CONSUMER SEGMENTATION BASED ON
FUNCTIONAL PRODUCT PERCEPTION
-A CONJOINT ANALYSIS WITH YOGHURT-

“Fast moving consumer goo...
A BRIEF BACKGROUND…
> FUNCTIONAL FOODS DEFINITION…
A food can be said to be functional if it contains a food component that affects one or a l...
> FUNCTIONAL FOODS DEFINITION…
A food can be said to be functional if it contains a food component that affects one or a l...
> FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…
KIND OF CARRIER
PRODUCT

FAMILIARITY OF
CONSUMERS WITH

HEALTH

FFs CONCEPT AND
...
> FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…
1.6 SECONDS

MEAN TIME TO SELECT A PRODUCT

80% OF THE PURCHASE DECISIONS

AT TH...
> FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…

CONSUMERS ACCEPT NEW PRODUCTS IN 
DIFFERENT WAYS…

PRODUCERS SHOULD BE ABLE TO ...
> FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…

CONSUMERS ACCEPT NEW PRODUCTS IN 
DIFFERENT WAYS…

OBJECTIVES:
* Determine how ...
METHODOLOGY…
> CONJOINT ANALYSIS…

CONJOINT ANALYSIS…
 FFs
VALUATE F
PPLIED TO E
A
TTRIBUTES
ND THEIR A
A

Useful method for
ASSESSING ...
> CONJOINT ANALYSIS…

CONJOINT ANALYSIS…

1st STEP
ATTRIBUTES

LEVEL 1

LEVEL 2

LEVEL 3

PACKAGING

BOTTLE

BRIK

DOYPACK...
> CONJOINT ANALYSIS…

CONJOINT ANALYSIS…

2nd STEP
9 final choice sets

Pack 6:
2.00 €

Pack 6:
3.20 €

Pack 6:
3.20 €

Pa...
> CONSUMER SEGMENTATION…

A FINAL SURVEY…
Healthy eating habits and lifestyle

RESULTS OF THE ACCEPTANCE 
OF DIFFERENT YOG...
RESULTS…
> GENERAL INFORMATION OF THE FINAL SAMPLE…

N=361

Eating habits and lifestyle

58% consume five servings of fruit/vegetab...
> GENERAL INFORMATION OF THE FINAL SAMPLE…

FFs consumption
85% consume Functional Foods
78% usually consume dairy product...
> IMPORTANCE OF FUNCTIONAL FOODS ATTRIBUTES

3 CLUSTERS OF CONSUMERS IDENTIFIED ‐ based on the ACCEPTANCE of FFs evaluated...
> IMPORTANCE OF FUNCTIONAL FOODS ATTRIBUTES

3 CLUSTERS OF CONSUMERS IDENTIFIED ‐ based on the ACCEPTANCE of FFs evaluated...
> MAIN CONCLUSIONS…

PACKAGING is the most important attribute for consumers to ACCEPT  
a functional yoghurt.
BOTTLE SHAP...
MUCHAS GRACIAS POR SU ATENCIÓN
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resultados obtenidos sobre la percepción que tienen los consumidores de los productos funcionales

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La forma del envase es uno de los elementos más importantes en un yogurt funcional y, concretamente, el formato botella es el preferido por los consumidores, según los resultados obtenidos sobre la percepción que tienen los consumidores de los productos funcionales realizado por consumolab

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resultados obtenidos sobre la percepción que tienen los consumidores de los productos funcionales

