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Food consumption trend : transforming issues into opportunities.


Shamsudin, Mad Nasir and Selamat, Jinap and Radam, Alias and Ramin, Abdul Ghariff and Tey, Yeong Sheng and Abdul Hadi, Ahmad Hanis Izani (2010) Food consumption trend : transforming issues into opportunities. Journal of Agribusiness Marketing, Special Edition. pp. 69-76. ISSN 1985-3890


Economic development has driven the Malaysian food consumption trend to move from basic staple to non-traditional staples – wheat-based, meat, fruit and vegetable items. More affluent Malaysians are also prompted to dine away from home. This paper attempts to acknowledge and grasp the changes in the Malaysian food consumption trend with deliberation for turning relevant issues into opportunities. Income, own price, relative prices, and demographic factors are the driving forces behind the changes in the Malaysian food consumption trend. Of the widening role of income growth, food demand has shifted toward high quality-differentiated characteristics – freshness, safety, texture, and appearance, and consumers are willing to pay for these quality characteristics. The essence of transforming these issues into opportunities is by responding to consumer expectations. An aligned market-led supply chain is proclaimed to offer differentiated and complex food products, which explicitly specifies the value creating activities via information sharing. The Malaysian agri-food supply chain players must also adopt value creation and delivery approach to produce food products that have sufficient value for customers who are willing to pay.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Agriculture
Faculty of Food Science and Technology
Institute of Agricultural and Food Policy Studies
Publisher: Federal Agricultural Marketing Authority
Keywords: Food consumption; Supply chain; Value creation.
Depositing User: Emelda Mohd Hamid
Date Deposited: 08 May 2014 08:15
Last Modified: 08 May 2014 08:15
URI: http://psasir.upm.edu.my/id/eprint/14794
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