Product: Management & Develop­ment
Product: Management & Develop­ment
Original Article

Mass customization in food production: a perception about the theme and future directions

Luiz Philipi Calegari, Diego Castro Fettermann

Downloads: 0
Views: 59


Mass Customization (MC) has become a significant market trend, mainly with the dissemination of new technologies, such as the Internet of Things (IoT). This article aims to identify possibilities of MC adoption for produced food and to identify barriers and enablers related to MC success. For to develop the MC theme in food production, as the first step, a systematic literature review was carried out. The systematic search of several databases (Emerald Insight, Science Direct, Web of Science, Proquest and Scopus) was conducted, and 52 studies met the inclusion criteria and were included in this review. Results show food perishability, difficulty in processing, nutritional values quantification of the customized food products and perceived complexity of the customization benefit by the customers as barriers to MC implementation in the food sector. Each of these barriers is discussed together with the recommended enablers to overcome them. The results presented contribute to the identification of opportunities for new products, processing, and services associated with custom food products and the improvements implementation of foods already customized by companies. This paper gathers considerations to direct the MC success of food engineering and food sector companies. To accompany the industry 4.0 scenario, it becomes essential to develop mass customization strategies. The challenge of Food Engineering is precise to create methods that align with such a situation. In this way, the present article presents itself as an initial step towards a new way of thinking about food engineering processes.


food technologies, innovation, barriers, enablers, personalization.


ADEIGBE, R. T. et al. Food and beverage marketing to latinos: a systematic literature review. Health Education & Behavior, v. 42, n. 5, p. 569-582, 2015.

APP STORE. Available from: . Access in: 22 Aug 2018.

AWAZU, Y. et al. Information–communication technologies open up innovation. Research Technology Management, v. 52, n. 1, p. 51-58, 2009.

BALCOMBE, K. et al. Information customization and food choice. American Journal of Agricultural Economics, v. 98, n. 1, p. 54-73, 2016.

BEECHAM, S. et al. Motivation in software engineering: a systematic literature review. Information and Software Technology, v. 50, n. 9, p. 860-878, 2008.

BENAVIDES, D.; SEGURA, S.; RUIZ-CORTÉS, A. Automated analysis of feature models 20 years later: A literature review. Information Systems, v. 35, n. 6, p. 615-636, 2010.

BHARADWAJ, N.; NAYLOR, R. W.; TER HOFSTEDE, F. Consumer response to and choice of customized versus standardized systems. International Journal of Research in Marketing, v. 26, n. 3, p. 216-227, 2009.

BIGLIARDI, B.; GALATI, F. Models of adoption of open innovation within the food industry. Trends in Food Science & Technology, v. 30, n. 1, p. 16-26, 2013.

BOLAND, M. Mass customisation of food. Journal of the Science of Food and Agriculture, v. 86, n. 1, p. 7-9, 2006.

BOLAND, M. Innovation in the food industry: personalised nutrition and mass customisation. Innovation, v. 10, n. 1, p. 53-60, 2008.

BOUHLAL, S. et al. Identifying eating behavior phenotypes and their correlates: A novel direction toward improving weight management interventions. Appetite, v. 111, p. 142-150, 2017.

BURTON, S.; HOWLETT, E.; TANGARI, A. H. Food for thought: how will the nutrition labeling of quick service restaurant menu items influence consumers’ product evaluations, purchase intentions, and choices? Journal of Retailing, v. 85, n. 3, p. 258-273, 2009.

CALEGARI, L. P. et al. A conjoint analysis to consumer choice in Brazil: defining device attributes for recognizing customized foods characteristics. Food Research International, v. 109, p. 1-13, 2018.

CHEN, P.; LIANG, Y. H.; LIN, T. C. Implementing a cooking and dietary management system using RFID technology. Mathematical Problems in Engineering, v. 2014, p. 2014, 2014.

CHEN, Z.; WANG, L. Personalized product configuration rules with dual formulations: A method to proactively leverage mass confusion. Expert Systems with Applications, v. 37, n. 1, p. 383-392, 2010.

CICIA, G.; DEL GIUDICE, T.; SCARPA, R. Consumers’ perception of quality in organic food: a random utility model under preference heterogeneity and choice correlation from rank-orderings. British Food Journal, v. 104, n. 3/4/5, p. 200-213, 2002.

