Market-oriented methodologies that integrate the consumer into the functional foods new product development process: Part 1 contemporary approaches

The functional foods market represents a significant opportunity for food firms in terms of market growth, high levels of added value, brand differentiation, and the development of innovative products closely aligned with dynamic consumer trends. In this chapter, we examine contemporary market-oriented approaches to the design and development of new functional foods. This approach entails using market research methodologies that integrate the “voice of the consumer” throughout the new product development process. The market research methodologies covered include focus group discussions, ethnography, netnography, and semiotics. Each methodology has its advantages and challenges, and their use should be considered according to the nature of the required information, available resources, the type of functional food product being developed, and its stage on the new product development process. The chapter outlines a set of relevant business and market questions and examples for all four methodologies.