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Programme
9.30 Arrival and breakfast
9.50 Welcome and introduction
Prof. Athanasios Krystallis, MAPP, Aarhus University
10.00 Consumer trends and new product opportunities
Numerous new food products are developed and launched on the market. A product opportunity exists when the new product meets expectations and behaviours currently prevalent among consumers, as reflected in consumer trends. But what are these trends and Quo Vadis consumer demand?
Dr Ana Alina Tudoran, Associate Professor, MAPP, Aarhus University
10.30 Claiming healthfulness: health claims and symbols in their context
Consumers are faced with a multitude of health-related messages when making their food purchases. Some of these messages give information about the nutritional quality of the product, whereas others guide to make more healthy choices. How do consumers interpret these messages in the context of product packaging?
Prof. Liisa Lähteenmäki, MAPP, Aarhus University
11.00 Coffee break
11.15 Claiming sustainability: eco-labels and other ways to communicate sustainability
Food products are increasingly differentiated in terms of sustainability and other ‘credence’ attributes that cannot be easily controlled by the consumer. Hence, communicating these creates both practical and ethical challenges. How are eco-labels processed by consumers and how effective are they?
Prof. John Thøgersen, MAPP, Aarhus University
11.45 Fulfilling demand about organic meat: physical product development with a consumer mind
The market share of organic meat products is low relative to other basic food products. To change this fact, the physical product attributes need to fulfil an expanded set of quality expectations consumers have for high-end products; besides hedonic aspects, consumer expectations also refer to the product’s immaterial characteristics, such as aspects of sustainable production. To which extend can improved taste be realistically combined with more ‘responsible’ product positioning?
Dr Margrethe Therkildsen, Associate professor, Department of Food Science, Aarhus University
12.15 Short debate and questions to the speakers
12.45 Lunch
13.45 Consumer insights – a powerful tool to develop your business
The kind of consumer insight needed when developing a new product or brand is all about what the target consumers are saying and doing, and understanding what truly matters to them. With that kind of insight in hand, we can create a product and a market position that fully delivers the benefit and sells it in a believable way. So how do you begin the process?
Maria Tornell, Global Senior Future Creations Manager, Arla Foods
14.15 Milk is just milk – or what? How to add value to a commodity category: the milk example
At Arla, we are committed to our vision to make milk essential to modern life. Understand how we are implementing this vision through consumer understanding, clear communication and a bold innovation pipeline.
Laurent Ponty, Category Director, Arla Foods
14.45 Communicating taste: creating the right expectations in the consumer mind
When making first choices consumers have no possibility to try out and taste the products; instead they have to rely on the expectations created by the package and advertising information. How can these expectations and later product experience be matched in a way that promotes consumers’ product acceptance?
Dr Jean-Marc Sieffermann, Laboratoire de Perception Sensorielle et Sensométrie, AgroParisTech
15.15 Coffee break
15.30 Analysing how communication, packaging and the physical product play together: a meat example
How do consumers evaluate new product quality throughout a use-cycle, from first marketing information till product trial? In this case study quality perception is measured at each step, taking into account what respondents saw (eye-tracking) and felt (spontaneous affect) in the process.
Morten Fenger, MAPP, Aarhus University
16.00 Food quality, storytelling and consumer experience: implications for the food industry
Food products are increasingly positioned based on intangible characteristics like healthiness, sustainability and authenticity. This opens up rich possibilities for raising consumer interest by storytelling. But how can the product, once bought, live up to the expectations we create in the consumer mind?
Prof. Klaus G. Grunert, MAPP, Aarhus University
16.30 Wrap-up of the day
Dr Stephan Zielke, Associate Professor, MAPP, Aarhus University
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