COULSTON, A. M.; FEENEY, M. J.; HOOLIHAN, L. E. The challenge to customize. Journal of the Academy of Nutrition and Dietetics, v. 103, n. 4, p. 443, 2003.

COUPE, K. (1995). Innovation is the key. Progressive Grocer, p. 29-33.

DAABOUL, J. et al. Design for mass customization: Product variety vs. process variety. CIRP Annals-Manufacturing Technology, v. 60, n. 1, p. 169-174, 2011.

DAVIS, S. M. Future perfect. Reading: Addison-Wesley, 1987.

DONADINI, G. et al. Consumer interest in specialty beers in three European markets. Food Research International, v. 85, p. 301-314, 2016.

DORMAN, K. et al. Nutrition monitor: a food purchase and consumption monitoring mobile system. In: INTERNATIONAL CONFERENCE ON MOBILE COMPUTING, APPLICATIONS, AND SERVICES. San Diego, 2009. Proceedings… USA: Springer Berlin Heidelberg, 2009. p. 1-11.

DOUGHERTY, D. Interpretive barriers to successful product innovation in large firms. Organization Science, v. 3, n. 2, p. 179-202, 1992.

DUBÉ, L. et al. A nutrition/health mindset on commercial Big Data and drivers of food demand in modern and traditional systems. Annals of the New York Academy of Sciences, v. 1331, n. 1, p. 278-295, 2014.

FERGUSON, L. R. The value of nutrigenomics science. OMICS: A Journal of Integrative Biology, v. 20, n. 2, p. 122-122, 2016.

FERREIRA, K. A.; ALCÂNTARA, R. L. C. Postponement application in orange juice companies: case studies. International Journal of Logistics Systems and Management, v. 22, n. 3, p. 331-349, 2015.

FERREIRA, K. A.; ALCÂNTARA, R. L. C. Postponement adoption in manufacturers of tomato-derived products. British Food Journal, v. 118, n. 2, p. 362-378, 2016.

FETTERMANN, D. C.; ECHEVESTE, M. E. S. Product development for mass customisation: alternatives to the modular furniture industry. Espacios, v. 32, n. 4, p. 12-20, 2011.

FETTERMANN, D. C.; ECHEVESTE, M. E. S. New product development for mass customization: a systematic review. Production & Manufacturing Research, v. 2, n. 1, p. 266-290, 2014.

FETTERMANN, D. C.; ECHEVESTE, M. E. S.; TORTORELLA, G. L. The benchmarking of the use of toolkit for mass customization in the automobile industry. Benchmarking, v. 24, n. 6, p. 1767-1783, 2017.

FETTERMANN, D. C.; TORTORELLA, G. L.; TABOADA, C. M. (2019). Mass customization process in companies from the housing sector in Brazil. In: CORTÉS-ROBLES, G.; GARCÍA-ALCARAZ, J. L.; ALOR-HERNÁNDEZ, G. Managing innovation in highly restrictive environments. Cham: Springer, 2019. p. 99-118.

FISHER, C. et al. The design of food processing systems for improved responsiveness and late customisation. In: BRAMLEY, A. (Ed.). Advances in integrated design and manufacturing in mechanical engineering. Netherlands: Springer, 2005. p. 377-388.

FOGLIATTO, F. S.; SILVEIRA, G. J.; BORENSTEIN, D. The mass customization decade: an updated review of the literature. International Journal of Production Economics, v. 138, n. 1, p. 14-25, 2012.

GEHLHAR, M. J. et al. Brand leadership and product innovation as firm strategies in global food markets. Journal of Product and Brand Management, v. 18, n. 2, p. 115-126, 2009.

GERMAN, J. B.; YERETZIAN, C.; WATZKE, H. J. Personalizing foods for health and preference. Food Technology, v. 58, n. 12, p. 26-31, 2004.

GRUNERT, K. G. Food quality and safety: consumer perception and demand. European Review of Agriculture Economics, v. 32, n. 3, p. 369-391, 2005.

GUO, H. et al. Scientific big data and digital earth. Chinese Science Bulletin, v. 59, n. 35, p. 5066-5073, 2014.

HALDER, A. et al. A user-friendly general-purpose predictive software package for food safety. Journal of Food Engineering, v. 104, n. 2, p. 173-185, 2011.

HANKAMMER, S. et al. User-Interface Design for Individualization Services to Enhance Sustainable Consumption and Production. Procedia CIRP, v. 47, p. 448-453, 2016.

