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New market groupings based on food consumption patterns

Author

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  • Ronald B. Larson

    (Department of Marketing, Haworth College of Business, Western Michigan University, Kalamazoo, MI 49008-5430)

Abstract

Consumption of different food categories varies across the US. A cluster analysis of 52 markets based on food sales in 62 categories found 11 market groupings with similar consumption patterns. These new market groupings were compared with a cluster analysis based on data from 10 years earlier. Many patterns were similar but a few shifts in consumption patterns were also noted. Evidence suggested that some regional food preferences may have fragmented during the last 10 years. Researchers, managers, and policy makers should use market groupings based on fairly current data when they examine food demand trends across geographics, test marketing programs, identify opportunities in selected markets, forecast results for regional expansions, or evaluate regional initiative performance. [EconLit citations: L660, R220, Q130.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 417-432, 2004.

Suggested Citation

  • Ronald B. Larson, 2004. "New market groupings based on food consumption patterns," Agribusiness, John Wiley & Sons, Ltd., vol. 20(4), pages 417-432.
    • Handle: RePEc:wly:agribz:v:20:y:2004:i:4:p:417-432
    DOI: 10.1002/agr.20027
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    References listed on IDEAS

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    6. Larson, Ronald B., 1997. "Food Consumption And Seasonality," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(2), pages 1-9, July.
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    Cited by:

    1. Larson, Ronald B. & Steinhofer, Kelley, 2005. "Supermarket Selection by Singles in the Midwest," 2005 Annual meeting, July 24-27, Providence, RI 19429, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Craig A. Bond & Dawn Thilmany & Jennifer Keeling Bond, 2008. "Understanding consumer interest in product and process-based attributes for fresh produce," Agribusiness, John Wiley & Sons, Ltd., vol. 24(2), pages 231-252.

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