A Day in the Life of American and Irish Refrigerators

Abstract

Assuming that a food marketer resources globally, produces regionally, and markets locally it is important to understand not only the purchase and consumption behavior but also cold food storage activities of the respective markets. The research reported herein provides a snapshot of refrigerators on both sides of the Atlantic. With both American and European food marketers looking to expand into the other's market, insight into number and types of refrigerated items provides a perspective often lacking in more traditional scanner or diary panel data. This study categorizes an desrcibes (including information on branding) the major refrigerated categories in the United State and Ireland (member nation of European Community). Better understanding of refrigerators internationally has implications for decisions such as package size, shelf stability, frequency of purchase, marketing communications, and other variables requiring both strategic and tactical attention by international food marketers.