HART, C. W. L. Mass customization: conceptual underpinnings, opportunities and limits. International Journal of Service Industry Management, v. 6, n. 2, p. 36-45, 1995.

HAUGAARD, P.; BROCKHOFF, P. B.; LÄHTEENMÄKI, L. Objective measures of meal variety lacking association with consumers’ perception of variety with self-selected buffet meals at work. Food Quality and Preference, v. 51, p. 123-129, 2016.

HOLLAND, C. P.; LIGHT, B. A critical success factors model for ERP implementation. IEEE Software, v. 16, n. 3, p. 30, 1999.

HSU, W. T.; LU, Y.; NG, T. Does competition lead to customization? Journal of Economic Behavior & Organization, v. 106, p. 10-28, 2014.

KEELE, S. Guidelines for performing systematic literature reviews in software engineering: version 2.3. Durham: University of Durham, 2007. EBSE Technical Report EBSE-2007-01.

KEENAN, G. S.; BRUNSTROM, J. M.; FERRIDAY, D. Effects of meal variety on expected satiation: Evidence for a ‘perceived volume’heuristic. Appetite, v. 89, p. 10-15, 2015.

KHAN, A.; HAASIS, H. D. Producer–buyer interaction under mass customization: analysis through automotive industry. Logistics Research, v. 9, n. 1, p. 17, 2016.

KITCHENHAM, B. Procedures for performing systematic reviews. Keele: Keele University, 2004. v. 33, p. 1-26. Technical Report TR/SE-0401.

KOTHA, S. Mass customization: implementing the emerging paradigm for competitive advantage. Strategic Management Journal, v. 16, n. S1, p. 21-42, 1995.

KOUKI, C. et al. Assessing the impact of perishability and the use of time temperature technologies on inventory management. International Journal of Production Economics, v. 143, n. 1, p. 72-85, 2013.

KUMAR, S. A. A study of the supermarket industry and its growing logistics capabilities. International Journal of Retail & Distribution Management, v. 36, n. 3, p. 192- 211, 2008.

LEWIS, M. et al. Competing through operations and supply: the role of classic and extended resource-based advantage. International Journal of Operations & Production Management, v. 30, n. 10, p. 1032-1058, 2010.

LIPTON, J. I. et al. Additive manufacturing for the food industry. Trends in Food Science & Technology, v. 43, n. 1, p. 114-123, 2015.

LUNA, M. B.; FETTERMANN, D. C.; MIGUEL, P. A. C. Modularidade em serviços: aplicação em uma empresa de telecomunicações. Revista Produção Online, v. 17, n. 2, p. 641-666, 2017.

MACCARTHY, B.; SUN, P. G.; BRAMHAM, J. Fundamental modes of operation for mass customization. International Journal of Production Economics, v. 85, n. 3, p. 289-304, 2003.

MAHALIK, N. P.; NAMBIAR, A. N. Trends in food packaging and manufacturing systems and technology. Trends in Food Science & Technology, v. 21, n. 3, p. 117-128, 2010.

MANESIOTIS, P. et al. Applications of SPE-MIP in the field of food analysis. Oxford: Academic Press, 2012.

MATTHEWS, J. et al. Constraint-based approach to investigate the process flexibility of food processing equipment. Computers & Industrial Engineering, v. 51, n. 4, p. 809-820, 2006.

MATTHEWS, J.; MCINTOSH, R.; MULLINEUX, G. Contrasting opportunities for mass customisation in food manufacture and food processes. In: FOGLIATTO, F. S., SILVEIRA, G. J. C. (Ed.). Mass customization. London: Springer, 2011. p. 353-374.

MCDANIEL, M. A.; PESTA, B. J.; GABRIEL, A. S. Big data and the well-being nexus: Tracking Google search activity by state IQ. Intelligence, v. 50, p. 21-29, 2015.

MCINTOSH, R. I. et al. Late customisation: issues of mass customisation in the food industry. International Journal of Production Research, v. 48, n. 6, p. 1557-1574, 2010.

MERTINS, K.; JAEKEL, F.; DENG, Q. Towards information customization and interoperability in food chains. In: INTERNATIONAL IFIP WORKING CONFERENCE ON ENTERPRISE INTEROPERABILITY, 2012, Harbin, China. Proceedings… USA: Springer Berlin Heidelberg, 2012. p. 92-103.

MURPHY, M. et al. A conjoint analysis of Irish consumer preferences for farmhouse cheese. British Food Journal, v. 106, n. 4, p. 288-300, 2004.

