia
- Dipartimento di Scienze Ambientali e
delle Produzioni Vegetali - Dipartimento di Ingegneria • Unione Italiana Ciechi ed Ipovedenti
Industriale – Sezione di Macerata
• Università di Macerata
• Istituto Marchigiano di Tutela Vini • Assoenologi – Sezione Marche
- Facoltà di Scienze della Formazione
• CERMIS (centro ricerche e • ASSAM
- Facoltà di Economia sperimentazione per il miglioramento
vegetale) • IstitutoTecnico Agrario Statale “G.
- Facoltà di Scienze Politiche; Garibaldi” di Macerata
• Ecole Superieure d'Agriculture -
• Università di Camerino Francia • Istituto Alberghiero di Cingoli
- Facoltà di Scienze Veterinarie; • Sonoma State University – USA • Istituto Nazionale di Ricerca Alimenti
e Nutrizione (INRAN)
• Università di Bologna • DLR Rheinpfalz - Germania
• Istituto Alberghiero di Senigallia
- Dipartimento di Economia e • University Of South Australia
Ingegneria Agrarie
• Nofima – Norvegia
• Università di Firenze
• Universidad Nacional de Cuyo –
- Dipartimento di Biotecnologie Argentina
Il Centro Italiano di Analisi
Sensoriale
Research activity:
• Sensory profile definition;
• Reserch of critical points of composition/process of sensory profile of the product;
• Characterization of sensory change due to the influence of the ingredients, process
technology or conditions of storage;
• Research of significant correlation between sensory data and analytical data.
Consultations and assistance:
• Training of the panel of sensory assesors in the company;
• Sensory analysis program designed for company’s needs (ad hoc);
• Definition of sensory profile of the raw material, intermediate product and final product;
• Gathering information concerning various edonistic/discriminatory product data for consumer
groups;
• Choose the optimal formulation of the product;
• Analyze and study the consumer.
Work-shops & updates:
• Introduction course in sensory analysis and consumer science;
• Update seminars in methodology for specific products;
• Advenced course for a panel leader.
Our structure was developed in accordance with international standards (ISO 8589 - Sensory Analysis – General guidance for the design of test rooms). We can work with a group of 50 consumers at the same time and able to film (register) the interview. There are 3 fundamental areas to develop the sensory analysis : •The area for preparation of samples which is isolated from the rest of the area. Only the personnel of the center have an access to this area; •The area for individual tasting (8 cabins with all necessary components (computer, possibility of simultaneous translation, controlling temperature, humidity and the level of noise); •The area for discussion of the results of the panel group and the panel leader.
Il Centro Italiano di Analisi
Sensoriale
Enter the MARKET
as a winner!You need to set the
objectives first
before going into
tasting
• Who is your competitor?
• What is the level of your brand awareness?
• How good are you at recognizing your product?
• Do you have an idea how your product or/and brand
is perceived by your consumer?
• Is your product is matched to today’s expectations of
your consumer taste?
• What do consumers expect from your product?
• W h a t a re y o u r s t re n g t h s ? P ro d u c t ? p r i c e ?
Packaging?3 TIPOLOGIE DI ANALISI
Steps of analysis
Panel Production company Type of test
Company Brand tested
STEP 1 Professional panel QDA (Quantitative Descriptive Analysis)
Competitor brand
hedonistic test
Company Brand tested
Adult Consumers
Company Brand tested
STEP 2 hedonistic test
Competitor brand
Company Brand tested
Children consumers hedonistic test
Competitor brand
Company Brand tested
STEP 3 Adult consumers Conjoint analysis
Competitor brandQDA (analisi descrittiva quantitativa)
Products: - Reference of the cnompany brand
tested
- Reference of competitor’s brand
tested
Type of panell: Professional panelQDA (analisi descrittiva
quantitativa)
3.3. Profilo sensoriale dei prodotti - Giudici selezionati e addestrati
Foto1. I campioni sono stati presentati in forma anonimizzata e standardizzata
con codifica a tre cifre. L’assaggio è avvenuto in cabine di assaggio normate
ISO 8589.QDA (analisi descrittiva
quantitativa)
4.2. Comparing characteristics of brand’s product and competitor
Professional
panel
Spiderplot objects (object 1) over attributes
ACIDO
ACIDO MELA_A
MELA_A
Statistical significance (< 0,05):
AMARO
AMARO FRUTTI
FRUTTI ROSSI_A
ROSSI_A
• Apple (nasal and retro-nasal);
• Granulosity and smothiness (texture);
• Sweeteness and accidity (taste).
