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Food Marketing as a Special Ingredient in Consumer Choices: The Main Insights from Existing Literature

Agricultural School (ESAV) and CERNAS-IPV Research Centre, Polytechnic Institute of Viseu (IPV), 3504-510 Viseu, Portugal
Foods 2020, 9(11), 1651; https://doi.org/10.3390/foods9111651
Received: 26 October 2020 / Revised: 10 November 2020 / Accepted: 10 November 2020 / Published: 12 November 2020
(This article belongs to the Special Issue Motivations Associated with Food Choices and Eating Practices)
The choices and preferences of food consumers are influenced by several factors, from those related to the socioeconomic, cultural, and health dimensions to marketing strategies. In fact, marketing is a determinant ingredient in the choices related to food consumption. Nonetheless, for an effective implementation of any marketing approach, the brands play a crucial role. Creating new brands in the food sector is not always easy, considering the relevant amount of these goods produced within the agricultural sector and in small food industries. The small dimension of the production units in these sectors hinders both brand creation and respective branding. In this context, it would seem important to analyse the relationships between food marketing and consumer choice, highlighting the role of brands in these frameworks. For this purpose, a literature review was carried out considering 147 documents from Scopus database for the topics of search “food marketing” and “choices” (search performed on 16 October 2020). As main insights, it is worth highlighting that the main issues addressed by the literature, concerning food marketing and consumer choices, are the following: economic theory; label and packaging; marketing strategies; agriculture and food industry; market segments; social dimensions; brand and branding. In turn, food marketing heavily conditions consumer choices; however, these related instruments are better manipulated by larger companies. In addition, this review highlights that bigger companies have dominant positions in these markets which are not always beneficial to the consumers’ objectives. View Full-Text
Keywords: literature survey; Scopus; brands; consumer preferences literature survey; Scopus; brands; consumer preferences
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MDPI and ACS Style

Martinho, V.J.P.D. Food Marketing as a Special Ingredient in Consumer Choices: The Main Insights from Existing Literature. Foods 2020, 9, 1651. https://doi.org/10.3390/foods9111651

AMA Style

Martinho VJPD. Food Marketing as a Special Ingredient in Consumer Choices: The Main Insights from Existing Literature. Foods. 2020; 9(11):1651. https://doi.org/10.3390/foods9111651

Chicago/Turabian Style

Martinho, Vítor J.P.D. 2020. "Food Marketing as a Special Ingredient in Consumer Choices: The Main Insights from Existing Literature" Foods 9, no. 11: 1651. https://doi.org/10.3390/foods9111651

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