The Feedback Loop: Your Secret Weapon in Food & Beverage NPD

The air in the food and beverage industry crackles with innovation. Every day, new flavours are dreamt up, novel textures are engineered, and sustainable sourcing becomes less a trend and more a fundamental expectation. We, the creators, are driven by passion, by a desire to tantalize taste buds and solve culinary conundrums. Yet, in this exhilarating pursuit of the next big thing, there's a quiet truth that often hums beneath the surface, a guiding principle as essential as the finest sea salt: our compass for success is calibrated not by our own brilliant ideas alone, but by the intricate, ever-shifting desires – and sometimes, the emphatic dislikes – of the people who ultimately choose to bring our creations into their homes and onto their tables.

Think of it like this: you've got a brilliant idea for a new snack. You've nailed the flavour, the texture is perfect in your head. But what if the people you want to buy it hate that kind of flavour? Or they find the texture weird? All that effort might just go to waste. Our customers are the most important part of our business. What they like, what they're starting to want, and what they're turning their noses up at – these are the things that shape what we should be doing. Ignoring them is like driving with your eyes closed. Instead, really listening to what they say helps us steer our business in the right direction. In fact, a recent Oliver Wyman survey highlighted that for 54% of British consumers, the quality of fresh food – including meat, fish, fruit, vegetables, and bakery items – is the most important factor when choosing a supermarket. This underscores the critical link between understanding consumer preferences and where they choose to spend their money.

Sales figures tell us what's selling right now. But they don't always tell us why. Maybe something's popular because it's new, or because there aren't many other choices. To really succeed long-term, we need to dig deeper and understand the reasons behind those buys. Why that sudden surge in demand for spicy fermented beverages? Is it a quest for gut health? A yearning for bold, adventurous flavours? A sense of belonging to a health-conscious community? Conversely, why is that once-promising product gathering dust on the shelves? Is it the aftertaste? The inconvenient packaging? Does it not fit with what they believe in? To find these answers, we need to listen to what our customers are saying in different places.

These days, customers aren't shy about sharing what they think. Places like Twitter, Instagram, and TikTok are like open diaries, where people talk about what they love (and hate) without holding back. Keeping an eye on what people are saying about your brand and similar products can give you quick clues about what's hot and what's not. Online review sections on e-commerce sites, supermarket platforms, and dedicated food blogs offer more detailed opinions about what people thought of a product, from the taste to the packaging. Interestingly, research from Virtual College indicates that 82% of customers read online reviews for local establishments before deciding where to eat, drink, and shop, demonstrating the significant influence of online feedback on purchasing decisions within the food sector. If you want specific answers, just ask! Surveys can help you get clear data on what people like or dislike about your products or ideas. Sometimes, the best way to understand people is to actually talk to them. Focus groups or taste panels can give you really rich information about their reactions and why they feel the way they do. And let's not forget the people who deal with customers every day – the customer service teams. They hear it all, the good and the bad, and making sure they share this feedback is super important.

Paying attention to what customers like and dislike isn't just about avoiding mistakes. It's about finding new ways to grow. When you know what people really want, you can create new products that have a much better chance of being a hit. Feedback can show you how to tweak your current products, whether it's making the flavour better, improving how it feels, or making the packaging more user-friendly or eco-friendly. If you know what your customers care about, you can create ads and messages that really connect with them. When customers see that you're listening and actually making changes based on what they say, they feel valued and are more likely to stick with your brand. By keeping your ear to the ground, you can see new trends starting to emerge. For instance, Bidfood's 2024 trends report highlighted that 77% of UK consumers agree that trying flavours from all over the world is fun, indicating a continued appetite for adventurous and globally-inspired food and drink.

Think about the TV show The Apprentice. Every year, there's almost always a food challenge. And without fail, at least one team creates a product that their target customers absolutely hate. Lord Sugar's reaction is usually pretty clear – the product is a flop because it didn't appeal to the people who were supposed to buy it. This is a perfect example of what happens when you don't understand your audience. All the effort and enthusiasm in the world won't save a product that misses the mark with consumers. In fact, Mintel's 2024 report on UK Food and Drink Influences highlights that 28% of grocery shoppers (and a significant 56% of 18-34 year olds) have bought a food or drink product made in collaboration with an influencer in the past six months, showcasing the power of understanding where your target demographic gets their inspiration.

In our food and drink world, really listening to what your customers think is key. It's not just a nice thing to do – it's essential for staying relevant and successful. By paying attention to their likes and dislikes, we can create better products, build stronger brands, and ultimately, give people what they truly want. So, let's all tune in and make sure we're hearing the most important voice of all – the voice of our customer. It's the secret ingredient to lasting success.