Coman, Claudiu; Coman, Eca e ina; Cilan, Teodo Flo in
A icle
Eme ging ends in ood consume beha iou
Am i ea u Economic
P o ided in Coope a ion wi h:
The Bucha es Uni e si y o Economic S udies
Sugges ed Ci a ion: Coman, Claudiu; Coman, Eca e ina; Cilan, Teodo Flo in (2025) : Eme ging ends
in ood consume beha iou , Am i ea u Economic, ISSN 2247-9104, The Bucha es Uni e si y o
Economic S udies, Bucha es , Vol. 27, Iss. 69, pp. 398-413,
h ps://doi.o g/10.24818/EA/2025/69/398
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Eme ging T ends in Food Consume Beha iou
398 Am i ea u Economic
EMERGING TRENDS IN FOOD CONSUMER BEHAVIOUR
Claudiu Coman1
*
, Eca e ina Coman2 and Teodo Flo in Cilan3
1)2) T ansil ania Uni e si y o B aso , B aso , Romania
3)“Au el Vlaicu” Uni e si y o A ad, A ad, Romania
Please ci e his a icle as:
Coman, C., Coman, E. and Cilan, T.F., 2025. Eme ging
T ends in Food Consume Beha iou . Am i ea u
Economic, 27(69), pp. 398-413.
DOI: h ps://doi.o g/10.24818/EA/2025/69/398
A icle His o y
Recei ed: 29 Decembe 2024
Re ised: 22 Feb ua y 2025
Accep ed: 31 Ma ch 2025
Abs ac
Changes in consume beha iou a e shaping ood indus y s a egies, and a b oad analysis o
he specialised li e a u e is needed o p o ide a holis ic iew o ends in consume beha iou
ends. This a icle aims o iden i y he esea ch di ec ions in he ield and he ends ha
could shape ood ma ke s. Th ough a bibliome ic analysis o 947 publica ions indexed in
he Web o Science o e he pas i e yea s, i e majo esea ch di ec ions we e iden i ied
and, o each o hem, eme ging ends we e es ablished. Key indings e eal a g owing
emphasis on heal h, sus ainabili y and digi alisa ion. Consume s a e demanding o ganic,
locally sou ced, heal hie p oduc s due o conce ns abou en i onmen al impac and pe sonal
well-being. Digi al ools a e ans o ming ood consump ion pa e ns, bu inno a i e
echnologies, such as d one deli e y and ood inno a ions, 3D p in ed ood, insec -based
p oduc s o o he al e na i e p o eins, s ill ace consume esis ance. Packaging inno a ions,
including ac i e and edible packaging, o e he po en ial o imp o e ood quali y and
sus ainabili y and change consume beha iou . The s udy emphasises he impo ance o
social no ms, heal h consciousness and social media in shaping pu chase in en ions o
sus ainable p oduc s. This analysis o e s aluable insigh s o academia, indus y, and
policymake s o an icipa e ma ke changes and e ec i ely adap o e ol ing consume
demands.
Keywo ds: ood consump ion ends, consume beha iou , ood inno a ions, ood indus y,
bibliome ic analysis.
JEL Classi ica ion: D11, L66, Q18, M31, Q01.
*
Co esponding au ho , Claudiu Coman – e-mail: [email p o ec ed]
This is an Open Access a icle dis ibu ed unde he e ms o he C ea i e Commons
A ibu ion License, which pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in
any medium, p o ided he o iginal wo k is p ope ly ci ed. © 2025 The Au ho (s).
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 399
In oduc ion
The ood indus y is a c ucial pa o he economy and is con inuously de eloping (Guiné e
al., 2021). Bu in wha di ec ion is i de eloping? Changes in consume p e e ences and
beha iou a e shaping ood indus y s a egies, wi h signi ican implica ions o heal h,
sus ainabili y, and inno a ion (Ve meulen e al., 2020). The e o e, i is impe a i e o
unde s and cu en and u u e beha iou al changes. Howe e , gaining a comp ehensi e
unde s anding o consume beha iou ends in he ood sec o emains a challenge o bo h
esea che s and ood indus y p o essionals. Mos li e a u e e iew a icles in he ield ocus
on speci ic, na ow opics ha ep esen only pieces o a puzzle (Elsbach and an
Knippenbe g, 2020). Thus, hei abili y o p o ide a holis ic iew o consume beha iou
ends and hei po en ial o in luence he u u e o ood ma ke s is limi ed.
