Study
Innovation & MarketsRecentStrong effect

Sensory Quality and Nostalgia Drive Hard Cider Preference

Consumer preference for hard cider is significantly influenced by its sensory attributes and nostalgic associations, alongside factors like perceived health benefits, regional origin, and social context.

Journal of the American Society of Brewing Chemists · 2023

01

Key Findings

  • 01Sensory quality is a primary motivator for cider preference.
  • 02Perceived health effects, regionality, drinking occasion, and product information also influence choice.
  • 03Nostalgia plays a significant role in the sensory experience of cider.
  • 04Social norms impact consumer valuation of cider products.
02

Application

Design takeaway

Designers and marketers should focus on crafting compelling sensory experiences and leveraging emotional connections, particularly nostalgia, to build brand loyalty and market share in the hard cider industry.

How to apply

Conduct sensory evaluation panels and consumer interviews to understand the specific sensory attributes and nostalgic triggers that appeal to your target market for alcoholic beverages.

Project actions

  • 01When researching consumer preferences, consider both tangible (sensory) and intangible (emotional, social) factors.
  • 02Qualitative methods like focus groups can uncover rich insights into consumer motivations that quantitative data might miss.
03

Method & Evidence

AimTo explore how consumers define and distinguish hard cider from other alcoholic beverages, and to identify key factors influencing their preferences.
MethodQualitative research (phenomenological approach)
ProcedureConducted 14 focus groups with regular cider consumers and analyzed the sessions using reflexive thematic analysis to identify themes related to cider product preference and the drinking experience.
Sample99 participants
ContextAlcoholic beverage market, specifically hard cider in the Northeast and Mid-Atlantic United States.

Variables

IV["Sensory qualities of hard cider","Perceived health effects","Regionality","Drinking occasion","Product information","Nostalgia","Social norms"]
DVConsumer preference for hard cider
04

Strengths & Limitations

Strengths

  • +Utilizes a qualitative approach to uncover deep consumer insights.
  • +Focuses on a specific, growing market segment (hard cider).
  • +Involves a substantial number of participants across multiple focus groups.

Limitations

Focus groups can be influenced by group dynamics, and the findings are specific to the regions and consumer groups studied.

Reliability & validity

The study's validity is supported by its use of a recognized qualitative analysis method (reflexive thematic analysis) and a diverse sample within its defined context. Reliability is enhanced by the systematic approach to data collection and analysis across multiple focus groups.

Think critically

How might the influence of nostalgia on cider preference differ across different age demographics or cultural backgrounds?

05

Design Principles

"Design for sensory appeal and emotional resonance to foster strong consumer connections."

Understanding these deep-seated consumer drivers is crucial for brands aiming to differentiate themselves in a crowded beverage market. By focusing on sensory experiences and leveraging emotional connections, companies can develop more resonant marketing strategies and product innovations.

06

What This Means for Your Design

People like hard cider because it tastes good, reminds them of the past, and fits with how they see themselves and their friends. Where it's made and if it seems healthy also plays a part.

How to use in your project

  • 1.Use this study to justify the importance of exploring consumer perceptions beyond functional requirements in your design project.
  • 2.Reference the findings on sensory quality and nostalgia when discussing user research or market analysis for your product.
07

Add to My Project

08

Quick Cite

(2023). Appeal of the Apple: Exploring Consumer Perceptions of Hard Cider in the Northeast and Mid-Atlantic United States. Journal of the American Society of Brewing Chemists. https://doi.org/10.1080/03610470.2023.2253707 Retrieved from https://designdex.org/study/97c09019-8458-4702-8776-bc98b0783018/sensory-quality-and-nostalgia-drive-hard-cider-preference

Paragraph starter

Research indicates that consumer preference for products like hard cider is driven by a complex interplay of sensory attributes, nostalgic associations, perceived health benefits, and social influences. This highlights the need for design projects to move beyond purely functional considerations and delve into the emotional and experiential aspects of product design to achieve market success.

09

Source

Journal of the American Society of Brewing Chemists

Appeal of the Apple: Exploring Consumer Perceptions of Hard Cider in the Northeast and Mid-Atlantic United States

journal · 2023

View source

Questions about this research

What does the research say about sensory quality and nostalgia drive hard cider preference?
Designers and marketers should focus on crafting compelling sensory experiences and leveraging emotional connections, particularly nostalgia, to build brand loyalty and market share in the hard cider industry. Evidence: Journal of the American Society of Brewing Chemists (2023).
Why does "Sensory Quality and Nostalgia Drive Hard Cider Preference" matter for design?
Understanding these deep-seated consumer drivers is crucial for brands aiming to differentiate themselves in a crowded beverage market. By focusing on sensory experiences and leveraging emotional connections, companies can develop more resonant marketing strategies and product innovations.
How can designers apply this research?
Designers and marketers should focus on crafting compelling sensory experiences and leveraging emotional connections, particularly nostalgia, to build brand loyalty and market share in the hard cider industry.
What were the main findings?
Sensory quality is a primary motivator for cider preference.. Perceived health effects, regionality, drinking occasion, and product information also influence choice.. Nostalgia plays a significant role in the sensory experience of cider.. Social norms impact consumer valuation of cider products.
What research method was used?
Qualitative research (phenomenological approach) with 99 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from Journal of the American Society of Brewing Chemists.
What should I do differently in my next project?
Conduct sensory evaluation panels and consumer interviews to understand the specific sensory attributes and nostalgic triggers that appeal to your target market for alcoholic beverages.
What are the limitations?
The study focused on specific regions and may not fully represent national consumer preferences. The qualitative nature means findings are exploratory rather than statistically generalizable.
Is there evidence that hard cider affects design outcomes?
Consumers choose hard cider based on how it tastes and feels, but also consider health perceptions, where it's from, when they drink it, and what the label says. Feelings of nostalgia and what their friends think also matter. Understanding these deep-seated consumer drivers is crucial for brands aiming to differentiate Source: Journal of the American Society of Brewing Chemists (2023).
Where does this sensory experiences research apply?
Alcoholic beverage market, specifically hard cider in the Northeast and Mid-Atlantic United States. It sits within innovation & markets research on designdex.org.

Related research topics

hard cider design research · evidence on hard cider · does hard cider improve design outcomes · sensory experiences studies for designers · hard cider and sensory experiences findings · innovation & markets research evidence