Defining product quality

A lot of time and effort is spent on discussing food safety, which is the bedrock on which the food manufacturing industry is built. But what about the quality of the food we buy?

The Value Equation

In food retail, whether own-label or branded products, consumers evaluate products based on price, quality, and cost, which can be summarised as the value equation (Price = Quality + Cost). Essentially, the retail price a customer pays should reflect both the product quality and the cost of production.

Defining food product quality in food manufacturing is complex, but at its core, quality means meeting consumer expectations while ensuring food safety and delivering value for money. Consumers judge value for money based on product tiers, expecting more from premium food products compared to value-tier products.

5 Key Points to Consider

1. Safety First

No definition of food quality is meaningful without food safety and legal compliance at its core. Quality starts with safe raw materials—no exceptions. Value-tier food products must still be free of contaminants and meet all food safety regulations, such as those defined by Food Information for Consumers (FIC).

Failure to ensure safety can have disastrous consequences, as seen in the horse meat scandal of 2013, which severely dented consumer trust in the food industry.

This highlights a crucial point: safety, authenticity, and compliance are non-negotiable aspects of food product quality. Technical teams must maintain strict quality control measures, such as supplier approval audits, traceability systems, and HACCP plans, ensuring all batches meet the required standards.

2. The Right Ingredients

Beyond safety, food quality is determined by sensory attributes such as taste, texture, appearance, and aroma. A chilled ready meal must look appetising and taste good; a fresh salad should be crisp and vibrant; and snack foods like crisps must have the right crunch and seasoning.

Achieving high food product quality requires careful ingredient selection and strong supplier partnerships. Using natural ingredients and higher-quality raw materials can significantly enhance perceived quality but may also increase costs.

For example, budget sausages often contain fillers and shrink when cooked, whereas premium sausages with higher meat content provide a better taste and texture.

3. Consistency and Freshness

Product consistency is key in food manufacturing. As a former QA manager in a snack food factory, I used to tell operatives, “Be boring, just do what we ask you to do.” This ensured consistency so that every bag, every bite met the product specifications.

For fresh and chilled products, managing freshness and shelf life is also critical. A salad must remain fresh and safe up to its use-by date, requiring effective packaging, storage, and distribution.

By ensuring consistent quality and adequate freshness, manufacturers can reduce customer complaints and food waste, while reinforcing brand trust. Brands like Walkers Crisps and Doritos maintain strong quality control standards to uphold their brand reputation.

4. Value for Money

Quality must align with cost to deliver value for money. Consumers assess whether a product’s quality justifies its price, making value-driven food manufacturing a strategic necessity.

Many companies use target costing to design cost-effective food products that fit within a specific product tier (value, standard, or premium). For example, a value-tier ready meal might use cheaper ingredients, whereas a premium-tier meal could feature butter and whole milk in its mash for enhanced taste and texture.

Understanding consumer behaviour is crucial. For instance, placing caviar in Aldi over Christmas was an interesting idea, but it didn’t match the typical Aldi shopper’s purchasing habits.

Additionally, shrinkflation is a real strategy in food retail—reducing product size instead of increasing price to maintain market competitiveness. The key is ensuring that the value equation remains in balance.

5. Tiered Quality: Value vs. Premium

Most supermarkets and food brands offer a tiered range of products - typically value, standard, and premium - each with distinct quality expectations:

• Value Tier: Budget-friendly, no-frills food that meets basic food quality standards at the lowest cost. Recipes use cheaper ingredients, trading off some premium features for affordability.

• Standard Tier: Balanced price-to-quality ratio, using good ingredients and processes to ensure consistent quality without the extras of premium food products.

• Premium Tier: High-end products with superior ingredients, refined recipes, and luxury packaging. Customers expect richer flavours, better textures, and premium sourcing (e.g., organic ingredients, higher-welfare meats).

For instance, a premium ready meal might use prime meat cuts and authentic ingredients for a gourmet experience, whereas a value-tier alternative may rely on cheaper substitutes.

Conclusion

Ultimately, defining food product quality involves balancing food safety, sensory appeal, product consistency, and cost to meet consumer expectations. By focusing on these key aspects and aligning food quality standards with the appropriate product tier, food manufacturers, retailers, and brands can ensure every food product delivers on its value promise, reinforcing consumer trust and loyalty.