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MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 1
FOOD CONSUMPTION, MANUFACTURING, AND MARKETING
Food consumption patterns
Demographics and trends
International comparisons
Issues in food markets
Food marketing choices
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 2
Food Consumption Patterns Increasing
consumption—so far… Pork Chicken Turkey Fish Cheese Fresh fruit Frozen vegetables Flour and cereal
No evident trend Ice cream Butter, margarine Fruit juices Lamb Fresh potatoes
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 3
Possible Effects of Adkins Diet
Increases: Beef Butter Cream Nuts
Declining Sweetener Frozen potato
product Fresh fruit,
vegetables
Low fat diets Increases
Chicken Fish Low fat dairy Fruit Vegetables
Decreases Beef, lamb Eggs Sweetened
products
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 4
Definition
Demographics: the description of a population in terms its size, distribution, and structure
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 5
Issues in Demographics
Population size: number of
individuals distribution
across a geographic region
rural, urban, or suburban
Structure age economic
stratification occupational
distribution status/social class
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 6
Demographics helps
Understand current markets--demand for products explained in terms of personal characteristics
Predict future markets
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 7
U.S. demographic trends
Population increasing (due to immigration) Increasing average age More small households Delay in marriage and children Fewer children per couple High rates of divorce Increasing levels of education Increasing ethnic diversity High rates of female workforce participation;
dependence on dual incomes
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 8
Japanese Demographic and Social Trends
Zero or negative population growth Low levels of immigration Graying population More one child families Significant delays in marriage and children High incomes in nominal terms but lower purchasing
power Prolonged economic stagnation Intense competition for jobs and colleges Relatively even income distribution Low regard for many foreign products, but also some
desire for “mystique.” Increasing rates of workforce participation among
younger women
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 9
Chinese Population Trends
Wide variations across geographic regions
Population growth slowing in most regions due to “one child policy” children become “little emperors”
Highly cyclical economy with generally high growth rates; increasing group of affluent consumers
Migration toward cities China’s entry into WTO may open the
way for agricultural imports
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 10
German Demographic and Social Trends
Shrinking population High tax rates put pressure on income Trend toward later marriages and fewer
children Distrust of immigration Imports from other EU countries
preferred High female workforce participation; dual
income essential High levels of welfare and government
programs
MKTG 442 FOOD CONSUMPTION, MANUFACTURING, AND MARKETING Lars Perner, Instructor 11
Demographic and Political Trends in the Middle East
High birth rates Economies heavily dependent on price of
oil; limited economic growth Large disparities in income in some areas Limited ability to grow food in desert