Discus whether supermarkets are now the controllers of food choice.

... "We go to supermarkets because they allow us to buy whatever we want and supermarkets make their money by choosing in advance exactly what it is were going to buy" (Bell and Valentine, 1997) Discus whether supermarkets are now the controllers of food choice. Since the 1950's supermarkets have expanded to become a large share in the retail industry. This share has led to a large domination in the market thus reducing the consumer's choice. The top 5 supermarkets in the United Kingdom (Tesco, Sainsbury's, Asda, Safeway and Morrison's) control 70% of the food market. Their control spans not only where we shop, but what we buy. Supermarket's can choose what we purchase through a variety of methods that this assignment will explore. Their control on the market means that what they choose to stock in their stores is what we will purchase. They use their power to decide when, where, how,

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