In a blind taste test with 165 Flemish consumers, market research company Rogil compared a number of strawberry jams. The study is very topical as the 6th edition of the ‘Week van de smaak’ (Week of the tastes) is now taking place. This year’s edition of the ‘feast of flavours’ showcases typical homemade recipes and artisan products, including jams. Rogil’s test revealed that low cal jam is liked equally as much as its ‘full’ counterpart. And that is obviously good news for our health!

1. STRAWBERRY HEALTHIER
JAMS ALTERNATIVES
SCRUTINIZED ARE JUST AS
GOOD!

2. GOAL: WHAT DOES THE FLEMISH CONSUMER PREFER?
CONSUMER PANEL EXPERT PANEL
In a blind taste test:
Scoring intensity of major taste attributes such as
• General liking of jam
• Appreciation of intensity of major taste attributes such as sweetness, acidity, strawberry flavour, stickiness ...
sweetness, acidity, strawberry flavour ... Description of the evolution of sweetness intensity in
• Association between product claims such as ‘contains a lot of
function of time.
fruit’ and ‘is natural’ and the actual tested product.
CARREFOUR
BONNE-MAMAN MATERNE DELHAIZE WILDIERS EFFI
STYLESSE

3. CONSUMER PANEL % = % OF THE FLEMISH IN THE TASTE TEST
N=
165
REGION: FLANDERS SEX AGE FLANDERS
CENTRAL LOCATION TEST
41-65 18-40
49% 51% 18 65 YEARS YEARS
41%
GOOD DISPERSION 59%

4. GENERAL ASSESSMENT % = % OF THE FLEMISH IN THE TASTE TEST
AVERAGE SCORE 3 JAMS SCORE ABOVE ROGIL LANDSCAPE SEGMENTATION
GENERAL APPRECIATION BENCHMARK ANALYSIS®
BONNE MAMAN 7,00/10 66% Consumers score their general
5,5 - 7 appreciation for Effi and Bonne
EFFI 6,98/10 72% Maman similarly.
10 DELHAIZE 6,89/10 70%
I.o.w.: tasted blindly these jams
are direct competitors.
(LSA® takes into account inter-
individual differences in appreciation of
jams)

5. PURCHASE INTENTION

6. SWEETNESS: LOW CAL YET VERY WELL! % = % OF THE FLEMISH IN THE TASTE TEST
69%
JUST RIGHT
EFFI BONNE MAMAN DELHAIZE

7. ACIDITY % = % OF THE FLEMISH IN THE TASTE TEST
70% - 75%
JUST RIGHT
EFFI BONNE MAMAN DELHAIZE

8. NATURALNESS OF THE FLAVOUR
NO SIGNIFICANT DIFFERENCES
EFFI BONNE MAMAN DELHAIZE

9. INTENSITY OF STRAWBERRY FLAVOUR % = % OF THE FLEMISH IN THE TASTE TEST
60% - 67%
JUST RIGHT
EFFI BONNE MAMAN DELHAIZE

10. AMOUNT OF FRUIT PARTICLES % = % OF THE FLEMISH IN THE TASTE TEST
47% 52% - 61%
NOT ENOUGH PARTICLES JUST RIGHT
SIGNIFICANT DIFFERENCE
EFFI BONNE MAMAN DELHAIZE

11. ASSOCIATION
like home-made jam, ripe and
rich in flavour, less sugar, full of tasty fruit, good balance
fruit, tasty and light, 52 g fruit / between sugar and fruit, lots of fruit, 61 g / 100g
100g natural ingredients, 50 g fruit /
100g
CONTAINS LOTS OF FRUIT,
SUPERIOR QUALITY,
SUPERIOR QUALITY REAL STRAWBERRY
HEALTHY, NATURAL
FLAVOUR
EFFI BONNE MAMAN DELHAIZE

12. EXPERT PANEL
SWEET, ACIDIC, OVERALL STRAWBERRY FLAVOUR, FRESH
STRAWBERRY FLAVOUR, ARTIFICIAL STRAWBERRY
FLAVOUR, BOILED STRAWBERRY FLAVOUR, STICKINESS,
FRUIT PARTICLES, CONSISTENCY AND INTENSE
SIGNIFICANTLY DIFFERENT AFTERTASTE
EFFI BONNE MAMAN DELHAIZE

13. THE SWEETNESS CURVE IS DIFFERENT
EFFI BONNE MAMAN

14. MAJOR
CONCLUSIONS

15. LUDOVIC DEPOORTERE
MANAGING DIRECTOR
ALEXIA NYS
RESEARCH CONSULTANT
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