foods Review The Link between the Consumer and the Innovations in Food Product Development Raquel P. F. Guiné 1 , Sofia G. Florença 2 , Maria João Barroca 3,4, * and Ofélia Anjos 5,6,7 1 Research Centre for Natural Resources, Environment and Society (CERNAS), Polytechnic Institute of Viseu, 3504-510 Viseu, Portugal; raquelguine@esav.ipv.pt 2 Faculty of Nutrition and Food Sciences (FCNAUP), University of Porto, 4150-180 Porto, Portugal; sofiaguine@gmail.com 3 Polytechnic Institute of Coimbra, Coimbra College of Agriculture, Bencanta, 3045-601 Coimbra, Portugal 4 Department Chemistry, Molecular Physical-Chemistry R&D Unit, University of Coimbra, 3004-535 Coimbra, Portugal 5 Polytechnic Institute of Castelo Branco, 6000-084 Castelo Branco, Portugal; ofelia@ipcb.pt 6 CEF, Forest Research Centre, School of Agriculture, University of Lisbon, 1349-017 Lisbon, Portugal 7 CBP-BI, Plant Biotechnology Centre of Beira Interior, 6001-909 Castelo Branco, Portugal * Correspondence: mjbarroca@gmail.com Received: 7 August 2020; Accepted: 15 September 2020; Published: 18 September 2020   Abstract: New lifestyles, higher incomes and better consumer awareness are increasing the demand for a year-round supply of innovative food products. In past decades, important developments have been achieved in areas related to food and the food industry. This review shows that factors influencing performance in new product development (NPD) are dynamic and continuously guiding project development. The data obtained by direct involvement of consumers can impact positively successful product development and enhance the company’s financial performance. The study of consumer behaviour and attitudes towards new foods encompasses multiple aspects, such as preference, choice, desire to eat certain foods, buying intentions and frequency of consumption. Additionally, both the consumers’ willingness to purchase and the willingness to pay a premium are important in NPD, launching and success. Keywords: buying intention; consumer acceptance; marketing innovation; price 1. Introduction Today’s manufacturing companies rely much on the success of new products, and this has become critical for a healthy business performance, having in mind the present competitive and fast shifting markets [1,2]. Developing appropriate strategies for achieving successful new product development (NPD) has required increasing consideration. Attention has been given to exposing the drivers of successful new product performance while at the same time highlighting the importance of measuring that performance ensuring viable product life-cycle (PLC). Still, it has been observed that the majority (50–75%) of consumer-packaged goods do not achieve desired levels of success, in general, and this is also a reality in the case of the food industry, for which contributes some degree of food neophobia [1,2]. Presently, the food sector is considered one of the most important in the current global economy. Nevertheless, food industry or food service companies still face many challenges in managing their products and competing in the market. In fact, the food manufacturing industry has been recognized as an area with high degrees of new product failure [1,3–5]. Products aim to fulfil certain needs, which are not constant because of differences among users, constrains, usage scenarios and social values, among others. Hence, in order to meet these differences, Foods 2020, 9, 1317; doi:10.3390/foods9091317 www.mdpi.com/journal/foods