Food Innovation and Consumers

21 Oct Food Innovation and Consumers

National Academy of Technologies of France (NATF)

The aim of this report is to throw light on the following question: is innovation in food systems compatible, as they exist today, with what consumers want, viz., natural, healthy food? The authors demonstrate that consumers are indeed in the heart of the innovation process but also that new marketing techniques tend to mask technological innovations. Although professionals in foodstuffs have long since learned how to handle and satisfy consumers, offering healthy, safe and tasty food, simple too cook and serve, the same professionals are at a loss when it comes to meeting the demands of consumer-citizen, often close to saturation level with a series of cultural ingredients, even ideologies, who represent a population on whom technical or economic argument have no or little effect.

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