Consumer-oriented development of functional beverages

This chapter addresses the key consumer issues relevant to the technical development and strategic marketing of functional beverages. The chapter first gives an overview of the market dynamics and innovation trends in the functional beverages market. Following this, the key strategic marketing and product design challenges facing manufactures of functional beverages are explored, and the importance of integrating the consumer with the new product development (NPD) process is discussed. Finally, a case study is presented on the consumer-oriented development of functional cosmetic beverages, which can assist manufacturers manage consumer knowledge more effectively throughout the NPD process.