A taste of nostalgia

Purpose – The purpose of this article is to analyze the links between nostalgia and food consumption. Design/methodology/approach – Based on an exploratory qualitative analysis of 104 descriptions of nostalgic food consumptions, the use of NVivo helps to substantiate and interpret the textual interview data. Findings – The research suggests six themes of food nostalgia (childhood, yearning, substitute, homesickness, special occasions and rediscovery). Prior research suggests that nostalgia is rather a negative or ambivalent emotion; however, the findings of this study suggest that nostalgic food consumption is rather related to positive emotions. Practical implications – Perspectives are given for the use of nostalgia in an advertising context and as a reinsurance factor. Originality/value – This research integrates marketing and sociological perspectives to better understand links between food consumption and nostalgia.