Taste & Aroma Strategic Research Institute Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Michihiro Koyanagi; hereinafter referred to as ‘Taste & Aroma Strategic Research Institute’), which studies the science of food, conducted a sensory evaluation of Yatsushiro ginger as part of the efforts by the general incorporated association DMO Yatsushiro (Location: Yatsushiro City, Kumamoto Prefecture; Representative Director: Seiji Fukushima; hereinafter referred to as ‘DMO Yatsushiro’) to promote the charm of Yatsushiro ginger. Based on the evaluation results and data, the institute designed and produced a booklet titled ‘Recommendations for Yatsushiro Ginger’.

This project is being conducted utilizing the “Fiscal Year 2022 Regional Integrated Gastronomy Tourism Promotion Project” selected by DMO Yatsushiro through the public offering of the Japan Tourism Agency.

Promoting Gastronomy Tourism Through Visual Communication

DMO Yatsushiro conducts research, analysis, and tourism strategy marketing and management for the purpose of promoting tourism in the Yatsushiro region. The recently published booklet “Recommendations for Yatsushiro Ginger” focuses on ginger, which is protected as a Geographical Indication (GI) in the Yatsushiro region, among various other charms of the area. The booklet contains a variety of information such as the taste of Yatsushiro ginger, its production history, interviews with the mayor of Yatsushiro and producers, and information on shops where you can eat and buy Yatsushiro ginger. It contributes to promoting the charm of the region as a content that allows you to enjoy gastronomy tourism of the region’s food even before you go there.

Taste & Aroma Strategic Research Institute also produced designs to visually convey the deliciousness of Yatsushiro ginger based on the scientific analysis of its flavor. In addition, researchers from the institute proposed and featured recipes that leverage the unique taste and texture characteristics of Yatsushiro ginger.

◆Digital Book
https://e-book.mikaku.jp/book_yatsushiro-ginger_all/book/

Working together as one, united for the region.

For the initiative of the Fiscal Year 2022 Regional Integrated Gastronomy Tourism Promotion Project, DMO Yatsushiro recruited restaurants offering Yatsushiro ginger menus through a special website and included them in “Recommendations for Yatsushiro Ginger.” They also provided banners, menu boards, and recipes to create an environment where the community could collectively promote Yatsushiro ginger. By consolidating information such as featuring participating restaurants and the “Recommendations for Yatsushiro Ginger” digital book on the special website, they aim to strengthen their communication efforts and promote gastronomy tourism centered around Yatsushiro ginger.

Expectations for the “Recommendations for Yatsushiro Ginger” Initiative

With the recovery of travel demand and the expansion of inbound tourism, it has become increasingly important to promote the charm of local food and culture. In this context, visual representation that transcends language barriers holds significant value. The Flavor and Fragrance Strategy Research Institute, which studies the science of food, aims to analyze food scientifically, digitize its appeal, and further enhance its visibility. By promoting the use of food data as an effective appeal, including for inbound tourism, we support the local food industry.

About the General Incorporated Association DMO Yatsushiro

Website https://www.dmo8246.jp/
The General Incorporated Association DMO Yatsushiro is an organization that brings together tourism professionals, industry, the city, and citizens to develop the tourism region as a whole. It was established to promote the revitalization of the tourism industry and other local industries in the Yatsushiro region. The association engages in marketing tourism resources and promoting the region as a whole, aiming to attract tourists and enhance the quality of resources management and services. Through the development of tourism strategies and management of business plans, it promotes tourism, local products, and community development in the Yatsushiro region.

About the Taste & Aroma Strategic Research Institute

Taste & Aroma Strategic Research Institute, a company that studies the science of food, utilizes visualization technology for the “deliciousness” of taste, aroma, texture, etc. This technology allows for the objectification of sensory values that were previously perceived through relative evaluation, enabling them to be used as evaluation criteria and scales. Since its establishment, the institute has continued to digitize food, and has built a taste database of over 120,000 food items. Based on this database, they provide food digital solution services that utilize data for various challenges related to food, such as food development, quality management, market research, and customization of taste for overseas markets.

Contact information

Email sales@mikaku.jp

The post Taste analysis and design of Yashiro ginger from Kumamoto Prefecture to promote gastronomy tourism first appeared on Taste & Aroma Strategic Research Institute.

Taste & Aroma Strategic Research Institute Co., Ltd. a company that studies the science of food (Headquarters: Chuo-ku, Tokyo; President and CEO: Michihiro Koyanagi; hereinafter referred to as “Taste & Aroma Strategic Research Institute”), announces that the “Food NFT Consortium,” in which it participates, has launched a web app called “ONEPLATE” to make NFTs more accessible. Using ONEPLATE, they are selling a new NFT called “Menu NFT” at the storefronts of restaurants and on ONEPLATE to change the food experience.

The Food NFT Consortium utilizes the Flavor and Fragrance Strategy Research Institute’s taste data analysis technology to create “taste data” and “recipe data” for food. They record these data on the blockchain, converting them into NFTs known as “Food NFTs,” and work to create a market for Food NFTs.

The Food NFT Consortium has officially launched the web app “ONEPLATE,” which allows both businesses and consumers to easily adopt NFTs for the purpose of enjoying NFTs “anytime, anywhere, and easily.” ONEPLATE was developed jointly by the Food NFT Consortium and NFTDrive Co., Ltd., with a focus on simplicity and ease of use. Users can access NFTs simply by visiting the URL, making it accessible on any device, including smartphones. Even first-time users can create a new account and start using NFTs in just 3 steps.

About ONEPLATE

URL：https://oneplate.food-nft.io/

・Device agnostic. You can preview NFTs just by accessing it from a web browser.
・With one touch, you can create URLs and QR codes to share NFTs.
・You can obtain a new address on ONEPLATE in just 3 steps.
・ODirect NFT trading is possible on ONEPLATE! No need for a marketplace.
・Supports multiple accounts.
・Multi-sig supported.
※ONEPLATE is available for free, but cryptocurrency (XYM) is required for NFT transactions.
※Transactions on ONEPLATE incur a set fee.
※ONEPLATE is only compatible with the Symbol blockchain.

