How European consumers define the concept of traditional food: evidence from a survey in six countries

• Published in: Agribusiness (New York, N.Y.) N.Y.), 2010-09, Vol.26 (4), p.453-476
• Main Authors: Vanhonacker, Filiep, Verbeke, Wim, Guerrero, Luis, Claret, Anna, Contel, Michele, Scalvedi, Luisa, Żakowska-Biemans, Sylwia, Gutkowska, Krystyna, Sulmont-Rossé, Claire, Raude, Jocelyn, Granli, Britt Signe, Hersleth, Margrethe
• Format: Article
• Language: English
• Subjects: Agribusiness; celebrations; Chemical and Process Engineering; Consumers; Consumption; Cross sections; Definitions; Engineering Sciences; Food; Food engineering; Food products; Foods; Heterogeneity; Homogeneity; Life Sciences; Manycountries; Market segments; markets; Perception; Perceptions; Seasons; Segments; sensory properties; Studies; surveys; Traditional foods
• ISSN: 0742-4477; 1520-6297
• DOI: 10.1002/agr.20241

Within the European food market, traditional food products (TFP) represent a growing segment. Nonetheless, European consumers' definition and perception of TFP have not been thoroughly addressed thus far. The specific aim of this study was to provide an all-embracing consumer definition of the concept of TFP that is comfortable for the largest possible majority of European food consumers. Cross-sectional survey data were collected from representative consumer samples from Belgium, France, Italy, Norway, Poland, and Spain in November 2007, yielding a total sample of 4,828 participants. The study elaborates on country-specific peculiarities and identifies consumer segments that differ in the emphasis they place in the conceptualization of TFP. The following definition emerged, A traditional food product is a product frequently consumed or associated to specific celebrations and/or seasons, transmitted from one generation to another, made in a specific way according to gastronomic heritage, naturally processed, and distinguished and known because of its sensory properties and associated to a certain local area, region or country. Cross-European homogeneity was found in the elements to include in the definition, across and within-country heterogeneity existed regarding the specific emphasis of particular elements. Four consumer segments were distinguished by whom TFP are predominantly defined as multiconcept, usual/familiar, authentic/typical, and inherited. The first segment displayed a very broad conceptualization, without a clear differentiation. For the latter three segments, particular elements dominated their conceptualization. Product positioning, marketing, and communication challenges for TFP facing these consumer segments are discussed. [EconLit citations: D12; M39; Q13].