A la ge pa o he li e a u e e iews is ocused on sus ainable ood consump ion and o ganic
ood consump ion. Ve mei e al. (2020) conduc ed a e iew o en i onmen ally sus ainable
ood consump ion and concluded ha e en hough many people ha e a ou able a i udes
owa ds sus ainable ood, hey do no necessa ily buy and consume i . Food p e e ences a e
di icul o change, gi en ha hey a e pa o cul u e and li es yle. Ve gu a e al. (2023)
pe o med an analysis o he li e a u e om 1999 o 2021 on sus ainable consump ion. Bu
he li e a u e in he ield has g own exponen ially, and opics hey iden i ied as unde
esea ched, such as he e ec o e-comme ce on en i onmen al sus ainabili y and he
sus ainable packaging, ha e now become p ominen ends. O he bibliome ic analyses o
he li e a u e ha e been ca ied ou on o ganic ood consump ion (Pan e al., 2024), ecycling
beha iou (Conca i, Kok and Ma ens, 2022), e hical ood consump ion (Beciu, A ghi oiu
and Bobeică, 2024), he in luence o Social Media on consume ood beha iou (Lau e al.,
2024). Howe e , hese analyses ep esen only small pa s o he la ge pic u e. De eloping
comp ehensi e s a egies in he ood ma ke equi es a b oad unde s anding o consume
beha iou , and, o ou knowledge, he e is no in eg a i e e iew o he li e a u e ha p o ides
his insigh .
This a icle aims o de elop an in e disciplina y unde s anding o ood consume beha iou
by iden i ying majo esea ch opics in he ield o ood consume beha iou and eme ging
ends ha may in luence ood ma ke s in he u u e. To achie e his, he au ho s pe o med
a bibliome ic con en analysis, which o e s aluable insigh s in o he de elopmen o he
ield (Don hu e al., 2021). The ques ions ha unde pinned his esea ch a e:
RQ1: Wha a e he main esea ch di ec ions in he ield o consume beha iou wi hin he
ood indus y?
RQ2: Wha a e he eme ging ends in he ield ha could shape ood ma ke s?
To achie e he in ended pu pose, he au ho s s uc u ed he pape in o ou sec ions. In he
i s pa o he pape , a b ie e iew o he li e a u e on ood consume beha iou is p o ided.
In he second sec ion, he esea ch me hodology is desc ibed. Nex , he esul s ob ained and
he ela ed discussions a e p esen ed, and he pape ends wi h he conclusions and
implica ions o he esea ch.
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Eme ging T ends in Food Consume Beha iou
400 Am i ea u Economic
1. Li e a u e e iew
Food consume beha iou is a complex and dynamic ield, cons an ly expanding, shaped by
social, economic, echnological, and cul u al in luences. Se e al specialised s udies ha e
aimed o cap u e ecen de elopmen s and eme ging esea ch di ec ions, including h ough
he applica ion o bibliome ic analyses, which aim o p o ide a sys ema ic mapping o he
accumula ed knowledge.
Based on he analysis o ood balance shee s and na ional su eys on ood consump ion in
a ious coun ies, Kea ney (2010) p edic ed a signi ican inc ease in he consump ion o
p ocessed oods, wi h a high in ake o a s and calo ies, by 2050. This will be d i en by
accele a ed u banisa ion, ising incomes, he expansion o global ade, and he ma ke ing
s a egies o he ood indus y. These changes a e co ela ed wi h an inc eased p e alence o
obesi y and die - ela ed diseases. Howe e , Casini e al. (2015) ound ha al hough he e is
s ill a endency o consume p ocessed oods and main ain a die based p ima ily on animal
p o eins, especially among consume s wi h lowe educa ion le els, he eme gence o a
ca ego y o consume s o ien a ed owa d heal hie die s became no iceable in 2011. The
phenomenon is also due o messages on he social and en i onmen al implica ions o ood
p oduc ion (Pelle ie e al., 2013), as well as he p esence o young child en in households
(F ehne e al., 2021). This end has s imula ed he de elopmen o he o ganic ood ma ke .
