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Sensory testing with consumers Conor Delahunty Food Science Australia [email protected] Conor Delahunty ESN, Pretoria, SA 15 th April ‘08 Principal Component 1 (12%) Prin cipa l C o mpo ne nt 2 ( 9%) Principal Component 1 (12%) Prin cipa l C o mpo ne nt 2 ( 9%) Bottle conditioned, Belgium Monastic, Belgium Cluster 3 Cluster 4 Cluster 2

ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

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Page 1: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Sensory testing with consumersConor DelahuntyFood Science [email protected]

Conor DelahuntyESN, Pretoria, SA15th April ‘08

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Bitter, England

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Mahogany red, IrelandBottle conditioned, Belgium

Red, Ireland

Traditional, Ireland

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Red, Ireland

Traditional, Ireland

Monastic, Belgium

Craft, Ireland

Bitter, England

Organic, Scotland

Mahogany red, IrelandBottle conditioned, Belgium

Red, Ireland

Traditional, Ireland

Monastic, Belgium

Craft, Ireland

Bitter, England

Organic, Scotland

Cluster 3Cluster 3

Cluster 4Cluster 4

Cluster 2Cluster 2

Page 2: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Content

1) Some background

2) Consumer sensory test methods

3) A comparison of methods

4) Consumers measuring sensory attributes

5) Consumer sensory testing in context

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Note: The focus will be on consumers response to the sensory properties of foods and beverages

Page 3: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

1) The value of sensory testing with consumers

What are the sensory properties of your products that lead to liking, and that sustain liking and continued purchase?

How does liking for the sensory properties of your products compare with that for your competitors products

How do the ingredients and production variables that you use to manufacture your products influence sensory properties that are most liked?

Who are the consumers that like the sensory properties of your products, and in what situation do they like them most?

Are you positioning your products optimally in the marketplace, to target the consumers most likely to like them, using appropriate labeling, pricing etc. ?

Understanding the likes and dislikes of consumers for the sensory properties of foods and beverages is vital for success in the marketplace

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 4: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Perceptual innovation and new products

How can you create new products with innovative sensory properties that will sustain liking for a long time?

Familiar NovelFamiliar Novel

Maximum chance of success

Understanding “what the consumers wants”, and communicating this knowledge through to technical know how

It is important to know the match between liking for sensory properties, production variables, and product variables that are non-sensory, as it is the strength of the understanding between these that leads to product success

KP1KP2

KP3 } NovelVariedSatiatingComplexKP1

KP2

KP3

KP1KP2

KP3 } NovelVariedSatiatingComplex

Building holistic properties and perceptual contrast into new products

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 5: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Innovation in product development

Consumer sensory, objective sensory, and product composition / product understanding data related and modeled

Consumer Sensory AnalysisObjective Sensory AnalysisProduct Analysis

Descriptive sensory analysis using a trained

panel

Identification of product

freshness using targeted

consumers

Measuring product

composition

Consumer-oriented understanding of baked product freshness

Data analysis and modelling

Baked Product Freshness Mapping

Consumer Sensory AnalysisObjective Sensory AnalysisObjective Sensory AnalysisProduct Analysis

Sensory analysis using a trained

panel

Product acceptance

with targeted consumers

Production variables and

product composition

Consumer-oriented understanding of product acceptance

Data analysis and modelling Product Acceptance Mapping

Understanding “what the consumers wants”, and communicating this knowledge through to technical know how

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 6: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Acceptance is based upon an integrated perception of multi-modal stimuli

Tastee.g., sweet, sour

Odour / aromae.g., strawberry, banana

Chemesthesise.g., fizzy, cooling

Appearancee.g., colour, uniformity

Texturee.g., melting, sticky

Accept or Reject

Sounde.g., crisp, crunchy

It is acceptance / preferences, or hedonic response to stimuli, rather than the stimuli

themselves, that determine behaviour towards food and relate best to food choice and intake

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 7: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Sweet Salt

Sour Bitter

Sweet Salt

Sour Bitter

Familiarity with sensory properties is strongly related to acceptance

Experience with food begins at the start of life, and continues as we age

The sensory properties of a food that is regularly consumed will be intrinsically learned

The senses function as “gatekeepers” to our body

The sensory properties that are acceptable will often be those that are most familiar, and perceptual innovation must step forward from this.

