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Lifestyles Related to Eating Habits in Ready Meal Consumption - Comparative Study between Sao Paulo & Rome (Paperback)
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Lifestyles Related to Eating Habits in Ready Meal Consumption - Comparative Study between Sao Paulo & Rome (Paperback)
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In the last ten years the ready meals market has had considerable
growth with an average of 4.0% in value and 3.0% in volume per
year. Several factors have contributed to this growth. The changes
in the lifestyle of individuals in the Western world have increased
the demand for convenience in the preparation of meals. Consumers
work more hours, spend more time in traffic and wish to maximise
their increasingly diminished leisure time; therefore, they demand
both products and services that facilitate and support a busy life.
As a reaction to this demand the Food Industry has expanded its
options of ready-to-eat food. The main objective of this study is
to characterise the influence of lifestyles in the habit of eating
these meals. We present an analysis about the health, flavour,
convenience and tradition dimensions in the consumption of
ready-to-eat products and eating habits of consumers' samples from
Sao Paulo and Rome. The concepts of lifestyles, multiculturalism,
eating habits and the consumption of ready meals are revised.
According to the results, the consumers of both cities present
different styles regarding eating habits. More elderly populations
from southern Europe are traditional regarding their eating habits.
Similarly, in this work, consumers of Rome in general present
greater concern with tradition and health in comparison to Sao
Paulo. The Germanic cultures are more concerned with health, while
in Italy the sensorial element would matter more. This study
indicated that in Sao Paulo there is a great emphasis in
convenience and flavour. The city of Sao Paulo takes pride in being
a gastronomical centre and many of the social activities of the
city's habitants takes place at gatherings that involve feeding;
therefore the importance of flavour aspect is easily explained.
Simultaneously, the convenience aspect is supported by another
characteristic of the city: the fact that it is a large urban
centre. The circumstances of contemporary life and the impacts of
advertisement have changed the acquisition and consumption of food,
highlighting the relevance of prepared food in Sao Paulo. It is
believed that the results of this line of investigation are
relevant not only to professionals that work on the development of
new products, positioning of brands and products that operate in
the current markets, but also to the distributors that
commercialise food products and the food packaging industry.
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