In bibliome ic esea ch, signi ican a en ion has been paid o he consump ion o ecological
and sus ainable oods. Fo example, Pan e al. (2024) conduc ed a bibliome ic analysis o
wo ks indexed in he SCOPUS da abase on he consump ion o o ganic oods, applying
me hods such as pe o mance analysis, scien i ic mapping, and e m co-wo d analysis. The
esul s highligh ed cen al hemes such as pu chase in en ions, awa eness o he impac o ood
on heal h, a i udes owa d o ganic oods, he heo y o planned beha iou , eco-ma ke ing, and
en i onmen al conce ns. The au ho s also emphasised ele an u u e esea ch di ec ions, such
as deepening he unde s anding o o ganic ood consume s' decision-making p ocesses,
in es iga ing he ela ionship be ween o ganic ood and heal h, suppo ing o ganic alue
chains, and he ole o public policies in p omo ing ood sus ainabili y.
Also, Beciu, A ghi oiu and Bobeică (2024) conduc ed a bibliome ic analysis on e hical
beha iou in ood consump ion, using wo ks indexed in he Web o Science om 1995 o
2024. The esea ch iden i ied i e majo hema ic clus e s, and among he eme ging pos -
2020 e ms we e social media, he heo y o planned beha iou , iden i y, masculini y,
Gene a ion Z, and al e na i e p o eins. This o ien a ion sugges s ha echnological
ad ancemen s and he in eg a ion o digi al pla o ms in o he ood sys em play an
inc easingly impo an ole in shaping e hical consump ion beha iou s.
In addi ion o hese di ec ions, beha iou s associa ed wi h ecycling and ood was e educ ion
cons i u e ano he opic o in e es . Conca i, Kok and Ma ens (2022), h ough a bibliome ic
analysis o he li e a u e, iden i ied key e ms such as subjec i e no ms, he heo y o planned
beha iou , household ood was e, ood was e educ ion, packaging, and en i onmen al
impac . The au ho s no ed ha he impac o echnology, social media, and he COVID-19
pandemic on ecycling beha iou is no adequa ely explo ed.
Lau e al. (2024) in es iga ed, h ough bibliome ic me hods, he in luence o social media
on consume ood beha iou , iden i ying eme ging hemes such as he dissemina ion o ood
in o ma ion h ough echnology, he impac o digi al ma ke ing on pu chase in en ions, he
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 401
ole o cul u e and educa ion in ood choices, pe cep ions o o ganic oods, and ood was e
managemen .
O e all, he li e a u e e eals an inc eased ocus on sus ainable consump ion, heal hy ea ing,
and educing he ecological impac o ood habi s, ends ha ha e been accen ua ed by he
con ex o he COVID-19 pandemic, which has s eng hened in e es in ood sa e y,
unc ional oods, and online shopping (Budziński and Daziano, 2023). Howe e , exis ing
s udies only pa ially cap u e he complexi y o his ield, wi hou p o iding an in eg a i e
pe spec i e on ood consump ion beha iou . In his con ex , he p esen a icle aims o
p o ide a holis ic iew o cu en ends, which will allow he ounda ion o in eg a ed
s a egies o he sus ainable de elopmen o he ood ma ke .
2. Resea ch me hodology
To espond o he esea ch ques ions, we conduc ed a bibliome ic con en analysis, applying
he co-wo d analysis echnique, as i allows one o examine “ he exis ing o u u e
ela ionship among opics in a esea ch ield by ocusing on he w i en con en o he
publica ion” (Don hu e al., 2021, p.289). The iden i ica ion o a icles om he Web o
Science da abase was ca ied ou on No embe 22, 2024, applying wo ini ial il e s: wo ks
published in he las 5 yea s o cap u e cu en ends in he ield, and hose ela ed o he
opics " ood indus y" and "consume beha io ". The choice o hese wo e ms was based
on he objec i e o conduc ing a b oad analysis wi hou limi ing he scope o speci ic
subdomains. This allowed o he cap u e o hema ic di e si y. The exclusion c i e ia o he
a icles in he analysis a e p esen ed in Figu e 1.
