Analyzing consumer trends in functional foods: A cluster analysis approach

Abstract

This article delves into an analysis of consumer behavior towards functional foods, utilizing a cluster analysis approach. To gather data, a structured online questionnaire was employed, employing a non-probabilistic convenience sampling method. The study focused on the region of Sicily, Italy, to provide a localized perspective on consumer preferences and behaviors related to functional foods. Our research findings indicate that the consumption and frequency of functional foods are influenced by various socio-demographic factors, including age, gender, income, and urban population density, specific to the Sicilian context. The questionnaire responses highlighted unique patterns in consumer behavior within this region, shedding light on the factors shaping the demand for functional foods in Sicily. Furthermore, it is worth noting that other significant determinants also play a role in shaping consumer choices regarding the consumption of these foods. Factors such as consumption frequency and the level of product knowledge contribute to variations in consumption patterns, providing a nuanced understanding of the Sicilian consumer landscape. As a result of our study, potential policy briefs could be developed to inform regional health initiatives and marketing strategies. These policy recommendations might include targeted health education campaigns, collaboration with local producers to enhance product knowledge, and the development of policies that support the affordability and accessibility of functional foods in the Sicilian market. In conclusion, our study underscores the existence of promising market opportunities for food enterprises in the functional food's domain within Sicily.