de Barcellos, Marcia Dutra7; Ferreira, G. C.4; Vieira, L. M.5; Aguiar, L. K.6
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Pontifical Catholic University of Rio Grande do Sul (PUCRS)5 UNISINOS, Business School6 Royal Agricultural College, School of Business7 Department of Management, Aarhus BSS, Aarhus University
This study analyses consumers' willingness to try innovative products and investigates to what extent food industry innovations are aligned to consumers' demand. We realized a quantitative study with consumers to measure their willingness to innovate and we carried out a case study within a multinational company from the poultry sector in Brazil, aiming to investigate its innovative positioning in the market. Visual observation of innovative poultry products was held at retail stores. Results indicate an opportunity for companies to invest in food innovations in the Brazilian market, since consumers are open but companies are failing of taking advantage.