Taco Consumption Experience:Exploring Taco Experience for Swedish Consumers from a Cultural Perspective

Abstract: The aim of this study was to explore, from a cultural perspective, how Swedish consumers experience taco consumption; and in doing that, understand what has made tacos connect with the Swedes and remain current. Taco consumption is common practice among Swedish people, particularly in families with small children; and interestingly, Sweden has the second highest per capita consumption of Mexican type of food in Europe. A qualitative study with an Existential Phenomenological approach was conducted and 12 Swedish adults from 24 to 57 years old were interviewed. Taco consumption experience was analyzed from its practical and symbolic elements and was found to be an important part of today‟s Swedish culture. The integration of tacos to Swedish culture was explained by its connection with the families, the characteristics that tacos have (e.g., socialness, resemblance to the format of Swedish celebrations) and the benefits that tacos bring to these families (e.g., low risk meal solution, a meeting point). In sum, tacos have had a good Cultural Fit with Swedish culture that has enabled them to be digested and be incorporated into the culture.