There are several different types of food marketing strategies. One approach is product diversification, in which a firm markets a range of products with different attributes, each targeted to a specific segment of the market. This strategy expands the variety of foods available to consumers while preserving and expanding a firm’s market share.
Multidisciplinary perspectives on food marketing
A multidisciplinary approach to food marketing is important for a number of reasons. For one, it allows researchers from different fields to combine their expertise and use it to better understand the food industry. Another advantage of a multidisciplinary approach is that it encourages a deeper understanding of how food and the environment are interconnected.
Multidisciplinary approaches are also necessary for addressing issues related to food security, such as antimicrobial resistance, the promotion of healthy diets, and the prevention of vector-borne diseases. This is especially important if one wants to ensure the well-being of people and the planet. In addition, such an approach promotes the development of more effective food policies and a sustainable food system.
Influence of contexts related to the taste
Contexts are important elements of the food marketing process, and they influence consumers’ food preferences in many ways. These factors are situational, temporal, and cultural. Several studies have demonstrated that contexts play an important role in shaping consumer choices. The present study examined the influence of purchase and consumption contexts on consumers’ food preferences. This study also evaluated the influence of gender and age. It utilized an online survey to collect data from 195 consumers in Montevideo, Uruguay.
Influence of sales growth
There are several factors influencing the choice of food consumers. One of the most important factors is marketing. Brands play a vital role in food marketing. Yet, establishing new brands in the food industry is not as easy as it sounds. Small-scale production units often have a difficult time creating and maintaining a strong brand.
According to the Mazars USA 2018 Food and Beverage Industry Study, growth in sales is expected to be significant this year. Ninety-four percent of companies surveyed expect to grow sales and create new jobs. In addition, new customer segmentation, organic and healthy foods, and food safety are cited as top industry trends.
Influence of product diversification
Product diversification is an important strategy for food marketing. Most leading food manufacturers are highly diversified, and few large companies are not. Moreover, the food manufacturing industry is organized in clusters of industries. Some food manufacturers concentrate on selling branded food products in grocery stores, while others produce goods for other producers. Diversification is a key component of food marketing, and its importance has increased since 1950.
Product diversification affects the buying behavior of consumers. However, the degree of diversification must be constrained by the size of a firm. A small firm can only produce a limited number of products, while a large firm can manufacture many different products at low costs.
Impact on dietary behavior
There is a growing body of research on the impact of food marketing on dietary behavior, and this is especially true for children. The majority of these studies focus on unhealthy foods, although a few studies have investigated the influence of food marketing on healthy choices. In general, food marketing tends to influence the uptake of appetite-related hormones and the secretion of saliva. Therefore, these studies have highlighted the importance of restricting the marketing of unhealthy foods to children.
One recent systematic review looked at 96 studies involving children and food marketing. It identified a number of associations between food marketing and increased food intake, choice and purchase requests. However, there was no evidence of a relationship between food marketing and dental health or body weight.