The selectivity of the “gatekeeper” is individual, although there are general principles regarding evolution of experience, and commonalities in likes and dislikes, e.g. sweetness, fat, particular off-flavours

Steiner, J.E. 1974Rosenstein and Oster, 1988

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 8: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

2) Consumer sensory test methods

There are two main approaches to consumer sensory testing: ─ The measurement of preference─ The measurement of acceptance

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 9: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Measuring preference In preference measurement, the consumer

assessors have a choice. One product is to be chosen over one or more

other products. Preference measurements can be performed

directly or indirectly. The most commonly used Preference

Measurement Tests are:─ Paired Preference Test─ Ranked Preference Test

There has been recent interest in Best-Worst Scaling

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 10: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Paired Preference Test

Each consumer is presented with two samples simultaneously

“Which wine do you prefer?”

324 579

A B

324 579

A B312 528

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 11: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Consumers are presented with sample triads or tetrads, from which they select the samples representing the largest difference in liking.

516 139 826

“Which apple do you like the most?”“Which apple do you like the least?”

Best-worst scaling

Finn, A. & Louviere, J. J. (1992). Determining the appropriate response to evidence of public concern: the case of food safety. Journal of Public Policy & Marketing 11, 12-25.

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 12: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Ranked preference test

Consumers are presented with 5 samples, and asked to rank them in order of preference

342 417 902 739 184

“Assign rank 1 to the sample you prefer most, rank 2 to the sample you prefer next, and so on..”

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 13: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Measuring acceptance To measure acceptance or liking, scales are used. The consumer assessors rate their liking for the product(s) on

a scale. Acceptance measurements can be on single products and do

not require a comparison to another product. The most efficient procedure is to determine consumer’s

acceptance scores in a multi-product test and then to determine their preferences indirectly from the scores.

The most commonly used scales in Acceptance Testing are:

─ 9-pt hedonic scale ─ Unstructured hedonic line scale ─ Labelled affective magnitude scale

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 14: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

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9pt hedonic scale

dislikeextremely

dislikeverymuch

dislikemoderately

dislikeslightly

neitherlike nordislike

likeslightly

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likeextremely

dislikeextremely

dislikeverymuch

dislikemoderately

dislikeslightly

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likeslightly

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likeextremely

likeextremely

neither likenor dislikeneither likenor dislike

dislikeextremelydislike

extremely

Unstructured hedonic line scale

likeextremely

likeextremely

neither likenor dislikeneither likenor dislike

dislikeextremelydislike

extremely

Commonly used scales in acceptance testing

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 15: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

3) Comparison of Five Common Acceptance and Preference Methods

Objectives To provide a better understanding of individual methods

sensitivity to sample differences. To determine whether method choice will result in data

that leads to different managerial decision making. To gain insight into method application from the

consumers’ point of view, and in terms of practicality of application.

Hein, K.H., Jaeger, S.R., Carr, T. and Delahunty, C.M. (2007). Comparison of common acceptance and preference methods. 7th Pangborn Sensory Science Symposium, 12-16 August. Minneapolis, USA.

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 16: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Methods Samples: Six commercial breakfast bars of similar style, all

an oven baked pastry with an extruded fruit filling of similar flavor.

Consumers: Between groups design. A total of 233 consumers, assigned to one of the five methods (N=47±4) to create groups of similar demographics with respect to age and gender.

Method comparison: The acceptance methods used were the 9-point hedonic scale, unstructured line scale and the labeled affective magnitude scale. The preference methods used were best-worst scaling and preference ranking.

Questionnaire: Method application from the consumers’ point of view.

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 17: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Between sample discrimination

Significant sample effects (p<0.001) resulted for both replications of acceptance methods and for best-worst scaling.

For acceptance methods, larger F-ratios resulted from ANOVA of a second replicate. Most notable with the 9-point hedonic scale (Rep1: F=5.19; Rep2: F= 15.20).

Overall, discrimination by preference ranking was less significant than that achieved by acceptance methods or best-worst scaling.

Conor DelahuntyESN, Pretoria, SA15th April ‘08

p=0.03

p=0.01

F-ratio p-value

Page 18: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

rankrank

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hed: Hedonic category scale

lam: Labeled magnitude scaleusl: Unstructured line scale

bw: Best-worst scalingrank: Preference ranking

hed: Hedonic category scale

lam: Labeled magnitude scaleusl: Unstructured line scale

bw: Best-worst scalingrank: Preference ranking

Method comparison by Generalised Procrustes Analysis

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 19: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Method application

Accurate Information

Method ease-of-use

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 20: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Practical considerations Preference and acceptance methods differ considerably

regarding practicality in terms of set-up, number and quantity of sample tasted, and testing time needed.

Best-worst scaling is the most practically demanding as the test comparing six samples required consumers to compare ten sample triads, which led to tasting of 30 samples total

For preference ranking consumers were presented with six samples simultaneously, but in order to rank these it was most likely that each sample was tasted more than once.

Acceptance methods on the other hand require consumers to only taste each sample once.