Figu e no. 1. G aphical ep esen a ion o he PRISMA low
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402 Am i ea u Economic
Raw da a om 947 documen s, published in he las i e yea s, we e downloaded om he
Web o Science da abase in he “plain ex iles” o ma . Since he da a included many simila
e ms, hey we e g ouped in o a hesau us ile ha was uploaded o he VOS iewe so wa e
o imp o e he accu acy o he analysis. The ype o analysis conduc ed was he cooccu ence
o all keywo ds ha a e ound in he i le, abs ac , and keywo ds es ablished by he au ho s.
Also, o a e m o be included in he seman ic map, i had o appea a leas 4 imes in
di e en documen s. This h eshold was applied o ensu e ha he ela ionships be ween
e ms a e eliably placed on he map. Thus, o he 4.798 e ms, only 381 we e included in he
map. In he clus e ing p ocess, he minimum g oup size was es ablished a 50 e ms, and he
no malisa ion me hod was 'associa ion s eng h'. Clus e s we e analysed, and eme ging e ms
we e iden i ied using he o e lay isualisa ion o he map. Since wo ds can appea in di e en
con ex s, a comp ehensi e con en analysis was pe o med on he mos ele an a icles om
each clus e . The selec ion c i e ia equi ed he a icles o ha e ull ex a ailable and o
include a leas one keywo d iden i ied as an eme ging e m wi hin he au ho s' keywo d lis
and wo keywo ds co esponding o he hema ic g oup. The e o e, a o al o 31 a icles we e
ho oughly e iewed.
3. Resul s and discussion
3.1. The main esea ch di ec ions in he ield
To pinpoin he key esea ch a eas in he ield o ood consume beha iou , we conduc ed a
keywo d co-occu ence analysis, which allows mapping he main opics add essed by
esea che s based on he keywo ds ha a e ound in he i le, abs ac , and keywo ds
es ablished by he au ho s. The esul ing ne wo k o hemes highligh s i e main esea ch
di ec ions (Figu e no. 2), wi h 11.016 links be ween e ms. I is obse ed ha he e a e many
connec ions, including be ween e ms om di e en clus e s, which means ha many o he
scien i ic pape s analysed add ess b oade hemes. In he ollowing, we will analyse each
hema ic g oup, speci ying he main esea ch di ec ions iden i ied.
The i s clus e (Red) consis s o 119 e ms and can be named gene ically “Heal hy ood
consump ion beha iou ”. This hema ic g oup ocusses on unde s anding he complexi y o
consume choices and hei impac on heal h, he ood indus y, and sus ainable de elopmen .
The e is g owing conce n abou he impac o die on heal h, wi h s udies ocussing on
educing nu i ional isks ( a , suga , and sodium). The e is also an emphasis on p e en ing
obesi y and diabe es h ough nu i ion educa ion and public heal h policies, wi h esea che s
analysing how public policies on heal hy ea ing in luence consume s' ood choices. In
addi ion, public policies and managemen in he hospi ali y indus y a e ocussing on
s a egies o educe ood was e, sugges ing a g owing conce n abou he en i onmen al
impac o ood consump ion.
The second g oup (G een) con ains 73 e ms and can be called “The impac o digi al
ans o ma ion on consume beha iou ”. This clus e is ocused on s udying he impac o
digi al pla o ms and e-comme ce on ood consume beha iou , sa is ac ion, and loyal y. One
o he p ominen keywo ds is COVID-19, highligh ing ha many consume s ha e become
mo e inclined o adop echnology and mobile paymen me hods du ing he pandemic, as
es ic ions p e en ed hem om ea ing ou , p omp ing hem o o de ood om home.