DOLCE 0, 2, 4, 6, 8, 10,
MELA_O
DOLCE MELA_O
MORBIDEZZA FRUTTI ROSSI_O The description is made in accordance with
MORBIDEZZA FRUTTI ROSSI_O
international standards (QDA) a norma UNI
10957:2003
ADESIVITA' GRANULOSITA'
ADESIVITA’ GRANULOSITA’CONSUMER TEST ADULTI 3.2. Consumer test – consumatori adulti Foto 1. I campioni sono stati presentati in forma anonimizzata e standardizzata con codifica a tre cifre. L’assaggio è avvenuto in cabine di assaggio normate ISO 8589.
CONSUMER TEST BAMBINI 3.2. Consumer test – bambini Foto 2. I campioni sono stati presentati in forma anonimizzata e standardizzata con codifica a tre cifre. Il riconoscimento delle referenze è stato facilitato, inoltre, associando a ciascun prodotto codificato un tovagliolo di colore diverso, riproposto graficamente anche nella scheda di valutazione.
CONSUMER TEST ADULTI -
BAMBINI
4.3.3. CONFRONTO DELLE VALUTAZIONI ADULTI - BAMBINI GRADIMENTO GLOBALE
Consumatori
Numero di risposte
bambini
Tabella 4. Confronto trai punteggi
consumatori assegnati dal 1° panel (100 adulti)
e quelli indicati dal 2° (10 bambini);
adulti
i punteggi dei bambini sono stati
convertiti su scala a 11 punti (0-10).
Prodotto del marchio Prodotto del marchio
oggetto di studio della concorrenzaCONSUMER TEST ADULTI
Consumatori
Analisi ed interpretazione dei
commenti liberi sul gradimento
(like) o rifiuto (dislike)
LIKE
DISLIKECONSUMER TEST ADULTI
N°
Variabili specifiche
proposta
Prodotto Marchio testato Consumatori
1 Pack Marchio testato
Prezzo 1,89 €
Prodotto Marchio concorrente
CONJOINT ANALYSIS
Marchio testato
2 Pack
Per mettere in evidenza il peso
Prezzo 1,65 € degli attributi che determinano
Marchio testato
la scelta del consumatore
Prodotto intercambiando diverse variabili:
3 Pack Marchio concorrente 2 di prodotto:
Prezzo 1,65 €
•Referenza del marchio testato
•Referenza del marchio
Prodotto Marchio concorrente
concorrente
4 Pack Marchio testato 2 di pack:
Prezzo 1,89 € •Pack del marchio testato
Prodotto Marchio testato •Pack del marchio concorrente
5 Pack Marchio concorrente 2 di prezzo:
Prezzo 1,89 € •1,65 €
Prodotto Marchio testato •1,89 €
6 Pack Marchio testato
Prezzo 1,65 €CONSUMER TEST ADULTI
Quale/i variabile/i influenza/no le scelte di acquisto dei CONJOINT ANALYSIS
consumatori?
Confronto multiplo tra le
proposte
• PRODOTTO
• PACKAGING
• PREZZO
Proposta 2 e 4:
I consumatori preferiscono il
prodotto della concorrenza
al di là delle variabili di
prezzo e packaging.
Medie dei punteggi assegnati dai consumatori relativamente al
livello di preferenza per ciascuna proposta;CONSUMER TEST ADULTI
Quale/i variabile/i influenza/no le scelte di acquisto dei CONJOINT ANALYSIS
consumatori?
