Testing new products

1. Testing new products
Please note that all data in the report has been changed and serves for demonstration purposes only

2. General information
O B J E C T I V E
Identification of the most preferred product recipes
TA S K S
• Describe the behavioral characteristics of
instant noodle consumers
• Evaluate test formulations based on various
characteristics
• Identify the most preferred instant noodle
recipe
G E O G R A P H Y
___________
O B J E C T S O F
R E S E A R C H
Individuals, consumers of
instant noodles
M E T H O D O F
R E S E A R C H
Hall test, organoleptic testing
(tasting) of two samples of instant
noodles
S A M P L E S I Z E
200 respondents
T I M E L I N E S
2
May 2023

3. 3
Summary
✓ The majority of respondents who took part in the survey were women (53.8%) aged 36 to 45 years (41.4%). More than half of the
respondents (52.3%) are members of the barque. By occupation, 26.2% are workers, 23.1% are specialists with higher education, and
another 15.4% are office workers. The majority of respondents do not experience financial difficulties. Of these, 45.0% of respondents can
afford to buy clothes and small household appliances, but find it difficult to purchase large household appliances. 34.1% have a higher
income.
✓ In addition to instant noodles, 45.4% also consumed instant mashed potatoes, 21.5 - soups, 15.4% - porridge and 10.0% - instant main
dishes.
✓ Among all respondents, 72.3% use instant noodles 2-3 times a week, another 23.8% use them more often - 4-5 times a week.
✓ 47.6% of a third of respondents do not like noodles with vegetables, 23.8% - with a spicy taste, 11.9% - with the taste of chicken, 9.5% of
respondents do not like noodles with a pork flavor, and 7.1% - with taste of lamb.
✓ Among other brands of noodles that respondents also purchased over the past 30 days, the most popular is “_____” - 44.6%, another
29.2% buy "_____",23.8% - "_____", 15.4% - "_____"
✓ The greatest number of positive reviews about the product were received due to the successful packaging design
✓ Negative impressions are primarily associated with the lack of a spoon and handle
✓ Sample A is the leader in such positions as general impression (93.1%), overall taste (82.0%), intensity of beef taste (58.0%), intensity of
mushroom taste (52.4%), quality of noodles ( 75.6%) and similarity to homemade noodles (72.0%). SampleBleads in the following positions:
intensity of taste of greens (56.6%), smell (72.0%), appearance (94.0%), color (81.4%) and aftertaste (78.4%)
✓ The probability of purchase is highest for sample A – 83.20%. The final choice of 42.6% of respondents also went to sample A

4. S O C I O - D E M O G R A P H I C A N D
B E H AV I O R A L C H A R A C T E R I S T I C S

5. 5
➢ The majority of respondents who took part in hall test with degustation were women (53.8%) aged 36 to 45 years (41.4%).
➢ Respondents under 20 years of age and over 45 years of age did not participate in the study.
Socio-demographic characteristics
Male Female TOTAL
20-27 years
old
35.0% 30.0% 32.3%
28-35 years
old
38.3% 28.6% 33.1%
36-45 years
old
26.7% 41.4% 34.6%
TOTAL 46.2% 53.8%
Distribution of respondents by gender and age
52,3%
26,9%
10,8% 10,0%
Marital status of respondents
0,8%
1,5%
3,1%
3,1%
3,8%
3,8%
4,6%
6,2%
8,5%
15,4%
23,1%
26,2%
Occupation of respondents
Respondents' income level
Family income Shares
There is enough money for food, clothing and small household appliances, but it
would be difficult to buy a TV, refrigerator or washing machine now
45.0%
We have enough money for large household appliances, but we couldn’t buy a
new car
34.1%
There is enough money for everything except buying real estate (dacha or
apartment)
10.1%
There is enough money for food, but buying clothes is difficult 9.3%
We are not experiencing financial difficulties. If necessary, we could buy a dacha
or an apartment
1.6%
N=200
Married Single/Single, living with
parents
Divorced / Divorced Single/Single, living separately