  1. 1. CONSUMER SEGMENTATION BASED ON FUNCTIONAL PRODUCT PERCEPTION -A CONJOINT ANALYSIS WITH YOGHURT- “Fast moving consumer goods” International seminar
  2. 2. A BRIEF BACKGROUND…
  3. 3. > FUNCTIONAL FOODS DEFINITION… A food can be said to be functional if it contains a food component that affects one or a limited number of specific function(s) in the body in a targeted way so that it has positive effects. The effect to which this refers should be relevant to well‐being and health or disease risk reduction.  (Roberfroid, 1999) A  functional food is a  food that is similar  in  appearance to,  or may  be  a  conventional food that is consumed as  part of a  usual  diet,  with demonstrated physiological benefits and/or reduce  the risk of chronic disease beyond basic nutritional functions. (Health Canada, 2005) Functional foods have also been defined as products that have been modified or enriched with naturally occurring substances with specific physiologically preventative and/or health‐enhancing effects. (Poulsen, 1999) …
  4. 4. > FUNCTIONAL FOODS DEFINITION… A food can be said to be functional if it contains a food component that affects one or a limited number of specific function(s) in the body in a targeted way so that it has positive effects. The effect to which this refers should be relevant to well‐being and health or disease risk reduction.  (Roberfroid, 1999) ed sconventional, food that is in abe  a  add A  functional food is a  food that is similar  in  appearance to,  or nt  c OD co may  and/or reduce  Ophysiological benefits redients the risk of consumed as  part of a  usual  diet,  with demonstrated L F I ON A chronic disease beyond a FUNCT functions. basic nutritional loped ing e ically dev benefit (Health Canada, 2005) g technolo fic health  s ci ith a spe w Functional foods have also been defined as products that have been modified or enriched with naturally occurring substances with specific physiologically preventative and/or health‐enhancing effects. (Poulsen, 1999) …
  5. 5. > FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON… KIND OF CARRIER PRODUCT FAMILIARITY OF CONSUMERS WITH HEALTH FFs CONCEPT AND CONCERNS SENSORY CHARACTERISTICS HEALTH CLAIMS THE FUNCTIONAL INGREDIENT BRAND PACKAGING PRICE CONVENIENCE
  6. 6. > FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON… 1.6 SECONDS MEAN TIME TO SELECT A PRODUCT 80% OF THE PURCHASE DECISIONS AT THE PURCHASE PLACE DECISIVE TO PURCHASE THE  PRODUCT PACKAGING
  7. 7. > FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON… CONSUMERS ACCEPT NEW PRODUCTS IN  DIFFERENT WAYS… PRODUCERS SHOULD BE ABLE TO BUILT DIFFERENT‐ TAILORED MARKETING STRATEGIES TO CAPTURE THE  BEST OPPORTUNITIES OFFERED BY THE MARKET
  8. 8. > FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON… CONSUMERS ACCEPT NEW PRODUCTS IN  DIFFERENT WAYS… OBJECTIVES: * Determine how consumers value different attribute levels of FFs * Verify the existence of segments of consumers that perceive differently FFs.
  9. 9. METHODOLOGY…
  10. 10. > CONJOINT ANALYSIS… CONJOINT ANALYSIS…  FFs VALUATE F PPLIED TO E A TTRIBUTES ND THEIR A A Useful method for ASSESSING CONSUMER ACCEPTANCE of novel foods Determine how consumers perceive the different extrinsic attributes of a product. Allow the estimation of the impact of individual attribute levels on the overall utility of a product.
