Consumer Sentiments and Emotions in New Seafood Product Concept Development: A Co-Creation Approach Using Online Discussion Rooms in Croatia, Italy and Spain.

Growing Mediterranean seafood consumption, increasing consumers' awareness of food safety and quality, and changing food lifestyles are leading to the development of new food products. However, the majority of new food products launched on the market are expected to fail within the first year. One of the most effective ways to enhance new product success is by involving consumers during the first phases of New Product Development (NPD), using the so-called co-creation approach.