Abstract
Innovation in the agro-food system has become a strategy increasingly used by companies as a means to increase their competitiveness and position themselves in the market. In this context, the objective of this work is to identify the attitudes and sensory perceptions of consumers towards food technology through two scales (food technology neophobia and domain specific innovativeness) and hedonic tastings. For this, a new product was selected in the market: powder to prepare rice with milk. Most consumers have attitudes toward low neophobia to products with food technology, but there is also some caution, a situation that is corroborated by the moderate predisposition towards innovations. Color and flavor attributes can make the difference in positive perceptions. It should not be forgotten that there is a segment of innovative consumers that represent a key market.
Highlights
Innovation in products is a strategy to achieve competitiveness in the food sector and meet corporate objectives
This paper is the first to contribute to a better understanding of different perceptions of food technology innovations among Mexican consumers, : (1) The results show that most consumers present attitudes towards a low neophobia to products with food technology; (2) There is a moderate predisposition towards food innovations and the classification of consumers is in the group of followers; (3) In the sensory analysis is found that rice-based dessert is accepted, there is an influence of the neophobia and innovativeness level on the perceptions of the participating individuals
We found that 53.2% of people surveyed know that the new powder is used to prepare rice with milk and the rest (46.8%) do not know of its existence in the market
Summary
Innovation in products is a strategy to achieve competitiveness in the food sector and meet corporate objectives. The success or failure of an innovation can be multifactorial and conditioned by culture, by rejection of new products, ethnocentrism, economic and social aspects, among others [7]. In this sense, when talking about new foods, many of them implement food technologies, a concept that some consumers generate aversion, so in recent years, the trend of research have focused on the analysis of consumer phobia toward products with food technology [8,9,10,11,12,13]
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