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

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

Forfatter(e):

Bjørn Tore Nystrand, Svein Ottar Olsen

Utgiver:

Journal of Functional Foods

Oppdragsgiver:

Møre og Romsdal fylkeskommune

Rapportnr:

https://doi.org/10.1016/j.jff.2021.104736

Publikasjonstype:

Vitenskaplige Artikler
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Sidetall:

104736
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.