Consumer Driven Innovation in Food and Personal Care Products (Woodhead Publishing Series in Textiles)

683 Pages·2010·8.7 MB·English

by  Sara R Jaeger, Hal MacFie

Consumer-driven innovation in food and
personal care products
© Woodhead Publishing Limited, 2010
Related titles:
Consumer-led food product development
(ISBN 978-1-84569-072-4)
No matter how innovative or technologically advanced a new or
reformulated food product may be, it will only be a success if it gains
widespread consumer acceptance. Ensuring that food product development
strategies are consumer-led, therefore, is of importance to the food industry.
Edited by an expert in the fi eld, this book reviews current state-of-art
methods in this area.
Understanding consumers of food products
(ISBN 978-1-84569-009-0)
It is very important for food businesses, scientists and policy makers to
understand consumers of food products: in the case of businesses, to develop
successful products; and in the case of policy makers, to gain and retain
consumer confi dence. Consumers’ requirements and desires are affected by
issues such as culture, age and gender, and issues important to consumers
such as diet and health or GM foods will not always be so signifi cant.
Therefore food businesses and policy makers need to understand consumers’
attitudes and infl uences upon them to respond effectively. Edited by two
distinguished experts, this book is an essential guide for food businesses, food
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Case studies in food product development
(ISBN 978-1-84569-260-5)
Product development is vital to the food industry but a successful outcome is
often elusive. Many publications cover product development principles and
techniques, but much can still be learnt from those engaging in product
development for real in industry. From the study of actual product
development projects, new ideas on the philosophies, systems, organisations
and techniques of food product development can be generated. Edited by
leading authorities on the subject, and with an international team of
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discusses what those participating in the same can gain from their
experiences.
Details of these books and a complete list of Woodhead titles can be
obtained by:
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Woodhead Publishing Series in Food Science, Technology and Nutrition:
Number 195
Consumer-driven
innovation in food and
personal care products
Edited by
Sara R. Jaeger and Hal MacFie
Oxford Cambridge Philadelphia New Delhi
© Woodhead Publishing Limited, 2010
Published by Woodhead Publishing Limited, Abington Hall, Granta Park,
Great Abington, Cambridge CB21 6AH, UK
www.woodheadpublishing.com
th
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First published 2010, Woodhead Publishing Limited
© Woodhead Publishing Limited, 2010; Chapter 9 © MMR Research Worldwide, 2010 –
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ISBN 978-1-84569-567-5 (print)
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ISSN 2042-8049 Woodhead Publishing Series in Food Science, Technology and Nutrition (print)
ISSN 2042-8057 Woodhead Publishing Series in Food Science, Technology and Nutrition (online)
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© Woodhead Publishing Limited, 2010
To my parents, Brit Roust and Niels-Jørgen Jæger, who are always there
for me.
Sara Jaeger
To the memory of Jack Harries who got me interested in sensory science
in the fi rst place.
Hal MacFie
© Woodhead Publishing Limited, 2010
Contents
Contributor contact details ......................................................................... xv
Woodhead Publishing Series in Food Science, Technology
and Nutrition ............................................................................................... xxi
Preface .......................................................................................................... xxix
Part I N ew product development head-on: trends, processes
and perspectives. 1
1 Consumer-oriented innovation in the food and personal care
products sectors: understanding consumers and using
their insights in the innovation process ........................................... 3
K. G. Grunert, B. B. Jensen, A.-M. Sonne, K. Brunsø and
J. Scholderer, Aarhus University, Denmark, D. V. Byrne and
L. Holm, University of Copenhagen, Denmark, C. Clausen,
A. Friis and G. Hyldig, Technical University of Denmark,
Denmark, N. H. Kristensen, Aalborg University, Denmark
and C. Lettl, Vienna University of Economics and Business,
Austria
1.1 Introduction ............................................................................ 3
1.2 Understanding consumer preferences in food markets .... 5
1.3 Innovation management and market orientation .............. 16
1.4 Final perspective ..................................................................... 19
1.5 References ............................................................................... 20
© Woodhead Publishing Limited, 2010
viii Contents
2 Changes in food retailing and their implications for new
product development ......................................................................... 25
J. Dawson, Universities of Edinburgh and Stirling, Scotland
2.1 Fundamental innovations in food retailing ........................ 26
2.2 Directions of change in food retailing ................................. 28
2.3 Food retail growth model ...................................................... 33
2.4 Key areas of innovation for food retailers ......................... 35