When selecting a test method, the type of data produced and the appropriate data analyses need to be considered in order to meet the test objective.

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 21: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Method comparison: Conclusions While all acceptance and preference methods were found comparable,

improved discrimination was observed by best-worst scaling [compared with one replicate for acceptance testing]. Use of a second replicate in acceptance testing should be investigated

further Best-worst scaling was also identified as easy to use and better able to

allow consumers to provide accurate information. Additional factors must be taken into consideration when selecting a

consumer test method, including practicality, the type of data produced, and how it can be analyzed and interpreted. Best-worst scaling is not suitable for products from a satiety

perspective, or when dealing with strongly flavored products (e.g. cheese, dark chocolate, hot peppers, containing mint), and product in which the volume consumed must be limited (e.g. caffeine or alcohol containing beverages).

From a managerial point of view, regardless of the test method applied, the conclusions drawn as a result of sample testing would be unchanged.

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 22: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

4) Consumer measurement of sensory properties

Attribute acceptance: How much do you like the texture of this apple? [dislike very much – like very much].

Quality: Please score your assessment of the quality of fruit for firmness during eating [A highest quality fruit should receive a score of 10 / 10].

Just right and ideals: Please rate the level of sweetness of this biscuit [not sweet enough - just about right - too sweet]

Intensity: How sour is this orange juice? [not at all sour – most sour ever]

Holistic attributes: natural, fresh, refreshing, familiar, complex, surprising, balanced, etc.

Open ended questions: Asking consumers what attributes they would like to experience in a product. E.g. What are the sensory attributes that you seek in a cappuccino coffee?

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 23: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Should one ask consumers to measure sensory properties?

Consumers lack ability to correctly describe sensation. Even incorrect description of basic tastes is high, e.g. bitterness.

Consumers show bias in use of scales. Halo effects are common. There is an influence of attribute ratings on measures of overall liking

/ acceptance Respondent fatigue is a concern, particularly in multi-product tests

Use a trained panel whenever possible to measure intensity / perceptual differences between products, and relate this data to acceptance or preference

Consumer ratings can provide useful insights, but one should not rely on consumer ratings alone for quality control or to inform product development

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 24: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

5) Consumer sensory testing in context: Influence of non-sensory variablesThe consumer Culture, past eating experiences, age, gender, demography, hunger

state, variety seeking tendency, neophobia, attitudes, differences in sensitivity, etc.

Context / situation The food context: situation / occasion and appropriateness of use,

combinations within a meal The eating context: physical environment, social environmentProduct attributes Brand, product origin, ingredients, production technology, label, price

Non-sensory variables are very important in product choice. The role in sensory acceptance is less clear. In blind tasting, consumer variables are likely to be most influential, followed by context. However, the influence of context on appreciation of sensory properties is not well understood, neither is the influence of product attributes

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 25: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

The context for measurement of sensory acceptability may be created to match that of a real eating situation

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 26: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Dynamics of acceptanceShort term Stimulus perception and dynamic

contrast during consumption Packs with numerous pieces: piece-to-

piece sensory relationship and variety Portion size: sensory specific satietyLonger term Regular repeat purchase and

consumption Development of monotony

Portion size

Variety

Once you pop, you can’t stop!

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Day 0 Day 14

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= No longer a consumer

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Increased acceptance

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= No longer a consumerdislike extremely neither like nor dislike like extremely

1 2 3 4 5 6 7 8 9dislike extremely neither like nor dislike like extremely

1 2 3 4 5 6 7 8 9

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 27: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Liking and perceived quality Liking and preference are measures of acceptance, and in blind

tasting are mostly based upon sensory stimulus. Perceived quality refers to a consumers perception of the level

of quality a product offers or provides, and even in blind tasting will require a consumer to consider beyond liking only.

Measures of perceived quality will rely more on product experience, and little is really know about consumers ability to judge “quality” in blind tasting [in non defective product], in particular compared with how an industry judges quality.

Example of Wine: there are numerous levels of quality, and what a consumer likes can differ at each level

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 28: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Conclusions

Acceptance is based upon an integrated perception of multi-modal stimuli, but is dependent on the interaction between the consumer and the food.

When selecting a consumer test method, it should be noted that there are differences in test sensitivity, but practicality is also important.

