Consumer clusters in Denmark based on coarse vegetable intake frequency, explained by hedonics, socio-demographic, health and food lifestyle factors. A cross-sectional national survey

Vegetable intake seems to play a protective role against major lifestyle diseases. Despite this, the Danish population usually eats far less than the recommended daily intake. The present study focused on the intake of 17 coarse vegetables and the potential barriers limiting their intake. The present study drew upon a large Danish survey (n = 1079) to study the intake of coarse vegetables among Danish consumers. Four population clusters were identified based on their intake of 17 different coarse vegetables, and profiled according to hedonics, socio-demographic, health, and food lifestyle factors. The four clusters were characterized by a very low intake frequency of coarse vegetables (‘low frequency’), a low intake frequency of coarse vegetables; but high intake frequency of carrots (‘carrot eaters’), a moderate coarse vegetable intake frequency and high intake frequency of beetroot (‘beetroot eaters’), and a high intake frequency of all coarse vegetables (‘high frequency’). There was a relationship between reported liking and reported intake frequency for all tested vegetables. Preference for foods with a sweet, salty or bitter taste, in general, was also identified to be decisive for the reported vegetable intake, as these differed across the clusters. Each cluster had distinct socio-demographic, health and food lifestyle profiles. ‘Low frequency’ was characterized by uninvolved consumers with lack of interest in food, ‘carrot eaters’ vegetable intake was driven by health aspects, ‘beetroot eaters’ were characterized as traditional food consumers, and ‘high frequency’ were individuals with a strong food engagement and high vegetable liking. ‘Low frequency’ identified more barriers than other consumer clusters and specifically regarded low availability of pre-cut/prepared coarse vegetables on the market as a barrier. Across all clusters a low culinary knowledge was identified as the main barrier.