ONEPLATE features an intuitive UI that allows users to naturally execute peer-to-peer (P2P) transactions without the need for specialized knowledge, leveraging the advantages of blockchain such as consensus and immediacy. Furthermore, ONEPLATE is designed to be easily accepted by those familiar with blockchain technology, as it directly accesses information on the blockchain. It bridges the gap in knowledge and experience related to NFTs and blockchain, making it a tool that anyone can use to enjoy NFTs “anytime, anywhere, and easily” and together.

Future outlook

 ONEPLATE provides services to members of the Food NFT Consortium free of charge and promotes the provision of NFTs to NFT projects, starting with “Menu NFTs.” Consumers can access ONEPLATE from their familiar smartphones, easily view NFTs, and request acquisitions. Businesses can use ONEPLATE to distribute NFTs such as Food NFTs, making it possible to lower the barrier to participation in NFT projects by using URLs and QR codes. This widens the range of applications for branding and fan development.

 Taste & Aroma Strategic Research Institute aims to expand the physical food experience, which is perceived by the five senses, into the virtual world by utilizing taste quantification. Through ONEPLATE, which makes blockchain user-friendly, we will promote “Food NFTs” for everyone to enjoy, aiming for an era where NFTs are enjoyed by all.

“Menu NFTs” utilizing ONEPLATE are now on sale both in-store and on ONEPLATE.

Utilizing ONEPLATE, the kaiseki restaurant “Kirari” in Chuo-ku, Tokyo, is selling its monthly changing course menu as full-chain NFTs. The Menu NFTs are designed to be exchanged or collected, enhancing the dining experience by connecting personal experiences of meals with NFTs, aiming to enhance the value of the “food” provided by Kirari.

Payments are accepted in both fiat currency and cryptocurrency (XYM). In addition to in-store sales, purchases can be made directly on ONEPLATE. This allows for reaching out to potential customers who are interested in the restaurant but have not yet visited. Furthermore, Menu NFT holders receive a complimentary welcome drink at Kirari as a benefit, which is expected to encourage visits.

seki restaurant “Kirari”

URL：http://www.kanda-kirari.com/

About food NFT

The “Recipe Data” for food and “Taste Data,” which quantifies taste using Taste & Aroma Strategic Research Institute’s analysis technology, are recorded and tokenized in an all-on-chain manner on the Symbol blockchain, a public blockchain. This NFT (Non-Fungible Token) preserves reproducible recipe taste data as digital assets, allowing for maximum utilization of their value. “NFT-Drive” is used for the on-chain storage of taste data and recipe data on the Symbol blockchain and for issuing NFTs.

About Food NFT Consortium

The Food NFT Consortium was established to create a “Food NFT” market by creating “taste data” and “recipe data” for many attractive “flavors” that people want to taste, make, and share. These data are recorded and tokenized on the blockchain to create a “Food NFT” market.

URL：https://food-nft.io/

About the Taste & Aroma Strategic Research Institute

Taste & Aroma Strategic Research Institute, a company that studies the science of food, utilizes visualization technology for the “deliciousness” of taste, aroma, texture, etc. This technology allows for the objectification of sensory values that were previously perceived through relative evaluation, enabling them to be used as evaluation criteria and scales. Since its establishment, the institute has continued to digitize food, and has built a taste database of over 120,000 food items. Based on this database, they provide food digital solution services that utilize data for various challenges related to food, such as food development, quality management, market research, and customization of taste for overseas markets.

Contact information

Email sales@en.mikaku.jp

The post Food NFT Consortium Launches NFT Web App, Sells New NFTs in Restaurants to Change the Food Experience. first appeared on Taste & Aroma Strategic Research Institute.

Taste & Aroma Strategic Research Institute, a company that explores the science of taste (Headquarters: Chuo-ku, Tokyo; President and CEO: Michihiro Koyanagi), analyzed the changes in the taste of instant noodles over a period of 13 years from 2010 to 2022, utilizing a taste database accumulated since its establishment in 2004, which includes over 120,000 items.

Taste & Aroma Strategic Research Institute is a next-generation food tech think tank that utilizes flavor big data and AI analysis technology to quantify the “taste” of food, making it easy to understand.

Since the release of Nissin Food’s “Chicken Ramen” in 1958, the world’s first instant noodles that could be cooked with soup, the instant noodle market has continued to expand. From around February 2020, the demand for instant noodles has rapidly increased due to the increase in demand for home-cooked meals following the spread of the new coronavirus infection and the call to refrain from going out. The domestic demand for instant noodles in the 2022 fiscal year, as surveyed by the Japan Instant Food Industry Association, reached a record high for the first time in two years, with 5,991,410,000 servings, an increase of 1.8% compared to the previous fiscal year.

(Figure 1) Among the continuously expanding instant noodle market, classic flavors such as soy sauce, salt, miso, and tonkotsu (pork bone broth) are prominent. Among them, soy sauce flavor boasts the top popularity.

This time, we focused on instant noodles with soy sauce flavor and analyzed the changes in taste over the years.

Summary
〇Soy sauce-flavored instant noodles are light yet incorporate various umami flavors, resulting in a rich and flavorful taste.
〇Consumer awareness has shifted towards reduced salt and health-consciousness, leading to a corresponding trend in the taste of instant noodles towards reduced salt content.

Analyzing the “flavor transition” of instant noodles (soy sauce flavor)

(Figure 2) Balance of “umami” and “umami aftertaste” as well as the balance of “umami” and “saltiness” in soy sauce-flavored instant noodles, shown by age group (Analysis data from instant cup noodles collected from 2010 to 2022/Analysis sample size: 133). The zero point represents the average value for all products.

(Figure 2) Taste balance of instant noodles with soy sauce over time

The balance of “umami” and “umami aftertaste” (left side of Figure 2) indicates a stronger umami flavor as it transitions towards the upper right. In recent years, both umami and its aftertaste have shifted towards the upper right, highlighting a more pronounced umami taste. On the other hand, the balance between “umami” and “saltiness” (right side of Figure 2) has shifted towards the lower right, indicating a milder saltiness and a stronger umami flavor.

