Attitudes and perceptions towards microalgae as an alternative food: A consumer segmentation in Switzerland

Abstract

Microalgae can be considered an alternative food with a great future in the food industry due to their nutritional composition and sustainable benefits. In this context, this study aimed to identify segments of consumers in Switzerland regarding their attitudes and perceptions towards microalgae-based foods, describing their behavioural patterns and sociodemographic characteristics. Flyers containing a link to an online survey were sent to randomly selected postal codes in Switzerland. After data cleaning, 584 questionnaires remained. Cluster analyses were performed to segment consumers, and six distinguished consumer segments were identified. The results indicated four segments with a more positive attitude towards microalgae: ‘microalgae supporters and health eaters,’ ‘innovative and adventurous’, ‘aware and open-minded’ and ‘uninformed but susceptible.’ These segments were, therefore, more open to accepting and consuming microalgae-based foods. Strategies for reaching these segments, as well as the ones more sceptical towards microalgae, named ‘conservatives’ and ‘microalgae avoiders and traditional’, were proposed. This information can be valuable for microalgae producers, marketers and policymakers, helping to increase the demand for these alternative and sustainable foods.