Confronto multiplo tra le
non lo riacquisterei
proposte
• PRODOTTO
• PACKAGING lo riacquisterei
• PREZZO
Proposta 5: non riacquisto del Prodotto del
marchio testato, nonostante la sostituzione del
pack, al prezzo di 1,89 €
Proposta 6: non riacquisto del Prodotto del
marchio testato, senza sostituzione del pack, al
prezzo di 1,65 €
Proposta 2: riacquisto del prodotto della
concorrenza, nonostante la sostituzione del
pack, al prezzo di 1,65 €
Percentuali relative all’intenzione di acquistare il
prodotto tenute conto le variabili di ciascuna proposta.Research Model
Mind the “academician-practitioner”gap:an experience-based model in the food and
beverage sector.
Cavicchi, Santini, Bailetti.
Qualitative Market Research: An International Journal
This paper indtroduces a research model inspired by the basic principles of Experiential Research and
applies it to the food and beverage industry.
1. Difficulties in collaboration between academicians and practitioners, and the benefits of resolving them.
2. Background literature and research methods
3. A proposede integrative model: theory and practice are linked together by experience (the model
emphasises the role of reflection for smoothing any “friction” that would block its functionality:
- Create relationships and insure reciprocal flows of communications,
- Personal involvement and closeness of the research disign to the phenomenon observed.
THE MODEL USED IN THIS STUDY ENHANCES FLEXIBILITY IN RESEARCH DESIGN,
AND FEATURES THE COMBINATION OF INPUTS FROM DIFFERENT DISCIPLINES
AND TECHNIQUES.WINE CHAIN
WORLD
Provisional results of 2013,
related to worldwide wine
consumption, are placed
between 238,4 and 252,1
million hectoliters, showing a
slight increase of the interest
from consumers, after a
decline due to economic crisisWINE CHAIN
ITALY
Italy Over the past twenty years we
Year
Vineyards (ha) Number of companies
have seen a gradual decline in
the national viticultural
1982 1.145.096,93 1.629.260
Patrimony. In recent years, the
1990 932.957,04 1.184.861
financial incentives to surrender
2000 717.333,78 791.091 vineyards, regulated by the
2010 664.296,18 388.881 Common Market Organization
Evolution % 2010/1982 -41,99% -76,13% Wine, have been one of the
leading causes of the reduction
of the area under vines.
In the last few decades, the role of wine has changed in the Italian diet.
As in all traditional consumer countries, wine has substantially changed its function of use:
from daily common practices, particularly customary in agricultural regions,
it has gradually become a product for consumption related to special occasions,
or "cultural" consumption for connoisseurs.
This has resulted in a slow and steady decline in the consumption of wine.
In the last thirty years, per capita consumption has decreased by more than 50%,
for the first time, in 2009 it amounted below the threshold of 40 liters,
and also remained between 35 and 37 liters per capita (ISMEA, 2013).WINE CHAIN
MARCHE DOC and DOCG wines of the Province of
Macerata
The DOC and DOCG wines that
constitute the oenological variety
of the Province of Macerata are
represented by:
Red wines:
• Vernaccia di Serrapetrona DOCG
• Colli Maceratesi Rosso DOC
• Esino Rosso DOC
• I Terreni di Sanseverino DOC
• Lacrima di Morro d’Alba DOC
• San Ginesio
• Serrapetrona DOC
White wines:
•Castelli di Jesi Verdicchio Riserva DOCG
•Verdicchio di Matelica Riserva DOCG
•Colli Maceratesi Bianco DOC
•Esino Bianco DOC
•Verdicchio dei Castelli di Jesi DOC
•Verdicchio di Matelica DOCD.O.C.G. - D.O.P. Castelli di Jesi Verdicchio Riserva Verdicchio di Matelica Riserva Vernaccia di Serrapetrona D.O.C. - D.O.P. Colli Maceratesi Esino I Terreni di San Severino Serrapetrona Verdicchio dei Castelli di Jesi Verdicchio di Matelica Rosso Piceno San Ginesio
Sensory profile
(International Standards)
Attributes of peculiarities to
comunicate with consumer. • Identify the sensory profile of each
product to collegate the characteristics
with the territory, as culture, as
biodiversity…
• Used a scientific protocol to the
sensorial characterization,
• Identify the peculiarities to comunicate
with a real approach to the consumer.
