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Cross-European and functional food related consumer segmentation for new product development

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  • Sparke, Kai
  • Menrad, Klaus

Abstract

Functional Food emerged as a constant segment in the European food market and offer potential for product innovations which make them attractive for the food industry in nearly stagnating markets. Target group research is one key factor for successful innovative food products. The aim of this project was to develop and test a Functional Food related consumer segmentation model. For this purpose a survey was conducted in Germany, the United Kingdom, Poland and Spain with a total of 590 respondents. Factor analysis revealed consumers' motivation to buy or to refuse Functional Food. Motives, consumers' knowledge about Functional Food, their trust towards diverse actors in the context of nutrition and their purchase pattern were used in a cluster analysis and resulted in eight consumer segments. These groups differ significantly regarding sociodemographic characteristics. A conjoint study examined consumers' preferences towards a new type of orange juice enriched with functional ingredients recombined with different health claims. Aggregated preferences for single consumer segments provide indications for target group specific product development. Cross- country comparison of consumer segments showed distinct shifts of segments' distribution in single countries. This might be considered for companies' marketing approaches or the European commission's health and consumer protection policy.

Suggested Citation

  • Sparke, Kai & Menrad, Klaus, 2006. "Cross-European and functional food related consumer segmentation for new product development," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10084, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae98:10084
    DOI: 10.22004/ag.econ.10084
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    References listed on IDEAS

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    1. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
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    1. Angelos K. Sikalidis & Aleksandra S. Kristo & Anita H. Kelleher & Adeline Maykish, 2020. "Perception, acceptability and decision-makingdeterminants of Soft Seltzer, a novel winegrapenon-alcoholic carbonated beverage categoryto health-conscious College students in California," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(11), pages 33-54.
    2. Andrés Charry & Manuel Narjes & Karen Enciso & Michael Peters & Stefan Burkart, 2019. "Sustainable intensification of beef production in Colombia—Chances for product differentiation and price premiums," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-18, December.
    3. Sparke, Kai & Menrad, Klaus, 2007. "DIMENSIONEN DER VERBRAUCHERRESONANZ BEI DER NEUPRODUKTBEURTEILUNG VON LEBENSMITTELN (German)," 47th Annual Conference, Weihenstephan, Germany, September 26-28, 2007 7611, German Association of Agricultural Economists (GEWISOLA).
    4. Sparke, K. & Menrad, K., 2008. "Dimensionen der Verbraucherresonanz bei der Neuproduktbeurteilung von Lebensmitteln," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 43, March.

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