Based on these results, it can be inferred that the soy sauce flavor of instant noodles has evolved over time from a stronger, salty taste to a mild and gentle flavor, with an emphasis on enhancing umami and its aftertaste.

The factors behind this include the “enhancement of deliciousness by umami” and the “salt reduction effect of umami.” It is said that adding an appropriate amount of umami seasoning to miso soup makes it taste even better. This is because the addition of umami substances enhances the aroma perceived in the mouth, resulting in a stronger flavor profile.(2)

It is possible that this phenomenon is also utilized in instant noodles, where enhancing the umami flavor strengthens the overall aroma, making the taste of instant noodles more delicious.

Additionally, it has been confirmed that using umami can reduce salt content without compromising taste. In an experiment using standard miso soup, it was found that when the umami was enhanced, the amount of salt could be reduced by about 30% and still be perceived as delicious compared to when it was not enhanced.(3)

Consumer awareness survey on reducing salt intake and health

A survey was conducted to determine whether consumers are actually leaning towards reducing salt intake and prioritizing health. The Ministry of Health, Labour and Welfare recommends reducing salt intake as part of preventing lifestyle-related diseases. According to the “Dietary Reference Intakes for Japanese (2020 Edition),” the recommended maximum daily salt intake was lowered by 0.5g for both men and women compared to the 2015 revised standards, from 8.0g to less than 7.5g for men, and from 7.0g to less than 6.5g for women.(4)

According to the “National Health and Nutrition Survey” conducted in the first year of Reiwa era (2019), the actual salt intake was 10.9g for men and 9.3g for women. When looking at the period from 2009 to 2019, although the salt intake does not meet the recommended values, there is a decreasing trend. This survey was only conducted until 2019, but it is speculated that the trend of decreasing salt intake has continued beyond 2020 based on past trends.(Figure 3)

Next, we surveyed consumer interest in reducing salt intake. In a survey conducted by the Flavor and Fragrance Strategy Research Institute in 2016 (survey period: September 16-23, 2016 / survey sample: 771 men and women nationwide), 78.1% of respondents answered that they were “concerned about salt intake,” indicating a high level of interest in salt reduction. However, there were also challenges, as negative perceptions about the taste of reduced-salt products, such as “the taste is bland, lacking in satisfaction” and “doesn’t seem tasty,” had not been completely dispelled.(Figure 4)

This indicates that consumers have a high awareness of salt reduction, as seen in the results of the 2016 survey, and the fact that the salt intake of the population has been decreasing as of 2019, according to a survey by the Ministry of Health, Labor and Welfare. Therefore, the current demand for reduced-salt products among consumers is increasing, which may also be affecting the instant noodle industry to some extent.

In fact, in 2023, products such as Nissin Food Group’s “Cup Noodle Salt Reduced PRO with a Day’s Worth of Calcium & Vitamin D” and Sanyo Foods Corporation’s “Sapporo Ichiban Reduced Salt Soy Sauce Flavor” have been released. This indicates that the instant noodle industry is targeting consumers who are conscious of reducing salt.

Comparing the flavors of traditional and reduced-salt products.

While it’s understood that the instant noodle industry is addressing reduced-salt products, the approach to countering negative perceptions about the taste of these products is unclear. To investigate this, a comparative analysis of the flavors of the two companies’ flagship products and reduced-salt products was conducted to examine the manufacturers’ strategies.

A comparison between the flavors of Cup Noodle and Sapporo Ichiban’s regular and reduced-salt products revealed that in the reduced-salt versions, the “salty taste” decreased while umami or its aftertaste increased. (Figure 5)

(Figure 5) Comparison of flavors between regular and reduced-salt products

This result is considered to align with the concepts of “enhancing deliciousness through umami” and “the salt reduction effect of umami” mentioned earlier.

In other words, by effectively utilizing various umami flavors from livestock, seafood, vegetables, etc., and by making efforts in fat composition (aroma elements), it is possible to maintain deliciousness even with reduced salt content. This may contribute to dispelling the negative image associated with reduced-salt products.

Summary

It was found that the soy sauce flavor of instant noodles has been shifting towards a more pronounced umami taste while maintaining a light and refreshing quality.

The shift in flavor can be attributed to the increased consumer interest in reducing salt intake due to government policies, as well as the growing demand for low-salt products. It is speculated that the soy sauce flavor has become lighter while maintaining a strong umami taste to reduce salt content without compromising on taste, highlighting the importance of umami in this regard.

Quote

１）Nihon Keizai Shimbun: Instant noodle industry market size, trends and company information
　　https://www.nikkei.com/compass/industry_s/0321
２）Umami compounds enhance the intensity of retronasal sensation of aromas from model chicken soups
　　T.Nishimura，S.Goto，K.Miura，Y.Takakura，A.S.Egusa＆H.Wakabayashi:Food Chem.，196，577（2016）
３）Basic information on umami Umami Information Center, a specified non-profit organization
　　https://www.umamiinfo.jp/what/whatisumami/
４）Dietary intake standards for Japanese people (2020 edition)
　　https://www.mhlw.go.jp/content/10904750/000586553.pdf
５）2019 National Health and Nutrition Survey Report
　　https://www.mhlw.go.jp/content/001066903.pdf
６）What is the point of promoting “reduced salt”? ! Two points to capture potential users
　　https://en.mikaku.jp/news/2016/2522/

What is a taste sensor?

Kyushu University and Intelligent Sensor Technology Inc. have jointly developed the world’s first sensor for measuring taste. This sensor can quantify the basic tastes that are important components of “deliciousness” (umami, bitterness, saltiness, sourness, sweetness, astringency), allowing for an objective representation.

