Abstract
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 language | English |
|---|---|
| Title of host publication | Reference module in food science |
| Publisher | Elsevier Ltd. |
| Pages | 1-12 |
| Number of pages | 12 |
| ISBN (Print) | 9780081005965 |
| DOIs | |
| Publication status | Published - 2018 |
Keywords
- 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
