Consumer-oriented functional food development: how well do functional disciplines reflect the 'voice of the consumer'?

Food innovation can have its source in either superior understanding of consumer demand (pull) or in superiority at the supply side (science and technology push). However, in either case market success depends on the degree to which the new product reflects unmet consumer needs. The present study provides a framework, which allows to obtain relevant consumer and expert input in the early stages of functional food development. By systematically generating and rigorously screening a large set of functional food concepts both inside (functional food experts) and outside (consumers) the company, the framework prevents that high potential opportunities are overlooked. This in turn provides a platform for product developers to discuss and decide upon which opportunities to pursue. The illustration of the framework shows the extent to which expert judgements are an accurate reflection of consumer demand.