6. 6
➢ According to the study quotas, 100% of respondents consumed
instant noodles within the last 7 days. Of these, 45.4% also
consumed instant mashed potatoes, 21.5 - soups, 15.4% -
porridge and 10.0% - instant main courses.
Features of consumer behavior
10,0%
15,4%
21,5%
45,4%
100,0%
Fast food items consumed in the last 7 days
Among all respondents 72.3% eat instant noodles 2-3 times a week, another
23.8% use it more often – 4-5 times a week. The remaining 3.8% eat noodles
every day (usually during their lunch break at work).
7,1%
9,5%
11,9%
23,8%
47,6%
Со вкусом баранины
Со вкусом свинины
Со вкусом курицы
С острым вкусом
С овощами
With vegetables
Spicy taste
With chicken
Noodle flavors that respondents do NOT like
➢ Only a third of respondents (32.3%) noted that they
do not like a certain taste of instant noodles.
➢ Among them 47.6%not lovingnoodles with
vegetables, 23.8% - with a spicy taste, 11.9% - with
chicken taste.
93.8% of respondents consume instant noodles in cups, and
40.8% in trays.
N=200
Vermicelli/instant noodles
Instant mashed potatoes
Instant soups in cups/bags
Instant porridge
Instant second courses

7. 7
➢ Among brands of instant noodles, all respondents, according to research quotas, regularly consume noodles "_____", and
all respondents consumed only this brand of noodles more often for the last 30 days.
➢ Among other brands of noodles that respondents also purchased over the past 30 days, the most popular "_____” -
44.6%, another 29.2% buy "_____", 23.8% - "_____", 15.4% - "_____"
Features of consumer behavior
Consumed in
the last 30 days
Consume
regularly
_____ 100.0% 100.0%
_____ 44.6% 23.1%
_____ 29.2% 13.8%
_____ 23.8% 14.6%
_____ 15.4% 9.2%
_____ 7.7% 3.8%
_____ 6.9% 2.3%
_____ 2.3% 0.8%
Friendie brands 9.2% 2.3%
0,8%
2,3%
3,8%
9,2%
14,6%
13,8%
23,1%
2,3%
6,9%
7,7%
15,4%
23,8%
29,2%
44,6%
Потребляли за последние 30 дней Потребляют регулярно
Brands of instant noodles consumed by respondents
N=200
Consumed in the last 30 days Consumed regularly

8. R E S P O N D E N T S ' P R E F E R E N C E S
➢ The study was conducted by blind testing (degustation) each sample of instant noodles. During testing 2 samples
were used at each stage. In total three stages of testing were carried out and a comparison of three samples was
obtained.
➢ The noodle patterns are coded as follows:
Stage 1. Comparison of standard recipe no.C with recipe no.B
Stage 2. Comparison of standard recipe no.C with recipe No. A
Stage 3. Comparison of recipe no.B and recipe No. A.
Further when comparing samples this encoding is used

9. 9
General assessment of respondents' preferences
➢ When assessing the overall impression of a product, respondents characterized the packaging and appearance of the product itself.
➢ Since the packaging of all samples was identical, the respondents’ answers were combined into a single table due to similarity.
➢ The average overall impression of the product is higher for sample A and is 8.38 points on a 9-point scale
Rating the overall impression of the product
Pleasant impressions from the overall evaluation of the product Unpleasant impressions from the overall product rating
➢ Since the packaging of all samples was identical, the respondents’ answers were combined into a single table due to similarity.
➢ The largest number of positive reviews were received due to the successful packaging design (74.2%).
➢ Nnegative impressions are primarily associated with the lack of a spoon (15.6%)
Sample No.
Didn't like it at
all
I really liked it
Average score
1 2-3 4 5 6 7 8 9
C 0.0% 0.0% 0.0% 0.0% 2.5% 11.3% 32.5% 53.8% 8.37
B 0.0% 0.0% 0.0% 1.1% 3.3% 12.2% 47.8% 35.6% 8.13
A 0.0% 0.0% 1.1% 0.0% 0.0% 8.9% 37.8% 52.2% 8.38
Pleasant impressions Shares
Package design 74.2%
Packaging form 12.1%
Smell 4.2%
Availability of a fork 2.1%
Sauces in individual bags 1.6%
Speed ​​of preparation 1.1%
Softness of packaging 1.1%
Product color 1.1%
Product appearance 0.5%
Sealed packaging 0.5%
Greenery 0.5%
Packaging cover 0.5%
Pleasant taste 0.5%
Unpleasant experience Shares
No spoon 15.6%
Inconvenient to hold the package 15.6%
Inconvenient to open 13.3%
No mayonnaise 11.1%
Package design 8.9%
Small portion 6.7%
Small font 6.7%
Fork without packaging 4.4%
No cover 4.4%
Inconvenient fork 4.4%
The lid does not attach 2.2%
The fork breaks 2.2%
The paper is peeling off 2.2%
Noodles too long 2.2%
N=200