NAGPAL, A.; LEI, J.; KHARE, A. To choose or to reject: the effect of decision frame on food customization decisions. Journal of Retailing, v. 91, n. 3, p. 422-435, 2015.

NEUSCHULZ, E. L. L. et al. Perishability determines the caching behaviour of a food-hoarding bird. Journal of Animal Ecology, v. 84, n. 1, p. 71-78, 2015. NEW ATLAS. Available from: . Access in: 22 Aug 2018.

NOWAK-WEGRZYN, A. New perspectives for use of native and engineered recombinant food proteins in treatment of food allergy. Immunology and Allergy Clinics of North America, v. 27, n. 1, p. 105-127, 2007.

NYSTÉN-HAARALA, S.; LEE, N.; LEHTO, J. Flexibility in contract terms and contracting processes. International Journal of Managing Projects in Business, v. 8, n. 1, p. 96-106, 2010.

PILLER, F. et al. Overcoming mass confusion: collaborative customer co-design in online communities. Journal of Computer‐Mediated Communication, v. 10, n. 4, p. 1-25, 2005.

PILLER, F. T.; MULLER, M. A new marketing approach to mass customisation. International Journal of Computer Integrated Manufacturing, v. 17, n. 7, p. 583-593, 2004.

PINE II, B. J. Mass customization: the new frontier in business competition. USA: Harvard Business Press, 1993.

PINE II, B. J.; VICTOR, B.; BOYNTON, A. C. Making mass customization work. Harvard Business Review, v. 71, n. 5, p. 108-111, 1993.

PIZAM, A. Does the tourism/hospitality industry possess the characteristics of a knowledge-based industry?. International Journal of Hospitality Management, v. 26, n. 4, p. 759-763, 2007.

POÍNHOS, R. et al. Psychological determinants of consumer acceptance of personalised nutrition in 9 European countries. PLoS One, v. 9, n. 10, p. e110614, 2014.

PULLMAN, M. E.; VERMA, R.; GOODALE, J. C. Service design and operations strategy formulation in multicultural markets. Journal of Operations Management, v. 19, n. 2, p. 239-254, 2001.

RAHIMNIA, F.; MOGHADASIAN, M.; CASTKA, P. Benchmarking leagility in mass services: the case of a fast food restaurant chains in Iran. Benchmarking, v. 16, n. 6, p. 799-816, 2009.

REIM, W.; PARIDA, V.; ÖRTQVIST, D. Product–Service Systems (PSS) business models and tactics–a systematic literature review. Journal of Cleaner Production, v. 97, p. 61-75, 2015.

REITBERGER, W.; SPREICER, W.; FITZPATRICK, G. Situated and mobile displays for reflection on shopping and nutritional choices. Personal and Ubiquitous Computing, v. 18, n. 7, p. 1721-1735, 2014.

SALVADOR, F. D. E.; HOLAN, P. M.; PILLER, F. T. Cracking the code of mass customization. MIT Sloan Management Review, v. 50, n. 3, p. 71, 2009.

SAMSUDIN, N. A. et al. A customizable wireless food ordering system with realtime customer feedback. In: 2011 IEEE SYMPOSIUM ON WIRELESS TECHNOLOGY AND APPLICATIONS (ISWTA), 2011, Langkawi, Malaysia. Proceedings… USA: IEEE, 2011. p. 186-191.

SERENÓ, L. et al. A new application for food customization with additive manufacturing technologies. In: MANUFACTURING ENGINEERING SOCIETY INTERNATIONAL CONFERENCE (MESIC 2011), 4., 2012, Cadiz, Spain. Proceedings… Melville: AIP Publishing, 2012. p. 825-833.

SHABAH, A. HUMANIT3D for disaster response: an assessment of mass customization on organizational performance under turbulent environments. Procedia Engineering, v. 107, p. 223-236, 2015.

SIEGRIST, M. et al. Perceived risks and perceived benefits of different nanotechnology foods and nanotechnology food packaging. Appetite, v. 51, n. 2, p. 283-290, 2008.

SILVEIRA, G.; BORENSTEIN, D.; FOGLIATTO, F. S. Mass customization: literature review and research directions. International Journal of Production Economics, v. 72, n. 1, p. 1-13, 2001.

SMIGIC, I. D. N. Food labels – status and consumers’ attitude on the Serbian food market. Nutrition & Food Science, v. 46, n. 2, p. 204-216, 2016.

