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The aim of this paper is to link the denotation of healthy and health‐related consumer terms of traditional Dutch meal components to characteristics, ingredients and affective aspects of food products.

A total of 344 respondents completed a questionnaire with propositions about product perception and health opinions. Distinct meal components of a traditional Dutch meal were chosen to make the research results applicable in product development.

A total of four clusters of consumers emerged: with an unconventional definition of health; with no interest in health; feeling healthy; and having health problems, with sample percentages of 21, 10, 50 and 18, respectively.

The study provides insight in the transformation (selection and formulation) of consumers' terminology related to health into attributes, ingredients and affective aspects of products for groups of consumers with a different definition of health.

The purpose of this paper is to explore consumers’ health perception and demonstrate its relevance in product and process design in early stages of new product development.

A dried mango was used as a case study involving three countries: Indonesia, China and the Netherlands. Data were collected from nine focus groups (n=53 participants) and were content-analysed to acquire in-depth insights.

Four themes of health perception emerged, namely, nutrition, naturalness, taste and well-being, which were all expressed on different levels of abstractness. Participants’ health perception of dried mango varied, it is related to the product category it is compared with, e.g. candy or fresh fruit, and the eating context, e.g. position in the diet either as a snack or a meal. In extension participants mentioned product and process characteristics. Application of the insights into product and process design was performed through iterative interactions between consumer scientists and food technologists. The development of two product concepts was elaborated to transform the insights into technical product and process specifications for a natural dried mango product.

This transformation suggests that iterative interactions are necessary to achieve relevant product and process characteristics in the simultaneous design of the technical product and process specifications based on consumer perceptions.

Meat substitutes can be environmentally more sustainable alternatives to meat. However, the image of these products in The Netherlands is still low. The purpose of this paper is to explore consumers' experiences and sensory expectations of meat substitutes and the appropriateness of the use of meat substitutes in meals.

In total, 46 consumers took part in seven focus group discussions. These discussions consisted of three steps, starting with a general discussion on meat substitutes, followed by a discussion on the appropriateness of the use of meat substitutes as ingredients (minced, in pieces or slices) by using photographs of six different dishes (soup, pasta, rice, wrap, meal salad, and pizza). The discussions were concluded with a taste session of two dishes with meat substitutes.

Consumers in this study regarded health aspects and easy preparation as positive aspects of meat substitutes. Lack of information on the package, and high price were reported as negative. Sensory aspects such as neutral taste or tastiness, crispiness, chicken‐like texture, or granular texture were seen as positive attributes. Negative sensory aspects that were mentioned were uniform taste, compactness, dryness and softness. Most consumers found the use of meat substitutes appropriate in the dishes we presented.

The paper's findings can, together with quantitative consumer and sensory research, be a start towards consumer‐oriented product development of environmentally more sustainable meat substitutes. The central role of meal context and appropriateness is an aspect that has not yet received much attention in food science.

This paper seeks to explore the design, organisation and application of group discussions in which projective techniques (expressive and associative) are used to unravel health perception of consumers in cognitive and affective terms.

A trained moderator led four group discussions in which 24 Dutch women, divided into two groups of six women aged between 50 and 65, and two groups of women with young children (0‐7 years old) participated. By means of expressive and associative techniques participants discuss health and food based on non‐verbal expressions, namely, drawings and abstract paintings made by themselves. The participants selected and discussed relevant terms related to food and health based on their interpretations and associations of images.

Participants related healthy to feeling free and happy (affective) and implied a balance between being active and passive. “Health” and “food” are associated with terms of nature (e.g. season, water and sun), specific products (vegetables and fruits), ingredients (vitamins, fibres, minerals) and no additives (cognitive).

The expressive and associative group discussions proved to be a promising, fascinating and participant‐friendly approach to gain an insight into the affective and the cognitive aspects that consumers relate to health‐promoting product characteristics.

The aim of this paper is to examine consumers' perceptions and expectations towards healthy snacks, with particular emphasis on the cereal snack market, and to explore new areas of opportunities for healthy snacks by identifying consumer needs and wants.

Six focus group discussions were conducted to generate attitudinal data across three different adult consumer groups.

Results revealed that consumers expected a healthy snack to contain low levels of calories, fat, salt and sugar, and to contain high levels of whole‐grain, oats, bran, nuts, seeds, pulses and fruit, e.g. blueberries, cranberries, gogi berries. Additionally, healthy snacks were required to be free from any artificial colours, sweeteners and flavours. Major factors encouraging healthy snack consumption included reduced risk of weight gain, diabetes, heart burn and bloating. Conversely, perceived taste, portion size, the lack of available convenient nutritional snacks, accessibility and confusion over the credibility of the “healthy product” tag were the main factors preventing healthy consumption in the adult population examined. Consumers expressed a desire for a wider choice of filling snacks with specific health benefits for a variety of usage occasions, particularly those with associated health claims such as “high fibre”, “omega 3 for mental health” and “reduces cholesterol”.

