WP 2-7 Acceptance of new food product concepts

Consumer acceptance of new food product concepts for identified target groups

As consumers make on average 200 to 300 food related decisions per day, food consumption is a rather routinized consumer behavior. These habits are difficult to change and pose challenges from a health and nutrition policy perspective. Marketing research has shown that life transitions (e.g., changing household composition, change in job) constitute opportunities for changing consumption behaviour. Consumer acceptance of new food products is influenced by many product-related factors (e.g., perceived healthiness and naturalness, sensory and health descriptors) and consumer-related factors (e.g., food neophobia, gender, life stage and health status). However, there is need for more research on the importance of these factors for the acceptance of new food products.

We will use life transitions as an opportunity to facilitate healthier food choices. Moreover, the influence of health information and purchase situation on food choice will be assessed. The acceptance for three different redesigned foods for adolescents (aged 15-25), middle aged adults (45-60), and elderly (75+) will be identified in a laboratory experiment and later on in market tests.

Objectives:

The objective of this project is to develop and evaluate refined foods for healthier diets with optimized taste and high consumer acceptance using quantitative experimental methods.

References:

  • Drescher L.S., Roosen J., Marette S. 2014. The effects of traffic light labels and involvement on consumer choices for food and financial products. Int J Consum Stud. Early View 14 MAR 2014, DOI: 10.1111/ijcs.12086.
  • Marette S., Roosen J., Blanchemanche S., Feinblatt-Mélèze E. 2010.Functional Food, Uncertainty and Consumers' Choices: A Lab Experiment with Enriched Yoghurts for Lowering Cholesterol. Food Policy 35(5): 419-428.
  • Roosen J., Marette S. 2011. Making the 'right' choice based on experiments: regulatory decisions for food and health. Eur Rev Agric Econ 38(3): 361-381.

Coordinating Investigator

Prof. Dr. Jutta Roosen

Technische Universität München
Lehrstuhl für Marketing und Konsumforschung

Tel.:    +49 (0) 8161 71 3318
Email: JRoosen[at]tum.de

Co-Investigators

Priv.-Doz. Dr.-Ing. Peter Eisner

Fraunhofer Institut für Verfahrenstechnik
und Verpackung IVV
Verfahrensentwicklung pflanzliche Rohstoffe
und Verfahrensentwicklung Lebensmittel

Email: peter.eisner[at]ivv.fraunhofer.de  

Rebecca Nast

Technische Universität München
Lehrstuhl für Marketing und Konsumforschung

 
Email: rebecca.nast@tum.de

Christopher Schädle, M.Sc.

Fraunhofer Institut für Verfahrenstechnik
und Verpackung IVV
Verfahrensentwicklung pflanzliche Rohstoffe
und Verfahrensentwicklung Lebensmittel

Email: christopher.schaedle[at]ivv.fraunhofer.de

Claudia Bauer

Fraunhofer Institut für Verfahrenstechnik
und Verpackung IVV
Verfahrensentwicklung pflanzliche Rohstoffe
und Verfahrensentwicklung Lebensmittel

Email: claudia.bauer@ivv.fraunhofer.de

Partners:

Hochschule Weihenstephan-Triesdorf
Fachgebiet für Marketing und Management Nachwachsender Rohstoffe
Prof. Dr. Klaus Menrad

Technische Universität München
TUM School of Education Gender Studies in Ingenieurwissenschaften
Prof. Dr. Susanne Ihsen