Abstract:
Marketers can no longer succeed with a one-size fits all mentality, says retail consultant Wendy Leibmann. "Instead, they must learn to take into consideration the concerns, interests and needs of a variety of different consumers" (Boone & Kurtz 247). Today's food manufacturers have begun to take this advice to heart, as they respond to the growing demand for kosher food in America today.The mainstreaming of kosher food is a trend that started in the late 1980's and has continued to increase. Kosher certified products make up about ten percent of sales of the entire US food industry. Consumers buying kosher products include Jews, Moslems, Seventh-Day Adventists, vegetarians and other health conscious consumers of varying faiths.In order to take advantage of this growing demand, today's food companies have begun to examine their marketing strategies. The marketing mix, including pricing, product offerings, promotion, and distribution, has been updated making kosher food items more accessible and attractive not only for the traditional Jewish customers, but for all consumers.
