Brunner, ThomasThomasBrunnerFranco Lucas, BárbaraBárbaraFranco LucasGötze, FranziskaFranziskaGötzeVieira Costa, Jorge AlbertoJorge AlbertoVieira Costa2024-11-192024-11-1920220897-443810.24451/arbor.16699https://doi.org/10.24451/arbor.1669910.1080/08974438.2022.2044955https://arbor.bfh.ch/handle/arbor/34184This 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.enCluster analysisconsumer attitudeconsumer behaviorhealth foodssuperfoodH1article