Work

Relationships between functional food consumption and individual traits and values: A segmentation approach

Year: 2021

Type: article

Abstract: This study aimed to identify, describe, and compare consumer segments based on food- and health-related values and traits and how the segments are related to functional food consumption. A hybrid hierarchical k-means clustering approach was used to identify homogeneous consumer segments based on food innovativeness, food self-control, hedonic eating values, convenience orientation, health importance, and weight management concern. Based on a representative sample in Norway, three consumer segments were identified: the careless, the self-controlled, and the convenience-oriented. The careless were uninterested in food and health matters and did not appreciate novelty or variation in their food choices. The self-controlled were the most receptive to novelty and food innovation and highly engaged in health matters. The convenience-oriented were the most inclined to consume functional foods, had a pronounced convenience orientation, and were concerned about weight gain. How the industry needs to adapt its marketing strategy across consumer segments are discussed.

Source: Journal of Functional Foods

DOI: 10.1016/j.jff.2021.104736

Authors: Bjørn Tore Nystrand, Svein Ottar Olsen

Institutions: Møreforsking (Norway), UiT The Arctic University of Norway

Language: English

Topic: Consumer Attitudes and Food Labeling

Subfield: Public Health, Environmental and Occupational Health

Field: Medicine

Domain: Health Sciences

SDGs: Good health and well-being, Zero hunger

Open Access status: gold

Estimated APC paid: $1,900