Fu he mo e, his g oup also included s udies ocused on he in luence o big da a on
imp o ing he pe sonalisa ion o he consume expe ience. Emphasis is placed on how
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 403
pe cei ed alue and se ice quali y in luence consume expe iences and con ibu e o
shaping sa is ac ion and loyal y. An impo an sub heme o his clus e is he ole o social
media and wo d-o -mou h in o ming consume beha iou .
Figu e no. 2. Keywo d co-occu ence map o ood consume beha iou
The hi d esea ch di ec ion is ocused on consume accep ance o ood inno a ions and
o ms he hi d hema ic g oup (Blue), which includes 70 e ms. This clus e explo es new
ma e ials o sma packaging and inno a i e oods, s udying consume accep ance o
sus ainable ood packaging and unc ional oods wi h adiological p ope ies. Resea che s
e alua e he senso y cha ac e is ics o inno a i e oods and consume pe cep ions o he
consump ion o edible insec s o oods wi h new ex u es. Analysing consume s'
psychological and beha iou al esponses o new p oduc s is impo an o hei imp o emen .
Ano he sub heme wi hin his clus e is ep esen ed by he de elopmen o eme ging
echnologies o ood chains and sus ainable p oduc ion, while also analysing he mig a ion
o ma e ials in ood, as ood sa e y is e y impo an o he popula ion.
The clus e 4 (Yellow) comp ises 69 e ms and is ocused on e hical and sus ainable ood
consume beha iou . I explo es opics such as he en i onmen al impac o mea
consump ion, ecological oo p in s, animal wel a e, esponsible consume beha iou , and
sus ainable labelling. The esea ch also examines consume p e e ences o local oods,
cul u ed mea and ish, as well as he in luence o complex digi al and eco-labels on consume
pe cep ions. In addi ion, s udies wi hin his clus e ocus on consume segmen a ion based
on li es yle, mo i a ion and in ol emen , emphasising he oles o e hnocen ism and
ma e ialism in ood p oduc choices.
G oup 5 (Pu ple) con ains 50 e ms and ocusses on s udying a i udes, in en ions, and ood
pu chasing beha iou s. I is known ha he buye is no necessa ily he consume o he
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Eme ging T ends in Food Consume Beha iou
404 Am i ea u Economic
pu chased p oduc s and, o en, some o he pu chased ood p oduc s a e no e en consumed
and end up being h own away. Resea che s examine he pu chasing beha iou o eco-
p oduc s, ocussing on he ac o s ha a ec consume s' willingness o pay mo e o o ganic
and sus ainable p oduc s. These ac o s include pe sonali y ai s, subjec i e no ms, alues,
gende , and eligion. Addi ionally, he in es iga ion ex ends o pu chase in en ions and
planned beha iou s. The ole o ecycling beha iou s and en i onmen al conce ns in p oduc
choices is also explo ed, as well as he signi icance o awa eness o clima e change and
pe cei ed isks. Fu he mo e, ac o s ha in luence ood neophobia and accep ance o
al e na i e oods, as well as people's pe cep ions o gene ically modi ied oods, a e analysed.
3.2. Eme ging ends in he ield
To iden i y eme ging ends in consume beha iou and p e e ences likely o shape ood
ma ke s, we used he seman ic map wi h o e lay isualisa ion gene a ed by VOS iewe
based on he a e age yea o publica ion (Figu e no. 3). The e ms highligh ed in ed and
o ange appea in mo e ecen s udies, he e o e, we will conside hem as eme ging. Nex ,
we will analyse he eme ging e ms in each clus e , highligh ing how hey we e add essed in
se e al a icles included in he bibliome ic esea ch.
Figu e no. 3. The o e lay isualisa ion o he keywo d co-occu ence map
3.2.1. Heal hy ood consump ion beha iou
The i s clus e con ains mos o he eme ging e ms. Key a eas o ocus include consume
heal h and cus omised ma ke ing s a egies. The e is a g owing in e es in heal hie ood
choices, as illus a ed by e ms such as: “nu i ion labels”, “o ganic p oduc s”, “ adi ional
ood”, “ag icul u e”, “public heal h”, “sal educ ion”, “ e o mula ion”, and “ ood policy”.
