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Understanding Today‘s Consumers: Between Preferences and Innovation. Dr Sven Anders Dept of Rural Economy University of Alberta. The Changing Face of Food. Quality Fresh, Taste, Convenience , Ready-to…, … Safety

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understanding today s consumers between preferences and innovation

Understanding Today‘s Consumers: Between Preferences and Innovation

Dr Sven Anders

Dept of Rural Economy

University of Alberta

the changing face of food
The Changing Face of Food
  • Quality

Fresh, Taste, Convenience, Ready-to…, …

  • Safety

Listeria m., E. coli, Salmonella, Campylobacter, Mycotoxins, Pesticide and chemical residues … coli, Salmonella, Campylobacter, Mycotoxins, Pesticide and chemical residues … coli, Salmonella, Campylobacter, Mycotoxins, Pesticide and chemical residues …

  • Nutrition“Canada Weighs in”(CBC)

Obesity, Lifestyle, Food Knowledge, Habits

the changing face of retailing
The Changing Face of Retailing
  • Retail Differentiation

Discounters

Store designs and experience

Private labels (store brands)

Labelling, promotion

Alternative store concepts (farm markets, specialty [organic, health], on-the-go store…)

slide4

The Changing Face of Demand

  • Sensible Food Issues

Animal welfare

The environment

Let food be your medicine, feel good foods

Origin

Social standards

Aging population

slide5

Opportunities for Innovation

Today’s consumer wants…

More variety

Home grown food

New and ethnic

To shop at discounters and farmer’s markets

To eat out of home

AND, want it easy, fast and safe

??? Are they willing to pay (more) for it ???

slide6

Success and Failure of Innovations

Successful innovations hinge on understanding of target market consumers

  • Explaining Consumer Resistance to Innovation

What drives Innovation adoption in food markets?

Common barriers:

Usage, Value, Risk, Tradition, Image

slide7

Case study

“Modified Atmosphere Packaged (MAP) Ground Beef in the Canadian Retail Market”

  • Consumer Choice Experiments (n=200)
  • Identify meat preferences, food innovation attitudes
  • Observe product choice behaviour for new meat packaging technology
  • Estimate willingness to pay across consumer population
  • Determine target market segment and likely labelling strategy
slide9

Findings

  • Consumer Choice Experiments (n=200)

MAP shelf life extension (14 days) has positive effect on WTP

Light & cherry red ground beef colour preferred

MAP (MAP/CO) information decreases WTP for preferred colour and shelf life

Knowledge about technology decreased WTP on average 23% (from $1.04 to $0.80/lb.)

slide10

Implications

Innovation success does depend on knowledge of expected consumer reaction

Case of MAP in ground beef highlights role of:

Information

Presence of labelling

Consumer risk and value barriers

Experimental economics valuable tool to complement “classic” market research tools (e.g. retail scanner data)

slide11

Thank you

Alberta Livestock and Meat Agency (ALMA)

Beef Information Center (BIC)

Canadian Meat Council (CMC)

Agri-food Discovery Place

Sven.Anders@ualberta.ca

515 GSB, Rural Economy

University of Alberta