New sustainable product development: consumer’s research in the early stages of production
DOI:
https://doi.org/10.6008/CBPC2179-6858.2022.011.0008Keywords:
Kano’s Model, Dietary supplement, Agro-industrial waste, Edible mushroom, SustainabilityAbstract
This study aimed to analyze the ‘voice of the consumer’ applying modified Kano's Model in a questionnaire focused on a new functional food product. The consumer research was carried out using an online questionnaire and the responses were used to classify the attributes of a dietary supplement, identify the main consumer needs and desires, and analyze the acceptance of a new dietary supplement that contains palm heart bark and Lentinula edodes. Results show that protein content and nutritional benefits are high performance characteristics that satisfy the consumer of dietary supplements. Consumers tend to select gluten-free and ‘clean label’ products containing natural ingredients with both nutritional and health benefits. The naturalness demand lead to palm heart bark and mushroom acceptance as food ingredients. This appears to be the only academic study that describes the application of this methodology and auxiliary methods to the food industry for consumer research and to direct improvement efforts in the early stages of new product development (NPD). Also, this study highlights a market opportunity to develop an innovative and practical product with natural compounds that are both nutritive and bioactive, enhancing human health and wellbeing as well as environmental sustainability associated with the disposal of agro-industrial waste from heart-of-palm processing.
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