Targeting consumers at-risk-of-poverty: Investigation on food chain actors

Population at-risk-of-poverty (ROP) is increasing at European level. Considering
the attention posed by policymakers and academics on income inequalities as a key determinant for low or inadequate healthy food consumption, the objective of the paper is to explore food manufacturers’ and retailers’ interest in ROP consumers as target segment for commercialising healthy food. The research adopted an exploratory approach, with interviews carried out with representatives of food industries and retailers located in four European countries. The results suggest that food chain actors have a limited interest in ROP consumers and difficulties in the design and production of healthy food for ROP consumers. The interest in ROP consumers could rise only if supported by a higher awareness on this segment of consumers and by stronger food chain cooperation.