Understanding of underpinning perceptual response to products, and influence on liking, can be used to push perceptual innovation boundaries

It is important to know the match between liking for sensory properties, production variables, and product variables that are non-sensory, as it is the strength of the understanding between these that leads to product success Consumer experience

with food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

becomingmore

acceptable

becoming less

acceptable

New Product

Consumer experiencewith food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

becomingmore

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becoming less

acceptable

Consumer experiencewith food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

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becoming less

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New Product

Distance past consumer experience

Hot ice creams for cold daysLuminous lollies for eating in bed at nightEverlasting gobstoppersLickable wallpaper for nurseriesEatable marshmallow pillowsRainbow drops – suck them and you can spit in six different coloursWriggle sweets that wriggle delightfully in your tummy after swallowingInvisible chocolate bars for eating in classCharlie and the Chocolate Factory, Roald Dahl

Consumer experiencewith food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

becomingmore

acceptable

becoming less

acceptable

New Product

Consumer experiencewith food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

becomingmore

acceptable

becoming less

acceptable

Consumer experiencewith food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

becomingmore

acceptable

becoming less

acceptable

New Product

Distance past consumer experience

Consumer experiencewith food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

becomingmore

acceptable

becoming less

acceptable

Consumer experiencewith food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

becomingmore

acceptable

becoming less

acceptable

New Product

Consumer experiencewith food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

becomingmore

acceptable

becoming less

acceptable

Consumer experiencewith food category

neutral

Positive acceptance

negative acceptance

Measured ideal point

becomingmore

acceptable

becoming less

acceptable

New Product

Distance past consumer experience

Hot ice creams for cold daysLuminous lollies for eating in bed at nightEverlasting gobstoppersLickable wallpaper for nurseriesEatable marshmallow pillowsRainbow drops – suck them and you can spit in six different coloursWriggle sweets that wriggle delightfully in your tummy after swallowingInvisible chocolate bars for eating in classCharlie and the Chocolate Factory, Roald Dahl

Tastee.g., sweet, sour

Odour / aromae.g., strawberry, banana

Chemesthesise.g., fizzy, cooling

Appearancee.g., colour, uniformity

Texturee.g., melting, sticky

Accept or Reject

Sounde.g., crisp, crunchy

Tastee.g., sweet, sour

Odour / aromae.g., strawberry, banana

Chemesthesise.g., fizzy, cooling

Appearancee.g., colour, uniformity

Texturee.g., melting, sticky

Accept or Reject

Sounde.g., crisp, crunchy

rankrank

rankrank

rank

rank

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S2

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S5

S6

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1.5

-1.5 1.5

35%

25%

hed: Hedonic category scale

lam: Labeled magnitude scaleusl: Unstructured line scale

bw: Best-worst scalingrank: Preference ranking

hed: Hedonic category scale

lam: Labeled magnitude scaleusl: Unstructured line scale

bw: Best-worst scalingrank: Preference ranking

rankrank

rankrank

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35%

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hed: Hedonic category scale

lam: Labeled magnitude scaleusl: Unstructured line scale

bw: Best-worst scalingrank: Preference ranking

hed: Hedonic category scale

lam: Labeled magnitude scaleusl: Unstructured line scale

bw: Best-worst scalingrank: Preference ranking

Conor DelahuntyESN, Pretoria, SA15th April ‘08

Page 29: ensory testing with consumers - European Sensory … sensory properties of foods and beverages. 1) The value of sensory testing with consumers ... consumer test method, including practicality,

Questions? Conor DelahuntyFood Science [email protected]

1.0

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Mahogany red, IrelandBottle conditioned, Belgium

Red, Ireland

Traditional, Ireland

Monastic, Belgium

Craft, Ireland

Bitter, England

Organic, Scotland

Mahogany red, IrelandBottle conditioned, Belgium

Red, Ireland

Traditional, Ireland

Monastic, Belgium

Craft, Ireland

Bitter, England

Organic, Scotland

Cluster 3Cluster 3

Cluster 4Cluster 4

Cluster 2Cluster 2

1.0

Principal Component 1 (12%)

23

4

6

89

1216

♦ ■

♦♦

▼★

● d

♦ ▼

▼b

■ c

▼a

Prin

cipa

l Co m

pone

nt 2

(9%

)

-1.0

-1.0 1.0

1.0

Principal Component 1 (12%)

23

4

6

89

1216

♦ ■

♦♦

▼★

● d

♦ ▼

▼b

■ c

▼a

Prin

cipa

l Co m

pone

nt 2

(9%

)

-1.0

-1.0 1.0

Mahogany red, IrelandBottle conditioned, Belgium

Red, Ireland

Traditional, Ireland

Monastic, Belgium

Craft, Ireland

Bitter, England

Organic, Scotland

Mahogany red, IrelandBottle conditioned, Belgium

Red, Ireland

Traditional, Ireland

Monastic, Belgium

Craft, Ireland

Bitter, England

Organic, Scotland

Cluster 3Cluster 3

Cluster 4Cluster 4

Cluster 2Cluster 2

Conor DelahuntyESN, Pretoria, SA15th April ‘08