Consumer Perspectives of Innovative Technologies in The Food Sector

The food industry and suppliers of food services nowadays face increasing challenges derived from instantaneous changes and evolution in the consumer’s needs that lead to very short life cycle products, allied to the ferocious competitiveness of the global markets. Present innovation strategies undoubtedly recognize the pivotal role of the consumer, so that to develop successful new foods a thorough understanding of consumers’ acceptance or rejection criteria is sought. This consumer focus is often called “voice of the consumer,” and constitutes an active practice during development of new foods, since the possible opposition to new foods, produced using innovative technologies is considerably stronger when compared to other categories of products, for which the consumers sometimes are more open. Food neophobia, which is the fear of new foods, is a phenomenon with particular expression in children, but nevertheless for some people it continues into adulthood. On the other hand, neophilic people, which are very prone to taste new products, experience new sensations, and welcome innovative technologies. This chapter explores the role of behavioural aspects linked to neophobia and neophilia towards new products and technologies used in the food sector, including faster and more efficient production techniques, new processing technologies (thermal and non-thermal) as well as new food packaging materials and technologies.