Enhancing sustainable food innovation through consumer participatory co-creation: A case study on plant-based dietary snack bars in Thailand
The veggie bar is a novel dietary concept that caters to the growing trend of individuals who prioritize their health and search for wholesome meal options. However, developing new food products without essential customer insights may put the potential success of food innovation at risk. Our study a...
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| Format: | Article |
| Language: | English |
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Elsevier
2024-12-01
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| Series: | Future Foods |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666833524001394 |
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| author | Chavis Ketkaew Rara Dwi Oktaviani Siraphat Padthar Ratchanon Leeanansaksiri Thanapoom Meethonglang Athro Hanna |
| author_facet | Chavis Ketkaew Rara Dwi Oktaviani Siraphat Padthar Ratchanon Leeanansaksiri Thanapoom Meethonglang Athro Hanna |
| author_sort | Chavis Ketkaew |
| collection | DOAJ |
| description | The veggie bar is a novel dietary concept that caters to the growing trend of individuals who prioritize their health and search for wholesome meal options. However, developing new food products without essential customer insights may put the potential success of food innovation at risk. Our study adopted a participatory co-creation approach to investigate market segmentation and innovate veggie snack bar product features. Focus group discussions at 4 locations across Thailand were employed to examine target segments and examine customers’ insights. A total of 64 respondents, who are fitness enthusiasts (n = 32) and office workers with busy lifestyles (n = 32), participated in this study. This research presented how to co-create a sustainable food product and led to creative ingredient compositions for a new line of veggie bars that reduce sugar and boost nutrition with fiber and probiotics. Scent and taste were also adjusted to disguise vegetable aromas with natural flavor enhancers and add exotic fruits and savory spices to satisfy various consumer tastes. The study also stressed the importance of texture for ease of consumption and produced environmentally friendly and informative packaging to meet customer expectations for sustainability and health. These findings show that product innovation in the food industry can suit consumers’ changing tastes and health concerns. |
| format | Article |
| id | doaj-art-4b3f6bdad48049eb8b33b432d385fd79 |
| institution | OA Journals |
| issn | 2666-8335 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Future Foods |
| spelling | doaj-art-4b3f6bdad48049eb8b33b432d385fd792025-08-20T01:57:59ZengElsevierFuture Foods2666-83352024-12-011010043310.1016/j.fufo.2024.100433Enhancing sustainable food innovation through consumer participatory co-creation: A case study on plant-based dietary snack bars in ThailandChavis Ketkaew0Rara Dwi Oktaviani1Siraphat Padthar2Ratchanon Leeanansaksiri3Thanapoom Meethonglang4Athro Hanna5International College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen 40002, Thailand; Center for Sustainable Innovation and Society, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen 40002, Thailand; Corresponding author at: International College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen 40002, Thailand.International College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen 40002, Thailand; Center for Sustainable Innovation and Society, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen 40002, ThailandInternational College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen 40002, Thailand; Center for Sustainable Innovation and Society, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen 40002, ThailandInternational College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen 40002, ThailandInternational College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen 40002, ThailandBielefeld University of Applied Sciences and Arts, Kurt-Schumacher Strasse 6, Bielefeld, Nordrhein-Westfalen, GermanyThe veggie bar is a novel dietary concept that caters to the growing trend of individuals who prioritize their health and search for wholesome meal options. However, developing new food products without essential customer insights may put the potential success of food innovation at risk. Our study adopted a participatory co-creation approach to investigate market segmentation and innovate veggie snack bar product features. Focus group discussions at 4 locations across Thailand were employed to examine target segments and examine customers’ insights. A total of 64 respondents, who are fitness enthusiasts (n = 32) and office workers with busy lifestyles (n = 32), participated in this study. This research presented how to co-create a sustainable food product and led to creative ingredient compositions for a new line of veggie bars that reduce sugar and boost nutrition with fiber and probiotics. Scent and taste were also adjusted to disguise vegetable aromas with natural flavor enhancers and add exotic fruits and savory spices to satisfy various consumer tastes. The study also stressed the importance of texture for ease of consumption and produced environmentally friendly and informative packaging to meet customer expectations for sustainability and health. These findings show that product innovation in the food industry can suit consumers’ changing tastes and health concerns.http://www.sciencedirect.com/science/article/pii/S2666833524001394Food innovationCo-creationCustomer centricityPlant-based dietaryVeggieSnack bar |
| spellingShingle | Chavis Ketkaew Rara Dwi Oktaviani Siraphat Padthar Ratchanon Leeanansaksiri Thanapoom Meethonglang Athro Hanna Enhancing sustainable food innovation through consumer participatory co-creation: A case study on plant-based dietary snack bars in Thailand Future Foods Food innovation Co-creation Customer centricity Plant-based dietary Veggie Snack bar |
| title | Enhancing sustainable food innovation through consumer participatory co-creation: A case study on plant-based dietary snack bars in Thailand |
| title_full | Enhancing sustainable food innovation through consumer participatory co-creation: A case study on plant-based dietary snack bars in Thailand |
| title_fullStr | Enhancing sustainable food innovation through consumer participatory co-creation: A case study on plant-based dietary snack bars in Thailand |
| title_full_unstemmed | Enhancing sustainable food innovation through consumer participatory co-creation: A case study on plant-based dietary snack bars in Thailand |
| title_short | Enhancing sustainable food innovation through consumer participatory co-creation: A case study on plant-based dietary snack bars in Thailand |
| title_sort | enhancing sustainable food innovation through consumer participatory co creation a case study on plant based dietary snack bars in thailand |
| topic | Food innovation Co-creation Customer centricity Plant-based dietary Veggie Snack bar |
| url | http://www.sciencedirect.com/science/article/pii/S2666833524001394 |
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