SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | Asian edition

News > Market Trends

Read more breaking news

 

 
Key Insights from Food Vision

Innovation success recipe: Respect consumers and draw inspiration from the unknown

By Kacey Culliney+

29-Apr-2014
Last updated on 29-Apr-2014 at 14:16 GMT2014-04-29T14:16:16Z

Involving consumers and innovating beyond comfort zones enables success, say experts

Involving consumers and innovating beyond comfort zones enables success, say experts

Understanding consumer expectations and respecting these, combined with a boldness to draw inspiration from new areas is the perfect mix for successful innovation, say experts.

Speaking to FoodNavigator at Food Vision 2014 in Cannes, CEO of Inventours Michelle Greenwald and founder and president of The Healthy Marketing Team Peter Wennström said there were several factors food and beverage companies needed consider when planning innovation.

Firstly, understanding the brand or category innovation space was crucial, said Wennström.

“With every brand you can ask the same question and every consumer can tell you what they expect from the brand tomorrow. Respecting that means you can be very successful in brand innovation,” he said.

However, he said that unfortunately companies often disrespected this in favour of following their own ideas or brand agenda.

Consumers should always be involved

Greenwald agreed that working to fulfil the expectations of consumers was critical, but that understanding how a consumer uses that product and listening to feedback was equally important.

“It’s critical to get consumers involved along the way and once you have concept ideas and prototypes it’s great to get consumer feedback,” she said.

However she warned that when gathering feedback, it was better to be more direct with questions to get more relevant answers.

Inspiration from the unexpected

Greenwald also said it was also extremely important to look beyond your own category and space when drawing inspiration to innovate.

“There are so many examples of the greatest innovations where one industry is influenced by an entirely different industry,” she said. For example, the Nike trainers design that was inspired by a waffle iron or the apartment block inspired by honeycomb.

Asked if drawing inspiration from the unexpected could create a disconnect with consumers, she said that providing companies communicate their R&D simply and clearly, consumers would be able to buy into new concepts.

Communicating clearly and simply

Wennström agreed that it was essential for companies to break down their marketing communication into digestible terms for consumers, especially in the area of nutrition where claims were often quite complex.

“That is a challenge, to actually respect consumer understanding and language,” he said.

EU referendum: vote to stay, says Greencore boss

Four reasons to stay in the EU: Greencore boss

Four factors explain why the food and drink industry would be much better off...

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Vegetable ingredients may boost the nutritional content of beverages: but when it comes to...

Refreshment and nutrition drive demand for vegetable ingredients

Refreshment and nutrition drive demand for vegetable ingredients

Vegetable ingredients are winning favor with consumers who value them as a healthy part...

Marketing to the ‘elderly'

Marketing to the ‘elderly’: Overcoming the taboo of getting old

There is a need for public health strategies and products to address Europe's rapidly...

What opportunities does the backlash against sugar create?

What opportunities does the backlash against sugar create?

From links with obesity and type 2 diabetes to government taxes, sugar is currently...

Eat with your eyes: Making sense of multi-sensory food

Eat with your eyes: Making sense of multi-sensory food

Food should taste and smell good but what else should and can it do...

The 4 biggest mistakes in healthy marketing

The 4 biggest mistakes in healthy marketing

The Healthy Marketing Team tells us what NOT to do when marketing a healthy...

How the food industry can boost consumer health

Three changes food industry must make to boost health

Food and drink manufacturers must make three changes across their businesses to help boost...

Food industry new starters offered top tip

Food business starters should be hungry for knowledge

Young people starting their food business careers should hungry for knowledge about the roles...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

Food firms should prepare for pre-recession spending

Prepare for pre-recession spend – top economist

Food manufacturers should prepare for a positive three years ahead, as the changing economy...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Smoothie brand Froosh warns of ‘social washing’ within supply chain

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

Key Industry Events