Case Studies on the Business of Nutraceuticals, Functional and Super Foods PDF
Preview Case Studies on the Business of Nutraceuticals, Functional and Super Foods
Case Studies on the BUSINESS OF NUTRACEUTICALS, FUNCTIONAL AND SUPER FOODS WOODHEAD PUBLISHING SERIES IN CONSUMER SCIENCE AND STRATEGIC MARKETING Case Studies on the BUSINESS OF NUTRACEUTICALS, FUNCTIONAL AND SUPER FOODS Edited by CRISTINA SANTINI University San Raffaele Rome, Italy STEFANIA SUPINO University San Raffaele Rome, Italy LUCIA BAILETTI Sensory Consumer & Neuromarketing, Intertek Italia Woodhead Publishing Woodhead Publishing is an imprint of Elsevier 50 Hampshire Street, 5th Floor, Cambridge, MA 02139, United States The Boulevard, Langford Lane, Kidlington, OX5 1GB, United Kingdom Copyright © 2023 Elsevier Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage and retrieval system, without permission in writing from the publisher. Details on how to seek permission, further information about the Publisher’s permissions policies and our arrangements with organizations such as the Copyright Clearance Center and the Copyright Licensing Agency, can be found at our website: www.elsevier.com/permissions. This book and the individual contributions contained in it are protected under copyright by the Publisher (other than as may be noted herein). Notices Knowledge and best practice in this field are constantly changing. As new research and experience broaden our understanding, changes in research methods, profes- sional practices, or medical treatment may become necessary. Practitioners and researchers must always rely on their own experience and knowl- edge in evaluating and using any information, methods, compounds, or experi- ments described herein. In using such information or methods they should be mindful of their own safety and the safety of others, including parties for whom they have a professional responsibility. To the fullest extent of the law, neither the Publisher nor the authors, contribu- tors, or editors, assume any liability for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions, or ideas contained in the material herein. ISBN: 978-0-12-821408-4 For Information on all Woodhead Publishing publications visit our website at https://www.elsevier.com/books-and-journals Publisher: Nikki P. Levy Acquisitions Editor: Megan R. Ball Editorial Project Manager: Lindsay C. Lawrence Production Project Manager: Surya Narayanan Jayachandran Cover Designer: Mark Rogers Typeset by Aptara, New Delhi, India Contents Contributors ix Introduction xi SECTION 1 The scenario 1. The Nutraceutical Industry: trends and dynamics 3 Cristina Santini, Stefania Supino, Lucia Bailetti 1.1 Introduction 3 1.2 Definitions 4 1.3 Market 5 1.4 Industry, competitive dynamics, and innovation 8 1.5 Determinants of growth 13 1.6 Conclusions 17 References 18 2. A short review on willingness to pay for novel food 21 Maurizio Canavari, Alessandra Castellini, Vilma Xhakollari 2.1 Introduction 21 2.2 Methodology and data 22 2.3 Consumers’ perception of novel food 24 2.4 Factors affecting willingness to pay for novel food 26 2.5 Conclusions and future research 27 References 28 3. Market-oriented methodologies that integrate the consumer into the functional foods new product development process: Part 1 contemporary approaches 31 Joe Bogue, Lana Repar 3.1 Introduction 31 3.2 New product development: Functional foods challenges 32 3.3 C hallenging marketing myopia: Co-creating new functional foods with consumers 34 3.4 Methodological approaches for consumer insights 36 3.5 Conclusions 53 References 53 v vi Contents 4. Market-oriented methodologies that integrate the consumer into the functional foods new product development process: Part 2 advanced approaches 57 Lana Repar, Joe Bogue 4.1 Introduction 57 4.2 Sensory analysis 57 4.3 Conjoint analysis 65 4.4 New technology developments for consumer insights 72 4.5 Combination of different methodological