The study sample size was not extensive and was limited to a small geographical spread of Dublin and Meath on the East coast of Ireland. A more representative sample of the entire Irish population could be the basis for further research.

These findings increase the understanding of current expectations of the Irish adult consumer regarding healthy snack foods. They also highlight the potential new product development opportunities for snack food manufacturers to explore.

The present paper focuses specifically on healthy snacks and contributes to a limited amount of existing literature by providing consumer research for the development of new healthy snack foods.

Reviews the main food choice trends driving consumer demand for functional foods and the constraints limiting market development. Considers previous research activity in the functional food arena and subsequently identifies paramount research priorities that may facilitate the development of products that will help satisfy consumer demands for convenience, health and sensory pleasure.

The paper reports findings and recommendations from doctoral research in Belgium. The objective is to present insights related to the consumer decision‐making process towards fresh meat. A four‐component conceptual framework is proposed. Information required to investigate links and associations between different elements of the framework is collected through exploratory and conclusive research procedures, with data originating from consumer surveys and household panels. Major attention is paid to the impact of communication and information from mass media, as well as to the impact of socio‐demographic characteristics such as age and presence of young children in the household. Recommendations extend to livestock farming, the meat industry, government, mass media and future research. Key attention points include increased orientation towards satisfying consumer needs and re‐establishment of trust through the production of intrinsically safe products and reliable and effective communication.

This paper aims to empirically investigate the role of product positioning in the launch of food and drink products using a large dataset of new product development by food companies in Australia (AU) and New Zealand (NZ). As such, positioning through credence attribute claims can be associated with product launch strategies, including brand-new products, expansion of product ranges, new packaging and relaunch, as a response to market demand.

Text analysis was used to investigate the descriptions of food claims using Structured Query Language, providing a word list of food claims and further filtered and categorised into groups of claims. Multinomial regression models were then employed to analyse the association between product launch strategies and food claims adopted by firms.

The results of this paper provide evidence that positioning via food claims play an important role in product launch strategies in both AU and NZ. Types of food claims matter differently to firms' product launch decisions in the two markets. The “green” and “ethical” attributes are found to be associated with new launches in NZ but not in AU. Claims that are seen as most important for consumers are more likely to be engendered for the more costly launch approach.

This study is amongst the first studies that addresses the role of positioning in product launch strategies of food companies. The results and findings provide insights into the different prevailing credence attributes from the firm side and help policymakers to regulate the delivery of information about credence attributes to consumers.

The purpose of this paper is to present a consumer‐oriented model of the market offering (marketing mix) whereby business practitioners, as well as academic scholars and students, can better understand the parallel‐based logic of how the four elements of a market offering are closely related and interdependent at the initial stage of market entry.

A consumer research study is conducted to identify the key factors that influence consumer buying decisions of particular products in Europe and North America. The five key factors identified are: importance of the product, time and effort to be spent in buying, technical complexity of the product, need for services in the buying process, and rate of product change. In addition, a thorough analysis of the marketing mixes used for numerous major categories of products is conducted. Based upon this research study and product category analysis, a consumer‐oriented model is developed. This model can then be used in establishing the initial market offering and subsequent competitive differentiation.

A basic foundation exists regarding the parallel relationship between and among the four elements of a firm's market offering – product, terms of sale, distribution, and communication – and why a change in any one of the elements generates a logical change in the other three.

The paper has used this model both in business consulting practices, and as an academic‐based learning tool.

The paper focuses on this interdependent relationship and the normal “fit” between and among the four elements of a successful initial market offering (marketing mix).

Consumers can be an interesting source of knowledge if companies manage to attract them to an interactive process of new product development (NPD). The purpose of this paper is to investigate factors influencing consumers’ willingness to participate in NPD activities.

A survey with 1,038 respondents was held in Denmark. Food products for weight management were used as an example to further explore these issues and test the research hypotheses. Data were analysed by means of hierarchical regression analysis.

Results indicated that consumer innovativeness is a key factor to stimulate participation. An increase in either cognitive or emotional dimensions also encourages consumer interaction with the company. Weight perception and willingness to participate is moderated by age group. These findings can help managers to identify key segments when developing new food products for weight management.

This study has proposed and tested a model based on relevant literature and validated scales using a model generation approach to discuss motivations and factors that influence willingness to participate in NPD projects in the food sector.