Food Business and Consumption

We analyse food value chains and develop customised strategies for optimising them. Trends, marketing and consumer behaviour are taken into account.

The research area brings together experts in marketing, consumer behaviour, innovation and food business. By conducting nationwide surveys and experiments we study the behaviour of consumers with regard to new trends and technologies.  We also advise clients on marketing, innovation management and food-related business issues.

Services

  • Research into consumer behaviour
  • Nationwide surveys and experimental studies
  • Online surveys with our own national and/or regional panel
  • Consumer segmentation and key driver analysis
  • Marketing-related services
  • Running innovation workshops (externally or in HAFL’s own creative space)
  • Advice on innovation management
  • Food business advice

Expertise

Consumer surveys

Questionnaire development, conducting surveys, analysing the data 

Methods

Segmentation, key driver analysis, preference mapping, conjoint analysis, message testing, experimental design

Marketing

Development, advancement and analysis of marketing strategies 

Process optimisation

Analysis and optimisation of internal and cross-company business management processes 

Innovation

Innovation  management, product development, creativity techniques, innovation workshops 

Key account management

Training in key account management, sales training

Projects

Three-dimensional food printing is currently a major focus of technology-driven research in the food sector. However, little is known about consumers’ attitude to this. The fact that people in Switzerland have a preference for natural products makes this issue even more pertinent. In what circumstances do particular consumers choose printed products? How does this correlate with interest in food and their knowledge of it? Do individualised foods have the greatest potential and how do consumers picture that? To investigate the general public’s acceptance of this new technology, we are conducting a comprehensive nationwide survey accompanied by consumer tasting opportunities.

About a third of all food is lost at some point between the field and plate – half of it within the home. This issue has not only an ethical dimension but also a significant environmental impact. In this project we explore how consumers deal with the problem, categorise them into different types according to their attitude to food waste and identify ways of addressing these segments in order to reduce the quantity of wasted food in as efficient a way as possible.
Project management: Thomas Brunner, Mathilde Delley

Insects are regarded as a food of the future. Would this be accepted by people in Switzerland? What arguments can be used to win consumers round and which segment is most open to the idea? These and other questions are being answered by conducting and analysing a large-scale survey in German-speaking and French-speaking Switzerland and organising tasting experiments. 

According to the Federal Office for the Environment (FOEN), almost a third of the environmental impact of consumption is attributable to the food sector. Consumers who want to live sustainably are trying to combat this. They have a clear idea of what a sustainable diet involves. The dissertation ‘Sustainable consumption and lifestyles in Switzerland – a sociological study of individuals’ perceptions of the lifestyle of health and sustainability’ analyses these ideas, considers what consumers are doing and looks at the barriers and dilemmas that they face. It is published (in German) by Peter Lang Verlag. 

A bowl of muesli is healthier than a croissant. Most people know that, because knowledge of healthy eating is widespread. Every day many people nevertheless opt for less healthy foods, because knowledge exerts only a small influence on eating behaviour and is overridden by stimuli in the environment. The project sets out to identify these stimuli and to show how health motives can be activated so that healthy foods are more frequently chosen. 

Team

Contact

Are you interested in working with us or would you like to know more about our research activities in the field of food business and consumption? Please contact us.