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Summary Product Properties and Consumer Wishes (FQD31806)
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Summary of Product Properties and Consumer Wishes FQD-31806Reasons for new product development
Changing consumer needs
As a competitive tool for companies
To take new scientific developments into account
To address societal issues like concerns about artificial food colorants
To comply with new legislation
To be successful in food product development companies must:
Take the consumer as point of departure
Cater for many different groups of consumers
Consider that consumers nowadays use a broad concept of product quality
Keep up with new technological developments
Source raw materials from all over the planet
Produce efficiently and effectively (chain approach)
Food product development is complex:
Categories of common new products
Me-too products: same product, different brand. Example: lemon-flavored mineral water
Repositioned existing products: Products that are promoted to get attention for a property they
already had and that apparently possesses a specific benefit. Ex: margarine was repositioned for its
natural high content of vitamin E
New packaging of existing products: new packaging concepts for familiar products. E.g., the
technique of modified atmosphere packaging created opportunities to extend the shelf life of many
food products
Line extensions: These are innovations of familiar products that are slightly changed by, e.g., a new
flavor, with less or no sugar ....
Reformulated products: This concerns existing products that get a new formula; usually the
product characteristics hardly change. Example: reduce ingredient costs, solve a problem of
irregular supply of raw materials, take advantage of the availability of new ingredients with
improved characteristics
Other forms of existing products: Existing products that have been changed into another form. Ex:
concentrated, spreadable, dried or frozen (canned soups → dried soups)
Co-innovation: Food companies may also join efforts and create a new product by combining their
products. Ex: Danone yogurt and Mars topping
Innovative products: More rigorous changes. The changes must have and add value to the
consumer (solve a problem). Ex: incorporation of a hunger-suppressing ingredient
, Creative, true new products: as one newly brought into existence, i.e., a never-seen-before
product, no look-alikes. Example: meat replacers produced from alternative sources of protein like
milk, fungal or algae.
-Line extensions are the most common category. 65% of the best-selling introductions on the Dutch market
are line extensions.
-2 out of 3 new product introductions disappear from the shelves within a year. The number of products
that do not make it through the 1st stages of product development is even higher than that.
Need for new product development tools
1. There’s a continuous need for new food product
2. New food product development has a high failure rate
Therefore, tools have been developed to improve the success rate and each has its own possibilities and
limitations.
Tools for new food product development: Consumer profiles
-Use of consumer profiles
-On the basis of an existing product, e.g., Goldenberg’s creativity templates
-On the basis of consumer wishes e.g., Quality Function Deployment (QFD)
Tool 1- Use of consumer profiles
Segregation of consumers into recognizable consumer groups (=profiles) to provide clear targets and thus
facilitate the new product development process
Consumer profile 1: the environment-conscious consumer (focus on sustainability)
Characteristics:
● prefers unprocessed, regionally produced foods (fresh) that are in season, or
● foods from short production chains,
● foods from organic farming,
● focuses on technological efficiency
Consumer profile 2: the nature and animal-loving consumer (focus on animal welfare)
Characteristics:
● interested in methods for primary production,
● concerned about genetic modification,
● focuses on ethical efficiency of production systems
Consumer profile 3: the health-conscious consumer (focus on health)
Characteristics:
● prefers products which support health trends, e.g., low-calorie, low-fat, rich in vitamins and minerals, and
all other sorts of foods with (assumed) health-protecting or health-promoting properties
Consumer profile 4: the convenience consumer (focus on preparation time)
Characteristics:
● goes for snacks, fast food, take-out meals,
● ready-to-eat meals,
● foods that are easy to prepare,
● restaurant food
Consumer profile 5: the hedonic consumer (focus on taste)
Characteristics:
● prefers (exotic) specialties, delicacies,
● foods with added value, food as entertainment and pleasant pastime,
,● restaurant food,
● foods of high sensory quality
Consumer profile 6: the price-conscious consumer (focus on money)
Characteristics:
● prefers homemade meals,
● with ingredients of a favorable price/quality ratio, (e.g., products from large-scale production, or
alternative, cheaper raw materials
Consumer profile 7: the variety seeking consumer (focuses on change)
Characteristics:
● Seeks diversity in raw materials, ingredients and fabricated foods for homemade meals, as well as diversity
in the type of meal (from elaborate homemade meals to convenient dining out).
