Innovative product conceptsthat can improve consumer appeal without using health claims

摘要

The Health Claims Regulation was a regulatory wake-up call to the food industry and changed the nutrition business landscape in Europe tremendously. As a consequence, stakeholders and food business operator are seeking other ways to increase the innovative potential of their products to attract consumers. Market research results clearly indicate that a scientific claim is only one part of a product's characteristics. Other aspects (e.g. increased bioavailability of active ingredients, new product delivery forms, statements on sustainability measures) become more important. Especially if these benefits of a product have been already learned by the consumer or if the consumer can experience the product's advantages directly. This paper will highlightsome of the developments in the food technology business to increase consumer perception by other factors than scientific claims. The author will discuss if the new industrial focus on technical improvements, fancy product labels, and eye-catching marketing features will lead to higher consumer awareness of innovative food products in the long term.