Food Marketing
© Sabari Ganesh; “All
Rights Reserved”
authorsabariganesh@gmail.com
https://sarahah.top/u/authorsabariganesh
Introduction:
Food is the most essential and elemental necessity for the sustenance of any
life form. In the case of human beings, the requirement of food has evolved to
a great extent over time. The pointer has always been sloping towards taste and
convenience factors. The preparation and use of food items has all along been
influenced by the climatic and cultural conditions of the region. The opening
up of economies that led to the unrestrained interaction of people of various
cultures, customs and ethnicity across borders has had a very marked impact on
the preference of food. The technological developments that enable the
preservation of food over long periods of time are the prime driving force. The
innate ability to reason and analyse has given a whole new twist to the
production process of food items that originate from one part of the world to
the rest.
The procurement of food is in a state of transition from
raw and uncooked supplies to semi/partially processed food that requires just a
finishing touch to become fit for consumption. The changing demographics;
shifting family values, rising nuclear families, double income households,
blurring of gender lines in food preparation at home, increase in expatriates,
proliferation of multiplexes and outdoor entertainment options linked to vital
activities have created a whole new market for processed food. No wonder,
packaged foods have become an industry of their own; so huge that is expected
to touch around $30 billion by 2015. This makes the Indian food processing
sector, one of the largest in the world in every aspect – Be it consumption or
exports or imports or marketing or production.
Changing Social Trends:
There has been a phenomenal psychological transition in the Indian family value
system. The information explosion and access to higher education irrespective
of gender has effectively opened the doors to a whole new world of
opportunities. The result witnessed is a precise and incisive focus in becoming
a professional of one’s choice and preference. The economic independence
achieved by every member of the family, has made everyone equal partners who
share a common roof. The breaking of societal barriers, cross border movement
of people powered by education and professional prowess; the resultant
necessity to socialize and interact with people of various genesis has enabled
every person to focus on being part of a society of one’s own choice and
personality. In short, the society does not overpower the individual; rather,
the individual decides the society that one intends to be a part of!
Impact of Technology:
A significant measurement of technological advancement is
the ability to perform any activity in a society to its utmost perfection and
quality with minimum exertion and effort. The resultant sophistication of life
has had its impact in the purchase mix of the consumers. The minimum members in
a nuclear family empower eating outside or expect convenience foods that
require just a finishing touch to become fit for consumption. The ease of
access to information has effectively transferred the decision making authority
to the youngest member of the family – the kids. No wonder a majority of
advertisements related to processed foods and eateries appeal to the kids in
the family – A vital reason for the companies and marketers to adhere to the
highest ethical standards and moral values.
Consumption Pattern:
The abundance of food service business set up substantiates the spending
pattern of the consumers. However, there has been no marked chop down on the
number of meals consumed at home. It implies that the change has been on the
nature of food items procured. The fast food chain of stores providing a range
of partially prepared food items have become a massive economic success due to
nuclear families, women being an earning member; single parent households and
the increased preference of the consumer for multi-cultural meals triggered by
globalisation and business luncheons.
Marketing Playground:
Marketing of processed food is a tricky game in a distorted market due to the
enormous competition catering to a similar need. Also, the well informed
consumer tends to be very specific in the choice of food consumed. Interacting
with such prospective customers, enabling them perceive the desired value
component is a staggering task. The fragmented market has minimized return on
efforts invested by marketers due to fuzzy focus. The prospective customers
belonging to varied life styles, becoming active participants in the value
chain; powered by technology has necessitated food companies to establish and
entertain a direct two way communication with the targeted segment; in their
efforts to identify and gather real time information on their choice and
preference.
Technical Issues:
The opening up of economies has made the whole world a unified market for the
manufacture of a company. In the case of a food product, value chain is
extremely significant owing to its perishable nature. Cold storage and food
additives are enabling factors that ensure availability of food products as
desired. Food additives were initially used as colouring agents to improve the
appearance of food products; but now shoulder a larger responsibility to
minimize calories and fats. However; monitoring in real time, the toxicity or
adverse impact of chemicals used as food additives is difficult.
