An analysis of the quality factor for adding value in food and drink markets

Date of publication: November 21, 1983

Author: Jacques Belay


In its major food and drink forecasting study across West Europe (NUTRITION 1990), GIRA predicted the volume decline in food and drink markets, but compensated by an increase in value in food markets. The explanation of this paradox is that the perceived quality of products will improve by an increasing penetration of improved or modified products into standard mass markets : GIRA has coined the term MICRO-MARKETS to describe these very specifically targeted products. GIRA has found since the middle of the 1970's an increasing number of concrete cases where consumers are prepared to pay a higher price for "better" food products.

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