Towards Sustainable Innovation in the Bakery Sector—An Example of Fibre-Enriched Bread

Maria Królak, Hanna Górska-Warsewicz, Magdalena Mądra-Sawicka, Krystyna Rejman, Sylwia Żakowska-Biemans, Julita Szlachciuk, Maksymilian Czeczotko, Bartosz Kwiatkowski, Robert Zaremba and Michał Wojtaszek
Additional contact information
Maria Królak: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, 02-787 Warsaw, Poland
Hanna Górska-Warsewicz: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, 02-787 Warsaw, Poland
Magdalena Mądra-Sawicka: Department of Finance, Institute of Economics and Finance, Warsaw University of Life Sciences-SGGW, 02-787 Warsaw, Poland
Krystyna Rejman: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, 02-787 Warsaw, Poland
Sylwia Żakowska-Biemans: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, 02-787 Warsaw, Poland
Julita Szlachciuk: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, 02-787 Warsaw, Poland
Maksymilian Czeczotko: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, 02-787 Warsaw, Poland
Bartosz Kwiatkowski: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, 02-787 Warsaw, Poland
Robert Zaremba: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences-SGGW, 02-787 Warsaw, Poland
Michał Wojtaszek: Faculty of Administration and Social Sciences, University of Economics and Innovation in Lublin, 20-209 Lubin, Poland

Sustainability, 2022, vol. 14, issue 5, 1-19

Abstract: This study aimed to examine the drivers and types of sustainable product innovations undertaken in bakeries with a particular focus on fibre-enriched bread. This type of bread contributes to a healthy diet due to its increased content of dietary fibre, which is an essential but deficient component of the diet, especially in modern consumption patterns in affluent countries. The study was carried out using the Computer Assisted Telephone Interview (CATI) method on a sample of 402 companies operating in the Polish baking industry. Multiple correspondence analysis (MCA) using Burt tables was used to analyse the results. Four groups of companies were identified according to the number of new products introduced to the market: non-innovative, poorly innovative, moderately innovative, and sustainable innovative companies. The results show that the development of a “new formula” was the most frequently mentioned type of innovation in all groups of companies. Other types of product innovation were also identified among the highly innovative companies: a new product for the company, a new product for the consumer, and new packaging. The basic motivation for launching innovative products on the market was to follow new trends and meet consumer expectations. Therefore, the results indicate that a consumer approach to innovation prevailed. The surveyed bakeries perceived fibre-enriched bread as a product with high nutritional value and environmental benefits. Our results contribute to a better understanding of the drivers of sustainable innovation in the food industry and have some practical implications for bakery companies seeking competitive drivers based on sustainable innovation. The study showed that capturing the voice of the customer is important in developing product innovations in bakeries. A consumer-oriented strategy is a win-win strategy, as it will result in an increased range of products suitable for a healthy sustainable diet and environmental benefits using fibre waste from food processing.

Keywords: bakery sector; sustainable innovation; fibre-enriched bread; company; multiple correspondence analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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