1 st Promotional Workshop AQUACULTURE PRODUCTS FOR THE LONG RUN: Consumer-driven product idea development from Diversify Marija Banovic, PhD e-mail: maba@mgmt.au.dk MAPP Centre, Department of Management, Aarhus University, Denmark
FISH FOR THOUGHT How can you uncover the next-generation products with the power to grow? How can you address the needs of future consumers while providing the path for current consumers to migrate from the habitual products? MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
‘IF YOU BUILD IT THEY WILL COME’ R&D often provide a brilliant product market- ready ideas poised for success, without involving the end-user who uses these solutions Consumer-driven concept development and co- creation involves user from the beginning Under new common organisation of the markets (CMO) in fishery and aquaculture products (FAPs), consumers play a pivotal role: “ Consumers should be enabled to make informed choices but also a more responsible (Banovic et al., 2016a; Füller et al, 2011; Potts et al., 2008; - sustainable consumption . ” Von Hippel, 2005) MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
FISH TODAY 3500 Newly launched fish products Consumers 3000 (top 20 EU countries) facing a choice 2500 overload 2000 1500 1000 500 0 (Mintel, 2016) MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
INFORMATION & CLAIM BOMBARDMENT Claims used on fish products 4000 Consumers (top 20 EU countries) 3500 facing 3000 2500 information 2000 1500 overload 1000 500 0 (Mintel, 2016) MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
MIXED MESSAGES DON’T HELP invest in sustainable aquaculture aquaculture is negative eat more aquaculture products beware of unsustainable aquaculture EU communication campaigns’ on Aquaculture (EC, 2014; N=85) MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
FISH PUZZLE Do consumers distinguish products coming from… Wild fish Farmed fish MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
AQUACULTURE PRODUCTS (IN)VISIBLE? It depends Don't know; on the type 2 of product; 11 You prefer wild FAST blah blah FAST AND TASTY You do not products; 34 blah blah blah blah FARMED FISH! A LEAP know if the FORWARD blah blah blah FORWARD IN PRICES YOU products you blah IGNORE! CAN’T IGNORE! buy or eat are wild or farmed; 14 You have no You prefer preference; farmed Adapted from 31 products; 8 (Special Eurobarometer 450: EU28, N=24452; year 2017) MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
CONSUMER IS LIKELY TO IGNORE YOUR PRODUCT TOO… Unless you can make it to…. Feels familiar (Gigerenzer & Gaissmaier, 2011) Stand out in Feels true a crowd: (Oppenheimer, 2005) Cognitive ease Feels good (Stepper & Strack ,1993) Feels effortless (Gigerenzer & Goldstein, 1996) (Kahneman, 2003) MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
CONSUMER-DRIVEN PRODUCT IDEAS (Banovic et al, 2017a; Banovic et al., 2016a) MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
CONSUMERS AS RESOURCE Involving the right consumer - Online survey in five focal EU fish markets • (i.e. FR, GER, IT, SP & UK; N=2500) Early adopters: Consumers who count 7 6 Social representation of food 5 Optimistic bias 4 Subjective knowledge Involved traditional 3 Domain-specific innovativeness Domain-specific innovativeness 2 (N=728; 30%) 1 Involved innovators Involvement 1 Involvement 2 (N=911; 36%) 3 Ambiguous indifferent MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017 (N=872; 34%) (Banovic et al., 2016b,c; Reinders et al., 2016; D29.2)
CONSUMER AS CO-CREATOR • Ten focus groups in five focal EU fish markets with early adopters (i.e. FR, GER, IT, SP & UK; N=60) STARTER IDEAS EXPRESSED SIMPLY AND CLEARLY STRUCTURES THAT CREATIVE STIMULUS GIVE THEM CLEAR TO DRAW INSPIRATION PROBLEMS TO SOLVE (Banovic et al, 2016a)
‘ALL THE PLEASURE WITH LITTLE EFFORT ’ Profiling (empathizing with) the consumer preference for products that are quick and easy to cook aquaculture products need to be natural, respect the environment and provide good eating experience benefits of the aquaculture products linked to the overall feeling of health and well-being (Banovic et al., 2016a) MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