About Taste and Aroma Strategy Research Institute

Taste & Aroma Strategic Research Institute, a company that studies the science of food, utilizes visualization technology for the “deliciousness” of taste, aroma, texture, etc. This technology allows for the objectification of sensory values that were previously perceived through relative evaluation, enabling them to be used as evaluation criteria and scales. Since its establishment, the institute has continued to digitize food, and has built a taste database of over 120,000 food items. Based on this database, they provide food digital solution services that utilize data for various challenges related to food, such as food development, quality management, market research, and customization of taste for overseas markets.

Contact information

Email sales@mikaku.jp

The post Changes in the Taste of Instant Noodles Over the Past 13 Years first appeared on Taste & Aroma Strategic Research Institute.

Taste & Aroma Strategic Research Institute Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Michihiro Koyanagi; hereinafter “Taste & Aroma Strategic Research Institute”) has partnered with “ITOCHU Corporation” (Headquarters: Minato-ku, Tokyo; President and COO: Keita Ishii; hereinafter “ITOCHU”) to launch a “Personalized Food Recommendation Function” utilizing the taste preference diagnosis developed by Flavor & Fragrance Strategy Research Institute.

As smartphone-based searches and social media become more prevalent, and with the recent trend of accessing integrated information through AI-generated content, consumer food preferences are diversifying rapidly, leading to a further push for personalized food experiences. In response to this diversification, food manufacturers and retailers handling private label (PB) products are increasingly subdividing their product lines. Consequently, consumers are finding it increasingly difficult to find products that match their preferences. In this context, the field of personalized recommendation, which analyzes and interprets consumer behavior and preferences to match individual preferences with products, is gaining attention in the market.

Taste & Aroma Strategic Research Institute has developed a unique taste preference diagnosis system based on its database of over 120,000 taste profiles. They have also launched a convenient data collection service called “CORESUKI” (*1), providing a new indicator of consumer understanding called “Preference Data.”

Taste & Aroma Strategic Research Institute and ITOCHU Corporation are launching a “Personalized Recommendation Function for Food” utilizing this taste preference data, to create opportunities for consumers to encounter products based on their preferences. Retailers and food manufacturers with diverse product offerings and consumer touchpoints can introduce this function to their own e-commerce sites and apps, enabling them to propose products tailored to individual consumers based on their taste preferences.

Taste & Aroma Strategic Research Institute partnered with ITOCHU Corporation in July 2021 to launch “FOODATA,” (*2) a data service for food product planning and development. In July 2023, they also introduced the taste preference diagnostic service “Coresuki” (*1) aiming to promote the utilization of data. As a food tech think tank company that visualizes food through a scientific lens, Flavor & Fragrance Strategy Research Institute will continue to support various challenges in the food industry.

※１…Thursday, July 13, 2023
https://en.mikaku.jp/news/2023/8453/
※２…Friday, July 9, 2021
https://en.mikaku.jp/news/2021/2279/

About Taste and Aroma Strategy Research Institute

Taste & Aroma Strategic Research Institute, a company that studies the science of food, utilizes visualization technology for the “deliciousness” of taste, aroma, texture, etc. This technology allows for the objectification of sensory values that were previously perceived through relative evaluation, enabling them to be used as evaluation criteria and scales. Since its establishment, the institute has continued to digitize food, and has built a taste database of over 120,000 food items. Based on this database, they provide food digital solution services that utilize data for various challenges related to food, such as food development, quality management, market research, and customization of taste for overseas markets.

Contact information

Email sales@mikaku.jp

The post Started providing ‘Personalized Food Recommendation Function’ in partnership with ITOCHU Corporation. first appeared on Taste & Aroma Strategic Research Institute.

The taste of Georges Duboeuf, a representative brand of Beaujolais Nouveau

[Figure 1] [Figure 2] compares the taste balance of 2023 Georges Duboeuf BN with past products. The taste characteristics of 2023 are much stronger in acidity, complexity, and astringency than last year or average years, so it can be said that it is a vintage that can be expected to change as it matures due to the abundance of organic acids and tannins.
　
It can also be said that this is a unique balance that has never been seen before in the 18 years that I have been conducting this analysis. When I actually drank it, I found that it had a sour taste, but the complexity and astringency of the tannins gave it a mellow taste.

Taste distribution of 9 Beaujolais Nouveau products

[Figure 3] shows measurement data for commercially available BN. Albert Bichot has a taste that embodies this year’s trends, with a strong acidity and astringency. Labreroi has a fruity taste with pronounced acidity, while Henri Fessi and Georges Duboeuf BVN SelectionPlus have a relatively mild taste.

Understand with the preference test “CORESUKI”⁉
Recommended Beaujolais Nouveau for each taste type

Using a preference diagnosis that examines individual taste preferences, we have selected recommended BNs for each taste type. There are so many, which one should I choose? Please refer to it if you are interested.
First of all, let’s check your taste type by conducting “CORESUKI*”!

※What is the preference test “CORESUKI”?
An online diagnostic tool provided by the Flavor & Fragrance Strategy Research Institute that categorizes individual taste preferences into 6 classifications and 22 types. By establishing a unique questionnaire program and preference diagnostic logic from a database of over 120,000 taste profiles, it became the first in the world to scientifically demonstrate an individual’s taste preference, which is the “deliciousness” of taste.

About Taste and Aroma Strategy Research Institute

Taste & Aroma Strategic Research Institute, a company that studies the science of food, utilizes visualization technology for the “deliciousness” of taste, aroma, texture, etc. This technology allows for the objectification of sensory values that were previously perceived through relative evaluation, enabling them to be used as evaluation criteria and scales. Since its establishment, the institute has continued to digitize food, and has built a taste database of over 120,000 food items. Based on this database, they provide food digital solution services that utilize data for various challenges related to food, such as food development, quality management, market research, and customization of taste for overseas markets.

Contact information

Email sales@mikaku.jp

The post Diagnose your favorite Beaujolais Nouveau with a preference diagnosis! Investigating the taste of Beaujolais Nouveau in 2023 first appeared on Taste & Aroma Strategic Research Institute.

The analysis results of 26 sake products from Nagasaki Prefecture were designed and produced at the Flavor & Fragrance Strategy Research Institute. They are provided on the Nagasaki Prefecture official website as an introduction tool for Nagasaki sake, which can be freely used by restaurants, retailers, and others.

