Future Innovations in Food and Drinks to 2015: NPD, trend convergence and emerging growth opportunities Now on ReportsandReports
04/07/2010

This report outlines the main market drivers influencing innovation in the global food and drink sectors and also analyses the latest trends in product innovation and looks at what has been changing in the product life-cycle.

Online PR News – 07-April-2010 – – Dallas, TX: ReportsandReports announce it will carry the Future Innovations in Food and Drinks to 2015: NPD, trend convergence and emerging growth opportunities Market Research Report in its Store.

This report outlines the main market drivers influencing innovation in the global food and drink sectors and also analyses the latest trends in product innovation and looks at what has been changing in the product life-cycle. Meanwhile, using results from a survey conducted by Business Insights, this report analyses global new product development and asks the crucial question, ‘What is new in innovation?’

Finally, the effect of the economic downturn on product innovation is discussed as well as the most important drivers influencing consumer demand and what this means for future product launches.
Finally, the thorny issue of regulation and repositioning products on a healthy basis is analyzed followed by a look at the problems surrounding global food supply.

Key questions answered
1. What are the major trends in innovation in the food & drinks market?
2. Which regions are seeing the most product innovation?
3. What are the best strategies to maximize the efficiency of the product development process?
4. What are the most innovative companies in the food & drink sector?
5. What does the industry consider to be the most important driver for new product development?

Browse the complete Report on: http://www.reportsandreports.com/market-reports/future-innovations-in-food-and-drinks-to-2015-npd-trend-converg/

Table of Contents
Future Innovations in Food and Drinks to 2015
Executive summary 12
Drivers of innovation 12
New approaches to innovation and product lifecycle management 13
What's new in innovation? 14
Global NPD launch patterns 15
Case studies 16
Industry opinion survey results 17
Conclusions 18

Chapter 1 Drivers of innovation 20
Summary 20
Introduction 21
The impact of private label 21
Private label is changing the food and drinks marketing landscape 21
Private label penetration 23
Younger shoppers are more receptive to private labels 24
Private label and innovation 25
By increasing their quality private labels are now a credible source of innovation 25
Recession has allowed private label to offer an alternative to eating out 25
Food industry restructuring 26
M&A activity 26
Deal activity has declined, but looks set to increase again in the foreseeable future 26
"Bought in" innovation is part of the rationale for M&A 27
Recession and innovation 29
Innovation rates increased during the recession 29
Recession may actually make it easier to launch products 30
Some companies are now betting on innovation driving future growth 31
Consumer drivers of innovation 32
Two areas are affecting innovation 32
Purchasing criteria are having the greatest impact 32
Simplification and transparency are important trends 33
The health issue and claims regulation 34
Obesity continues to be a growing problem 34
Marketing innovation that backs product development is one way to tackle obesity 36
Regulation of health claims is retarding innovation 37
Rising innovation costs are reducing the rate of innovation 37
Re-positioning products as healthy 38
Global food supply issues 40

Chapter 2 New approaches to innovation and product lifecycle management 44
Summary 44
Introduction 45
Product lifecycle 45
Management of product lifecycles is changing dramatically 45
Time to market in particular is decreasing 45
However, measuring time to market is not seen as such an important metric 46
Types of product innovation 49
The industry believes breakthrough innovation is key however 49
Resistance to open innovation is harming breakthrough innovation 50
Examples of innovation 51
Health breakthroughs 51
Packaging can also play a strong role in offering new health benefits 52
Line extensions 52
Line extensions offer lower risk innovation 52
Line extensions are not risk free however: is Starbucks risking its brand? 53
Other industries are extending into the food and drinks space 55
Varying brands by region can be a powerful tactic 55
Me-toos 56
Incremental innovation is the norm in food and drinks 56
Adopting an open innovation strategy 56
General Mills G-WIN Worldwide Innovation Network 58
Other open innovation examples 60
Consumers' role in open innovation 62
Other examples of open innovation 63
The way ahead for open innovation 65

Chapter 3 What's new in innovation? 70
Summary 70
Introduction 71
Health 71
Functional Foods 72
Kids' specific products 74
Targeting kids with functional foods will increasingly attract scrutiny 75
Weight management 76
Digestive health 80
Beauty-enhancing foods 82
The future for functional foods 84
There are risks as well as opportunities when targeting health 85
Indulgence 87
Specialty gourmet foods 87
Variety in flavor is also growing 88
Ethical retailing 89
Organic food is still the most important segment 89
Simplification of products is also a key area to target 90
Convenience 92
Microwaveable packaging is a key trend 92
Packaging and innovation 94
Offering portion control is important 95
On-the-go is still an important trend 95
Packaging can help to target more specific consumer groups 96
Other areas where packaging innovation can be of benefit 96

Chapter 4 Global NPD launch patterns 100
Summary 100
Introduction 101
Innovation levels by product market 101
Breakthrough innovations by market 101
Breakthrough innovations are becoming rarer, even when innovation rates are up 101
Soft drinks are the one bright spot of innovation 103
Breakthrough innovations by region 104
Europe is the key regions that is cutting back on true innovation 104
Innovation levels by type 105
Formulation is the main type of breakthrough innovation 105
NPD by overall product category 107
Evolution of NPD by region 109
Latin America is an increasingly important region 109
But the industry still sees Asia-Pacific as the most innovative region 110
Overall NPD trends 111
Health 112
Convenience 113
Indulgence 114

Chapter 5 Case studies 118
Summary 118
Introduction 119
New partnerships and alliances 119
Foodservice joins forces with mainstream food 119
Food meets pharmaceuticals and biotechnology 121
Global players tackling open innovation 123
General Mills 123
Kraft 125

Chapter 6 Industry opinion survey results 130
Summary 130
Introduction 131
NPD and building competitive advantage 131
NPD is considered the best mechanism for gaining competitive advantage 131
Key drivers for future NPD 132
Emerging markets are seen as the key driver of future growth 132
Views on scientific and technological advances clash with innovation ambitions 133
Importance of different types of innovation 134
Breakthrough innovations are still seen as the most important 134
Sources of innovation 136
The industry appears resistant to external sources of innovation 136
The NPD cycle 137
The time-to-market for new ideas appears set to fall significantly 137
Innovation success metrics 139
Despite reducing time to market being seen as important, measuring it isn't 139
Trends in innovation 140
Most innovative food and drinks companies 141

Chapter 7 Conclusions 144
Summary 144
Introduction 145
The need for "breakthrough innovation" 145
Reliance on internal innovation ideas needs overhauling 145
Reap the rewards of open innovation 146
Cross-fertilization and innovation 147
Emerging market growth and innovation 148
Consumer pressures on innovation 148
Future NPD trends 149
Health and wellness will continue to be the leading trend 149
Indulgent innovation will focus on offering high quality and specialty products 150
Convenience benefits and innovative packaging will go hand-inhand in the future 151
Ethical products will be very important in the future 151

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