Category Appraisal

Describing large set of food products in a category (your product versus competitor products) in combination with surveys that determine consumer expectations provide valuable insight for successful business decisions.

Where is your product compared to competitors’ products?
In which parameters is your product different?
What are consumer expectations?

Questions like these and much more can be answered using the category appraisal approach.



Category appraisal was carried out on category of mayonnaise. A set of most consumed mayonnaise in Estonia was analyzed using descriptive sensory analysis, physical-chemical analysis and consumer acceptance and preference study. Felix Classical Mayonnaise was selected as most preferred by the consumers.

Category appraisal was carried out on the category of black pepper. A set of different black peppers from various producers were analyzed using descriptive sensory analysis and projective mapping. See the video.