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

• Published in: Journal of functional foods 2021-11, Vol.86, p.104736, Article 104736
• Main Authors: Nystrand, Bjørn Tore, Olsen, Svein Ottar
• Format: Article
• Language: English
• Subjects: Clustering of consumers; Consumption habits; Forbrukeratferd / Consumer behaviour; Health; Personality; Personlighet / Personality; Samfunnsvitenskap: 200; Segmentering / Segmentation; Social sciences: 200; Value; VDP; Verdier og holdninger / Values and attitudes
• ISSN: 1756-4646; 2214-9414; 2214-9414
• DOI: 10.1016/j.jff.2021.104736

•Psychographic segmentation of Norwegian food consumers.•Three segments with different propensities for functional foods are explored.•Self-controlled consumers have the healthiest eating habits.•Weight- and convenience-oriented consumers #1 target for functional food suppliers. 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.