Abstract
In the recent decades innovation has evolved worldwide as the main driver and accelerator of sustainable business development in almost any sphere of economic activity including food and drink industry. Plainly any new or significantly improved food product, created by a producer as specified set of functional features in order to be introduced to the market, can be entitled as innovative food product. Hence it is essential for an innovative food product to be considered from the perspective of a consumer. Researches of consumers’ attitude and behaviour towards particular innovative food products were conducted internationally in various segments of consumers. However, there is still a lack of appropriate inquiries into attitude and behaviour of young consumers towards innovative food products. This paper is worked out as a pilot investigation in the frame of tailored research concerning demand on innovative food products in the Lithuanian market. The purpose of the paper is to explore the attitude and behaviour of young Lithuanian consumers towards innovative food products. Consequently, noticeable prior researches on essential concepts and measuring approaches of consumers’ attitude and behaviour towards innovative food products – those have been introduced in relevant international resources – are discussed. Jointly carried out survey of attitude and behaviour of young Lithuanian consumers towards innovative food products is introduced. Finally, the paper provides conclusions and insights for further research.