Analysis summary

• Analysis of prefecture-produced sake from 26 sake breweries in the prefecture that requested taste analysis
  (11 brands of sake, 10 brands of shochu, 2 brands of fruit wine, 2 brands of happoshu, 1 brand of spirits)
• The brands analyzed were selected from those that are carried by commercial liquor stores and are also popular in restaurants, etc.
• Compare sake and shochu from around the country and create a taste map to see what characteristics they have.
• Based on analysis results, features of prefecture-produced sake and pairings with fish dishes that go well with it are posted.

Result of analysis

Japanese sake

Sake from Nagasaki Prefecture is characterized by its mellow taste, which is generally low in acidity and has strong depth, umami, and richness!

Shochu

Shochu from Nagasaki Prefecture is characterized by its low acidity and deep, rich flavor.

Nagasaki prefecture official website

https://www.pref.nagasaki.jp/press-contents/631308/index.html
https://www.pref.nagasaki.jp/object/kenkaranooshirase/oshirase/629911.html

The post Visualizing the deliciousness of sake produced in Nagasaki PrefectureConduct taste analysis and food pairing analysis first appeared on Taste & Aroma Strategic Research Institute.

Summary

〇Monetary PI value – The monetary PI value of “strong drinks” was increasing.
〇The taste of a “strong drinks” – strong astringency and body, and it was suggested that this type of taste has become popular in recent years.
〇There was a tendency for men to prefer “strong drinks”.

In addition to “staple products*1,” bottled green tea drinks are available in various other types, such as “strong drinks,” “specific health food,” and “functional display food.” Among these, there is a rising demand for “strong drinks” (Figure 1).

I wonder if there are trends even in the green tea drinks that are familiar to us at our dining tables. This time, we investigated the taste of currently available green tea drinks and the changes in taste in “staple products” and “strong drinks.”

Interpreting the Taste Trends of Green Tea Drinks from Flavor Data

Figure 2 shows the distribution of tastes of the 18 bottled green tea drinks*2. “Staple products” and “functional display foods” tend to be located near the center of the figure, while “strong drinks” have a strong, rich taste with pronounced bitterness and body.

As a “strong drink,” Nama-cha (raw green tea) was sold in limited quantities in 2006. Oi Ocha, Ito En, and Ayataka’s “strong drinks” have transitioned to “functional display foods” and their tastes are believed to have changed 1~3). Therefore, we derived the tastes of each year from the taste data of eight products from 2006, 2018 before they became “functional display foods,” and the current year of 2023, and compared the changes (Figure 3).

Excluding off-flavors, “strong drinks” generally had a stronger taste overall. In the “staple products” of 2023, bitterness, body, and the lingering bitterness were subdued. However, there was a trend of an increase in off-flavors. In the “strong drinks,” bitterness and the lingering bitterness became stronger in 2023. This is thought to be partly due to an increase in powdered green tea when transitioning to “functional display foods.”3)

The increase in the Price Index (PI) value for “strong drinks” (Figure 1) and the taste data suggest that there is a growing demand for strong flavors with strong body and bitterness.

Prediction of Consumer Segments Preferring Strong Bitterness

To consider the consumer segments that prefer strong bitterness, we compared the Price Index (PI) values and likability of “strong drinks” by gender and age group. Likability was determined using a proprietary likability diagnostic logic developed based on taste data from a database of over 120,000 food items, using a taste preference survey conducted by the Flavor & Fragrance Strategy Research Institute on over 7,500 people nationwide, which includes data on preferred tastes by gender, age group, and region.*4

The Price Index (PI) values for Oi Ocha Strong Tea and Ito En Strong Flavor were higher for men, excluding those in their 70s (Figure 4). Looking at the likability by age group for men (Figure 5), it can be seen that each age group, not just those in their 70s, showed different preferences. The increase in PI values for “strong drinks” (Figure 1) is thought to be influenced not only by taste but also by an increased awareness of health. In recent years, “strong drinks” have been marketed as “functional display foods” with the effect of reducing body fat. In the working-age group of 20 to 60 years old, it is thought that due to changes in lifestyle habits caused by the COVID-19 pandemic, such as lack of exercise, there has been an increase in demand for these products.

It was also considered that men had higher PI values for “strong drinks” than women because men showed a stronger preference for bitterness and strong flavors (Figure 6).

Summary

In this study, we quantified the taste of bottled green tea drinks and investigated the trends. Currently, the Price Index (PI) value for “strong drinks” is trending upwards (Figure 1), indicating that “strong drinks,” classified as functional display foods, are selling well due to changes in lifestyle habits caused by the COVID-19 pandemic. It was also considered that there is an increase in demand for products with strong flavors in general due to the changes during the pandemic, leading to an increased demand for products with strong bitterness in green tea (Figures 1-3). This suggests that while strong flavors are currently popular, preferred tastes may change depending on the era. Many new products of bottled green tea drinks are continually being developed, and we look forward to observing the trend changes in bottled green tea drinks in the future.

*1　Products other than strong drinks, foods for specified health uses, foods with functional claims, and decaf

*2　[Taste analysis summary] Green tea drinks in plastic bottles sold in 2023

*3　[Summary of taste analysis] Year of measurement of major green tea drinks in PET bottles

1) ITO EN Co., Ltd., food with functional claims “Oi Ocha Koicha” will be on sale from August 5th (Monday), 2019.
2) Suntory, that “strong taste” is now a food with functional claims that reduces visceral fat with the power of tea catechins! , 2022.
3) Coca-Cola Japan Co., Ltd., “Ayataka Koi Green Tea” is now available as a food with functional claims, 2023.
4)Taste & Aroma Strategic Research Institute reveals regional “deliciousness” through palatability diagnosis program! ～Thorough examination of taste preferences by age and region～, 2023

About Taste and Aroma Strategy Research Institute

Taste & Aroma Strategic Research Institute, a company that studies the science of food, utilizes visualization technology for the “deliciousness” of taste, aroma, texture, etc. This technology allows for the objectification of sensory values that were previously perceived through relative evaluation, enabling them to be used as evaluation criteria and scales. Since its establishment, the institute has continued to digitize food, and has built a taste database of over 120,000 food items. Based on this database, they provide food digital solution services that utilize data for various challenges related to food, such as food development, quality management, market research, and customization of taste for overseas markets.