10. 10 General assessment of respondents' preferences
➢ Ratings of the taste of the product itself are also similar across the two samples
➢ However a higher average score was obtained for sample A – 5.74 on a 7-point scale
Overall assessment of product taste
Intensity of beef flavor
Sample No.
Didn't like it at
all
Didn't like it
Quicker
didn't like it
Neither one nor
the other
Quicker
liked it
I liked it
Very
I liked it Average score
1 2 3 4 5 6 7
C 0.0% 0.0% 2.5% 11.3% 25.0% 45.0% 16.3% 5.61
B 0.0% 1.1% 5.6% 10.0% 21.1% 37.8% 24.4% 5.62
A 0.0% 0.0% 3.3% 7.8% 30.0% 28.9% 30.0% 5.74
Sample No.
Too weak
A little weaker than
needed
Just the way you need
it
A little stronger than
necessary
Too much
Average score
1 2 3 4 5
C 8.8% 31.3% 52.5% 7.5% 0.0% 2.59
B 3.3% 23.3% 56.7% 14.4% 2.2% 2.88
A 5.6% 11.1% 71.1% 12.2% 0.0% 2.90
Sample No.
Too weak
A little weaker than
needed
Just the way you need
it
A little stronger than
necessary
Too much
Average score
1 2 3 4 5
C 16.3% 23.8% 46.3% 13.8% 0.0% 2.56
B 18.9% 23.3% 45.6% 11.1% 1.1% 2.55
A 12.2% 20.0% 61.1% 6.7% 0.0% 2.62
Intensity of mushroom flavor
Sample No.
Too weak
A little weaker than
needed
Just the way you need
it
A little stronger than
necessary
Too much
Average score
1 2 3 4 5
C 11.3% 17.5% 67.5% 3.8% 0.0% 2.64
B 6.7% 14.4% 68.9% 8.9% 1.1% 2.83
A 5.6% 14.4% 73.3% 6.7% 0.0% 2.81
Intensity of the taste of greens

11. 11
General assessment of respondents' preferences
➢ The smell of the product, according to respondents, is more pronounced in sample A
Overall Product Odor Rating
Sample No.
Didn't like it
at all
Didn't like it
Quicker
didn't like it
Neither one nor
the other
Quicker
liked it Average score
1 2 3 4 5
C 1.3% 17.5% 65.0% 16.3% 0.0% 2.96
B 1.1% 8.9% 73.3% 15.6% 1.1% 3.06
A 0.0% 6.7% 77.8% 15.6% 0.0% 3.08
➢ The appearance of the product is more attractive in the sample B
Sample No.
Didn't like it
at all
Didn't like it
Quicker
didn't like it
Neither one nor
the other
Quicker
liked it
I liked it
Very
I liked it Average score
1 2 3 4 5 6 7
C 1.3% 0.0% 3.8% 3.8% 33.8% 36.3% 21.3% 5.60
B 0.0% 0.0% 0.0% 5.6% 22.2% 48.9% 23.3% 6.58
A 0.0% 0.0% 3.3% 12.2% 23.3% 36.7% 24.4% 5.67
➢ The color of the product is more attractive in the sample B
Sample No.
Didn't like it
at all
Didn't like it
Quicker
didn't like it
Neither one nor
the other
Quicker
liked it
I liked it
Very
I liked it Average score
1 2 3 4 5 6 7
C 1.3% 1.3% 2.5% 11.3% 18.8% 45.0% 20.0% 5.60
B 0.0% 0.0% 2.2% 13.3% 30.0% 44.4% 10.0% 5.70
A 2.2% 0.0% 2.2% 11.1% 24.4% 36.7% 23.3% 5.59
N=200

