Translating barriers into potential improvements: the case of new healthy seafood product development

摘要

Purpose - The aim of this study is to explore potential barriers to seafood consumption by young adults and the parents of young children. Knowledgernof these barriers will be used to assist the development of new seafood product concepts that fulfil the needs of consumers.rnDesign/methodology/approach - To gather this information, 28 infrequent consumers of seafood participated in three semi-structured two-hourrnfocus group discussions in Denmark, Norway, and Iceland. The results were then linked to the Stage-Gate model for consumer-based new productrndevelopment (NPD).rnFindings - The participants thought of seafood as either healthy or convenient, although there were concerns about the amount of effort required tornprepare it. These concerns resulted in an expression of their need for products that are attractive, healthy, palatable, and convenient. In particular, thernnewly developed products should be accompanied by clear advice on preparation methods and materials. An increase in seafood availability coupledrnwith lower prices would encourage these consumers to add seafood to their diet.rnResearch limitations/implications - Purchase-point-marketing and habitual behaviour were found to implicitly skew planned behaviour.rnPractical implications - Inputs for NPD related to convenience, attractiveness, quality, trustworthiness, knowledge and requirements about seafoodrnpreparation are discussed.rnOriginality/value - The present study combines qualitative methods to lead to practical input for NPD focusing on overcoming the barriers that keeprnconsumers from choosing existing healthy seafood products. The importance of the consumers' confidence in their ability to successfully prepare arnseafood meal was revealed and can be used in Stage-Gate based NPD.