industry they created will depend on their ability to adapt. Each is making efforts. In some cases, those efforts are in R&D$,$ such as Nestl$$ working to develop a "hollow" sugar molecule that will let it make the same candies with $40$ percent less sugar. In other cases, established companies are acquiring successful niche brands$-$General Mills now owns Annie's, ConAgra owns Smart Balance and Udi's, Mondel$$z owns Tate's Bake Shop, and Kellogg owns RXBAR. But the price of acquiring hot, niche food brands is on the rise, even as Kraft Heinz's cash$-$on$-$hand declines. The bottom line: Unless Kraft Heinz can adapt to changing consumer tastes and preferences, it will continue to see both its treasured brands and its fortunes shrink. ${?}^{36}$

Questions for Discussion

$5-16$ Of the factors that influence consumer behavior, which category or categories $($cultural$,$ social, personal, or psychological$)$ best explain Kraft Heinz's current situation?

$5-17$ Choose the specific consumer behavior factor $($for example, culture, family, occupation, attitudes$)$ that most accounts for Kraft Heinz's current situation.

$5-18$ With respect for buying groceries, discuss the buyer decision process and how it has changed in recent years.

$5-19$ Make recommendations for Kraft Heinz that you think will turn its situation around.