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| Consumer Trends |
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| IFF Reveals the "Five Faces of China" |
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Through its unique and in-depth research on the Chinese consumer, IFF continues to demonstrate its commitment to meeting the needs of the burgeoning Chinese market, as well as its commitment to and expertise in global consumer insight.
IFF’s Sensory and Consumer Insight experts recently completed an ambitious research project. They examined the entire Chinese market to understand more about the geographic and demographic segmentation of the country and the differences in consumer behavior and expectations. The result was the “Five Faces of China,” a comprehensive study that defines the major population segments of this diverse country. The research details the living conditions, beliefs, and economic status of each “face.” But most important to IFF and its customers, it focuses on the type of consumer products each group purchases or aspires to purchase and their key drivers in selecting those products.
“Normally our research projects only cover one or a few regions in China, but through our Five Faces of China research we have a clear picture about the Chinese market as a whole. This puts us ahead of what our competitors are doing,” said Lily Chen, Sensory & Consumer Insight Manager for China.
 The Five Faces of China research is already having a positive impact on IFF’s business in China by providing invaluable insight for its creative teams, marketers, and sales force. With customers, the research is a unique point of difference, demonstrating the deep understanding of Chinese consumers that IFF possesses. In fact, IFF brought the research to life by constructing mock home displays of each face in
its Technical and Creative Center
in Shanghai for customer visits.
 “Through this research, we can clearly define by category our customers’ target end consumers and understand the different demands for flavors and fragrances and products across these categories,” Chen said. “This is one more tool IFF can use to create the flavors and fragrances that make our customers’ products a success in the marketplace. Multinational companies looking for help while entering this exploding but somewhat mysterious market and local and regional powerhouses are finding our research to be significant and valuable.”
 IFF is well-known for its technical expertise in the flavor and fragrance world; the Five Faces of China research is an example of the Company’s expertise in “soft technologies” such as marketing, consumer insight, and sensory understanding. IFF is committed to the continuing development of these areas of expertise in order to help our customers meet and exceed the expectations
of their consumers and achieve
success in the marketplace.
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