Contact information

Email sales@mikaku.jp

The post Investigating trends in green tea beverages in plastic bottles using taste sensors that quantify taste.
The need for “strong taste” is on the rise first appeared on Taste & Aroma Strategic Research Institute.

【URL】https://coresuki.tech

“CORESUKI” is a new service that allows for easier and more enjoyable preference diagnostics. With “COLESKY,” users can diagnose their preference types instantly by answering just 15 questions, making it easy for the general consumer to understand their preferences. “COLESKY” is customizable, allowing for the setting of the offering period and adjustment of content to suit the purpose, and it can also be used for campaign deployment. Furthermore, it can be accessed simply by visiting a URL, making it available for implementation at various touchpoints such as QR codes, LINE for members, store apps, and in-store fixtures.

Examples of usage of “CORESUKI”

QR codes can be placed on self-service coffee machines in convenience stores and other locations. Consumers can use their smartphones to answer the “CORESUKI” questions while waiting, and the diagnostic result screen can also provide recommended information on store products based on their preference type, leading to impulse purchases. The data obtained from “CORESUKI” can be accumulated and used for marketing, product development, and store operations, providing more realistic consumer preferences related to taste. “CORESUKI” can also collect data based on conditions, such as separating data by store, allowing for flexible data collection.

Preference data can be treated similarly to traditional demographic and purchasing data in marketing, offering a new perspective to deepen consumer understanding and increase the resolution of the target audience for companies. Furthermore, by combining proprietary data from Flavor & Fragrance Strategy Research Institute such as preference and taste data with various data held by companies, we can maximize the value of this data and propose marketing strategies based on data analysis.

Preference data can be treated similarly to traditional demographic and purchasing data in marketing, offering a new perspective to deepen consumer understanding and increase the resolution of the target audience for companies. Furthermore, by combining proprietary data from Flavor & Fragrance Strategy Research Institute such as preference and taste data with various data held by companies, we can maximize the value of this data and propose marketing strategies based on data analysis.

Future outlook

The new service “CORESUKI” does not require specialized knowledge or equipment, and can be started by simply accessing the URL, lowering the participation barrier for general consumers’ taste preference diagnosis and accelerating the collection of more extensive and real-time data. Furthermore, we will continue to conduct large-scale surveys and analyses on taste preferences, and work on building the next taste preference diagnosis logic that incorporates aroma and texture, while maintaining the freshness of the current taste preference data. We will continue to develop and make use of taste preference data to the fullest extent possible.

The taste preference diagnosis technology developed by the Taste & Aroma Strategic Research Institute enables the development of personalized foods that cater to individual “deliciousness,” food recommendation services, the construction of a database of Japanese food preferences, and even the prediction of flavors that will be favored in the near future. The institute believes that taste preference data will become essential in the field of marketing and product development for companies in the future, and will promote the utilization of taste preference data by enlightening and further developing the data infrastructure, thereby supporting various challenges in the food industry.

Since its establishment in 2004, the Taste & Aroma Strategic Research Institute has been working on quantifying and visualizing the elements of taste, aroma, and texture, which are components of “deliciousness.” The concept of “deliciousness” in food is determined by various factors and is subjectively judged by individuals, making it difficult to scientifically assess. However, the institute has been able to scientifically demonstrate individual taste preferences, which are personal “deliciousness,” by establishing its own questionnaire program and taste preference diagnosis logic based on a database of over 120,000 taste profiles. This taste preference diagnosis technology is currently pending patent application.

Taste & Aroma Strategic Research Institute conducted a new survey on taste preferences, involving over 7,500 people nationwide, as part of its development of taste preference diagnosis. Through the analysis of the survey results, the institute was able to calculate the national average taste preferences and identify differences in taste preferences based on region, gender, and age group. The institute will utilize these survey results as fundamental data for taste preference analysis.

【Survey Results Release】March 1, 2023 The Taste Preference Diagnosis Program*1 Reveals the Deliciousness of Different Regions! – Thorough Examination of Taste Preferences by Age Group and Region –
https://en.mikaku.jp/news/2023/2640/

About the Taste & Aroma Strategic Research Institute

Taste & Aroma Strategic Research Institute, a company that studies the science of food, utilizes visualization technology for the “deliciousness” of taste, aroma, texture, etc. This technology allows for the objectification of sensory values that were previously perceived through relative evaluation, enabling them to be used as evaluation criteria and scales. Since its establishment, the institute has continued to digitize food, and has built a taste database of over 120,000 food items. Based on this database, they provide food digital solution services that utilize data for various challenges related to food, such as food development, quality management, market research, and customization of taste for overseas markets.

Email sales@mikaku.jp

The post We have launched a diagnostic service called “CORESUKI” which allows you to easily understand your taste preferences. first appeared on Taste & Aroma Strategic Research Institute.

Summary

■ Younger generations prefer sweet tastes, and as we get older, our tolerance for bitter tastes increases.
■ Men tend to prefer “salty” tastes, while women tend to prefer “sour” tastes.
■ Hokkaido prefers “sweet” and “salty”, Shikoku prefers “umami”, and Kyushu and Okinawa prefer “sweet”, “salty”, and “bitter”.
■ Purchase data (repeat rate) also shows that product taste data and regional preferences match.

Taste & Aroma Strategic Research Institute Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Michihiro Koyanagi; hereinafter referred to as ‘Taste & Aroma Strategic Research Institute’), conducted a survey on taste preferences targeting over 7,500 people nationwide in Japan. Using its proprietary taste preference diagnostic logic developed based on a taste database of over 120,000 food items, the Institute found that taste preferences vary by gender, age group, and region.

Taste & Aroma Strategic Research Institute is a next-generation food tech think tank company that utilizes taste big data and analysis techniques from around the world to quantify the ‘taste’ of food, expressing it in an easy-to-understand manner.