12. 12
General assessment of respondents' preferences
➢ Respondents also rated the quality of noodles higher in sample A
➢ To a greater extent, according to respondents, sample A resembles homemade noodles
Sample No.
Didn't like it
at all
Didn't like it
Quicker
didn't like it
Neither one nor
the other
Quicker
liked it Average score
1 2 3 4 5
C 12.5% 12.5% 18.8% 48.8% 7.5% 3.26
B 5.6% 8.9% 26.7% 45.6% 13.3% 3.52
A 3.3% 11.1% 23.3% 47.8% 14.4% 3.60
➢ The sample has the most pleasant aftertasteB.
➢ However, sample A received more maximum marks
Sample No.
Didn't like it
at all
Didn't like it
Quicker
didn't like it
Neither one nor
the other
Quicker
liked it
I liked it
Very
I liked it Average score
1 2 3 4 5 6 7
C 0.0% 1.3% 2.5% 11.3% 35.0% 45.0% 5.0% 5.35
B 0.0% 1.1% 2.2% 13.3% 24.4% 47.8% 11.1% 5.49
A 0.0% 0.0% 5.6% 12.2% 32.2% 36.7% 13.3% 5.40
Sample No.
Didn't like it
at all
Didn't like it
Quicker
didn't like it
Neither one nor
the other
Quicker
liked it
I liked it
Very
I liked it Average score
1 2 3 4 5 6 7
C 1.3% 2.5% 2.5% 16.3% 43.8% 30.0% 3.8% 5.04
B 0.0% 0.0% 0.0% 21.1% 36.7% 35.6% 6.7% 5.28
A 0.0% 0.0% 2.2% 17.8% 37.8% 33.3% 8.9% 5.29
N=200

13. 13
General assessment of respondents' preferences
➢ Respondents rated the likelihood of purchasing all samples quite high
➢ Respondents rated sample A as most likely to purchase – an average of 83.2%
Sample No.
I definitely
won't buy it
I probably
won't buy it
Maybe I'll buy it,
maybe I won't
buy it
I'd rather buy
it
I'll definitely
buy it
Probability of
purchase
1 2 3 4 5
C 2.5% 2.5% 21.3% 51.3% 22.5% 78.0%
B 2.2% 4.4% 12.2% 50.0% 31.1% 80.6%
A 1.1% 4.4% 13.3% 40.0% 41.1% 83.2%
Probability of purchasing a product
Taking into account all the above factors, most 46.2%
of respondents noted that they liked sample A more,
32.3% chose a sample B, and the sample C chosen by
21.5% of respondents.
Final product preference
42,5%
27,5%
0,0%
21,5%
57,5%
0,0%
38,0%
32,3%
0,0%
72,5%
62,0%
46,2%
Образец 366 Образец 693 Образец 588
N=200
Stage 1 Stage 2 Stage 3 Total
Sample 366 Sample 693 Sample 588

14. 14
General assessment of respondents' preferences
➢ According to your preferences for product samples respondents
noted that they would purchase their chosen product 2-3 times a
week.
➢ At the same time, sample A will be purchased somewhat more
often - 4-5 times a week (38.3% versus 21.4% for sample B and
10.7% according to the sample C)
Frequency of new product consumption
Consumption frequency Sample C Sample B Sample A
2 – 3 times a week 71.4% 64.3% 58.3%
Once a week 14.3% 7.1% 3.3%
4 – 5 times a week 10.7% 21.4% 38.3%
Every day 3.6% 7.1% 0.0%
➢ If the product being tested becomes available for sale, then 78.3% of
respondents will consume their product and product A with the same
frequency. A slightly smaller number will consume product B (73.8%) on
par with its product.
➢ Product C in this case, 71.4% of respondents will use
➢ 21.7% of respondents who chose product A noted that they would
completely abandon their product in favor of a new one.
➢ And in favor of the product B 21.4% of respondents will give up theirs.
Only 7.1% of respondents would give up their product in favor of a
product C.
Sample C Sample B Sample A
I will consume my product and this
product with the same frequency
71.4% 73.8% 78.3%
I will sometimes consume this product,
but mostly I will consume my product
21.4% 4.8% 0.0%
I will completely give up my product in
favor of this product
7.1% 21.4% 21.7%
Change in frequency of consumption of a new product
N=200

