Abstract
Modern consumers are becoming increasingly aware of the perceived health benefits of food. As a result, they are in search of various types of information, for example, information on the packaging of food products that could confirm to what extent the purchased product will meet their expectations regarding the proper composition, that is, nutritional value, or perceived health values earlier mentioned. Furthermore, consumers increasingly seek new dairy products with additional health benefits and, therefore, it is essential to explore which attributes are important drivers of food choices and how producers can better respond to shifting consumer values and needs in each dairy product category. Therefore, the aims of our research was twofold: (1) To determine different segments of consumers based on their preferences towards food and nutrition, including opinion on new food products with a particular emphasis on a dairy market as well as (2) to study the importance of some statements related to nutrition presented on the yoghurt label with a precise focus on aspects of the increased and decreased content of some ingredients. The data were collected using a CAPI (Computer Assisted Personal Interview) survey on a sample of 489 adult Polish consumers. Respondents provided answers to questions and took part in a discrete choice-based experiment. The obtained data were analysed using the clustering method. The segmentation was performed using a hierarchical Ward’s method. As a result, four segments were identified: Quality-oriented, Involved, Quality Enthusiasts, and Neutral. The results indicated that in relation to the features that are important in the case of yoghurts, the following were indicated above all: Beneficial effects on health, its sensory values, as well as its availability on the market and production by traditional methods. Consumers belonging to Quality Enthusiasts seemed to be the most promising segment due to their openness to new products, as well as positive feedback on yoghurt. From the perspective of taking action on the food market, Involved may also be interesting, as it showed their openness to new products available on the food market. However, due to the relatively lower, compared to other segments, assessment on the beneficial effect of yoghurt on health, their taste, aroma, availability, as well as the importance of information on care for the proper method of breeding animals, this segment can pose a special challenge to entrepreneurs. Moreover, Involved seemed to be more demanding and critical towards some projects undertaken on the market by policy makers and marketing practitioners.
Highlights
Tapsell (2015) stated that a combination of evidence is still necessary and more research is needed across various regions, but indications remain that fermented dairy foods such as yoghurt and cheese are an integral part of diets that are protective against cardiovascular disease (CVD) [4]
The aims of our research was in twofold: (1) To determine different segments of consumers based on their preferences towards food and nutrition including opinion on new food products with a particular emphasis on the dairy market as well as (2) to study the importance of some statements related to nutrition presented on the yoghurt label with a precise focus on aspects of the increased and decreased content of some ingredients
A discrete choice-based experiment was conducted in order to elicit consumer preferences referring to different product profiles with some levels of attributes [21], so study participants made a discrete choice from a set of presented alternatives which contained a number of attributes with different levels, combined within choice sets [22]
Summary
Consumer demand for health-enhancing food products has risen rapidly [1,2,3,4].On the one hand, the changing lifestyles and growing health concerns towards the negative impactNutrients 2019, 11, 2526; doi:10.3390/nu11102526 www.mdpi.com/journal/nutrientsNutrients 2019, 11, 2526 of certain food products, e.g., saturated fatty acids originating from animals has increased consumer preferences for dairy-alternative products [5].On the other hand, the review of available scientific evidence conducted by Thorning et al.(2016) supported the fact that the intake of milk and dairy products contributes to meeting nutrient recommendations and may protect against the most prevalent, chronic non-communicable diseases [3].Tapsell (2015) stated that a combination of evidence is still necessary and more research is needed across various regions, but indications remain that fermented dairy foods such as yoghurt and cheese are an integral part of diets that are protective against cardiovascular disease (CVD) [4]. Consumer demand for health-enhancing food products has risen rapidly [1,2,3,4]. Nutrients 2019, 11, 2526 of certain food products, e.g., saturated fatty acids originating from animals has increased consumer preferences for dairy-alternative products [5]. (2016) supported the fact that the intake of milk and dairy products contributes to meeting nutrient recommendations and may protect against the most prevalent, chronic non-communicable diseases [3]. Tapsell (2015) stated that a combination of evidence is still necessary and more research is needed across various regions, but indications remain that fermented dairy foods such as yoghurt and cheese are an integral part of diets that are protective against cardiovascular disease (CVD) [4]
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