This document provides key considerations for successfully launching a food or beverage product. It discusses evolving consumer lifestyles and preferences for items like meal replacements, snacks, plant-based options, and products with added nutrients. Brands must understand modern consumer expectations like health, wellness, and sustainability in order to succeed. The document also outlines challenges companies may face and how to connect with consumer needs through product innovation, reformulation, and compelling branding that enhances health perception.

1. KEY CONSIDERATIONS
WHEN LAUNCHING A
SUCCESSFUL FOOD OR
BEVERAGE PRODUCT
Raphaëlle O’Connor, Ph.D.
info@inewtrition.com

2. Bridging The Gap Between R&D And Marketing
• The events of 2020 caused a fundamental reset in human behaviour.
• Evolving lifestyles, cultural changes and increasing consumer awareness
impact how people eat nowadays:
• Meal replacers
• Snacks
• On-the-go
• Plant-based
• Low calories
• High fibre
• Understanding what the modern consumer expects is critical to success.

3. Connecting With Consumer Needs
• Consumers want healthy indulgent snacks that
make them feel good about themselves and
their environmental footprint.
• Consumers find on-the-go products as a solution
to convenient, portable and sustainable needs.
• Consumers expect mental and emotional health
benefits upon product consumption.
• The re-purchase intention of consumers
determines the medium to long term success of
a brand, by boosting loyalty and positive word-
of-mouth.
Tastes
good, 87%
Fresh, 68%
Nutritious,
65%
Fits my
budget, 62%
High quality
ingredients,
57%
Easy to
prepare,
51%
Convenient,
47%
Filling,
36%
Which of the following are important to you
when buying a food/drink?

4. Connecting With Consumer Needs
The concept of health and wellness has changed
considerably over the years, increasing the demand
for clean label and nutrient-dense products.
Consumers seek products free-from ingredients
deemed detrimental to their health.
As a result, adding fibre, protein, omega 3, vitamins
and minerals, etc… will certainly help brands
differentiate themselves from their competition.
General
wellbeing
Feeling good
about myself
Losing weight
Maintaining
weight
Preventing
disease/illness
Boosting
energy
Managing
disease/illness
Gaining
weight
Consumer
motivations for
eating healthy

5. Market Demands And Global Opportunities
Functionality
Health
Nutrition
Protection
Gut health
Inmunity
Antioxidant
Adaptogens
Wellness
Sleep
Stress
Brain health
Beauty
Clean label
Premiumisation
Better sourced
Provenance
Better made
Familiarity
Free from
Ancient elixirs
Herbal
essences
Less is more
Truly ethical
Personalised approach
Personalisation
Tailored tastes
Home use
Personal
nutrition
Adultification
Non-alcoholic
Canned Coffee
Rewind
Exploration
New horizons
CBD infusions
Flavourful
Energy boost
Functional
water

6. Good-for-you Claims
• 71% of adults say
snacking allows them time
to reconnect with
themselves.
• Millennials seek for snacks
that ‘declutter’ their minds
and allow a greater stress
management.
• Consumers are seeking
products that facilitate their
fibre consumption.
• In the US, the average adult
consumes around 15g/day.
• In Europe, the mean fibre
intake for most countries is
insufficient (12-23g/day).
• Sugar is the leading cause
of obesity and diet related
diseases.
• Sugar is the main concern
when it comes to healthy
food choices in many
countries.
Gingko, maca, CBD,
L-theanine+caffeine
Chicory root,
acacia gum
Algae, Pomegranate, Apple
cider vinegar

7. What Are Your Biggest Challenges?
Standing out in a
competitive market
Lowering costs vs
maintaining quality
Reducing sodium, fat or
sugar
Reaching health/nutrition
claims
Sourcing sustainable and
natural ingredients
Alternative proteins
Staying ahead of market
trends
Product expansion to new &
emerging markets
Understanding
consumer expectations
Translating consumer feedback
into compelling USPs

8. We Innovate In An Interdisciplinary Way
• Collecting consumer insights for product
innovation and brand positioning.
• Creating affordable nutrition products that
expand access to healthy food.
• Identifying gaps in consumer satisfaction,
that competitors may take advantage of.
• Reformulating to enhance the health
perception of your product.
• Creating clear branding and compelling
story writing to create resonance with
consumers on product origin, production
and safety.

9. What does
success look like
to you?
info@inewtrition.com