A consumer segmentation of nutrition information use and its relation to food consumption behaviour |
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| Institution: | 1. Friedman School of Nutrition Science and Policy, Tufts University, Boston, Massachusetts;2. Department of Medicine, Massachusetts General Hospital and Harvard Medical School, Boston, Massachusetts;3. Institute for Health Metrics and Evaluation, University of Washington, Seattle, Washington;4. University of Michigan Medical School, Ann Arbor, Michigan;5. Clinical and Translational Epidemiology Unit and Division of Gastroenterology, Massachusetts General Hospital and Harvard Medical School, Boston, Massachusetts;6. School of Medicine and Health Sciences, George Washington University, Washington, District of Columbia;7. Bell Institute of Health and Nutrition, General Mills Inc., Minneapolis, Minnesota;8. School of Medicine, Johns Hopkins University, Baltimore, Maryland;9. MRC Epidemiology Unit, University of Cambridge School of Clinical Medicine, Cambridge, United Kingdom |
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| Abstract: | Consumers need information such as nutrition tables to assess the nutritional value of a food product. Although a broad range of studies has examined consumers’ attention, perception and use of nutrition tables, relatively little is known about what types of consumers use what kind of nutrition information. Therefore, using data from the Swiss Food Panel, we conducted a cluster analysis of nutrition information usage and health and nutrition interest to determine whether consumers could be segmented into specific groups. We identified four segments, which we labelled Official Information Users, Internet Users, Moderate Users and Uninterested. We then determined the segments’ demographics, food frequencies and perception of food. Based on our findings, we provide suggestions for targeted interventions that stimulate healthy food choices among these four segments. Our findings imply that nutrition education or the improvement of nutrition labels is unlikely tostimulate nutrition information usage among all consumer types; some consumers may rather benefit more from environmental cues that prime healthy food choices. |
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| Keywords: | Nutrition information Nutrition labels Consumer segmentation Food frequencies Targeted communication |
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