Marketing attitudes towards the functional food and implications for market segmentation
Horska, E.,Slovenska Polnohospodarska Univ., Nitra (Slovak Republic) | Sparke, K.,Straubing Centre of Science (Germany)
The main purpose of this paper was to investigate the opportunities for further expansion in the segment of the functional food as highly innovative products based on market segmentation done from the consumer perspective. The survey analysed consumers and their relationship to functional food. The relationship between nutrition and health was evaluated as well as their trust towards some actors in the field of food, e.g. producers and retailers, and their promotion claims on the one side and medical doctors and nutritional consultants and their advices on the other side. About 600 consumers in Germany, Poland, Spain and England were intervewed. Afterwards they were grouped into five segments of buyers and three groups of non-buyers of functional food.
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