Factors affecting food choice
Links to product development
Manufacturers always respond to market trends, fashions and most importantly consumer demand and needs - this is carefully researched to identify needs Products are developed to meet consumer needs, market trends and consumer demand Products will be marketed via the media to sell them. Health campaigns are many and will have a direct influence on health conscious consumers. Media campaign for health include: • 5-aday • Low salt • Low sugar • Alcohol • Smoking • Fit for life • Healthy eating • Get active Obesity • Heart health • Diabetes Other food related campaigns include - environmental issues - sustainability - animal welfare - buy British - supporting the British farmer, free range eggs, organic - seasonality - packaging - carbon footprint - food miles and more 3
Media influences
The media can be a big influence on consumer food choice and campaigns, advertising can have a direct and powerful influence on consumer behaviour including food choice
TV / Radio
• Advertising • ' Jingles' association with the product • Sponsor ship with programmes/ events • Consumer campaigns - animal welfare/ fishing / eggs/ organic - led by celebrities • Food programmes can influence - Masterchef, Jamie Oliver, Great British Bake off, Great British menu etc..
Newspapers /magazines
• Advertising • Promotions • Lifestyle features - sponsored by food companies • Advice - health issues • Diet - weight watching etc. • Awareness of health messages/ campaigns
Environmental Factors
• Eating location • Food availability • Food preparation facilities • Where you live (regional influences) • Advertising • Season
Media Campaigns
• Food fashions • Influence on manufactures to reduce salt, fat, use of additives etc. • Foods with special claims can be promoted e.g. cholesterol lowering (Benecol) Probiotic yogurts/ drinks - consumer awareness desire for the product • Create trends
Advertising
• Hard to avoid - it's everywhere! • Packaging • TV / cinema • Internet • Billboards/ street hoardings / on buses / taxis • Use of celebrities to endorse product • Sends messages out • Creates desire for product • Creates 'ideal' lifestyle • Big events links - targets markets • Awareness of health messages
Personal Factors
• Likes or dislikes • Your age • How you feel (mood) • Habits • Values, morals, ethics • Religion • Culture
Social Factors
• Occasion of the meal • Time of the meal • Peer group pressure • Food trends • Work patterns /hours
Other Factors
• Presentation of the food • Food colour • Food texture • Food flavour • Food aroma • Familiar or a new food
The Internet
• Shopping • Advertising • Availability - global products easy to buy • Choice - wide choice of products available • Price - products often cheaper
