The latter changes customer paradigms and can be highly risky but, being capable of re-creating or creating a new category, is also a source for the future. Successful innovation, she noted, boils down to individuals, the organization and leadership. Trends noted by the duo included convenience with a fun twist, removing cooking steps, and merging convenience with indulgence. Both expect more products for baby boomers and generation Y, a market almost as large as boomers. He suggested companies decide if a product is a supplement, a conventional or a functional food.
Functional foods have no legal or regulatory status.
Foods are subject to much more substantial scientific standards before the products are pre-marketed and sold. Consumers are changing eating behavior, and expectations are rising. Customers are desperate for top-line growth, offering foods to eat, not ingredients to prepare. Targeting is mandatory. Push the edges of innovation through deductive and inductive approaches.