Innovation and Consumers has the goal of bolstering innovation and marketing of Icelandic food products and supporting sustainable development of domestic food production and increased research on consumers' views and expectations and the market. The division's policy is also to reduce unhealthy substances in prepared Icelandic food products, thus promoting consumers' increased health. The division's work is primarily directed toward domestic parties in the food industry, in growing measure, to small producers.

The division's research emphasizes finding new processes, technology and products, improving quality and utilization as well as increasing efficiency and, above all else, the value of food production. One of the ways this is done is through research projects for food exporters that study important factors influencing export. The division also researches the unique status of Icelandic food production, regarding not only other food producing regions in the world, but also the special qualities of regions in Iceland. This emphasis aims at utilizing the special qualities for marketing, whether on the domestic market or in export markets. The research on processing technology is also related to these emphases, for there are many special Icelandic traditions in Icelandic food production that can be utilized to create a niche for products, not only in the local but also in the world market. It can therefore be said that the words "unique status" are a key concept in the division's work.

Matís's food laboratories fall under Innovation and Consumers.The first one began operations in Höfn í Hornafirdi in 2008. Its operations underscored Matís's emphasis on promoting increased professional cottage and small-factory production of food products, from product development to marketing. At the same time, the operations of food laboratories support tourism, for emphasis on food and food culture is a growing part of tourism in Iceland.

Research groups:

• Quality and stability
• Consumers
• Local foods and food product development
• Icelandic raw materials and food products

Director:
Gudjon Thorkelsson

Research group leaders:
Emilia Martinsdottir

Operations:
Matís Headquarters, Reykjavík
Matís, Höfn
Matís, Egilsstadir