A process for evaluating a product category in an unfamiliar country: Issues and solutions in a case study of snacks in Japan

Abstract

When developing new products, it is important to understand not only the category, but also the characteristics of existing products in that category. It is common to analyze white spaces and generate ideas based on the markets in one's home country; but it is less common to look to other countries for inspiration for new product ideas. Differences in culture and practice may create difficulties for researchers. The objective of this case study was to determine and address the methodological challenges of conducting a product category assessment in an unfamiliar country. This was accomplished by exploring the snack food markets in Kyoto, Japan; and collecting snack products to generate new concepts for future snack food innovation projects. Fifteen sensory experts from Kansas State University traveled to Kyoto, Japan to understand better the regional snack food market. The researchers targeted shops and markets in search of various types of snacks. The group tasted a subset of the snacks and held discussions on product sensory attributes, and any challenges in obtaining and understanding the snacks. Issues included payment, data collection, product selection, evaluation space, language barriers, and transportation. Real‐time problem solving and group discussion led to solutions to overcome such challenges.Practical ApplicationsThis paper provides a set of considerations for better understanding a product category in an unfamiliar country. It highlights issues and potential solutions for researchers who want to conduct such research.

Generating New Snack Food Texture Ideas Using Sensory and Consumer Research Tools: A Case Study of the Japanese and South Korean Snack Food Markets

“…The specific objectives were to (a) find the new texture and flavor gaps in several large-scale markets; (b) identify key sensory texture characteristics of the Japan (JP) and South Korea (SK) snack foods; and (c) to demonstrate how unfamiliar marketplaces can be used in NPD for ideation. This study is a continuation and expansion of earlier work [ 10 ].…”

“…Although a wide range of products other than those thought of as traditional snack foods are eaten as snacks [ 80 ], fresh fruits, candies and confectionary products often eaten as desserts were excluded from this study to focus on foods that were made and marketed primarily as snack foods. Trained sensory scientists and product developers from the US, China, India, and SK purchased snacks for this study, following a product procurement strategy recommended by Murley [ 10 ] to help ensure that the wide range of snack foods and types was represented. Package guidelines were followed for storage and handling.…”

“…Food companies use three primary sources for new product idea generation, i.e., the marketplace, within the company, and the environment outside the marketplace [ 1 ]. Global markets can be excellent places to explore new product ideas because those markets often provide products unknown to the developers [ 10 ].…”

“…Globalization has integrated regions, companies, markets, and societies from different countries and continents. The internationalization of markets has removed barriers for food availability and consumption and has allowed companies to explore foreign markets for product innovation and idea generation [ 10 ]. Food companies have successfully developed global food products by generating ideas and products and one country and moving those ideas or products to other countries; for example, beverages (e.g., Coca-Cola and Pepsi), tea (e.g., Lipton), coffee (e.g., Nescafe), cigarettes (e.g., Marlboro), or chewing gums (e.g., Wrigley).…”

“…Those sensory attributes are reported to be directly experienced by consumers to assess products’ evaluation and significantly influence consumer product appraisal [ 76 ]. The “white spaces” suggest areas where new products could be developed to meet unmet needs [ 10 , 77 , 78 , 79 ]. However, the presence of white space does not necessarily mean that (a) products do not exist in that space but only that they were not part of the study, (b) just because a product is made to fill the space that the product will succeed, or (c) it is impossible to develop a product that fits the white space based on current technology.…”