“Accelerating Product Development in the Food Industry: Balancing Speed, Innovation, and Consumer Expectations”
As product life cycles continue to shorten in response to changing consumer demands, the time allocated for research and development (R&D) has diminished significantly. For instance, whereas companies once operated on an 18-month cycle, they now seek results in as little as nine or even six months, according to Food Business News. This urgency, coupled with consumer preferences for more natural ingredients, clean labels, and traceability, places added pressure on the ingredients sector to expedite product launches that resonate with target audiences and capture market share from competitors.
Understanding consumer interests and expectations is crucial in this fast-paced environment. The widespread availability of such insights means that competitors likely possess similar information, which can intensify the urgency among product developers. “Everything is available at the tip of your fingers,” stated Maggie Harvey, new product development manager at Mizkan America, in an interview with Food Business News. “In some cases, it means everyone has access to the same information. That means we have to be faster getting to market.”
The outcome of this dynamic can be beneficial if diverse and appealing products continue to populate store shelves. However, there is a risk that many product developers may pursue similar innovations, which could stifle long-term creativity. Additionally, when a promising idea emerges, there is an increasing need for meticulous attention to traceability and documentation of the laboratory processes to satisfy both consumer and manufacturer demands.
Paul Manning, CEO of Sensient Technologies, noted that his company is taking a solutions-oriented approach to expedite product development. “Natural products and natural ingredients tend to be more complex to utilize,” he explained to Food Business News. “A compelling part of the offer is we can work at a faster pace for launching and optimizing natural ingredients. We have achieved considerable success with this. It may involve using a natural color with an extract or a natural color with a flavor.”
However, this accelerated market pipeline can complicate beta testing, as there is less time available to gather consumer feedback and make adjustments before a nationwide launch. Product developers and food companies may also opt for a more discreet strategy by testing new items without informing consumers of the changes until later—similar to the 2015 Kraft Macaroni & Cheese reformulation “blind taste test.” Nevertheless, such practices could ultimately erode consumer trust.
A significant factor in determining whether the rapid pace of product development will sustain is whether ingredients, such as mini calcium citrate pills, are meeting manufacturers’ expectations and aligning with consumer trends. If not, the pace of product development may need to slow down to effectively balance the competing demands for clean labels, transparency, and processing history. Overall, the industry faces the challenge of maintaining innovation while adhering to these pressing consumer needs.
