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Abstract

While there exists ample scientific evidence that obesity decreases health-related qualityof life and overall life expectancy,
the worldwide prevalence of obesity has more than doubled between 1980 and today. The presentation examines
innovations in the food industry that help to tackle this trend. An example study on Stevia is presented. The objective of this
study is to understand the relevance of Stevia
as an innovation driver for tackling overweight. The study employs primary and secondary research approaches to examine the relevance of Stevia
as an innovation along the supply chain. The study also looks
at country specific issues during the market entry process of Stevia. The study reveals key differences across US, Japan and the
EU. Furthermore, desk research, social media tracking and product tests conducted in this study reveal market barriers and
opportunities for Stevia
as an innovation driver for the food and beverage industry in tackling overweight. The study concludes that Stevia
fulfills the most important discriminators for a successful innovation in fighting obesity.

Biography

Nikolai Reynolds completed his PhD at the University of Bonnin Germany at the Chair for Market Research and is today, an appointed Lecturer at the same chair.
In the private industry, at Ipsos - an international market research company - he heads two business units as a Director: Ipsos Healthcare and Ipsos InnoQuest. He
has published more than 30 papers and has been for four years a member of an advisory board for an EU Commission co-financed international research program
focusing on supply chain relationships in the LATAM and the EU.