Sip it from a cup, slurp it from a spoon – it’s the perfect last-minute lunch option for ravenous school kids, or a quick and nutritious meal in-between work and soccer practice. Only a few turns of the can-opener, five minutes on the stove, a couple stirs and presto – soup is served. Through much of history, soup has been a simple option, requiring nothing more than boiling a chunk of meat in water to create a warm, nourishing broth. Historical references to soup date back about 9,000 years ago, although some anthropologists now believe that soup was likely a staple of the Neanderthal diet suggesting its true origins are more like 300,000 years ago! While homemade soup is still very popular, soup made from scratch has become somewhat of a lost art in today’s fast-paced lifestyle. But the popularity of soup has not diminished and there is no shortage of convenient options for today’s soup savvy consumer-dried, chilled, canned, ready-to-eat, low-cal, low-sodium, gluten-free, organic – all offered in an endless selection of flavours.

Condensed soups arrived on the scene in 1897 thanks to Dr. John Dorrance, a chemist at Campbell, and they have been a mainstay in our canned good repertoire ever since. Although this segment of the processed soup category has declined as ready-to-eat and fresh soups have become more widely available, Canadians remain big fans, consuming it on average more than three times a month. In two recent product tests, we measured the sensory performance of condensed tomato soup and mushroom soup to explore whether the brands competing in this space all taste equally souper!

We recruited 50 females between the ages of 25 and 54 from the Greater Toronto Area who are the primary grocery shopper in the household and who were regular consumers of condensed soup. Within each test, four regular full-flavour brands were presented blind in varied order, with each participant evaluating 4 ounces of each sample. The soups were prepared using a combination of half water, half milk – despite the fact that instructions on the cans recommended water only. On this note, we asked participants how they normally prepare it at home and they were equally divided between water only, milk only, and a combination of the two.

These days canned condensed soups may not carry the same panache and excitement as the barrage of new pantry options that are competing for share of the shopping basket. But for a product that carries much of the same taste and benefits as it did when it was first introduced 120 years ago, it is a shining example of how a simple product which delivers value and consistency, can have extraordinary staying power. While there may be temptations to change it up in order to compete with the latest ‘soup of the day’ and deliver to shifting consumer food trends and tastes, for some products, change comes at a big risk. And if your mission is taking on a competitor in a space where consumer tastes have been conditioned over time and brand loyalties run deep, staying close to the existing consumer-endorsed template maybe the only way to avoid getting ‘bowled’ over.

Click here to learn more about our condensed soup case study results.

For questions about this research, or how you can leverage consumer taste buds in your business, contact Andrew Scholes at info@contracttesting.com

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While they may not appeal to everyone, processed cheese slices are a convenient staple that many keep in the fridge as a go-to snack or crowd-pleasing topper. The iconic plastic-wrapped orange squares continue to be a common fixture in Canadian food culture.

We recruited 50 females between the ages of 25 and 54 to our Central Location Testing facility in the Greater Toronto Area. All were principal grocery shoppers who regularly purchase and consume processed cheese slices at least once per month. The test included two National brands and two Private label brands, all purchased at local grocery stores.

Each participant tasted and evaluated one slice of each sample, each served on a plastic plate labeled with a 3-digit code. The samples were served unbranded, one at a time, in varied order. Participants were asked a series of detailed hedonic and ‘just about right’ questions regarding the appearance, flavour, and textural profiles of the cheese slices. While the most common use for cheese slices is for melting in a grilled cheese or on a burger, a majority of respondents claimed to also eat the product in its raw state, in a sandwich, on crackers, or on its own.

Click here to learn more about our cheese slice case study results.

For questions about this research, or how you can leverage consumer taste buds in your business, contact Andrew Scholes at info@contracttesting.com

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Starting the day with a cup of coffee is standard for most consumers but where does that coffee come from and how much does this daily habit really cost? Are you a home brewer, swear by your pod system or strictly purchase coffee outside of the home? You may dabble in a bit of all three but coffee drinking is habitual and many tend to have the same routine everyday, sometimes twice a day!

Contract Testing recently conducted an extensive survey on coffee habits of consumers, including where and how often they purchase coffee, what kind of coffee they make at home and how much their daily habit is costing them.

