Socio-economic and demographic profile of traditional and functional food consumers in Serbia

Abstract

Consumer quantitative survey was performed on general population 18+ in Serbia at the end of September - begging of October 2010. The instrument used in this survey was a structured questionnaire. The stratified three-staged random representative sample is applied (N=516). Based on reported frequency of consumption two groups of consumers were identified: (1) conservative consumers who reported high level of traditional food consumption and simultaneously lower level of functional food consumption (NT=196); (2) innovators represented by the heavy functional food consumers who reported lower level of traditional food consumption (NF=60). A descriptive statistical analysis (parametric and nonparametric) was conducted with the aim to investigate all statistically significant differences between two consumers' group profiles. The so-called conservative consumers dominate over heavy functional food consumer group in our sample. The heavy traditional food consumers are older on average and more unemployed (as retired people are considered as unemployed) and exposed to social influences. 'Traditional food' in Serbia is perceived as home-made, tasty and healthy, with long heritage. Differences in age and education between two compared consumers groups indicate possible transition of diet pattern toward more frequent functional food consumption.