Relationships between functional food consumption and individual traits and val...

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


Bjørn Tore Nystrand, Svein Ottar Olsen


Journal of Functional Foods


Møre og Romsdal fylkeskommune



Vitenskaplige Artikler


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.