Retailers and technology-driven innovation in the food sector: Caretakers of consumer interests or barriers to innovation?

• Published in: British food journal (1966) 2016-01, Vol.118 (6), p.1370-1383
• Main Authors: Esbjerg, Lars, Burt, Steve, Pearse, Hannah, Glanz-Chanos, Viviane
• Format: Article
• Language: English
• Subjects: Barriers; Consumption; Design analysis; Diffusion; Foods; Innovation; New technology; Suppliers
• ISSN: 0007-070X
• DOI: 10.1108/BFJ-10-2015-0367

Purpose - The purpose of this paper is to investigate the role that retailers play in innovation in the food sector. Design/methodology/approach - Analysis is based on interviews with retailers and food suppliers from Belgium, Denmark and the UK. Findings - The findings show that in different ways retailers act both as caretakers of consumer interests and as barriers to innovation. Retailers are not interested in new technologies per se , but whether new technologies and the products made using them provide clearly identifiable benefits to consumers. These products must carry minimum risk for the retailer and there is a clear need for benefits to be communicated in commercial rather than technological terms to both retailers and consumers. Research limitations/implications - The main limitation is that the study is based on interviews with retailers and suppliers in three countries. Practical implications - Food suppliers developing new products based on novel technologies need to identity and communicate clear benefits to consumers if their products are to be adopted by grocery retailers. Originality/value - This paper extends the understanding of the important role that retailers play in the diffusion of new innovative food products, services and technologies to consumers.