Identifying and Ranking Factors Affecting the Success of New Product Production and Development in the Functional Food Industry

Subject Areas : Resistance Economy, Food, and Agriculture

Farimah Fayaz ¹ , Farzaneh Bikzadeh Abasi ^{2 *}

1 - Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran
2 - Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran

Received: 2025-09-05 Accepted : 2025-09-28 Published : 2025-10-07

Keywords: Functional foods, new product development, success factors, ranking,

Abstract :

Nowadays, in the food industry, the development of functional foods - foods that not only satisfy hunger and provide the necessary nutrients for the body but also promote health -has become increasingly important. The aim of this study is to identify the factors affecting the development of functional foods by collecting data through a questionnaire from 102 food industry experts and ranking them using Expert Choice software. The evaluation of the questionnaire’s validity and reliability indicated satisfactory results. The findings of this study showed that consumer-related factors, product characteristics, policies of supporting and regulatory organizations, organizational management, and technical features of production units ranked first to fifth respectively in the success of new product development in the functional food industry. In this study, 26 indicators were identified that can significantly influence the success of developing functional food products. Among these indicators, consumer awareness ranked first in success. The findings of this research suggest that to reduce the risk of failure in functional food product development projects and to achieve success in their production and sales, the first step is to increase consumer knowledge about these products. In addition, sufficient attention should be paid to the current needs and tastes of market customers. Producing types of functional foods that align with consumer needs and preferences should be prioritized. The formulation of clear regulations for granting licenses to producers and the adoption of supportive policies can pave the way for successful functional food production in the country.

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