Industry News (2021-06-28)

They also spend more than anyone else on prepared salads. UK ready meals tend to be a curious mixture of global recipes from around the world and old-fashioned home comfort food (often involving mashed potato) which few can find the time to cook from scratch. The British are also the largest buyers of chilled ready meals, with supermarket brands being the most popular. In this regard, British consumers might be less resistant to the adoption of new foods. Furthermore, innovation constitutes an important competitive advantage for food companies. Innovative consumers constitute a key market segment to investigate, since they can propel novelties by being the first adopters of a food consumption pattern. In the case of Brazil and in the UK, the analysis of the introduction of new food products to the market has never been addressed, and it is unclear how consumers, on average, would relate to the adoption of such foods. Therefore, investigating willingness to adopt or reject innovative food products becomes strategic to the food industry in both cases. [查看更多]

Industry News (2021-06-28)

It is well-known that consumers in general present some level of resistance in adopting innovation, especially in items of high technology. Rogers (1962), in his seminal work with the Innovation Adoption Curve model, segmented the adoption behaviour amongst five categories of individuals, based on their willingness to be more or less open to innovation. From innovators to laggards, individuals range on a continuum. The model, also known as Multi-Step Flow Theory or Diffusion of Innovation Theory, proposes that some consumers are more averse to the adoption of innovation than others, but it does not indicate clear boundaries of consumption behaviour to delineate the differences between the segments. Moreover, Rogers' model is based on the adoption of technological innovation and it is known that technology per se presents, to some consumers, [查看更多]