Consumer 4.0 on the food market

Abstract

Purpose:The aim of this paper is to provide a critical overview of the changes in relation to consumer behaviour, marketing activities and new trends concerning the food market. Design/methodology/approach: Source information is taken from other papers. Those papers include source literature, the opinions of people in charge of different companies, statistical information and direct observation. The research methodology includes logical reasoning, trend analysis, critical assessment of published concepts, and comparative analysis. Findings: The fast pace of social and economic changes necessitates looking for some successful means of balancing the development of the food market. Both the coronavirus pandemic and threats to the climate are challenges connected with the research into consumer behaviour, modifying distribution channels and establishing efficient marketing communication. Advances in neuroscience and knowledge of human nature allow actions to be undertaken that will satisfy both the suppliers and buyers of food products. The global economy, including the food market, is facing new challenges. They concern some critical perception of the limits of economic growth and the care for sustainable development. They also involve looking for some instruments that would help to rationalise consumption. The coexistence of different generations of consumers increases the need to build successful marketing campaigns. Regardless of the actions taken by food suppliers, there is a solid ground for experimenting with actions undertaken on a state level.