approaches 77 4.6 Conclusions and implications for functional food product development 77 References 80 5. Competitive advantage through multidisciplinary innovation in nutraceuticals: From concept optimisation to context transformation 85 Stefan Korber, Frank Siedlok, Lisa Callagher, Ziad Elsahn 5.1 Introduction 85 5.2 The importance of multidisciplinarity for strategic innovation 87 5.3 Findings 92 5.4 Conclusion and implications 99 References 100 SECTION 2 Strategy 6. Nutraceutical and functional value of carob-based products 107 Mario Testa, Ornella Malandrino, Cristina Santini, Stefania Supino 6.1 Introduction 107 6.2 Nutritional and functional value of carob-based products 108 6.3 The Market 111 6.4 The role of consumers’ final preferences 112 6.5 Case Study: LBG Sicilia Srl 113 6.6 Conclusions 117 References 118 7. Breaking the cycle of malnutrition through sustainable business models: The case of ready-to-use therapeutic foods 121 Mario Testa, Francesco Polese, Sergio Barile 7.1 Introduction 121 7.2 The state of the art on food security and nutrition in the world: A summary 123 Contents vii 7.3 A system thinking view to approach ethical issues in achieving SDGs 127 7.4 A tool from nutraceuticals to face the Zero Hunger challenge: An overview on ready to use food (RUF) 130 7.5 Ready to use therapeutic food (RTUTF): Opportunities and constraints 132 7.6 Conclusions 141 References 142 8. Typical plant-based food from a nutraceutical perspective: The case of the Marche region 145 Gianni Sagratini, Cristina Santini, Giovani Caprioli, Sauro Vittori, Filippo Maggi, Astride Franks Kamgang Nzekoue, Riccardo Petrelli 8.1 Nutraceutical food plants and strategy 145 8.2 Nutraceuticals plants in the Marche region 146 8.3 The strategic process of mature product rejuvenation 147 8.4 The relationships between food, tradition, and health 150 8.5 Analysis 152 8.6 Discussion and future projects 154 8.7 Conclusions 156 References 157 9. Organic and Made in Tuscany Spirulina: the story of Severino Becagli 161 Cristina Santini, Alessio Cavicchi 9.1 Introduction 161 9.2 Market 161 9.3 Italy 164 9.4 Costs, margins, and value chains 166 9.5 Case of Spirulina Becagli 167 9.6 Final remarks and open questions 171 Acknowledgements 172 References 172 10. Vanity and its impact on nutraceuticals’ awareness 175 Manoel Messias Cavalcante, Eduardo de Rezende Francisco, Luciana Almeida 10.1 Introduction 175 10.2 Nutraceutical market in Brazil 178 10.3 Literature review 180 10.4 Method 183 10.5 Analysis and results 185 viii Contents 10.6 Conclusion 195 10.7 Management recommendations 195 Appendix 196 References 200 Conclusions 203 Index 205 Contributors Luciana Almeida ESPM, Sao Paulo, Brazil Lucia Bailetti Sensory Consumer & Neuromarketing, Intertek Italia Sergio Barile Sapienza University, Rome, Italy Joe Bogue Department of Food Business and Development, Cork University Business School, University College Cork, Ireland Lisa Callagher University of Auckland, New Zealand Maurizio Canavari Department of Agricultural and Food Sciences, Alma Mater Studiorum-University of Bologna, Bologna, Italy Giovani Caprioli School of Pharmacy, Universiy of Camerino, Camerino, Italy Alessandra Castellini Department of Agricultural and Food Sciences, Alma Mater Studiorum-University of Bologna, Bologna, Italy Manoel Messias Cavalcante ESPM, Sao Paulo, Brazil Alessio Cavicchi Department of Agriculture, Food and Environment, University of Pisa, Pisa, Italy Ziad Elsahn Northumbria University, Newcastle Business School, United Kingdom Eduardo de Rezende Francisco FGV EAESP, Sao Paulo, Brazil Stefan Korber University of Auckland, New Zealand Filippo Maggi School of Pharmacy, Universiy of Camerino, Camerino, Italy Ornella Malandrino DISA-MIS, University of Salerno, Fisciano, SA, Italy Astride Franks Kamgang Nzekoue School of Pharmacy, Universiy of Camerino, Camerino, Italy ix
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