15. 15
General assessment of respondents' preferences
➢ In general, the respondents’ assessments for all characteristics are similar among the samples Brand A. The standard sample received the
lowest ratings for all parameters of C.
➢ Sample A leads in such areas as overall impression, overall taste, intensity of beef flavor, intensity of mushroom flavor, quality of noodles and
similarity to homemade noodles. Sample B leads in the following positions: the severity of the taste of greens, smell, appearance, color and
aftertaste.
➢ The probability of purchase is highest for sample A – 83.20%. The final choice of 42.6% of respondents also went to sample A.
Characteristics SampleC SampleB Sample A
General impression 93.0% 90.3% 93.1%
Overall taste 80.1% 80.3% 82.0%
Beef Expression 51.8% 57.6% 58.0%
Mushroom severity 51.2% 51.0% 52.4%
Expressiveness of greenery 52.8% 56.6% 56.2%
Smell 59.2% 72.0% 61.6%
Appearance 80.0% 94.0% 81.0%
Color 80.0% 81.4% 79.9%
Noodle quality 72.0% 75.4% 75.6%
Similar to homemade noodles 65.2% 70.4% 72.0%
Aftertaste 76.4% 78.4% 77.1%
Probability of purchase 78.0% 80.6% 83.2%
Choice 21.5% 32.3% 46.2%
N=200

16. 16
Comparison of standard recipe with recipe no.B
➢ Respondents rated the likelihood of purchasing both samples quite highly
➢ Probability of purchasing a sampleBis 80.0%, and the sampleC– 79.0%
Sample No.
I definitely
won't buy it
I probably
won't buy it
Maybe I'll buy it,
maybe I won't
buy it
I'd rather buy
it
I'll definitely
buy it
Probability of
purchase
1 2 3 4 5
C 5.0% 5.0% 12.5% 47.5% 30.0% 79.0%
B 5.0% 5.0% 12.5% 40.0% 37.5% 80.0%
Probability of purchasing a product
➢ Taking into account all the above factors 57.5% of
respondents noted that they liked the sample better B,
and 42.5% chose the sampleC.
Final product preference
N=200
Sample 693; 57.5%
Sample 366;
42.5%

17. 17
Stage one.
Comparison of standard recipe with recipe no.B
➢ According to your preferences for product samples respondents
noted that they would purchase their chosen product 2-3 times a
week.
➢ In this case, the sample B will purchase somewhat more often – 4-
5 times a week (21.7% versus 11.8% in the first sample).
Frequency of new product consumption
Consumption frequency
Sample
C
Sample
B
2 – 3 times a week 76.5% 65.2%
4 – 5 times a week 11.8% 21.7%
Every day 5.9% 8.7%
Once a week 5.9% 4.3%
➢ If the product being tested becomes available for sale, then 78.3% of
respondents will consume their product and product with the same
frequency B.
➢ Product C in this case, 76.5% of respondents will use.
➢ 17.4% of respondents who chose the product B, noted that they would
completely abandon their product in favor of a new one.
➢ However, not a single respondent will give up their product in favor of
the productC.
SampleC SampleB
Will consume their product and the new
product with the same frequency
76.5% 78.3%
Sometimes they will consume this product,
but mostly they will consume their own
product
23.5% 4.3%
Will completely abandon their product in
favor of a new product
0.0% 17.4%
Change in frequency of consumption of a new product
N=200