Tools 2 for new product development: creativity templates
Start with an existing product and list its components, e.g., milk consists of. Next, apply an innovation
template:
● Subtraction: remove an attribute. Ex: milk minus water & peanut butter minus fat
● Multiplication: Copy an existing product component, and then alter it in some meaningful way
● Division: Reconfigure a product. Ex. A wok meal with physically separated ingredients to add “experience”
or avoid contact between individual ingredients
● Task unification: Assign a new, additional task to an existing element of the product to give it a new
desirable trait. Ex. Ketchup in plastic, create wider lid to store it upside down → easier to take the ketchup
out
● Attribute dependency change: change the attributes of a product in relation to characteristics of the
immediate environment. Ex: Beer with a mountain depicted on the tin turns blue when the beer is cold
Creativity templates
- Useful to get more complex products accepted by the consumer
- Use of templates provide consumer with “something familiar” in the new product, which helps to accept
the new trait in the product
HOW CONSUMERS PERCEIVE FOOD QUALITY Teresa Oliviero
Grunett, K.G
-Quality perception
-Food producers ↔ Consumers
There is a general agreement that quality has an objective and a subjective dimension.
Objective quality refers to the physical characteristics of a product, characteristics that can be even
measured (colour, weight, nutrients, etc.). These are the characteristics that a food developer, or a food
technologist can design and modify in a product.
Subjective quality is the quality as perceived by each consumer, which involve aspects that are actually not
tangible, that cannot be measured, and these aspects are actually more related to the marketing of the
product. It is important that producers can translate consumer wishes into physical product characteristics
that can be seen by the consumers, for a product to be successful
Quality attributes: objective and subjective
Five propositions
1. Based on inferences: taste, health, convenience, process characteristics.
Uncertainty → developing cues (hierarchical). Brand + logo + package
Consumer prefer cues (a) which they believe to be predictive of the quality they want to evaluate, and (b)
which they feel confident in using.
, For instance, consumers look the viscosity of a cleaning product to infer cleaning power. In food area,
consumers are known to use colour and fat content of meat as an indicator of taste and tenderness, organic
production as an indicator of superior taste of vegetables, and animal welfare as an indicator of more
healthy products ± all inferences which are, from an objective point of view, at least questionable.
For instance, when a consumer has to buy some wine, and he/she doesn’t know what to buy, he/she will
start looking for inferences that tell something about the quality of that wine: color, shape of the bottle,
country of origin.
2. Related to values and attitudes: Means-end theory → hierarchical value maps
Can we explain why and when certain dimensions of quality become attractive to consumers?
The Means–end–theory try to explain why
Means-end-theory consumers are not interested in products per se, but in what the product is doing for
them in other words, whether a consumer finds a product attractive depends on what the consumer infers
that the product has desirable qualities (right color, freshness, convenience), but also on the extent to which
these qualities are perceived to contribute to the attainment of that consumer's life values (life values are
altruism, ethics, faith, love).
The means-end chain context, food quality, has been widely used in studying consumer food choice. Results
from studies employing this approach are usually presented in so-called hierarchical value maps which is
obtained by interviewing consumers (laddering)
3. Expression of life style
• Uninvolved food consumer: food not central, limited inters in food quality, CONVIENIENCE, no
special shops, don’t read food info (label), limited exposure, and limited food cues. Big snackers, no
plan of meals, not interested in cooking
•Careless food consumer: similar to uninvolved, NOVELTY. Spontaneous buyers
•Conservative food consumer: traditional meal patterns TASTE HEALTH, not interested in
convenience (woman’s task)
•Rational food consumer: info junk product info, prices, planning (contrary to uninvolved). Self-
fulfilment, recognition, security as buying motives
•Adventurous food consumer: great deal of effort in their meal’s preparation. New recipes, new
ways of cooking, not convenience, quality = good taste. Cooking is a creative and social process
4. Quality perception changes over time: Expectation vs experience
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