Traditional food products are subject to an increased interest in Europe. Innovations, though controversial in the context of traditional food, are essential to maximally cope with this opportunity. So far, only few studies have concentrated on innovation in the traditional food sector. In this paper sector and consumer data are combined in order to validate to what extent innovations in the traditional food sector match with consumers’ acceptance. Sector innovations were explored through 270 interviews, covering 90 traditional food chains in three European countries (Belgium, Italy and Hungary). Consumers’ innovation acceptance was investigated using a quantitative survey approach with 2429 respondents in Belgium, Italy and Poland. In general, both the sector and the consumers were open towards innovations in traditional food products. In addition, the innovation activities of the sector were matching well with the innovations accepted by consumers. Throughout, preserving the traditional character of the food was stressed as a prerequisite for innovations in traditional food products.
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