18. 18
Stage one.
Comparison of standard recipe with recipe no.B
➢ Respondents who preferred the sample C, primarily chose it
because they found it less spicy (64.7%), and they also noted the
richer taste and smell of the product (11.8%). Another 5.9% of
respondents were attracted by the more pronounced taste of
mushrooms, similarity to homemade noodles, optimal ratio of
ingredients and less oil.
➢ Respondents who preferred the sample B, primarily chose it because it
has a more pronounced taste of each of the ingredients (56.5%), the
product is spicier (26.1%), has a more natural taste (8.7%), is close to
homemade dishes, has a pleasant aftertaste (4.3%).
In general, it should be noted that the respondents’ assessments are quite close for the two samples C and B.
SampleBleads at this stage due to a somewhat richer, more pronounced taste and smell, and a sharper taste.
Due to the specific nature of consumer preferences for fast food products, the majority of respondents prefer spicier food with a strong
taste of ingredients.
N=200
Sample C Sample B
• Less spicy (64.7%)
• More rich taste (11.8%)
• More taste of mushrooms (5.9%)
• More similar to homemade noodles (5.9%)
• Perfect ingredient ratio (5.9%)
• Less oils (5.9%)
• More taste of ingredients (56.5%)
• More spicy (26.1%)
• Natural taste (8.7%)
• More similar to homemade noodles (4.3%)
• Pleasant after taste (4.3%)

19. 19
Conclusions and recommendations
➢ The respondents chose recipe No. A. It should be noted that the difference in the values ​​of the ratings of the characteristics by which
respondents chose No. A is small between the same ratings for No.B (average 1.3%). While the positions for which No. is in the lead B, on
average 5.3% higher than the estimates for sample A. In addition, among the positions for which No. A is in the lead, there are characteristics
for which there are actual differences between A and B no – the quality of the noodles and the similarity to homemade noodles. Sample B is
in the lead due to its appearance, color and smell, and sample A – due to its taste.
➢ The potential frequency of consumption of product No. A is higher than that of product No.B. More than once a week (from 2 to 5 times a
week) sample A will be consumed by 96.7% of respondents, while sample A B 92.9% of respondents will consume from 2 to 7 times a week.
➢ Respondents who preferred sample A will either abandon their product completely or consume their product and the new product at the
same level. Unlike respondents who chose the sample B, among which 4.8% will still consume mainly their own product.
➢ Thus, sample No. A is the leader in terms of characteristics that are more important for consumers (taste, intensity of taste of individual
ingredients, quality of noodles). The probability of purchase, future frequency of consumption and loyalty to the new product are also higher
according to pattern A.

20. 20
Summary
✓ The majority of respondents who took part in the survey were women (53.8%) aged 36 to 45 years (41.4%). More than half of the
respondents (52.3%) are members of the barque. By occupation, 26.2% are workers, 23.1% are specialists with higher education, and
another 15.4% are office workers. The majority of respondents do not experience financial difficulties. Of these, 45.0% of respondents can
afford to buy clothes and small household appliances, but find it difficult to purchase large household appliances. 34.1% have a higher
income.
✓ In addition to instant noodles, 45.4% also consumed instant mashed potatoes, 21.5 - soups, 15.4% - porridge and 10.0% - instant main
dishes.
✓ Among all respondents, 72.3% use instant noodles 2-3 times a week, another 23.8% use them more often - 4-5 times a week.
✓ 47.6% of a third of respondents do not like noodles with vegetables, 23.8% - with a spicy taste, 11.9% - with the taste of chicken, 9.5% of
respondents do not like noodles with a pork flavor, and 7.1% - with taste of lamb.
✓ Among other brands of noodles that respondents also purchased over the past 30 days, the most popular is “_____” - 44.6%, another
29.2% buy "_____",23.8% - "_____", 15.4% - "_____"
✓ The greatest number of positive reviews about the product were received due to the successful packaging design
✓ Negative impressions are primarily associated with the lack of a spoon and handle
✓ Sample A is the leader in such positions as general impression (93.1%), overall taste (82.0%), intensity of beef taste (58.0%), intensity of
mushroom taste (52.4%), quality of noodles ( 75.6%) and similarity to homemade noodles (72.0%). SampleBleads in the following positions:
intensity of taste of greens (56.6%), smell (72.0%), appearance (94.0%), color (81.4%) and aftertaste (78.4%)
✓ The probability of purchase is highest for sample A – 83.20%. The final choice of 42.6% of respondents also went to sample A