Population explosion that led to a demand-supply gap in food products has
necessitated innovative techniques to be used in the production of food.
Sophisticated farming techniques to minimize the resources needed; and the
demand for a higher yield per hectare, triggered by research has led to
genetically modified crops. Genetic engineering is a field of science which has
not yet been harnessed to its complete potential. Hence uncertainty on the
threats in consuming food items that contain ingredients prepared using
genetically modified organisms or from animals bred upon genetically modified
feed is still at large.
However, one possible ethical performance of companies could be in labeling the
food item thus prepared, appropriately. The genetically modified food is not
new to the world; in fact more than a decade old. The high fructose corn syrup
is a prominent stuff that has been genetically modified. The ethical stand in
labeling gains importance in the wake of increased demand for partially
prepared, packaged food.
Ethical Concerns:
A host of ethical concerns can be listed in case of marketing food products –
The first and foremost shall be the need for proper and
factual communication on the ingredients used in the production process of the
food item. The focus here is to prevent threat of adverse reactions on
consumers who are allergic to a particular ingredient might not consume it in
its direct available form but would become susceptible when they consume a food
product that use the ingredient.
When genetically modified crops are cultivated using antibiotic resistance
genes to enhance the yield per hectare, the consumer also might become
resistance to the antibiotics in question; signaling for a much stronger dose
when needed.
The growth hormones used to increase the flesh part of
the meat are found to have an adverse impact on humans too; specifically
characterized by the premature growth in young girls.
For a long time now, genetic engineering is put to use in removing the toxic
metals from soil by the plants and concentrating them on the non-edible parts.
The issue here is the lack of complete control over genetic engineering as a
tool. A childish and irresponsible misadventure would pose serious and
phenomenal threat to human values on ethical grounds.
In the pretext of producing healthy genetically modified foods, one might
actually trample with the natural resistance of the crops to contamination. A
classic example shall be the cultivation of decaffeinated coffee crop. The
genes required to produce caffeine by the crop, when removed, results in coffee
bean getting a coating of the toxic fungi – Aflatoxin. The reason being it is
the caffeine that had so long prevented the fungi gaining over the coffee bean!
Role of Marketers:
The changing preferences in the choice of foods propelled by convenience
factors have altered the entire food marketing scenario become susceptible to
ethical miscarriage for monetary profitability. The kids being the most
prominent in influencing the purchase decision; and the junk foods not so
directly harmful as alcoholic beverages, advertisements that lure them to
consume junk foods have become the tool in the hands of marketers.
However, some of the ethical practices that could be put to use by marketers are
as follows –
- A package of reasonable size and appropriate proportion that would keep the consumption of junk food to a rational limit.
- Labeling food package in the most appropriate manner; with a list of entire contents of the package of food, with details on fatty acids, nutritional and calorie values.
- A clear and unambiguous mention on the package if it contains genetically modified food or prepared from the produce of animals fed on genetically modified crops.
Conclusion:
The labels on the package are extremely puzzling. This issue is sure to rock
the industry for quite some time in the near future till a structured and
universal practice is adopted. Obesity, a major issue among kids; and health
conscious attitude due to changing life styles have become prime propellants
behind the consumers’ choice of food. Vegetarianism is gaining ground in rapid
strides due to continuous efforts of consumers from multiple segments to
prevent diseases, manage weight and minimize calorie intake every serving.
The ethical issues in the production and marketing of any food product rests on
the fact that humans too have originated from the same DNA; hence our inherent
similarity with other animals at the cellular and molecular levels that
question our rights to experiment with them; to meddle with nature in our
efforts to tackle hunger and increase yield. The ethical perplexity for a
consumer could be one’s acceptance of tasty meat, in case of non-vegetarians;
or succulent vegetables, in case of vegetarians; grown with the aid of animal
or human genes!
