Innovating meat products: guiding tailor-made new product development for flexitarians and omnivores through a Jobs-To-Be-Done co-creation approach

Abstract

Transitioning from meat-heavy diets to those incorporating more plant-based foods is widely acknowledged as beneficial for both human well-being and the global environment. The emerging trend of flexitarianism, characterized by reduced meat intake, holds promising health and environmental benefits. However, challenges such as resistance to change and nutritional knowledge gaps hinder its widespread adoption.

To address these challenges and promote solutions that cater to evolving needs, this study emphasizes the crucial role of prioritizing the development of new meat-based products that facilitate the preparation of healthier complete dishes by involving consumers from the early stages of new product development. The primary objective was to generate innovative co-created concepts for customized red meat-based products tailored to the needs and tastes of omnivores and flexitarian consumers applying the Jobs-To-Be-Done framework.

The research adopted an innovative multistep approach, integrating consumer insights and collaboration with product experts to drive the creation of innovative meat-based products based on consumers' emerging needs. The co-creation process revealed consumer needs for streamlined meal preparation, enhanced sustainability, and improved healthiness. While omnivores and flexitarians shared some common needs, distinct preferences were identified. The results informed the development of innovative products aligned with consumer needs, validated through engagement with meat experts in the co-creation process. Concept testing demonstrated substantial consumer interest, with variations based on innovativeness, meat consumption habits, and values. This study emphasizes the pivotal role of co-creation in understanding consumer needs, generating actionable concepts, and advancing the development of innovative meat-based products.