Case Studies on the Business of Nutraceuticals, Functional and Super Foods

by Cristina Santini (Editor), Stefania Supino (Editor), Lucia Irene Bailetti (Editor)

Overview

A volume in the Consumer Science and Strategic Marketing Series, Case Studies on the Business of Nutraceuticals considers nutraceuticals from a strategic marketing perspective, exploring consumer needs and trends as a pathway to defining novel opportunities in developing and marketing these products.In addition to highlighting the importance of consumer needs in shaping a market strategy for nutraceuticals, this book also defines emerging trends and explores recent developments in the nutraceutical industry.Containing 11 chapters, this book, explores the competitive landscape of the global and European nutraceutical market, focusing on key market drivers, consumer and product trends, and marketing and technological challenges.Case Studies on the Business of Nutraceuticals outlines the processes that lead to the introduction of new products and the entrance of new competitors in the market and highlights how a market strategy that's focused on consumers' needs can contribute to a company's strategy.The case studies and examples contained in this book demonstrate how companies can employ consumer science strategies to revise existing or develop new products and are sure to be a welcomed resource by new product developers, policy makers, food scientists, academicians, and students studying related fields. - Explores the importance of understanding consumers when defining a market strategy - Highlights the importance of adopting a sustainable orientation in the nutraceutical industry - Addresses the competitive dynamics that are currently affecting the nutraceutical industry

Product Details

ISBN-13:	9780128214091
Publisher:	Woodhead Publishing, Limited
Publication date:	09/14/2022
Series:	Woodhead Publishing Series in Consumer Science and Strategic Marketing
Sold by:	Barnes & Noble
Format:	eBook
Pages:	220
File size:	14 MB
Note:	This product may take a few minutes to download.

About the Author

Cristina Santini is Associate Professor at University San Raffaele Roma, in Italy. She holds a Ph.D. in Economics and Management of Enterprises and Local Systems from the University of Florence and a Master’s Degree in Economics and Management in Viticulture (University of Florence). Her research interests focus on Agribusiness and Wine Business and exploring issues related to Strategic Management, Entrepreneurship, Ecopreneurship, Innovation, Sustainability and Participatory Research Approaches.
Stefania Supino, Ph.D. in “Commodity Science" (Sapienza University of Rome), is Full Professor at University San Raffaele Roma, where she teaches Innovation, Technology and Quality Management Systems, within the graduate degree program of Nutraceuticals and Nutrition. Her main research themes are related to sustainability, circular economy, quality process management and environmental management and assessment tools.
Lucia Bailetti is a Food Engineer. She is Sensory, Consumer & Neuromarketing manager of Intertek Italia SpA. She has authored several scientific publications in the field of Sensory Science and Food. She teaches at University San Raffaele Roma as well as the University of Camerino, Italy.

Table of Contents

Section 1 The scenario1. Nutraceuticals, a focus on products2. Nutrition and humans3. Consumers and Nutraceuticals4. Market and trendsSection 2 Strategy5. Niches6. Mature products rejuvenation7. Ethical issues and sustainability8. The importance of packaging, labelling (and communication)9. New product development10. Conclusions

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From the Publisher

Illustrates how to turn consumers’ insights into a strategy for marketing nutraceuticals by adopting, among the others, a consumer science approach according to emerging trends and competitive scenarios