Purpose – Food habits are undergoing profound changes owing to the social, economic and technological transformations. The purpose of this paper is to analyse the evolution of the food patterns of generation X in the past decade, in view of formulating a reflection on the trends of a fundamental component of society. Design/methodology/approach – Applying latent class clustering to the food spending of a representative sample of Italian consumers has made it possible to identify the principal food patterns and to interpret them in light of demographic characteristics and sociocultural changes. Findings – The results show a strengthening of dietary lifestyles displaying a high content of animal proteins, especially in consumers with low levels of education. The importance of convenience foods emerges, mainly among couples but also among families with children. The role of out of the home consumptions grows, mostly among single males. Parallel to this critical picture, the authors note the birth of a new dietary sensitivity that leads a niche of consumers to choose healthier foods. These evolutions offer new challenges and new opportunities for both public and private operators. Research limitations/implications – The study is limited to the analysis of family food spending. A challenging development of the study unfolds in closely examining the food choices of individuals, particularly for the consumption patterns at greater risk. Extending the study to other countries would permit a comparison between diet, lifestyles and food education policies on a supernational level. Originality/value – The study indicates several possible strategies both for operators of the food sector to better respond to the demand, and for public institutions in view of contributing to correct current trends, reorienting food habits towards healthier patterns and, in any event, patterns compatible with the demands tied to the new lifestyles.
Traditional foods are facing new market challenges tied to current trends in food habits and their determinants, such as the decline of domestic food preparation, the increased demand for convenience foods, the increasing importance of industrial food production, and the evolution of regulations on food safety. In this context our study aims at improving the knowledge of consumer segments in traditional foods market in order to develop better marketing strategies. The preferences for different credence attributes are investigated applying a latent class choice model to the extra-virgin olive oil market in Italy. Results show the existence of a marked heterogeneity of preferences, which determines the presence of both vertical and horizontal differentiation of the product.
Purpose – The purpose of this paper is to verify the market potentials of health claims by means of a study that tests the effectiveness of extra-virgin olive oil promotion based on the nutraceutical indications recently authorised by European regulations. Design/methodology/approach – The methodology utilises a discrete choice experiment on a sample of Italian consumers. Market segmentation is performed by means of applying a latent-class model. Findings – The health claim proves particularly interesting for two consumer segments: the “functional claim seekers” (24 per cent) and the “reduction of disease risk claim seekers” (13 per cent). The former segment consists of young, single males who prefer more moderately priced olive oils. The latter is instead made up of elderly individuals who prefer an explicit message on disease and are oriented towards the higher price ranges. Practical implications – The potentials in implementing a promotional strategy based on the awareness of olive oil’s nutraceutical properties are demonstrated. Strategies will have to target specific characteristics of the various consumer segments. Originality/value – This paper has confirmed the opportunities that the recent European regulations on health claims have introduced for the olive oil market. This form of promotion could prove particularly important for quality productions that are often insufficiently recognised vis-à-vis their high production costs.
a b s t r a c tThe study aims to identify future trends in food habits by comparing the food choices made in Italy by Generation X in the year 2000 with those of Generation Y in 2009. The analysis was conducted utilising the food expenditures surveyed by the National Statistics Institute on a representative sample of consumers. Segmentation was performed using the Latent Class Clustering in order to identify the principal food patterns and their evolution in the span of a decade. The results point out some trends of homologation in food consumptions that are potentially problematic from the viewpoint of the healthy aspects. An increase is noted among the so-called savers, characterised by a diet with a high energetic density, while a decline is noted among the young ''traditionals'' who stand out for their high consumptions of fruit, vegetables and fish. Out-of-the-home consumptions become established among singles, and there is an increase of easy to prepare and ready to eat products, especially among the young people with children of Northern Italy. These elements raise several issues with regard to social, economic and health implications. Public intervention becomes fundamental to provide information and stimulate markets in orienting producers and consumers towards virtuous models, compatible with the new demands of society.
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