1. Influenced consumption

1.1 Market saturation and individualized needs

In saturated markets, access to products is easy, choice is important and consumers have the economic means to exercise their choice. Considerable productivity gains in agriculture and the processing industries, the development of mass retailing and the reduction of trade margins, and the logistical equipment of households are the factors that have contributed most to creating the conditions for this "affluent society".

At individual level, market saturation means that the needs and motivations (Box 1) that drive food choices are changing in nature.