Sensory and consumer approaches for targeted product development in the agro-food sector

Successful innovation is essential for survival in today’s competitive market, yet it is estimated that 75%–90% of new food and beverage products fail within their first year. Sensory properties of food and beverages are key benefits that must cater to the target consumer’s preferences and expectations, if repeat purchase, and hence market success, is to occur. Sensory science is a multidisciplinary field investigating how people perceive and respond to food and beverages (as well as other consumer products). Sensory methods are a vital tool in the context of new product development, where they are used to link ingredients and product formulations to consumer responses, and to use these insights to reach an informed go/no-go decision on whether a new product has market potential. In marketing, sensory science is increasingly used to link intrinsic product properties (e.g., the flavor) to extrinsic product properties (e.g., the packaging), thereby ensuring that sensory properties are congruent with brand communication and advertising.

This chapter reviews methods and applications of sensory and consumer science at different stages of the NPD process. Opportunity identifications, product benchmarking, difference testing, preference trials, and sensory-based market segmentation will be discussed. Particular focus will be given on recent trends of relevance for SMEs, that have thus far not full taken advantage of sensory science. For example, the recent development of rapid sensory methodologies that can provide a useful tool to understand how different formulations affect sensory characteristics, even when time and/or resources are limited.

Relevant case studies (from the author's own research and/or from the literature) will be used throughout to chapter to illustrate how sensory science can be used in the NPD process.