Abstract
In Western society, the fresh-cut fruit market is experiencing significant growth, especially in Italy, where, in 2019, the fresh-cut fruit sales volume increased by 35% compared with the previous year. This study aims to understand Italian consumers’ demand for fresh-cut fruits and to explore whether this trend is also affected by the prevalence of healthy lifestyles. Health orientation seems, in fact, to be a growing trend in the food sector. Research has recognized that consumers’ orientation towards products that are ready to be consumed is not only related to saving time. Sociodemographic factors and psychometric variables, including values and lifestyles, play important roles in understanding consumer demand for convenience products. For this purpose, the food-related lifestyles (FRLs) tool was used to profile consumers. The FRLs tool is a useful instrument that describes different ways in which people use food to achieve their values in life. Data were collected by using an online survey carried out with Italian consumers of fresh-cut fruits. By using a cluster analysis technique, four Italian fresh-cut fruit consumer target groups were identified. The largest target group was represented by uninvolved consumers, who are not inclined to cook or plan meals and who are very influenced by the advertising of food products in their buying decisions. An interesting target group, which may represent a challenge for food enterprises in the sector, was health-oriented consumers, who attach great importance to organic certification and to product information. This target group was also characterized by older consumers with higher net monthly household incomes than other target groups.
Highlights
In the late 20th century, the evolution of society in Western countries, accompanied by increased incomes and general economic growth as well as by changes in family organization due to the increasing female participation in the labor market, led to a shift in dietary patterns [1,2,3]
In order to reach the aim of the present study, a segmentation based on food-related lifestyles (FRLs) and sociodemographic variables was carried out with a convenience sample of Italian consumers who had purchased fresh-cut fruits during the last 12 months
Our findings reveal that the largest target group of Italian consumers of fresh-cut fruits is uninvolved consumers, who have little inclination to plan meals and who do not pay particular attention to the information contained on the label
Summary
In the late 20th century, the evolution of society in Western countries, accompanied by increased incomes and general economic growth as well as by changes in family organization due to the increasing female participation in the labor market, led to a shift in dietary patterns [1,2,3] This is observable through the growing trend to eat outside of the home and to consume convenience foods [4,5]. Consumption of convenience foods, is associated with a high intake of calories, salt, saturated and trans fats, and sugar [13] These foods are rich in preservatives, flavoring, and artificial coloring, and they lack the micronutrients necessary for the proper functioning of the body
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