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Samenvatting van alle colleges van Product Properties and Consumer Wishes
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Samenvatting van alle colleges van Product Properties and Consumer Wishes. De samenvatting is in het Engels.
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Product Properties and Consumer WishesLecture 1: New product development: why and how
Introduction: FQD’s area of expertise
- Integration of basic food technological knowledge in complex systems like new food products
Reasons 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 colourants
- To comply with new legislation
→ Food product development is a continuous process because society is dynamic
The food product development arena
To be successful in food product development companies have to:
- 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)
Take the consumer as point of departure
- Past: consumers bought what was offered for sale
- Next: new technologies increased agricultural production and caused market saturation
o After the second world war, many new technologies were introduced
▪ Agricultural mechanization, e.g., introduction of tractors
▪ Introduction of pesticides and chemical fertilizers
▪ The farmers had a lot to sell, people could choose and at the end of the day there was
much left → the role of the consumer increased tremendously: the producers had to make
sure that what they produced was in demand
- Consequence: reversal of the production chain; consumer-oriented approach essential to be successful in
the market
Cater for many different consumers
- Demographical changes:
o shift in age profile (more elderly people, who eat less, so they require more nutrient-dense food)
o diversification of households (more single households: individual meals at less specific times)
o increased influence of ethnic groups due to migration
- More knowledgeable consumers with respect to food quality, due to:
o better education
o easier access to information
→ Need for more variety
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,Consumers’ quality concept – past vs present
Intrinsic factors (what is natural about a product) can be measured in an objective manner, and some can also be
determined by sensory perception, like the looks, the feel, and the smell of a food. Other intrinsic quality attributes
are shape, nutritional value, freshness, safety, and appearance. The combination of all these attributes together
determines the intrinsic product quality. In the past, intrinsic determinants were decisive in the buying decisions of
consumers and you could not make a choice about extrinsic factors. Nowadays, however, consumers are more
knowledgeable due to better education and improved information supply, and are more concerned with social and
environmental issues. Their perception of quality has
deepened and broadened, and large groups of
consumers also pay attention to the extrinsic quality
determinants of the foods they buy. Extrinsic factors
relate to the way in which the food was produced, like
the use of pesticides, fair trade regulations, animal-
friendliness, and the type of packaging material. These
extrinsic factors commonly have no direct influence on
the characteristics of the product, but they can be
decisive in the purchasing policy of some consumers.
Keep up with technological developments
New technologies offer new opportunities in food product development, like innovative techniques in:
- Preservation, like pulsed electric field (PEF)
- Packaging (like MA, active, intelligent, biodegradable)
Use raw materials from all over the planet
An increasing amount of foods is consumed on other continents than they are produced
- In the past: only high-value, non-perishables, like spices, tea, and coffee
- Nowadays: also fruits, vegetables, and other foods with a short shelf life
Produce efficiently and effectively
A streamlined chain approach is required, facilitated by advances in IT:
- To minimize time and costs for food product development and logistics, i.e. to be efficient
- To meet consumers’ wishes optimally in the produced foods, i.e. to be effective
So: food product development is complex
Categories of new food products
- Me-too products
- Repositioned existing products
- New packaging of existing products
- Line extensions
- Reformulated products
- Other forms of existing products
- Co-innovation
- Innovative products
- Creative, true new products
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, Me-too products
- Same product, different brand
- Largest group of new food products
- Example: lemon-flavoured mineral water (SPA touch, AH Bruisend mineraalwater citroen)
Repositioned existing products
- Products that are promoted to get attention for a property they already had and that apparently possesses
a specific benefit
- E.g., a margarine was repositioned for its (natural!) high content of tocopherol (vit. E), because of
increased attention for health products in society
- Nothing changed about the product, but the way they market it is different because of information became
available
- The development time for repositioned products can be minimal and only the marketing department
should put efforts in capitalizing the niche market
New packaging of existing products
- This concerns 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
- Also larger (more economic) and smaller (for on-the-go) packaging belong to this category
Line extensions
- These are innovations of familiar products that are slightly changed by, e.g., a new flavour, with less or no
sugar
- They come and go, one day they are there and another day they are not there: Coca Cola vanilla, cherry
- Characterized by relatively little effort and development time, small changes in the manufacturing process,
little change in marketing strategy and a minor impact on storage and/or handling techniques
Reformulated products
- This concerns existing products that get a new formula; usually the product characteristics hardly change
- Examples are products with better colour, improved flavour, more fibres, less fat etc.
- Objectives are, e.g., to:
o Reduce ingredient costs
o Solve a problem of irregular supply of raw materials
o Take advantage of the availability of new ingredients with improved characteristics
- The design process for these products is usually inexpensive and needs a relatively short development
time. However, for food products minor changes in composition might have great consequences, for e.g.
the chemical or microbial shelf life
Other forms of existing products
- This category concerns existing products that have been changed into another form (e.g. concentrated,
spreadable, dried, or frozen)
- For instance, canned soups → dried soups (may require an extensive development time because the
physical properties of the product change drastically)
- Why would this be done? → the different products have different advantages in their use
Co-innovation
- Food companies may also join efforts and create a new product by combining their products, e.g. Danone
(yoghurt) and Mars (topping)
Innovative products
- These are products resulting from more rigorous changes
- The changes must have an added value to the consumer (“solve a problem”)
- The design process is generally longer and more expensive
- E.g. incorporation of a hunger-suppressing ingredient (Optimel control, not available anymore)
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