Unraveling the potential of co-creation on the new food product development: A comprehensive review on why and how listening to consumer voices

Abstract

Background

The new product development (NPD) process has been mainly closed, and the products selected for market launch have been chosen from within the industries. Co-creation is a process in which new ideas are created and developed by industries, consumers, and other stakeholders.

Scope and approach

This review uses industry and consumer perspectives to explore the potential of co-creation in new food product development. For that, a discussion on engaging consumers in the co-creation process, the main applications in the new food product development, the methods used, and trends and challenges are provided.

Key Findings and Conclusions: Co-creation has been applied mainly for meat, dairy, and bakery products or communication strategies (posts, labels, and packaging), with more studies considering developing new and healthier products and hybrid meat. Different methods have been applied in the co-creation process of food products, including focus groups (online or face-to-face), questionnaires, interactive online platforms, and face-to-face workshops. In general, co-creation results in original, valuable, feasible, and new ideas that can foster product innovation and may trigger process innovation, mainly when applied at the early stages of NPD. Factors related to the online platform, moderator, consumer motivation, participant selection, and ethical aspects should be considered for effective results. Finally, more studies should be performed using more consumers and different co-creation methods. This review is the first on the application of co-creation in new food product development, providing important insights and a discussion on the strengths, limitations, and factors to be considered.