‘Happiness can be complete, tasty and easy to cook’ (male and female group, Spain) (Banovic et al., 2016a)
Fish species Developed DIVERSIFY product prototypes Meagre Idea 6: Fish burgers shaped as fish (High processing) Idea 4: Ready to eat meal: salad with fish (Low processing) Pikeperch Idea 9: Fish spreads/pate (High processing) Grey mullet Idea 2: Thin smoked fillets (Medium processing) Idea 33: Ready-made fish fillets in olive oil (Medium processing) Greater Amberjack Idea 34: Fresh fish steak for grilling in the pan (Low processing) BUILDING PRODUCT PROTOTYPES MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
CONSUMER AS USER Continue working with consumer – Choice experiments in focal EU fish markets, 3 products (i.e. FR, GER, IT, SP & UK; N=1500) PRODUCT MOCK-UPS ATTRIBUTE MANIPULATION Nutrition claim Medium processed Health Price claim Country Low processed of Origin Certification MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017 logo (Banovic et al., 2017b; D29.6)
LIKELIHOOD OF CHOICES FOR NEWLY DEVELOPED MOCK-UPS 100,0 Produced in own country 90,0 ASC logo 80,0 Price 70,0 Omega 3 & heart function claim 60,0 % 50,0 40,0 30,0 20,0 10,0 0,0 - price 30% 0% 15% 0% 15% 30% 30% 0% 15% 15% 0% 30% 15% 0% 30% 0% 30% 15% 15% 30% 0% 0% 30% 15% 15% 0% 30% 15% 0% 30% 30% 15% 0% 15% 0% 30% ASC none ASC none ASC none ASC ASC none ASC ASC none ASC none none none ASC ASC none ASC ASC ASC none none none none ASC none ASC none none ASC ASC none none ASC - logo logo logo logo logo logo logo logo logo logo logo logo logo logo logo logo logo logo logo heart function brain function None heart function brain function None brain function None heart function brain function heart function None heart function None brain function brain function None heart function None brain function heart function None brain function heart function brain function None heart function None brain function heart function heart function None brain function brain function heart function None - health high Omega None high None Omega Omega None high high Omega None Omega high None Omega high in None Omega None high Omega high None high None Omega high None Omega None Omega high Omega None high claim protein 3 protein 3 3 protein protein 3 3 protein 3 protein 3 protein 3 protein protein 3 protein 3 3 protein 3 protein -nutrition EU own None None own EU own None EU None EU own own EU None None country EU None EU own own EU None own EU None own EU None own EU None EU own None prod. country country prod. country prod. prod. country country prod. prod. prod. prod. country country prod. country prod. country prod. country prod. prod. country claim - COO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 Overall France Germany Italy Spain UK (Banovic et al., 2017b; D29.6)
MANAGERIAL IMPLICATIONS GOOD NEWS! It is possible to create new aquaculture products targeting early adopters ACROSS all big EU markets Homogeneous, converging fish-related culture, opportunity to fashion new product concepts at the cross-border European level Similar pattern in consumer choice-drivers, i.e. › COR and price come first, followed by quality certification, while nutrition/health claims appear to have varying and minimal impact and are highly depend on the type of product (e.g. level of processing) and EU country Although… › A certain degree of customisation needed for certain products and countries MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
WHAT DID WE LEARN? CREATING NEW AQUACULTURE PRODUCTS Needs to feel familiar Adapt information to the type of aquaculture, highlight the most valuable - objective benefits Needs to feel true Better link between environmental concerns, New responsible consumption and aquaculture aquaculture Needs to feel effortless products (‘Less is more, more is less’; ‘All the pleasure with little effort ’) Less clutter - convenience at the purchase point and at home - branding, storytelling, recipes essential Needs to feel good Associations to responsible consumption and healthy diet MARIJA BANOVIC BREMEN, 24 TH OF MAY 2017
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