In this survey, conducted via web questionnaire with 7,691 men and women aged 15 to 79 in nine regions across Japan, we used the ‘taste preference diagnostic logic’ to confirm changes in taste preferences by age group, trends in taste preferences by gender, and differences in taste preferences among the nine regions.

Differences by age

The graph represents the balance of the five tastes (bitterness, umami, saltiness, sweetness, sourness). The thick gray line in the center represents the average value for all respondents, which serves as the criterion for judging taste preferences. Tastes outside the average are interpreted as preferred flavors, while tastes inside the average are interpreted as less preferred flavors.

The data aggregated by age group from teenagers to people in their 70s revealed a clear change in trends regarding ‘sweetness’ and ‘bitterness’. In the younger age groups, from the teens to the twenties, the value for sweetness is high, but as people age, their preference for sweetness decreases.

On the contrary, there is a tendency among young people to avoid and reject bitterness, but it was shown that as they age, they begin to prefer it. Bitterness is said to be a signal of poison and is instinctively avoided, but this preference is acquired through food experiences. Sweetness, on the other hand, is instinctively preferred by people from an energy acquisition perspective, making it more appealing to relatively young generations. However, as people age and acquire a wide range of preferences through many food experiences, they tend to enjoy various flavors, leading to a relatively lower preference for sweetness. These trends are also closely related to “eating habits” and “familiarity,” and it is speculated that individuals in middle age and older have more opportunities to choose their daily meals based on their own preferences, which is a significant factor influencing taste preferences compared to younger generations.

When comparing the survey results between men and women, it was observed that in all age groups, men tend to prefer saltiness, while women tend to prefer sourness.

Regional differences

The survey conducted in nine regions across Japan revealed regional preferences. In Hokkaido and Tohoku, there is a tendency to prefer sweetness and saltiness, reflecting the characteristic of consuming salty preserved foods in these cold regions. Upon closer examination, it was found that in Tohoku, there is a higher prevalence of liking both sweetness and saltiness, while in Hokkaido, there are more patterns of strongly preferring sweetness alone or saltiness alone. This suggests that there are differences in preferred flavors in each region.

In western Japan, where there is a culture of using dashi (broth), there is a tendency to prefer umami flavors. In Kyushu, known for its sweet soy sauce, there is a preference for sweetness as well as a strong preference for intense flavors, including saltiness and bitterness.

Matching regional preferences and taste data

Figures 3 and 4 show the results of the analysis of bagged instant noodles using taste sensors (*2). Comparing this analysis with the taste preferences in each region, “Toyo Suisan Maruchan Curry Udon,” which has characteristics of sweetness and saltiness, seems to be suitable for the preferences of Hokkaido and Tohoku. On the other hand, “Nissin Chicken Ramen,” which is characterized by bitterness, is closer to the preferences of Kyushu and Okinawa.

To confirm these results, we used FOODATA (*3) to check the regional repeat purchase rates of both products using ID-POS (*4) and CVS-POS (*5) data from February 2022 to January 2023. (See Figures 5 and 6)

The repeat purchase rate of “Toyo Suisan Maruchan Curry Udon” was 28.6% in Hokkaido and Tohoku, the second highest rate after Kinki, Chugoku, and Shikoku. This rate is considered high compared to the udon culture in western Japan. “Nissin Chicken Ramen” stood out in Kyushu and Okinawa with a repeat purchase rate of 37.6%, higher than in other regions. While taste is not the only factor influencing these results, it can be said that these products have flavors that are easily accepted in each region.

In addition, taking the seasoning of fried chicken as an example, Zangi (fried chicken) eaten in Hokkaido is seasoned with strong saltiness and intense flavors, while in Kyushu, it is characterized by a sweet seasoning soaked in sweet soy sauce. In western Japan (Kinki, Chugoku, Shikoku), fried chicken is often seasoned with salt rather than soy sauce, and a simple seasoning that allows the umami of the meat to be felt is preferred. Even in the case of fried chicken, similar trends to regional taste preferences can be observed, and it is believed that taste preference data can be used in product development, such as local products.

Future prospects

While taste preferences by age group and region have been intuitively understood based on region-specific food cultures, our proprietary taste preference diagnostic logic now allows us to numerically demonstrate these differences. By combining taste data with our taste preference diagnostic logic, we can infer which age group and region would prefer a particular product’s taste. This can be used as reference data for selecting products when developing regional products or local projects.

Furthermore, knowing the individual taste patterns of consumers allows us to choose products that suit individual preferences, regardless of generation or region. This makes it a versatile tool as an important element in product recommendation functions.

While this study focused on Japan, we plan to reveal the taste patterns of people worldwide in the future. This will allow us to utilize the data for recommending Japanese food to international travelers and selecting products for export and import.

Taste & Aroma Strategic Research Institute plans to release web content in the future that can diagnose individual preferences. This will help raise awareness among consumers about the concept of patternizing preferences. Additionally, by collecting a large amount of preference data, we aim to improve the accuracy of our data.

■Annotation

※1 Taste Preference Diagnostic Program: A service that categorizes individual consumer taste preferences into five major groups and 22 specific patterns. This enables product development and recommendations based on taste preferences.
※2 SA402B or TS-5000Z, a taste recognition device manufactured by Intelligent Sensor Technology Inc., commonly known as a “taste sensor.” Figures 3 and 4 represent the measurement results analyzed using the taste recognition device SA402B.
※3 FOODATA is a DX support service for food product planning and development, developed through a business partnership between Flavor & Fragrance Strategy Research Institute, ITOCHU Corporation, and WingArc1st Inc.
※4 Analysis of FOODATA’s ID-POS product → Summary analysis of products (sales, indicators, purchasers)
※5 Analysis of FOODATA’s CVS-POS product → Summary analysis of products (sales, indicators, purchasers)

■Survey overview

Implementation date: December 2022
Method: Internet survey
Target: Ages 15 to 79 years old (13 segments in 5-year increments)
Gender: Male Female
Place of residence: 9 regions nationwide (Hokkaido, Tohoku, Tokyo metropolitan area, Hokuriku/Shinetsu, Tokai, Kinki, Chugoku, Shikoku, Kyushu/Okinawa)　　
Total: 7,691 people (equal number for each segment of age, gender, and place of residence)

About the Taste & Aroma Strategic Research Institute

Taste & Aroma Strategic Research Institute, a company that studies the science of food, utilizes visualization technology for the “deliciousness” of taste, aroma, texture, etc. This technology allows for the objectification of sensory values that were previously perceived through relative evaluation, enabling them to be used as evaluation criteria and scales. Since its establishment, the institute has continued to digitize food, and has built a taste database of over 120,000 food items. Based on this database, they provide food digital solution services that utilize data for various challenges related to food, such as food development, quality management, market research, and customization of taste for overseas markets.

