SUBSCRIBE

Breaking News on Beverage Technology & Markets

News > Markets

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.

Upcoming EU sports nutrition law revamp – a win for industry?

Upcoming EU sports nutrition law revamp – a win for industry?

Craig Simpson

EU food law expert , Steptoe & Johnson

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...

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...

Sugar alternatives evolve but some consumers still want the real thing

Sugar alternatives evolve but some consumers still want the real thing

In recent years, sugar has replaced fat and sodium as public enemy No. 1...

Increased innovation needed to further drive tea sales in the US

Increased innovation needed to further drive tea sales in the US

Sales of tea in the US are booming, but the industry still faces tough...

U.S. tea sales climb as consumers seek healthy drinks & new flavors

U.S. tea sales climb as consumers seek healthy drinks & new flavors

Sales of tea in the U.S. are growing quickly as more Americans are drawn...

Outsourcing science: Where does the future of industry research lie?

Outsourcing science: Where does the future of industry research lie?

An trend for outsourcing science and research may be good news for contract research...

What does ‘responsible innovation’ really mean?

What does ‘responsible innovation’ really mean?

Many food firms talk about the need for ‘responsible innovation’, but what does this...

How has social media changed food marketing?

How has social media changed food marketing?

The rise of social media has led to a shift in the way consumers...

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Consumers want more information about the products they are drinking: from the ingredients in...

FiE 2015: Our best bits

FiE 2015: Our best bits

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

The taste test: How do you make a probiotic drink taste good?

The taste test: How do you make a probiotic drink taste good?

Probiotic fruit drinks face different challenges to their dairy counterparts - but both face...

‘We try to be one of them’: Tetra Pak exec on vital shopper insights

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

Tetra Pak is a B2B company but it invests above the curve in shopper...

Dairy consumers ‘tend to accept’ less package functionality: Tetra Pak

Tetra Pak says dairy consumers ‘tend to accept’ less package functionality

Tetra Pak says it’s vital for its customers to strike a balance between ideal...

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

The CEO of Saudi Arabian food and beverage giant Al Rabie Saudi Foods tells...

‘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...

Rexam targets dairy drinks with cans after MIO success

Rexam targets dairy drinks with cans after MIO success

Rexam tells BeverageDaily.com it is pursuing business in the dairy drinks segment and says...

Graphic Packaging: Soft drinks brands can cut glass breakage, Tite-Pak

Graphic Packaging: Soft drinks brands can cut glass breakage with Tite-Pak

In late 2013 US beer brand Yuengling started shipping bottles in Tite-Pak, a solid...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...