Concept optimisation of fermented functional cereal beverages

Purpose This research aims to generate consumer knowledge to facilitate the development of new product concepts with optimal product design attributes for new fermented functional cereal beverages (FFCBs) with high market potential. Design/methodology/approach This research employed a sequential mixed research approach which integrated both qualitative and quantitative methods. A total of 12 in‐depth interviews and three focus groups were carried out to identify product concepts for new FFCBs. A conjoint model ( n =299) was then developed to evaluate product‐specific factors that influenced consumer acceptance of FFCBs. Findings Potential target consumers of FFCBs were more likely to be young females who had relatively high educational and income levels. “Flavour” and “health/nutritional claim” were found to be the most important product attributes for consumers. The simulation analysis predicted two FFCB concepts for target consumers. Research limitations/implications As there is a limited range of FFCBs on the market, the concept of FFCBs may be novel to consumers. Further research would be beneficial that closely integrates the strategic marketing of FFCBs with sensory analysis conducted on a range of these beverages. Practical implications During the early stages of the new product development (NPD) process, a market‐oriented research methodology can help optimise product concepts in terms of product attributes that drive consumer acceptance. Originality/value This paper provides an important insight into the significance of market‐oriented knowledge generation techniques for the development of new cereal‐based functional foods. It provides market‐oriented information on FFCBs which can be valuable for food manufacturers to maximise NPD performance and to gain competitive advantage in the functional beverages market.