Here are some of the interesting findings and insights from this survey:

Purchasing coffee outside of the home on a daily basis is much more common amongst Canadian consumers than Americans. More than 43% of Canadians purchase coffee on a daily basis versus just 16% of Americans. For another 25% of Canadians it is a three-time a week habit. Americans are most likely to purchase coffee outside of the home just once a week with 25% selecting this as their habit.

In addition to purchasing coffee less often, American consumers also spend less on each cup. More than 16% spend $1 or less versus just 3% of Canadians spending $1 or less. More than 80% of Canadians spend $5 or less on their morning coffee while 60% of Americans spend $5 or less.

Both Americans and Canadians are most likely to purchase coffee from a coffee chain with 55% of Americans and 67% of Canadians doing so. Consumers are also likely to purchase coffee from a fast food restaurant (23% of Canadians / 12% of Americans), a gas station (1% of Canadians / 16% of Americans), an independent cafe (4% of Canadians / 8% of Americans).

For close to half of Canadians (47%) and Americans (41%) convenience is the main motivation for purchasing coffee outside of the home. This is followed by preferred taste (28% Canadians / 31% Americans) and habit (14% of Canadians / 11% of Americans).

When it comes to brewing coffee at home, 87% of Americans and 77% of Canadians own coffee makers with 43% of Americans and 35% of Canadians using them daily.

Single use / pod system machines are the most popular choice amongst Canadian consumers with 57% owning one versus 41% of Americans. Canadians are also more likely to own an espresso machine with 18% having one, compared to just 6% of Americans. American consumers prefer a traditional drip machine with 58% using one at home, while less than half of Canadians (41%) use one.

The coffee purchasing habits of consumers is strong and many are making multiple trips a week to their favourite chains or fast food restaurants. Despite the charm, independent cafes are not a main destination for the consumers surveyed. In addition, while the majority of consumers do own a coffee maker, many are still purchasing coffee outside of the home on a weekly basis. When it comes to comparing markets – Canadian consumers love their coffee and are happy to make this purchase a daily habit.

For questions about this research, or how you can leverage consumer taste buds in your business, contact Andrew Scholes at andrew.scholes@contracttesting.com.

The post Where are Consumers Getting their Caffeine Fix? appeared first on Contract Testing.

With a new year upon us, many North Americans are looking forward to a clean slate and a fresh start. Resolutions are always made with the best intentions; what changes can we make to become our best selves in 2018?

While resolutions are very personal, we do know that many people focus on health, fitness and diet, especially after an indulgent holiday season. Does eating healthy mean more meals at home? How many people actually keep their resolutions?

Contract Testing recently conducted an extensive survey with over 1,000 participants from across North America, examining 2018 New Year’s resolutions.

Here are some of the interesting findings and insights from this survey:

Diet changes top New Year’s resolutions trends for Americans and Canadians. This year, more than 68% of Americans and 50% of Canadians plan on overhauling their diet as part of their “New Year, New You” approach.

Meal planning is key for many when it comes to changing their diet with 69% of Americans and 56% of Canadians committed to some form of meal planning as part of their New Year’s resolutions. With good reason, as 73% of Americans and 68% of Canadians plan to eat more meals at home in 2018.

In terms of resolutions, overall health improvement tops the list for 49% of North Americans, followed by saving money for 25% and losing weight for 18%. Other popular resolutions include spending more time with family and professional growth.

According to statistics, 88% of the population outlines New Year’s resolutions, 63% fail to complete their resolutions. Close to half (43%) last less than a month and 80% don’t make it to the end of March. Despite the facts, North Americans are positive that they will keep this year’s resolutions and we love their positivity! Based on the Contract Testing Inc. survey, 58% of North Americans expect their resolutions will last the entire year, 12% expect they will last six months and 11% anticipate lasting three months. Just 6% expect to keep their resolutions for a month or less.

It is clear that New Year’s resolutions are important to North Americans and many are committed to taking steps to improving their overall health, starting with eating at home and meal planning.

For questions about this research, or how you can leverage consumer taste buds in your business, contact Andrew Scholes at andrew.scholes@contracttesting.com.