• The way to protect the typicality of a
territory.VDM_1
Verdicchio di Matelica (2009)
VDM_2
Mela_F VDM_3 Ananas_F
Pesca_F
Floreale_F VDM_4 Pesca_F
VDM_5 Mela_F
Ananas_F VDM_6
Floreale_F
Mandorla_F
Mandorla_F
Sapido
Ananas_O Amaro
0, 20, 40, 60, 80, 100, Floreale_O
Amaro 0, 20, 40, 60, 80, 100,
Pesca_O
Sapido
Acido
Mela_O Pesca_O
Mandorla_O
Floreale_O Acido
1,85 Ananas_O
PC2 (27%)
Mandorla_O
Mela_O
VDM_5
VDM_4
Mandorla
Mela_F
Ananas_F
Ananas_O _F
Pesca_F
Amaro
VDM_2
-1,85 1,85
VDM_6 Sapido
Floreale_F
Acido
Pesca_O
Mandorla_OVDM_3
Floreale_O Mela_O Nessuna tipologia esclusa
VDM_1
-1,85 PC1 (43%)SWOT – WINE CHAIN Strenghts Presence of many indigenous varieties Favorable pedo-climatic conditions Strong connection with the territory Fine sensory characteristics Production of numerous DOC and DOCG wines Weaknesses High fragmentation of farms High cost of production Poor generational turnover Weak commercialization phase in companies Wines not internationally well known Opportunities Orientation of the market towards products closely linked to the territory Increased distribution Internet sales Possibility to penetrate new markets Threats Decline in wine consumption Strong bargaining position of retail High competition - Expansion of Asiatic vineyards
La sua qualità
safety
Sensory Nutritional
Product
Satisfaction Profit
7 mag 2014Sensory approach vs Sensory analysis • The sensory evaluation is the main tool to understand a product • Sensory approach NOT Sensory analysis
Sensory Analysis
1. Test rooms
1. ISO 8589:2007
- a testing area in which
work may be carried out
individually in testing
booths and in groups.
- preparation area
- rest-room /office
Location / temperature and relative
Humidity / noise / odours /
decoration / lighting /2. Sensory analysis panel “A Panel constitutes a true “measuring instrument” The recommended procedure involves (ISO 8586/1): •Recruitment and preliminary screening of naiive assessors; •Training of naiive assessors who will become initiated assessors; •Selection of initiated assessors according to ability to perform particular testes, they will then become selected assessors; •Selection following the performance of an actual sensory assessment(useful in the case of descriptive analyses); •A possible training of selected assessors to become expert assessors.
3. Panel leader 4. Statistics 5. The organization
Stimulus FEELING Receptor pulse brain PERCEPTION answer
§ Sight
§ Smell
Taste
FIVE Touch
SENSES
§
§
§ HearSmell
Taste
In the mouth:
5 tastes.
A tongue map doesn't exist.
Tactile stimulus
Astrigency
Cold / hot
CO2
Body
Persistent sensationsTests Test 2 – Taste Test 3 - Smell
What’s DOC or DOCG in
wines?
Doc Wines are regulated by a disciplinary, they belongs to specific areas of
cultivar.
The disciplinary has to regulate, for example:
The area for a specific vine
The production of grapes by area
The % of alcohol
The chemical and sensory characteristics
The typology of the area
The minimum period for the aging minimo in wood or in bottleWines from native vines
Le Marche Region have an important number of native vines, they
are very interesting because they could be recognizable by their
sensory peculiarities.
It’s a result of the hard work of our producers to vinify the native
vines in purity.
