While the majority of new products fail. It is important to focus on the needs and preferences of consumers in new product development. Consumers are increasingly recognizing as an important innovation Co. Often develop new functionality for technology solutions and not be called for innovative solutions. The central research question of the paper How to understand consumer needs and preferences in the context of developing new products to improve the success of innovations such as a healthy diet. Variables that appear to tame it and the agent user. Middle-class consumers and product characteristics Using survey data and focus groups, we found that consumers want. And products like the new user-friendly and transparent information is provided by producers. Independent control of effectiveness and safety, and to create a symbol for quality food served. Federal agents are not critical data transmission. Manufacturers should aim at consumers with specific needs, such as athletes, obese women, and people are encouraged to develop products in line with demand. And mode of life of users. (IDEAS, 2015)