A conjoint‐based approach to concept optimisation: probiotic beverages

The objective of this study is to identify the optimal product design attributes for a range of chilled probiotic orange juice beverages, and to evaluate the contribution of market‐oriented research methodologies to the development and strategic marketing of innovative functional beverages.

A conjoint‐based survey was administered to 400 purchasers of chilled orange juice in both Dublin and Cork between May and September 2004.

New product development (NPD) opportunities exist for probiotic juice‐based beverages, although functionality should not be relied on solely to leverage a competitive advantage.

The survey sample only included primary purchasers of chilled orange juice, owing to the increased importance of the chilled orange juice category in Ireland. Further research that would incorporate purchasers of ambient orange juice, and end‐users of both chilled and ambient orange juice in Ireland, as well as across European states for a cross‐cultural perspective, would prove beneficial to both manufacturers and retailers.

Advanced market‐oriented research methodologies during the concept stage of the NPD process can assist both food and beverage firms and retailers to develop and market functional foods and beverages that more closely meet consumers' needs and values.

This research can assist beverage manufacturers to optimally design a range of chilled probiotic orange juice beverages targeted at specific market segments, and provide guidance for effective positioning, communication and pricing strategies of innovative functional beverages.