Consumer Perception Toward “Superfoods”: A Segmentation Study

Franco Lucas, Bárbara; Götze, Franziska; Vieira Costa, Jorge Alberto; Brunner, Thomas (2022). Consumer Perception Toward “Superfoods”: A Segmentation Study Journal of International Food & Agribusiness Marketing, 35(5), pp. 603-621. Taylor & Francis 10.1080/08974438.2022.2044955

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This study aimed to better understand consumers’ perceptions toward superfoods, to reveal segments of consumers, and to describe their behavioral patterns and sociodemographic characteristics. Data were collected from a mail survey (n = 423). Consumer segmentation revealed six segments. The “superfoodies” (13%) showed a more positive attitude toward superfoods, believing in their health and sustainable benefits. Adventurous consumers (16%) showed less knowledge on superfoods, despite that, they believe in the benefits of those foods after receiving some information during the survey. Involved consumers (13%) presented high nutritional knowledge and believe in the future of superfoods. Indifferent consumers (23%) appear to have a neutral attitude toward superfoods. Skeptical consumers (21%) and rejectors (15%) seem to be more conservative and less interested and unconvinced about the benefits of consuming superfoods. These results help guide those producing, marketing, and selling superfoods, and serve as a basis to develop strategies for different target groups.

Item Type:

Journal Article (Original Article)


School of Agricultural, Forest and Food Sciences HAFL
School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production > Food Business and Consumption
School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production > Consumer Behaviour


Franco Lucas, Bárbara;
Götze, Franziska0000-0001-9022-0880;
Vieira Costa, Jorge Alberto and
Brunner, Thomas0000-0002-6770-6548


H Social Sciences > H Social Sciences (General)




Taylor & Francis




Franziska Götze

Date Deposited:

18 Mar 2022 10:44

Last Modified:

03 Dec 2023 01:36

Publisher DOI:


Uncontrolled Keywords:

Cluster analysis; consumer attitude; consumer behavior; health foods; superfood




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