title: A nutrition/health mindset on commercial Big Data and drivers of food demand in modern and traditional systems.
abstract: Building greater reciprocity between traditional and modern food systems and better convergence of human and economic development outcomes may enable the production and consumption of accessible, affordable, and appealing nutritious food for all. Information being key to such transformations, this roadmap paper offers a strategy that capitalizes on Big Data and advanced analytics, setting the foundation for an integrative intersectoral knowledge platform to better inform and monitor behavioral change and ecosystem transformation. Building upon the four P's of marketing (product, price, promotion, placement), we examine digital commercial marketing data through the lenses of the four A's of food security (availability, accessibility, affordability, appeal) using advanced consumer choice analytics for archetypal traditional (fresh fruits and vegetables) and modern (soft drinks) product categories. We demonstrate that business practices typically associated with the latter also have an important, if not more important, impact on purchases of the former category. Implications and limitations of the approach are discussed.
authors.affiliation: Desautels Faculty of Management, McGill University, Montréal, Québec, Canada.|McGill Centre for the Convergence of Health and Economics (MCCHE), McGill University, Montréal, Québec, Canada.
authors.forename: Laurette
authors.initials: L
authors.lastname: Dubé
authors.affiliation: Desautels Faculty of Management, McGill University, Montréal, Québec, Canada.
authors.forename: Alice
authors.initials: A
authors.lastname: Labban
authors.affiliation: Department of Nutrition, University of Sao Paulo, Sao Paulo, Brazil.
authors.forename: Jean-Claude
authors.initials: JC
authors.lastname: Moubarac
authors.affiliation: McGill Centre for the Convergence of Health and Economics (MCCHE), McGill University, Montréal, Québec, Canada.
authors.forename: Gabriela
authors.initials: G
authors.lastname: Heslop
authors.affiliation: Department of Marketing, Business Economics, and Law, Alberta School of Business, University of Alberta, Edmonton, Alberta, Canada.
authors.forename: Yu
authors.initials: Y
authors.lastname: Ma
authors.affiliation: School of Population Health, University of South Australia, Adelaide, Australia.|Douglas Hospital Research Center, Douglas Mental Health University Institute, Montréal, Québec, Canada.
authors.forename: Catherine
authors.initials: C
authors.lastname: Paquet
mesh_terms: D002755:Choice Behavior; D003132:Commerce; D003258:Consumer Behavior; D003625:Data Collection; D003657:Decision Making; D005247:Feeding Behavior; D005502:Food; D005518:Food Preferences; D005523:Food Supply; D005638:Fruit; D006262:Health; D006304:Health Status; D040541:Marketing / Q000191:economics*; D009752:Nutritional Status; D011159:Population Surveillance; D015203:Reproducibility of Results; D014675:Vegetables
keywords: Big Data; food purchase; malnutrition burden; marketing; modern food systems; traditional food systems