What it means to “Feel Fresh Everyday”
What does it mean when someone says that a food or beverage tastes or smells “fresh?” This is the third in our series of blogs, where international panelists identified five critical freshness areas: Cleanliness, Natural, Vitality, Enjoyment and Relaxation. This post will introduce the concept of “Vitality.”
How does “feeling fresh” relate to experiencing “Vitality?” We asked panelists around the world to imagine “Freshness” as a planet, and to name the continents on that planet. “Vitality” was chosen as a continent.
Overall, Vitality imagery was colorful, lively and movement with strong links to nature. For example, flowers were described as representing “Vitality,” but the flowers were bright red. Other images included “jumping for joy,” kaleidoscopic and geometric designs in strong colors.
Drawing out responses from the panelists, the “Vitality Continent” is a place where “Vitality” evoked an aspect of “Freshness” that keeps you knowing you are alive. It is a boosting effect and “kicks off something new.”
“Vitality” after eating or drinking something fresh, was described by panelists as allowing them to be able to focus again after a break or to stay of the same level of performance. Panelists talked of needing “Vitality” on those occasions when they were feeling tired, bored and stressed. “Vitality” is an aspect of freshness that was favored by active and urban individuals who are connected; not senior citizens, but Millennial’s.
As we repeatedly learned from our research, the five elements of freshness are not equal from culture to culture. One or two elements usually come to the forefront to represent the emotional and sensory responses to the concept of everyday freshness.
The countries where “Vitality” was highly correlated with everyday freshness and “Fresh” included France, where it was strongly linked to both physical and mental focus. Germany ranked “Vitality” high as well, as did Japan
Countries where “Vitality” and “Freshness” did not correlate as well included the USA, where Freshness was more strongly linked to serenity as did Brazil, Mexico, China, Russia and India. Therefore, label copy or flavor profiles connecting “Fresh” and “Vital” face a good possibility of underperformance in low correlative markets.
Sensory Elements of Vitality
In countries with a high correlation of “Freshness” to “Vitality” flavor and fragrance concepts, panelists translated that correlation into colors, flavors and other elements. In terms of colors, vibrating greens, dark and electric blues, gold, silver and yellow were mentioned. “Vitality” flavors included mint and menthol, all “peppery sensations,” Tabasco, fruity, including kiwi and Acai and citrus.
As for flavor intensity panelists wanted immediate, strong and surprising profiles. “Vitality” was associated with getting a boost; “Vitality” flavors and fragrances were not seen as being subtle.
The “Vitality Continent” may test very well in some countries and may fall flat in others. It is imperative to do market research.
To find out more about vitality, other elements of freshness and how they connect to flavors, click HERE to check out our Freshness INFOGRAPHIC.
You can also view our 9 part series of Freshness Around the World by searching "freshness" in the in-sight search bar at the top right hand corner of every page. Here you will discover what freshness means to consumers in nine different countries around the world.