What are urban consumers looking for in traditional products? The maize tortilla in a society in transition

Abstract

Studying food consumption has been broadly addressed in different countries, which has helped to establish commercial strategies and position relevant topics into public policies. In Mexico, such studies have incipiently approached foods in specific regions; thereby there is need for a study with a broader geographical scope that addresses a culturally relevant product such as maize tortillas. The aim of this work was to identify the urban consumers’ characteristics and their perceptions and motives to consume maize tortillas. A questionnaire based on the Food Choice Questionnaire was applied to 1156 urban consumers in seven cities of Mexico. Data were processed with factor analysis and hierarchical clustering. Nine factors and three groups of consumers were identified. Adaptation towards semi-industrialised tortillas was identified in 75% of consumers. In the other 25%, there was a predilection for artisanal hand-made tortillas, to resist industrialised products. These are aspects that influence the decision of where to buy and the sort of product demanded. The study provides knowledge to strengthen the maize-tortilla agri-food system.