Contact information

Email sales@mikaku.jp

The post Taste Preference Diagnostic Program*1 Reveals the Definition of ‘Delicious’ in Different Regions!
~Thorough examination of taste preferences by age and region~ first appeared on Taste & Aroma Strategic Research Institute.

Taste & Aroma Strategic Research Institute (head office in Chuo-Ku, Tokyo, president and representative director: KOYANAGI Michihiro) transformed 4 items of their original recipes into food NFTs through the Food NFT Consortium initiated by 「だいたいウニ」 (Daitai-Uni: Alternative Sea Urchin). They contain original recipes and taste data, as the first NFTs of the company.

Taste & Aroma Strategic Research Institute has the technology of visualizing taste, aroma, texture by Kansei (‘affective’) analysis equipment, and provides consulting services in the field of food digital solutions, clarifying individual taste preference, developing and customizing food products for target markets based on a taste database of over 120,000 items.

The food market is currently facing various social challenges, such as resource depletion due to overfishing, unstable supply because of climate changes, and underutilized agricultural wastes. The potential of recreating taste is considerably expected to make contributions to the taste redesign of alternative foods and effective use of waste vegetables.

Taste & Aroma Strategic Research Institute has been on the board of the Food NFT Consortium since its inception, providing taste analysis technology, the fundamental of food NFTs. This technology is also crucial for shaping the value of digital asset, supporting the recipe recreation and vindication by combining taste data and recipe.

As a Web3.0×Food project, food NFT stores the all recipe data on the blockchain. The data asset consisting of recipe and taste data is eternally saved on the blockchain, which will not vanish or be delible. This ensures that records of recipe developers will not be lost, and facilitates its management and operation. Furthermore, the high reproducibility makes it suitable for preservation and transmission.

Food NFT released at this time

It is published in the form of webpages. The previews are accessible through the website of Food NFT Consortium. Details including recipe and taste data are encrypted and protected with password.

■Recipe Recreation 「だいたいウニ」 (Daitai-Uni: Alternative Sea Urchin)

https://food-nft.io/daitaiuni-fa-nft/
The first food NFT from Taste & Aroma Strategic Research Institute, 「だいたいウニ」 (Daitai-Uni), is their original recipe recreating the taste of sea urchin without using any sea urchin. By using yolk and hijiki (a kind of seaweed), not only the taste but also the appearance are crafted.

■Calibration Standard Solution for Measurement

Calibration standard solution for measuring malt liquor
Calibration standard solution for measuring coffee
Calibration standard solution for measuring tomato juice
Calibration standard solution is developed for measuring taste using the taste sensor (manufactured by Intelligent Sensor Technology, Inc.). Taste & Aroma Strategic Research Institute has more than 200 original calibration standard solution recipes, that can be reproduced at any time for various kinds of foods, as well as improve the accuracy of taste analysis.

Food NFT as A Utilization Strategy of Taste Analysis Data

Since established, Taste & Aroma Strategic Research Institute has been engaged in ‘taste visualization’, involving the acquisition of data on taste, aroma and texture of food products. It has broadened the application fields so far as a common language of Kansei (‘affective’), the evidence for research and development of food, sales promotion, and marketing.
Along with Food NFTs becoming available in the future, that store analysis data on the blockchain, the application of taste data will extend into the Web 3.0 world fundamented with the blockchain.

In addition to preservation, transmission and certification, the food NFT is supposed to have a wide range of uses, such as trading NFT itself, franchising business by stating the right. The latest information on food NFTs is available on the Food NFT Consortium website and Twitter.
[Food NFT Consortium website] https://food-nft.io/
[Food NFT Consortium official twitter] https://twitter.com/FoodNFT_io

What is Food NFT?

Food NFTs are a kind of Non-Fungible Tokens that maximize the value of recording and tokenizing the “recipe data” and “taste data” which is quantified by the analytical technology of Taste & Aroma Strategic Research Institute. They also magnify the advantages of safeguarding the reproducible “recipe data” as digital assets by fully on chain in Symbol, a public blockchain.

■About Food NFT Consortium

The Food NFT Consortium was established to create a “Food NFT” market. “Taste data” and “recipe data” for many attractive “tastes” that you want to eat, make, and convey are created and recorded on the blockchain to convert them into Food NFTs.
Establishment: 1st Apr, 2022(JST)
URL： https://food-nft.io/
Business Description: “FOOD” × “NFT” Creating Food NFT market

Company

Taste & Aroma Strategic Research Institute Co.,Ltd.【https://en.mikaku.jp/】
Address: 8th Floor, NMF Kayabacho Bldg. 1-17-24, Shinkawa, Chuo-ku, Tokyo, JAPAN
President and Representative Director: KOYANAGI Michihiro
Establishment: Sep, 2004(JST)
Business Description: Food Degital Solution

Contact

UEDA, NAKAMITSU
Taste & Aroma Strategic Research Institute Co.,Ltd.
TEL (+81)3-5542-3850 ／　MAIL press@en.mikaku.jp

The post Recreation Recipes for example 「だいたいウニ」(Daitai-Uni), Original Recipes Preserved on the Blockchain as Food NFTs. first appeared on Taste & Aroma Strategic Research Institute.