5.2.2 Involvement

Involvement, the importance of the food to the individual, can also affect their food choice; for example one consumer may have tea just as a warm drink, and will buy the cheapest tea; another person is very interested in the flavour and will buy on type and brand. There are consumers who are happy with their present range of foods with only an occasional change; other consumers are not strongly involved with the present products and are seeking variety. Much of food product development in the food industry in the 20th century was based on the premise that people want variety, but some products have lasted over 80 years.

There is a need for more research to confirm the level of consumer involvement in different types of food products, and the need for variety in all product areas.