Meeting consumer needs when designing and developing your food and/or beverage product is critical to your product's success in the future and brands have a lot of power in their ability to change consumer emotions, so this presentation looks at some of the areas in the product development journey from the perspective of marketing and consumer insights.

1. The Use of Marketing
and Consumer Insights
for Product Innovation
Raphaëlle O’Connor, Ph.D.
info@inewtrition.com

2. Meeting Consumer Needs & Expectations
Consumers often cope with the bombardment of
ads, billboards, commercials, and packaging by
paying attention to some messages, and ignoring
others, due to individual and unique experiences,
biases, and desires.
The messages that receive attention can often end
up influencing consumers differently from what the
brand intended.
Globally, 64% of consumers read
labels on food packages.

3. The clean label trend, along with a growing
consumer desire for natural products with short
ingredients lists, has been accelerated by studies
linking the consumption of ultra-processed food
with non-communicable diseases.

4. Mention that the
ingredients are a reason
to buy a product.
Associate clean label
products with ‘good for you’.
Trust the EU when
regulating safety
standards for food
and drinks.
The Clean Label Trend
Closely read labels
before consumption.
Agree that processed
plant protein food is as
bad as processed meat.
Are open to changing
their eating habits for
the environment.
Worry about the effect
of artificial ingredients
on their health.

5. Health-driven Innovation Targets
• The rise of social media, and fast and on-the-go
lifestyles, have influenced the amount of stress
and anxiety consumers deal with.
• Consumers are looking to make sacrifices and take
additional measures today, rather than seeking
treatment for issues at a later stage.
• More and more consumers are seeking to combat
their sedentary lifestyles, as well as portray
themselves as healthy and fit individuals.
Mental
Health
Sleep Quality
Prevention
rather than
treatment
Fitness
Management

6. Brands can balance a person’s need to feel unique,
with the desire to be part of communities of like-
minded individuals.
• Food and drink brands can offer stressed
consumers escape, peace, and further
emotional connections through product
rituals:
• Empower personal expression through passion
for food and drink.
• Establish communities where consumers can tie
their identities.
• Influence consumers to do good.

7. Meeting Consumer Expectations
WTP, WTB,
WOM, NPS
Unhealthy perception,
brand distrust, customer
dissatisfaction
Did you know that brand loyalty can dictate how well your product performs?

8. Together We Can!
• Understand your consumer’s pains, gains and expectations.
• Measure and increase your Net Promoter Score with healthy innovation.
• Provide USP’s that enhance attitudinal and behavioral brand loyalty, such as:
 Healthiness
 Safeness
 Convenience
 Transparency
 Clarity
 Familiarity
Product-
market fit

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