What it means to “Feel Fresh Everyday”
Part 5 of 5: Enjoyment
What does it mean when someone says that a food or beverage tastes or smells “fresh” or relates it to “feeling fresh everyday?” This is the fifth in our series of blogs, where international panelists identified five critical areas of freshness: Cleanliness, Natural, Vitality, Enjoyment and Relaxation. This post will introduce the concept of “Enjoyment.”
Of course we eat or drink because we enjoy what we’re eating. However, “Enjoyment” is also as an emotional component of freshness. “Enjoyment” imagery included bright colors, laughter, love and happiness.
Drawing out responses from panelists who visualized a “fresh taste” as leading to “Enjoyment,” viewed “Freshness” as leading to a celebration of life. “Enjoyment” was a stimulation of the senses, and that you were discovering something new. It is a taste that you wanted to share with friends in social gatherings such as a party at school or work but never in a serious context! The demographic really embracing this “continent” were young people or those young at heart.
Cultural views of “Enjoyment”
The five elements that define the tastes and fragrances of “Freshness” are not equal from culture to culture. One or two of the five elements usually come to the forefront. This is why market research is so vital from country to country. The countries where “Enjoyment” was highly correlated with everyday freshness and “Fresh” included Mexico, Brazil, France, India and Russia. However, Russians viewed “Enjoyment” as indulgence; more natural with no exciting sensations.
Countries where “Enjoyment” and “Freshness” did not correlate as well included USA, where freshness is a feeling of serenity, where happiness is more relaxed and calming, China and Japan. Therefore, label copy or messaging connecting “Fresh” and wild “Enjoyment” face a possibility of underperformance in low correlative markets.
What were some of the food and beverage images, fragrances and flavors that were recalled by the panelists who viewed “Enjoyment” as being an important continent?
Sensory Elements of Enjoyment
In countries with a high correlation of “Freshness” to “Enjoyment” flavor and fragrance concepts, panelists translated that correlation into colors, flavors and other elements.
On the continent of “Enjoyment” in high correlative countries such as Mexico, Brazil, France, India and Russia, the associated flavors included all variants of “mint,” mango, citrus, melon, pineapple, fruits and berries. Other suggested flavors included hibiscus, lime, kiwi, “sweet” and Acai. Fragrances associated with products reflected the flavor profiles.
The colors that panelists connected with “Enjoyment” products and packaging were bright, intense, rainbows, blues and greens.
Overall, the “Enjoyment Continent” was one of intense fruit and berries, bright colors and flavors.
The “Enjoyment Continent” may test very well as a function of the everyday freshness category in some countries and may fall flat in others. It is important to do market research to determine the freshness continents that may take on greater and lesser meanings from country to country.