Abstract
The aim of the current study was two-fold: (1) to identify consumer segments based on pasta selection motives and (2) to examine the differences between the identified segments in terms of perception of pasta and pasta with added fiber and information on the food label. The data were collected using a CAPI (computer-assisted personal interview) survey on a sample of 1013 consumers. The k-means clustering method was used to identify four clusters of consumers, namely, quality-oriented, sensory-oriented, convenience-oriented, and neutral consumers. The quality-oriented group was the group that expressed the most positive opinions about the pasta and about the addition of fiber to pasta. Moreover, they appreciated the information placed on the pasta label the most. Consumers in the sensory-oriented segment were the least likely to agree that the addition of fiber to pasta deteriorated its taste and to agree that it looked worse compared to pasta without fiber. These findings are of significance for those involved in the public nutrition sector as well as for those responsible for preparing well-targeted marketing messages. The conclusions may constitute invaluable insights for those devising educational initiatives and campaigns.
Highlights
In relation to pasta, becoming familiar with the information provided on the labels of food products, and perceiving oneself as a person who cares about health contributed to declaring a willingness to consume pasta with the addition of fiber [32]
Our study indicated that pasta with added fiber in consumers’ opinion is more expensive and healthier compared to pasta without added fiber
Consumers in the sensory-oriented segment, in relation to cereal products with increased fiber content, were the least likely to agree that the addition of fiber worsened their taste compared to the other segments, and in relation to pasta with increased fiber content, the least likely to agree that it looked worse compared to pasta without fiber
Summary
Today’s customers have limited time to prepare meals and, convenience food is sought after [1]. Dietary fiber is a promising food ingredient with health benefits [5]. Dietary fiber is involved in disease prevention and enhances the health of consumers [6]. Epidemiological and short-term interventional studies emphasize the association between a higher fiber intake and improvements in the lipid profile as well as fasting and postprandial glycemic control. The current intake of fiber is still far below the recommended level in most nations worldwide [8]. The consumption of wholegrain foods has been encouraged due to the association between whole grains and health benefits, changes in the technological parameters and sensory attributes may limit the consumption of these products [9]
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