SOROURI, M.; VYATKIN, V.; SALCIC, Z. MIRA: Enabler of mass customization through agent-based development of intelligent manufacturing systems. In: IEEE INTERNATIONAL CONFERENCE ON ROBOTICS AND AUTOMATION (ICRA), 2014, Hong Kong, China. Proceedings… USA: IEEE, 2014. p. 258-263.

STEWART-KNOX, B. et al. Factors influencing European consumer uptake of personalised nutrition. Results of a qualitative analysis. Appetite, v. 66, p. 67-74, 2013.

SULTAN, M. F. et al. Assess the degree of mass customization strategies implementation in food and beverages, shareholding industrial companies in jordan. International Journal of Recent Research and Applied Studies, v. 8, p. 2-17, 2011.

SUN, D.-W. Future of food engineering. Journal of Food Engineering, v. 83, n. 1, p. 1-2, 2007.

SUN, J. et al. A review on 3D printing for customized food fabrication. Procedia Manufacturing, v. 1, p. 308-319, 2015.

TAYLOR, S.; LYON, P. Paradigm lost: the rise and fall of McDonaldization. International Journal of Contemporary Hospitality Management, v. 7, n. 2-3, p. 64-68, 1995.

TELLSPEC. Available from: . Access in: 22 Aug 2018.

TIEN, J. M. The next industrial revolution: Integrated services and goods. Journal of Systems Science and Systems Engineering, v. 21, n. 3, p. 257-296, 2012.

TOMINC, A. Tolstoy in a recipe. Nutrition & Food Science, v. 44, n. 4, p. 310-323, 2014.

TRIENEKENS, J. H. et al. Transparency in complex dynamic food supply chains. Advanced Engineering Informatics, v. 26, n. 1, p. 55-65, 2012.

TSENG, M. M.; JIAO, J.; MERCHANT, M. E. Design for mass customization. CIRP Annals-Manufacturing Technology, v. 45, n. 1, p. 153-156, 1996.

ULRICH, P. V.; JO ANDERSON-CONNEL, L.; WU, W. Consumer co-design of apparel for mass customization. Journal of Fashion Marketing and Management: an International Journal, v. 7, n. 4, p. 398-412, 2003.

ULTIMATE FOOD VALUE DIARY. Available from:< http://>. Access in: 22 Aug 2018.

VAN HOEK, R. I. Postponement and the reconfiguration challenge for food supply chains. Supply Chain Management, v. 4, n. 1, p. 18-34, 1999.

VERDOW, C.; BEULENS, A.; WOLFERT, S. Towards software mass customization for business collaboration. In: ANNUAL SRII GLOBAL CONFERENCE, 2014, San Jose, CA. Proceedings… USA: IEEE, 2014. p. 106-115.

VIMEO. Thin&go. Available from: . Access in: 22 Aug 2018.

WANG, Y.; KANDAMPULLY, J.; JIA, H. “Tailoring” customization services: Effects of customization mode and consumer regulatory focus. Journal of Service Management, v. 24, n. 1, p. 82-104, 2013.

WANG, Z. et al. Effects of standardization and innovation on mass customization: an empirical investigation. Technovation, v. 48, p. 79-86, 2016.

WEDZICHA, B.; ROBERTS, C. Modelling: a new solution to old problems in the food industry. Food Manufacturing Efficiency, v. 1, n. 1, p. 1-7, 2006.

WEGRZYN, T. F.; GOLDING, M.; ARCHER, R. H. Food layered manufacture: a new process for constructing solid foods. Trends in Food Science & Technology, v. 27, n. 2, p. 66-72, 2012.

WOLF, A.; ZHANG, L. The effect of customization and gender on customers’ attitude. International Journal of Hospitality Management, v. 56, p. 28-32, 2016.

WONG, H.; POTTER, A.; NAIM, M. Evaluation of postponement in the soluble coffee supply chain: A case study. International Journal of Production Economics, v. 131, n. 1, p. 355-364, 2011.

YAO, J.; DENG, Z. Scheduling optimization in the mass customization of global producer services. IEEE Transactions on Engineering Management, v. 62, n. 4, p. 591-603, 2015.

ZIPKIN, P. The limits of mass customization. MIT Sloan Management Review, v. 42, n. 3, p. 81, 2001.

5b87f02a0e88250939e4c89f pmd Articles
Links & Downloads


Share this page
Page Sections