  11. 11. > CONJOINT ANALYSIS… CONJOINT ANALYSIS… 1st STEP ATTRIBUTES LEVEL 1 LEVEL 2 LEVEL 3 PACKAGING BOTTLE BRIK DOYPACK COLOR LABEL BLUE PINK ------ HEALTH CLAIM NUTRITIONAL PSYCHOLOGICAL PREVENTION PRICE Pack 6: 2.00 € Pack 6: 3.20 € ------
  12. 12. > CONJOINT ANALYSIS… CONJOINT ANALYSIS… 2nd STEP 9 final choice sets Pack 6: 2.00 € Pack 6: 3.20 € Pack 6: 3.20 € Pack 6: 3.20 € Pack 6: 2.00 € Pack 6: 3.20 € Pack 6: 3.20 € Pack 6: 3.20 € Pack 6: 2.00 €
  13. 13. > CONSUMER SEGMENTATION… A FINAL SURVEY… Healthy eating habits and lifestyle RESULTS OF THE ACCEPTANCE  OF DIFFERENT YOGHURTS… CLUSTER ANALYSIS Perception of FFs Sociodemographic information Segmentation and characterization of consumers based on a different perception of FFs.
  14. 14. RESULTS…
  15. 15. > GENERAL INFORMATION OF THE FINAL SAMPLE… N=361 Eating habits and lifestyle 58% consume five servings of fruit/vegetables a day 69% avoid fried foods 89% eat white meat and fish at least 3 times a week 53% take a balance and complete breakfast everyday and 86% have a regular time for their meals. 15% eat snacks between meals and drink sugar drinksRS CLAIM  ME daily. 51% practice exercise at least 3 times a daily more than 2 hours watching the TV CONSU ALTHY  TO HAVE HE week and 34% spend HABITS
  16. 16. > GENERAL INFORMATION OF THE FINAL SAMPLE… FFs consumption 85% consume Functional Foods 78% usually consume dairy product (milk, yoghurt,…) 60% usually consume bread/biscuits/cereals 53% usually consume functional drinks
  17. 17. > IMPORTANCE OF FUNCTIONAL FOODS ATTRIBUTES 3 CLUSTERS OF CONSUMERS IDENTIFIED ‐ based on the ACCEPTANCE of FFs evaluated… CLUSTER 1 CLUSTER 2 CLUSTER 3 (N=121, 34%) (N=123, 34%) (N=117, 32%) BOTTLE 0,568 1,151 1,358 BRIK -0,310 -0,729 -0,613 DOYPACK -0,258 -0,423 -0,745 48% 55% 58% BLUE -0,001 0,046 0,172 PINK 0,001 -0,046 -0,172 RELATIVE IMPORTANCE 15% 14% 13% NUTRITIONAL -0,230 -0,029 -0,149 PSYCHOLOGICAL 0,012 0,026 0,179 PREVENTION 0,219 0,004 -0,029 RELATIVE IMPORTANCE 20% 17% 17% PRICE: 2.00 € 0,240 0,216 0,179 PRICE: 3.20 € -0,240 -0,216 -0,179 17% 14% 12% ATTRIBUTES PACKAGING LEVEL RELATIVE IMPORTANCE COLOR LABEL HEALTH CLAIM PRICE RELATIVE IMPORTANCE
  18. 18. > IMPORTANCE OF FUNCTIONAL FOODS ATTRIBUTES 3 CLUSTERS OF CONSUMERS IDENTIFIED ‐ based on the ACCEPTANCE of FFs evaluated… OPINIONS ABOUT FFs… CLUSTER 1: TRUST IN FFs PROPERTIES FFs CONSUMPTION COULD AVOID SOME HEALTH TROUBLES CONSIDER FFs HIGHER QUALITY THAN CONVENTIONAL FOODS …vs. CLUSTER 2 AND CLUSTER 3
  19. 19. > MAIN CONCLUSIONS… PACKAGING is the most important attribute for consumers to ACCEPT   a functional yoghurt. BOTTLE SHAPE is preferred over BRIK or DOYPACK 3 different clusters identified according to the PERCEPTION OF  FFs:  Regarding the HEALTH CLAIM… • For CLUSTER 1 (prefer PREVENTION CLAIM), HEALTH CLAIM is  a more important attribute than for CLUSTERS 2 and 3 (prefer  PSYCHOLOGICAL CLAIM) . • In CLUSTER 1 , higher % of consumers that TRUST IN FFs PROPERTIES, think that  FFs CONSUMPTION AVOID SOME  HEALTH TROUBLES and CONSIDER FFs with HIGHER QUALITY
  20. 20. MUCHAS GRACIAS POR SU ATENCIÓN

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