They are influenced at any one time by social and economic constraints, by gastronomic tradition, by the press, by repressed desires, by political correctness etc.
All these are the Myths that consumers believe and that lead them to buy or reject a product.
In the 1950s a "man" in France would drink cheap red wine, knock back the Calvados, and eat undercooked steak and saucisson.
Today he'll drink half the quantity and pay twice as much for his wine, he'll pass on the Calva. and the saucisson, and will eat all the chicken he's given. He'll also often also sometimes help with the washing up!
Consumer attitudes change. And suppliers and retailers have to change with them.
GIRA's non-directive, in-depth consumer analyses allow us to detect all the major behavioural trends - the accelerators and brakes on consumption.
Our thirty-year experience of food & drink consumers then allows us to project this forward, to detect how consumers will react tomorrow.
Our Mythological analyses have allowed us to determine the real reasons behind consumer choice in such varied and hitherto unclear areas as:
The Mythological Analysis 
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