Now consume s can make heal hie choices hanks o on -o -pack labels (FOPLs), which
help hem ank p oduc s acco ding o heal hiness o comba obesi y and ood- ela ed diseases
Food Ma ke Shi s – Challenges o Food Chain Ac o s
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Vol. 27 • No. 69 • May 2025 405
(Muzzioli e al., 2022). An analysis o 18 coun ies (n=18,393) by Pe ig ew e al. (2023)
compa ed he e ec i eness o i e FOPLs. The Nu i-Sco e label p o ed o be he mos
e ec i e, succeeded by he Mul iple T a ic Ligh s sys em. On he con a y, he Re e ence
In akes label showed he weakes pe o mance, while he Wa ning Label and Heal h S a
Ra ing had mode a e e iciency. Labels ha ea u e a spec um o colou codes ha e been
p o en o be he mos impac ul in he choice o heal hie oods. The e o e, changing
consume beha iou owa ds heal hie die s can be achie ed g adually h ough clea and
e ec i e labelling s a egies. In he u u e, hese labelling sys ems could become indus y
s anda ds, in luencing bo h consume pu chasing beha iou and he way ood manu ac u e s
ma ke hei p oduc s.
Heal hie ood also means less sal . Gi en ha excess sal leads o hype ension and
ca dio ascula disease, legisla i e measu es ha e been aken in a ious coun ies o educe
sal consump ion, such as sal axes and sodium con en labelling. Many companies ha e
e o mula ed p oduc s o educe he sal con en , bu consume accep ance has been limi ed
(Ha un e al., 2023). In e es ingly, esea ch by Hu s , Hewson and Fisk (2022) e ealed ha
sal con en in c isps can be educed by 15% wi hou his being no iced by consume s, and
by 30% by applying op imised model sal s. The e o e, companies could eso o such icks
o educe he amoun o sal in p oduc s while main aining he pe cep ion o sal iness. As
mo e consume s demand heal hie p oduc s, companies may ace inc easing p essu e o
e o mula e p oduc s o con o m o public heal h guidelines wi hou comp omising as e o
consume sa is ac ion.
Palm oil is ano he ood ing edien wi h heal h implica ions, and consume a i udes owa d
i a y signi ican ly. On he one hand, he e a e comp omise seeke s, consume s who
p io i ise cos sa ings while a ou ing palm-oil- ee p oduc s; and heal h-conscious
consume s who a oid oods con aining palm oil. On he o he hand, he e a e b and-loyal
consume s whose p e e ences emain una ec ed by he p esence o his ing edien
(Baldassa e e al., 2023). The g owing end o people a oiding palm oil will push ood
companies o e o mula e p oduc s and o e palm oil- ee al e na i es o mee his demand.
Ma ke ing s a egies o p omo e ood p oduc s o di e en age g oups also seem o be a end
in his clus e , e lec ed in e ms such as “child en”, “college-s uden s”, “consume choice”,
“ ood ma ke ing”, “gene a ion z”, “p omo ion”, “sou ce c edibili y”. A s udy o 364
Romanian s uden s ound ha o digi al na i es i is impo an o p o ide a mobile o ma
o nu i ion labelling, bo h o suppo heal hie die s and o u n his in o ma ion in o added
alue (Bobe e al., 2024). In e ms o ma ke ing s a egies, Gene a ion Z is s ongly
in luenced by social media in luence s o isi as - ood es au an s. Fo Gen Z consume s,
a ac i eness, expe ise, and us wo hiness o in luence s a e impo an cha ac e is ics,
wi h mic o-in luence s being pe cei ed as mo e c edible (Ghosh e al., 2024). Addi ionally,
Gene a ion Z consume s ake he pe o mance o he CSR o companies in o accoun when
pu chasing ood p oduc s, e lec ing hei inc eased conce n o en i onmen al p o ec ion
compa ed o o he gene a ions (Wong, 2021). The e o e, companies in he ood indus y
should imp o e hei g een image and adop eco- iendly ma ke ing s a egies (Ko and Jeon,
2024), as hese consume s become mo e in luen ial in shaping ma ke ends.
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Eme ging T ends in Food Consume Beha iou
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