Conclusions

Abstract

Understanding consumer behaviour plays a major role in strengthening the competitiveness of the food industry and in improving the well-being of Western Balkan citizens. Whilst their governments are seeking to best manage the transition from planned to market-based economies, the lack of data and applicable models in food consumer science hinder these efforts significantly. Three reasons call for a more developed food consumer science in the region: the rapidly evolving markets that globalise domestic trade; the diverging preferences of consumers related to changing living standards requiring new marketing strategies; and the importance of information on food availability and dietary patterns for the development of food policies. This book serves as a dissemination tool for the results of the European research project Focus Balkans and as a textbook for prospective scientists. It summarises the main findings of the related case studies and explains the methods applied. In this chapter, conclusions concerning four major evolving markets (health claim products, fruits, organic products and traditional food) and findings on food choices of Western Balkan consumers are presented. It is concluded that institutional capacity building is urgently needed. The development of consumer rights and of public health policies must be supported by a Europe-wide network of scientists and public health officials. This book aims at contributing to these important developments.