How European consumers define the concept of traditional food: evidence from a survey in six countries

Abstract

AbstractWithin the European food market, traditional food products (TFP) represent a growing segment. Nonetheless, European consumers' definition and perception of TFP have not been thoroughly addressed thus far. The specific aim of this study was to provide an all‐embracing consumer definition of the concept of TFP that is comfortable for the largest possible majority of European food consumers. Cross‐sectional survey data were collected from representative consumer samples from Belgium, France, Italy, Norway, Poland, and Spain in November 2007, yielding a total sample of 4,828 participants. The study elaborates on country‐specific peculiarities and identifies consumer segments that differ in the emphasis they place in the conceptualization of TFP. The following definition emerged, A traditional food product is a product frequently consumed or associated to specific celebrations and/or seasons, transmitted from one generation to another, made in a specific way according to gastronomic heritage, naturally processed, and distinguished and known because of its sensory properties and associated to a certain local area, region or country. Cross‐European homogeneity was found in the elements to include in the definition, across and within‐country heterogeneity existed regarding the specific emphasis of particular elements. Four consumer segments were distinguished by whom TFP are predominantly defined as multiconcept, usual/familiar, authentic/typical, and inherited. The first segment displayed a very broad conceptualization, without a clear differentiation. For the latter three segments, particular elements dominated their conceptualization. Product positioning, marketing, and communication challenges for TFP facing these consumer segments are discussed. [EconLit citations: D12; M39; Q13]. © 2010 Wiley Periodicals, Inc.