7E8873D4d01 - Food marketing- Globalization &...

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Unformatted text preview: Food marketing- Globalization & nutritional transition 1 Food marketing and consumer behaviour Prof. dr. ir. Wim Verbeke Academic year 2009 – 2010 Food marketing in the global environment and Food marketing in the global environment and the nutritional transition the nutritional transition Dr. ir. Armando Pérez-Cueto Department of Agricultural Economics The demographic transition The demographic transition Transition and the economic Transition and the economic development development Food marketing- Globalization & nutritional transition 2 Impact of transition Impact of transition • Product development • Pricing strategies • Promotion and communication • Distribution decisions The nutritional transition The nutritional transition Nutrition transition Nutrition transition • Shift in diet – Traditional pattern Traditional pattern : rich in foods of plant origin, low in energy – Western pattern Western pattern : poor in foods of plant origin, high in energy b prestige • Reduced physical activity – Mechanization – Urbanization Food marketing- Globalization & nutritional transition 3 Maire & Delpeuch (2004) La transition nutritionnel e, l‘alimentation et les vil es dans les pays en développement Cahiers d'études et de recherches francophones / Agricultures. Volume 13, Numéro 1, 23-30, Janvier-Février 2004 - L’alimentation des vil es, Nutrition Transition Nutrition Transition • Energy imbalance • Epidemics of obesity and overweight overall • Rise in the prevalence of food related chronic non transmissible diseases • Impaired quality of life • Reduced life expectancy Food marketing- Globalization & nutritional transition 4 To think To think • Is this a local issue? • Is it only circumscribed to the developed world? • Is it that bad? • Which are the underlying mechanisms? • What is the impact in terms of marketing strategies • Does it provide opportunities/threats for particular sectors in the food industry more than others? Mechanisms of the Mechanisms of the globalization/diet nexus globalization/diet nexus 1. Food trade and global sourcing 2. Foreign direct investment 3. Global food advertising and promotion 4. Retail restructuring (supermarkets) 5. Emergence of global agribusiness (e.g. Monsanto) and transnational food companies (e.g. Nestlé, Mac Donald's, Coca Cola) 6. Development of global rules and institutions that govern the production, trade, distribution and marketing of food 7. Urbanization 8. Cultural change and influence Food marketing- Globalization & nutritional transition 5 Don’t worry, we globalize misery as well Food trade & global sourcing Food trade & global sourcing • Global market combines formerly separated market into a single market....
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This note was uploaded on 05/30/2010 for the course LA IMAQUA0200 taught by Professor Wimverbeke during the Spring '10 term at Ghent University.

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7E8873D4d01 - Food marketing- Globalization &...

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