Low income marketplaces may be a challenge for innovation in consumer’s health through nutrition, since the availability of resources, technologies and margins to innovate are smaller. At the same time, it is possible to create new products or formats with improved nutritional profile and functionality to fit a specific lifestyle, different resources or climate. With adjusted marketing strategies, new innovations can be assembled with resources from different countries.
In the first place, understanding consumers’ needs is essential to produce what is actually relevant to the target audience. Yet, it is important to consider the three pillars involved in this needs:
- context (social, economic, political)
- community culture
- individual needs of a specific cohort or segment
For food scientists, this insight is applied when doing new research and reaching out to strategic partners and solution providers to support innovation. Customers’ needs will not be the only source of innovation for researchers who may look for other innovation opportunities throughout the value-chain when considering a new product or category.
In the subsistence marketplace, other resources offered by local players will have a big impact to accelerate and launch new products with improved ingredients, customised nutrient density and products characteristics from a qualitative and quantitative perspectives.