Creating New Food Product
At present, along with increasing self-awareness and awareness of the user, business operators are increasingly trying to adapt their products to their interests and requirements. The demand for safe and quality food is increasing substantially, and manufacturers are trying their best to modify and improve their products. The number of consumers focusing on special diets is also increasing, for example: gluten-free sausages or bread-cookies, lactose-free milk, foods containing less sugar, fat and salt, etc.
In addition to the reasons mentioned above, another reason why new foods are created is a change in the target market. A food product should always be aligned with the target market. As an example, we can cite the so-called "population aging". In England and Japan, the average life expectancy of the population is increasing significantly. Life expectancy in Japan is projected to increase to 90.9 years by 2050, up from 82.9 years in 2000.
Aged people lose their sense of taste and therefore it is difficult for them to properly perceive the taste of food and its other organoleptic indicators. Because of this, some companies produce special food products for elderly consumers, which are enriched with fiber substances and microelements: iron, calcium, potassium, various vitamins. In addition, the food product intended for such a consumer has a specific consistency and texture, in particular, it is relatively easier to chew.
Multiculturalism is another essential reason why the target market is changing. If we consider the example of our country, it is obvious that the number of citizens of foreign countries is increasing significantly. We meet more and more Asian people, which is why the demand for Asian cuisine is naturally increasing. When a person following the Muslim religion wants to buy/consume food products outside, he looks for Halal products. The number of similar food establishments has increased in Tbilisi.
Another reason for creating a new food product is technological development. Due to constant technological development, new production methods are naturally created. For example, the existence of a microwave oven and its active use by residents increased the number and type of products prepared in this type of oven, in particular, the type of product packaging and its preparation time changed.
When talking about the preparation time of the product, it should be noted that products are mostly ready for consumption and only a few simple steps may be required by the consumer before the product can be consumed directly. For example, for a long time now there have been pre-made premixes on the market that only need to add water, or coffee capsules that prepare the final product in a few seconds using a coffee machine.
In addition to all the reasons listed above, the main motive for business operators and companies to create new products is to increase the company's success and competitiveness, and therefore revenues.
The creation of new food products depends on different disciplines. First, we must consider the challenges facing the manufacturer.
Technological pressure:
◾️ Innovation is based on technological innovations and research results.
◾️ The company may not have information about how much the product is in demand.
Market impact:
◾️ Innovation is based on market needs, customer requirements.
◾️ The company realizes the demands of the new customer and tries to make the product reflect it.
In addition, there are certain problems that manufacturers have to solve during product creation/development. specifically:
◾️ The cost of raw materials;
◾️ Seasonality of raw materials;
◾️ Complex interactions of the food system;
◾️ Relationship between process conditions and product quality;
◾️ Direct relationship between the product and the nutrition of the consumer;
◾️ Complex relationship between the product and the health of different groups of people;
◾️ Instability of the food product;
◾️ Uninterrupted product delivery and purchase.
In addition, during the creation/development of the product, the following should be taken into account:
◾️ User insights and their trend tracking;
◾️ Health and nutrition;
◾️ Culinary art;
◾️ Food formulation and sensory analysis;
◾️ Production and technology;
◾️ Packaging engineering and graphic design;
◾️ Shelf life assessment and open innovation;
◾️ Sales and trade relations;
◾️Marketing, advertising and promotion.
A business operator must ensure that each department is functioning properly and fulfilling its assigned duties.
There are several ways to create and improve a food product:
◾️ Create an innovative product (completely new)
Eg: hiking food produced by the company Mountain House.
The advantage of this way is that in case of creation of innovative food, the competitiveness of the company increases substantially. However, we also have disadvantages, which is that the development and implementation of a new idea is a rather difficult and time-consuming process. Creation and advertising costs are also substantial. The manufacturer may need entirely new equipment, staff training, and sourcing new ingredients.
◾️ To expand the assortment - to create a product that has changed in some way. The advantage of this way is that it helps the company to align with the needs of the customer and hence increase the market share. Relatively simple and associated with lower costs. Also, the business operator already owns the necessary equipment and the staff is also competent in the production of such a product.
◾️ To produce the so-called "imitation" product ("Coca-Cola" and Pepsi, Nutella and other chocolate spreads). Its advantage lies in the fact that the production of such a product is simple and not expensive, because the production method is known, and the list of ingredients is easily available. Equipment and competent personnel will be found. A manufacturer may save resources by using less expensive raw materials, cheaper packaging materials and advertising. The disadvantage of the situation is that there is already an absorbent type product on the market and therefore the competition is high.
