Designer-made meat and dairy products: consumer-led product development

Citation
Kg. Grunert et C. Valli, Designer-made meat and dairy products: consumer-led product development, LIVEST PROD, 72(1-2), 2001, pp. 83-98
Citations number
27
Categorie Soggetti
Animal Sciences
Journal title
LIVESTOCK PRODUCTION SCIENCE
ISSN journal
03016226 → ACNP
Volume
72
Issue
1-2
Year of publication
2001
Pages
83 - 98
Database
ISI
SICI code
0301-6226(200111)72:1-2<83:DMADPC>2.0.ZU;2-1
Abstract
Consumers differ in the kind of qualities they expect from food products, a nd they also differ in the way they infer quality from the product informat ion available. Nevertheless, much product innovation in the food sector is still not geared towards specific consumer segments. This is especially tru e with regard to products like meat, which are mostly sold unbranded. In a pan-European study, a new method to analyse the way consumers perceived qua lity in food products was applied to derive European-wide consumer segments , using beef and yoghurt as product examples. Product concepts specifically targeting these segments were derived and tested with consumers from these segments. Results show considerable potential for the development of food products which are differentiated in a consumer-based way. The paper closes with a step-model for consumer-led product development adapted to the curr ent state of branding and differentiation in the product category. (C) 2001 Elsevier Science B.V. All rights reserved.