Ethical Marketing and the New consumer by Chris Arnold (BOOK)

Chichester, U.k: Wiley 2009

Quotes

"The recession has already resulted in a reduction in sales of ready meals, with families cooking at home rather than eating processed foods." p. 185-186

"Convenience and value are still key factors for time poor consumers who are no longer cash rich. Those that can blend all these factors will be the winners over the next decade" p. 186

 "There has been a popular growth in healthier foods, especially those that promote disease preventative properties beyond the nutritional content of the food. More conscientious consumers want things (they perceive to be) less processed, preferring to buy more natural products. Many shoppers are sceptical  about health claim benefits but digestive health has been a new sector that has exploded, backed up by big marketing budgets." p. 186

"A big increase in hypochondria and (a disbelief) in allergies and food intolerances have seen a 20% growth of free-from ranges- 25% of consumers now buy a free-from product, a category worth £190 million. Soya sales are growing 8.7% year on yea... and soya has found new audiences, through both taste and its association with a generally healthier lifestyle." p. 187

"Aplro has expanded the soya market by moving into other dairy categories and has refrained itself successfully from a niche product to a mainstream healthy lifestyle brand." p. 187

"Up to 40% are not health or waistline concious; reflected in what they buy and feed their kids" (UK) p. 189

"Where marketing can be blamed is when it spins health claims. Reducing fat but increasing sugar doesn't make a product less calorific. Yet thats exactly what some brands have done. " p. 190

"There does seem to be a need for some form of information and education to help consumers make informed decisions about what they eat." p. 193

"Educated consumers can decide how they want to balance their diet, but a decieved consumer cant" p. 196