The purpose of this paper is to identify the changing structure of food market in industrialized countries. In the last decades, the food market trend has been characterized by changes in production, procurement, preparation and consumation of products. The greater free time available associated with increasing schooling is having important effects on food systems. In this new context, the signs of distinct market scenario could be more clearly identified. There is evidence, indeed, that massiv products, produced by large companies, have lost market share since an adequate value has not been offered to consumers. Alternative forms of market are emerging and the boundaries separating fast and slow food have become unconfused. Not only has there been a shift toward quality food, like organic food, but eating away from home has changed dramatically either.
The leisure interests have highlighted the consumer need for healthier food produced with technologies respecting nature. The direct effect has been an increase in consumer demand for convenience and services, as an integral part of the food supply. Consumers show an increasing desire for products and foodstuff with reference to the historical and cultural aspects in a specific territory. It is kind of a niche in the market of the traditional gastronomy. Basically, people who live in urban areas find typical products which tastes good and meal and can be eaten in the confort of rural communities, an actractive response to competition from mass merchandisers.
The urban people perceive advantages of country food for many lifestyle and quality of life reasons. The future of this niche’s market greatly depends on the improvement of methods of production and on much better recognition for their peculiarity.