Entry Solution

Competitor mapping

Competitor mapping provides insights into the flavor profile and predicted liking of competitive products. This tool provides you with intelligence on the flavor toolbox and strategies of your competitors.

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Why do it?

  • To understand what aroma strategy your competitors use and how the predicted liking of your products relate to competing products.

Questions

This solution answers the following questions:

  • What is the flavor profile?
  • How intense are the flavors?
  • How complex is the flavor profile?
  • What are the key odorants or the aroma compounds?
  • What are the sensory descriptors?
  • What differences and similarities exist between my product and the competition?
  • Is the flavor profile of a competing product more intense versus my core product?
  • Is the flavor profile of a competing product more complex versus my core product?
  • What is the difference in sensory descriptors and aroma compounds?
  • What is the formulation of the competing product?
  • How does the predicted liking of the competing product compare to my brand?

What do you get?

01

Flavor profile

Data on the aroma profile of your core product and its key odorants.
Optional: Insights on the taste profile
Note. Textural profiling is not included.

02

Portfolio flavor comparison

Understand the flavor differences and similarities in your portfolio.

Value proposition/Solution USP

Flavor insights into key odorants of competing products by analytical analysis and predicted liking of competing products based on output analytical analysis

Goals

> To transfer flavor knowledge on competing products to R&D teams.
> To analyze and understand differences and similarities between products from different brand(s).

Key measures

> Aroma molecules (full aroma profile).
> Aroma thresholds.
> Taste profile via HPLC and enzymatic tests.

Configuration

> Select competitor product.
> Select aroma profile.
> Select multiple products (competitors and your own).
> Select flavor comparison.
> Select predicted liking comparison.

Data sources

> Analytical aroma data via GC-MS.
> Analytical taste data via HPLC and photometric methods.

Capabilities

> Determining an ingredient’s aromatic profile via in-house analytical GC-MS equipment (not sensory analysis).
> Translate aroma analysis into visual and sensory profiles.
> Generate attributes like technical complexity and intensity.
> Generate the best and most distinctive matches competitive products.

Innovation cycle

Insights & portfolio strategy – Early stage insights

loop

 

Target audience (R&D)

> Product developer
> Researcher & scientist
> Flavor scientist

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