The post Meal Planning and Home Cooked Meals Top 2018 Resolutions appeared first on Contract Testing.

We recently ran a check-up of the category to see how four brands stacked up in a review of their flavor profiles. See the case study here.

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Meal prep and meal planning has shifted from a trend to a way of life. Consumers across North America have embraced the concept of planning meals, purchasing exactly what is on their list and setting aside time to prep their ingredients. The concept isn’t complex and the benefits are immediate; save money and save time.

While meal planning purists make everything from scratch, many consumers are adopting a hybrid meal planning approach that includes a take out night and some grocery story shortcuts.

Curious how many North Americans are meal planning? Is it an all or nothing approach?

Contract Testing recently conducted an extensive survey on how consumers respond to these limited-time menu items with over 1,000 participants from across North America.

Here are some of the interesting findings and insights from this survey:

Meal planning is a must for many: Both Canadians and Americans see the value in planning their meals ahead of time, with close to 70% of Americans and 61% of Canadians meal planning on a weekly basis.

It is a family affair: As many parents know, involving the kids in meal planning can help ensure that they at least try the meal that you prepare. With this in mind, more than half of consumers meal plan as a family.

It is okay to be spontaneous: The number one complaint with meal planning is that it doesn’t allow for flexibility. To combat this problem, 50% of consumers only meal plan for dinner, knowing that breakfast and lunch are often eaten on the go or outside of the home.

Outsourcing is ok: More than 70% of consumers include prepared food or take out in their meal planning. Prepared foods such as rotisserie chicken can be easily incorporated into recipes while pizza delivery is a great way to have a break from cooking. For 60% of consumers, take out and prepared food are part of their meal plan at least twice a week.

Cost efficient: The main motivation for many to meal prep is the money that it saves as it limits impulse purchases and decreases food waste. Americans are more likely to notice a decrease in their grocery bill with 70% saving money, versus 60% of Canadians. The simplest way to maximize savings while meal planning is to shop using flyers and coupons, something that 60% of Americans and 70% of Canadians do on a weekly basis.

It is clear that while consumers have embraced the concept of meal planning, they are open to including prepared meals and take out food to supplement their weekly plan. And while meal prep is all the rage on social media, successful meal planning doesn’t require a prep day, according to 55% of consumers.

For questions about this research, or how you can leverage consumer taste buds in your business, contact Andrew Scholes at andrew.scholes@contracttesting.com.

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September signals the return to routine for many consumers with school bells ringing and summer work hours ending. When it comes to eating lunch outside of the home, consumers have a plethora of choices; fast-food, school cafeterias and brown-bagging it.

While bringing a lunch from home is certainly the most wallet-friendly option, consumers often opt for the convenience of purchasing lunch on-the-go, either daily or monthly. Curious how often consumers are making these purchases and how much they’re spending? What about those who bring their own lunch? Is it tuna sandwiches every day?

Contract Testing Inc. recently conducted an extensive survey on consumer lunch consumption trends with over 1,000 participants from across North America.

Here are some of the interesting findings and insights from this survey:

When it comes to frequency, Canadians (80%) are slightly more likely than Americans (75%) to at least occasionally purchase lunch while at work or school. However, Americans are more likely to purchase lunch every day with 22% making it a daily purchase versus 16% of Canadians.

Consumers generally only have 60 minutes for lunch, making fast-food / quick service restaurants the lunch destination of choice for 85% of Canadians and 77% of Americans. In addition to time constraints, consumers are budget conscious, with 50% of Americans and Canadians spending less than $10 when purchasing lunch.

Survey findings highlighted that consumers are inconsistent when it comes to their lunch consumption habits; the same person may purchase lunch one day and pack lunch the following day. Canadians are more likely than Americans to pack a lunch on a consistent basis with 70% of Canadians packing lunch three times a week versus 65% of Americans. For those who do bring their lunch, meal-prep is the key to success with more than 60% prepping their lunch ahead of time. Other brown-bag favourites include leftovers (45%), sandwiches (33%) and salads (12%).

Consumers are most likely to pack a lunch for financial reasons, followed by health and convenience.

For questions about this research, or how you can leverage consumer taste buds in your business, contact Andrew Scholes at andrew.scholes@contracttesting.com

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