The activities of producers, manufacturers, processors and retailers are aimed ultimately at the consumer whose response is the yardstick of success.
Consumer power is, therefore, crucial.
But it can also be influenced and directed, although no single factor can effect rapid change. 10.2 Personal preferences motivated by taste, cultural and social habits, persuasive product marketing, family pressures, availability and cost are all potent influences on consumer choice. It follows, therefore, that to influence consumers to move to healthier eating habits a multifaceted approach is required. All, to varying degrees of extent and effectiveness, are already encouraging healthier eating. For a significant proportion of the public the media are the most likely source of information on nutritional issues and, therefore, have enormous potential to influence dietary behaviour.