Consumer Demand and Food Marketing

  • L. Tim Wallace

Abstract and Credits

Consumers are driving the food and fiber system. Market power has shifted from food producers and manufacturers to consumers, their preference signals entering the food system through retailers. This change has occurred despite increasing concentration and vertical integration among the already giant food corporations. Survivors will have to be economically aggressive and employ up-to-date marketing strategies at all times. However, aggregate domestic demand for food in the next decade shows little capacity to absorb all that our food system can produce.

Critical sources for this section include: “B.F. Stanton, “What Forces Shape the Farm and Food System?” (ECOP/MSU); A.C. Manchester, “The Farm and Food System: Major Characteristics and Trends” (ECOP/MSU); J. Schaffer and J.I. Stallman, “Domestic Food and Nutrition Programs: Sorting out the Policy Issues” (ECOP/MSU); J.M. Connor and B.W. Marion, “Food Manufacturing in the Farm and Food System” (ECOP/MSU); B.W. Marion, “Food Retailing and Wholesaling: Trends in Competition” (ECOP/MSU); W.T. Boehm, “Food Retailing and Wholesaling: Another View” (ECOP/MSU); W.F. Mueller, “Large Conglomerate Corporations in the Food System” (ECOP/MSU); and L.G. Hamm and C.R. Handy, “Merchandising: Its Role in Food System Coordination and Performance” (ECOP/MSU).


Market Power Food System Food Service Food Retailing Advertising Expenditure 
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Copyright information

© Springer-Verlag New York Inc. 1987

Authors and Affiliations

  • L. Tim Wallace
    • 1
  1. 1.Cooperative ExtensionUniversity of CaliforniaBerkeleyUSA

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