SUBSCRIBE

Breaking News on Food, Beverage & Supplement Development - Asia PacificEU edition | US edition

Headlines > Business

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.

Asian tastes: Out with the old, in with the new trends

Asian tastes: Out with the old, in with the new trends

Jane Barnett

Senior Analyst, Mintel Market Research

Ayurvedic expert advocates strongly for using plants in whole form

Ayurvedic expert advocates strongly for using plants in whole form

Ayurvedic principles and ingredients are increasingly accepted in North America among product formulators. But...

What is emotional marketing and how can social media help you get it right?

What is emotional marketing and how can social media help you get it right?

Social media has transformed the way food manufacturers can engage in emotional marketing and...

Fish trimmings feed promising for Australian prawn farm

Fish trimmings feed promising for Australian prawn farm

Matt West

General Manager, Australian Prawn Farms

Fishmeal free? Protein alternatives key to Australia’s prawn future

Fishmeal free? Protein alternatives key to Australia’s prawn future

Australia’s prawn sector must prioritize sustainable fishmeal replacement and R&D in protein alternatives will...

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...

Wholesale hemp prices declining despite fractured US supply chains, investment advisor says

Wholesale hemp prices declining despite fractured US supply chains, investment advisor says

Investment opportunities in the CBD space continue to abound despite the regulatory uncertainties, the...

Dedicated followers of fashion

Dedicated followers of fashion

Wanpen

Head of food and nutrition, DPO Thailand

Recruitment's war of attrition

Recruitment's war of attrition

Laurent Landie

Recruitment consultant, Lim & Partner Recruitment

Innovation nation: DSM's success centre in Singapore

Innovation nation: DSM's success centre in Singapore

Haeri Roh-Schmidt

Head of science and nutrition, DSM Asia-Pacific

KitKat white space opportunities in China, Vietnam and Pakistan

KitKat white space opportunities in China, Vietnam and Pakistan, says Nestlé countlines chief

Stewart Dryburgh

Global head of KitKat and chocolate countlines, Nestlé

Seadragon sets out to breathe fire into Kiwi fish oil

Seadragon sets out to breathe fire into Kiwi fish oil

The town of Nelson will welcome New Zealand's first omega-3 fish oil processing plant...

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...

Germvangelist set to shake Probiota with holistic shout

Germvangelist set to shake Probiota with holistic shout

Jason Tetro

Researcher, author, The Germ Guy

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Jake Riddle

General manager, Kerry Asia Pacific

Indonesia stakes claim as SE Asia's most important food market

Indonesia stakes claim as SE Asia's most important food market

Indonesia's food industry will continue to grow in importance as its population of around...

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

HI-Japan show wrap: Ageing (& shrinking) population forces government-led nutrition rethink

HI-Japan show wrap: Ageing (& shrinking) population forces government-led nutrition rethink

Japan has always led the world in functional food experimentation even if the results...

Malaysia to double palm oil production by 2020

Malaysia hopes to double palm oil production by 2020

Kalanithi Nesaretnam

Minister, Embassy of Malaysia in Brussels

Mooted novel food changes will open exotic fruit doors in EU

Mooted novel food changes will open exotic fruit doors in EU

Dr John Wilkinson

Consultant and EU Novel Foods expert

Key Industry Events