Symbiosis between innovation and tradition applied in the northwestern Mexico food market: an exploratory analysis
ISSN: 0007-070X
Article publication date: 5 July 2022
Issue publication date: 9 April 2024
Abstract
Purpose
The main objective of this paper is to analyse the relationship between innovation and traditional concepts to explain the phenomenon of traditional food with innovation from a market and consumer behaviour perspective in the Mexican context.
Design/methodology/approach
The research is carried out in two phases: (1) analysis of the offer in distribution and (2) consumer research. First, a mixed observation technique in the offer of traditional foods with innovation was carried out. The data were recollected from 24 companies' websites and was complemented with information from main distribution chains of the city of Hermosillo (Mexico). Second, a survey was carried out with 310 Mexican consumers. The data obtained were analysed using bi-variable and multivariable techniques.
Findings
The findings from the websites showed that there are 19 traditional products with innovation that are marketed through this medium, while 39 traditional products with innovation are offered in distribution chains. Of all foods, 61% showed innovations in ingredients and materials. Also, the consumer evaluations identified three segments: the consumers orientated towards innovations, convenience and health (42.2%), those orientated towards sensory innovations (39%), and those more inclined towards innovations in marketing and availability (18.7%).
Research limitations/implications
The research considers a partial perspective of the agri-food chain and not an integral vision, it is limited to a specific area and to certain traditional foods.
Practical implications
The symbiosis between innovation and tradition is identified from the perspective of supply and demand. The trend that exists in the market regarding the types of innovations and the gaps that exist regarding environmental elements are recognized.
Social implications
The data obtained in the research generate information for business decision-making and entrepreneurship; in addition indicates new dietary and consumption patterns. It also provides knowledge about innovation and tradition, and highlights the relevance of traditional food.
Originality/value
This study tries to fill a gap in the literature by focusing on the market and consumer behaviour perspective for traditional food with innovation.
Keywords
Acknowledgements
This paper forms part of a special section “Digitization and innovation of the food and beverage industry in the post-pandemic era: challenges, drivers and opportunities”, guest edited by Vincenzo Corvello, Ciro Troise, Alberto Michele Felicetti and Paul Jones.
Declaration of Interest Statement: All authors declare not having financial, competing, or conflicting interests.
Ethics Statement: The research project is considered risk free, as it is a type of study where the intervention or intentional modification in social, psychological, or physiological variables or sensitive aspects of people's behaviour was not carried out. Participation was voluntary and anonymous, and the data of individuals is protected by the Federal Law on Protection of Personal Data Held by Individuals (2010) of Mexico.
Funding: This study was supported by funding from: Universidad de Sonora, Hermosillo, Mexico.
Citation
Salgado, L. and Camarena, D.M. (2024), "Symbiosis between innovation and tradition applied in the northwestern Mexico food market: an exploratory analysis", British Food Journal, Vol. 126 No. 5, pp. 1830-1851. https://doi.org/10.1108/BFJ-04-2021-0404
Publisher
:Emerald Publishing Limited
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