As American consumers face increased demands on their time, the way in which food is purchased, prepared and consumed is changing dramatically. The forecast for the year 2001 anticipates new product and service opportunities for visionary food marketers and new challenges for nutrition educators and health care professionals. Some of these predictions are surfacing in current consumer behavior. The rate of change is expected to continue unchecked into the 21st century. Understanding how the new, time-starved consumers will eat will help the food industry to better satisfy their wants and needs, and it will help nutrition professionals to teach and to counsel them.
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