This article reviews the causes of product introduction failure in the Food & Beverage industry, focusing on consumer and marketing factors, and advances potential remedies. It first introduces key concepts in product acceptance/adoption theories: the consumer decision-making process, main drivers (product, adopter and social system) and barriers (passive/active resistance), and the evolution of hedonic responses to new products. It then discusses specific reasons for failure: food neophobia, novel technology rejection, optimal stimulation level, sensory/consumer research shortcomings and poor marketing support. Lastly, it describes the development of hibiscus beverages of African tradition for the European market to illustrate some practical challenges and solutions.
Original languageEnglish
Title of host publicationReference module in food science
PublisherElsevier Ltd.
Number of pages12
ISBN (Print)9780081005965
Publication statusPublished - 2018


  • Product introduction failure
  • Food & beverage industry
  • Consumer behavior
  • Food product development
  • Novel technologies
  • Innovation resistance
  • Consumer acceptance
  • Product adoption
  • Consumer knowledge
  • Food neophobia
  • Sensory expectations
  • Hedonic evaluation
  • Repeated exposure
  • Hibiscus sabdariffa
  • Hibiscus beverages


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