What is the definition of innovation? Is there a global standard? Innovation is a creative approach to doing something new and may refer to radical and revolutionary changes in thinking, product development, processes or organisational strategy. It frequently involves the introduction of new methods to add value and to help companies gain market share.
Currently, the most important trends in the global food and drinks industry are the increasing consumer demand for products that can provide functional health benefits, and packaging that enables us to have a lifestyle that’s less environmentally damaging but without compromising quality or quantity.
Does this involve a radical change in component and production procedures? What about sweeteners or flavours, or antioxidants? Is it just a new means to marketing or does it add value to the consumer’s health? And what about the introduction of natural products over semi-natural products? Most importantly, do these products meet the needs of consumers and are they consistent with the pattern of life? But who can be the judge to evaluate such new products, especially after the first advertising shock. It’s clear that most companies are seeking to make a profit, and that’s permissible effort for sure, so long as a product clearly respects global health needs.
It’s essential that production conditions and procedures are taken into account, as well as environmental impact.
An innovation is supposed to provide a solution in a creative format, respecting the needs of consumers and being available when and where required. This requires ongoing research by all parties involved.
Not all companies carry out extensive research. Some use marketing ploys to sell under the guise of current trends for quick profit. And the supermarkets entice the consumer to buy. This can result in loss of consumer confidence and in some cases long-term losses for a company.
On the other hand, some creative ideas result in the birth of a totally innovative product that can be marketed with confidence and transparency, and with surprisingly successful results (as has been the case with some new soft drinks and natural juices).
It’s the responsibility of companies undertaking research to be transparent regarding the efficacy of their products. Companies must expect to encounter different challenges in generating a new product and to suffer setbacks during the different phases of the product life cycle.
Success rests on the methods used for production development, the internal organisation of the company that instigated the product, and the strategies used to achieve it.
A company must take into account long-term considerations rather than just short-term gain, and be aware of all risks before the outset.
The pitfalls can be summarised as:
We must esteem and respect the enormous efforts and expertise required for real innovation. We should promote and encourage these efforts, which add value, meet the needs of consumers and provide appropriate solutions in a professional and transparent manner.
Similarly, we must develop standards that above all protect the consumer and protect the producer for making a difference and offering innovation.
Based in Syria, Abdalla Ahmad is a regional consultant with Zenith International. He commented on ‘innovation in beverages’ at the 4th BevME – Beverages Middle East Congress – organised by Zenith International in November 2010.
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