Douglas Sorenson

A conjoint‐based approach to concept optimisation: probiotic beverages

Purpose – The objective of this study is to identify the optimal product design attributes for a range of chilled probiotic orange juice beverages, and to evaluate the contribution of market‐oriented research methodologies to the development and strategic marketing of innovative functional beverages.Design/methodology/approach – A conjoint‐based survey was administered to 400 purchasers of chilled orange juice in both Dublin and Cork between May and September 2004.Findings – New product development (NPD) opportunities exist for probiotic juice‐based beverages, although functionality should not be relied on solely to leverage a competitive advantage.Research limitations/implications – The survey sample only included primary purchasers of chilled orange juice, owing to the increased importance of the chilled orange juice category in Ireland. Further research that would incorporate purchasers of ambient orange juice, and end‐users of both chilled and ambient orange juice in Ireland, as well as across Europea...

Market-Oriented New Product Development of Meal Replacement and Meal Complement Beverages

Abstract A strong market orientation and a customer-focused new product process have both been identified as critical new product development success drivers. Five focus groups were conducted at three centres in Ireland between April and May 2003 to evaluate and refine a range of new meal replacement and meal complement beverage concepts. Non-carbonated fruit and yoghurt-based functional beverages for breakfast were most preferred by focus group participants. This study highlighted the role of qualitative market-oriented research methodologies in facilitating consumer interaction with product development personnel.

Concept Optimisation in Innovation Through Conjoint Analysis

Abstract The objectives of this study were to identify the optimal extrinsic and intrinsic attributes for a range of chilled nutrientenriched orange juice beverages; and to evaluate the contribution of advanced concept optimisation research techniques to new product design and the strategic marketing of innovative functional beverages. A conjointbased survey was administered in both Dublin and Cork between May and September 2004. The results suggested that firms should not rely solely on functionality to leverage a competitive advantage when developing functional beverages. Advanced concept optimisation research techniques contribute towards effective knowledge management in the new product development (NPD) process.

Consumer-oriented development of functional beverages

Abstract: 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.

STRATEGIC MARKETING OF GLUTEN-FREE CEREAL PRODUCTS AND BEVERAGES

ABSTRACT Consumer demand for gluten-free cereal products and beverages is rising steadily with the increase in coeliac disease and other allergic reactions to gluten from wheat-, rye-, or barley-based foods. These products represent a growing market opportunity within the global health and wellness market for food manufacturers that develop consumer-led new products that gain consumer acceptance. This chapter examines the marketing of gluten-free cereal products and beverages and highlights some of the strategic issues relevant to the successful marketing of such products. The increasingly competitive nature of the health and wellness market highlights the importance of involving the consumer in the development and strategic marketing of gluten-free products and beverages. The gluten-free market should be viewed more as a long-term strategy for future growth in the health and wellness market and less as a short-term strategy for high profitability, owing to the niche nature of the gluten-free market presently. The target market for gluten-free cereal products and beverages will expand in the future to include not just coeliacs, but also those who desire products without allergens or other ingredients that may negatively influence their health. The identification of key extrinsic (marketing) and intrinsic (sensory) product attributes that influence consumer acceptance will need to be identified and incorporated into the development of new gluten-free foods. The development and marketing of gluten-free cereal products and beverages will therefore need to change in the future to reflect changing consumer lifestyles, and ensure that they are designed with the consumer in mind.