Lacrima Nera
Verdicchio bianco
Aleatico
Maceratino bianco (Ribona)
Vernaccia nera
Passerina bianca Sangiovese
Pecorino bianco Montepulciano
Biancame (Trebbiano) Vernaccia grossa (Cerretana)Test 3 A vs B
Verdicchio di Matelica
What’s a typical wine? Need history Need a sensory profile Need to be genuine and accepted by the consumer
History Piceno’s time Alarico gave Verdicchio’s wine to the warriors So…more than 2600 years to demostrate the Verdicchio’s presence.
Verdicchio di Matelica is
produced in the heart of
Alta Vallesina, the unique
Sensory Profile
valle area located North /
South in the Region, so it’s
parallel to the sea.
• Continental weather (important difference between the day and
the night, the summer and the winter)Matelica vs Jesi Alta Vallesina Bassa Vallesina Mountains Sea Production: Production: q 25000 ca q 260000 ca Area : Area: ha 300 ca ha 2800 ca
A red wine dressed in white
Low production,
Grapes with a high % of sugar,
• A red wine dressed in white
•Sensory Profile Why? To describe the peculiarities of the wine with an universal language and with reproducible method. How (UNI 10957)? 1a Step: Selection of descriptive attributes by trained persons (panel) 2a Step: reference to each attribute (standard) 3a step: definition of the sensory profile, intensity evalutation of each attribute.
• Yellow • Sour • Sweet Sensory attributes • Salty • Almond • Apple • Honey • Astringency • Hot • Flavor (almond)
Profilo sensoriale
Style of the producer
Verdicchio di Matelica Riserva
Strategy
Sensory profile
Identity card
Verdicchio di Matelica Riserva
• History
• Geography
• Culture
• Sensory
Unique!!!!!SWOT – CHEESE CHAIN Strenghts Importance of dairy sector in the economy of Marche Organic products High diversification of dairy products Fine sensory characteristics Weaknesses Small dimension of farms Need for highly qualified manpower Poor generational change Lack of financial resources Production limited in quantity Communication Opportunities Increased demand for quality products Ability to create synergy with the food and wine tourism Increased interest on the part of large-scale distribution Development of the demand for quality Italian products in foreign markets Threats Increasing imports of milk and fresh cheese Strong competition Strong negotiating power of large-scale distribution
SWOT – HONEY CHAIN Strenghts Strong connection with the territory Beekeeping is suitable for marginal areas Valuable products of beekeeping (honey, royal jelly, propolis, pollen and wax) Broad diversification of honey varieties Inclusion of beekeeping in the multifunctional farm Weaknesses Abandonment of beekeeping Non-generational change Insufficient professional preparation Communication Opportunities Increase of the honey consumption Increased demand for quality products related to the territory Development of synergies with tourism, using the image of Marche region Threats Decrease of floral biodiversity Climate Change Use in agriculture of harmful substances to environment and bees Bee death
STRATEGIES FOR THE PRODUCT ENHANCING
• From the obtained results, the products analysed are characterized
by a strong link with the territory, fine quality and sensory attributes.
• The traditional products, along with the designations of origin,
rapresent a strategic tool for the protection and enchancement of
the territory as a whole, and it should be considered an asset that
involves the entire community.
• Being able to safeguard certain products can help keep viable
social fabric in some areas at risk of depopulation, an important role
with regard to environmental protection and the conservation of
agricultural biodiversity.
• The preconditions for the formulation of the promotion strategies
must start by stakeholders (associations of producers, local
authorities, government departments and associations operating in
the area).
• The aim of the activities is to create a synergistic action in order to
make the typical prodcut as a driving force.Contatti Lucia Bailetti Direttore Centro Italiano di Analisi Sensoriale s.r.l. Via Cuoio, 19 - 62024 Matelica · MC Tel. e Fax +39 0737 84215 lbailetti@analisisensoriale.it info@analisisensoriale.it www.analisisensoriale.it
Puoi anche leggere
