Health comes by eating! Proposal of a typology of moroccan consumers based on their perception of the healthy character of a food product[La santé vient en mangeant ! Proposition d’une typologie de consommateurs marocains selon leur perception du caractère sain d’un produit alimentaire]

This research analyzes the process of categorizing a healthy food. Based on the theory of cognitive psychology, it shows that the categorization of a healthy food differs from one individual to another, not only according to the characteristics of the product but also in relation to the motivations. We conducted a qualitative exploratory study using 22 semi-structured individual interviews. The results of the survey highlight the existence of four distinct groups of consumers : the traditionalists-nostalgic, the savvy-cautious, the distrustful and the hedonists. The in-depth knowledge of these profiles will allow decision-makers to design more targeted public actions to promote healthy eating, as well as food manufacturers to segment their customers according to the different perceptions of healthy food and the underlying motivations.