Understanding the UK food consumer

Abstract

Since the publication of quantified dietary guidelines in 198314, interest in food related issues has both increased and diversified. This paper describes changes in these issues and marketing response to these changes. There is, however, a marketing challenge which goes beyond reaction to individual issues and specific crises such as salmonella or listeria. This broader marketing challenge is the general increase in interest in food and in food related issues. This paper asserts that this phenomena itself is the greatest challenge to food marketers and further, that in today's consumer environment, it is a challenge which must be addressed without delay. There is currently a merging of food and environmental/conservation issues along with the general increase in public awareness and information campaigns relating to “green” issues. This highlights the need for organisations in the food sector to take immediate action to rebuild customer confidence in the industry and in producers and in information produ...