2.5 Conclusion ............................................................................... 50
2.6 Sources of further information and advice ......................... 51
2.7 References ............................................................................... 51
3 Recent advances in commercial concept research for
product development ......................................................................... 53
S. Porretta, Experimental Station for the Food Preserving
Industry, Italy, H. R. Moskowitz, Moskowitz Jacobs Inc., USA
and J. Hartmann, Unilever Foods, The Netherlands
3.1 Prologue: corporate structures and the new role of
research and development (R & D) as innovators
in food and beverages ............................................................ 53
3.2 Where do ideas reside? ......................................................... 55
3.3 Entry points for the big ideas and ideation in general ..... 56
3.4 Discovering opportunities and the use of
deep knowledge ...................................................................... 57
3.5 The role of research and development (R & D) in
food companies ....................................................................... 62
3.6 Different world-views: academia versus industry .............. 63
3.7 Concept writing is strategy exploration .............................. 64
3.8 Tapping the consumer mind ................................................. 65
3.9 Ideation tools to pull out good ideas .................................. 66
3.10 Concepts born of observing .................................................. 67
3.11 Concepts born of collaboration and the ‘wisdom of
the many’ ................................................................................. 67
3.12 Concept writing – how to do it and how to do it well ...... 68
3.13 Concept screening .................................................................. 69
3.14 Qualitative screening ............................................................. 70
3.15 Screening promises and full concepts.................................. 70
3.16 Simulated market test at the concept level ........................ 74
3.17 Experimental design of concepts ......................................... 74
3.18 A short introduction to design: concepts about water ...... 75
3.19 Putting it all together: from the concept research to
the design and sales messaging ............................................ 82
3.20 Creating the product and marketing it ............................... 83
3.21 Summing up ............................................................................ 84
3.22 Acknowledgement ................................................................. 84
3.23 References and further reading ........................................... 84
© Woodhead Publishing Limited, 2010
Contents ix
4 Innovation strategies and trends in the global fast moving
consumer goods sector: an interview with Mintel’s Jo Pye .......... 87
J. Pye, Mintel International, Australia and S. R. Jaeger,
The New Zealand Institute for Plant and Food Research
Limited, New Zealand
4.1 Interview with Jo Pye ............................................................ 87
4.2 References and further reading ........................................... 104
4.3 Short biography for Jo Pye ................................................... 105
5 Innovation in foods and personal care products: an interview
with Gail Civille .................................................................................. 106
G. V. Civille, Sensory Spectrum Inc., USA and S. R. Jaeger,
The New Zealand Institute for Plant and Food Research,
New Zealand
5.1 Interview with Gail Civille .................................................... 106
5.2 Sources of further information and advice ......................... 118
5.3 Short biography for Gail Civille .......................................... 118
6 Innovation in sensory practice and education: an interview
with Howard Schutz ........................................................................... 120
H. G. Schutz, University of California at Davis, USA and
S. R. Jaeger, The New Zealand Institute for Plant and
Food Research, New Zealand
6.1 Interview with Howard Schutz ............................................. 120
6.2 References and further reading ........................................... 130
6.3 Short biography for Howard Schutz.................................... 131
Part II H edonic scaling in new product development:
past, present and future ............................................................. 133
7 Hedonic measurement for product development:
new methods for direct and indirect scaling ................................... 135
A. V. Cardello, US Army Natick Soldier R, D & E Center,
USA and S. R. Jaeger, The New Zealand Institute for Plant and
Food Research, New Zealand
7.1 Introduction ............................................................................ 135
7.2 Historical developments in the scaling of hedonics .......... 136
7.3 Best-worst scaling: a modern approach to
indirect scaling ........................................................................ 144
7.4 Labeled magnitude scales: a modern approach to
direct scaling ........................................................................... 150
7.5 Comparisons among hedonic scaling methods .................. 160
7.6 Recommendations and conclusions ..................................... 165
7.7 References ............................................................................... 167
© Woodhead Publishing Limited, 2010