Segmenting Foodies in Germany: Actionable Insights for Agro-food Marketers

The rise of the Foodie movement around the globe has attracted some research attention in the sociology, but little research attention in marketing research. The present study is an important first attempt to empirically identify foodie features and examine their relevance in segmenting German consumers. Using two different cluster analysis techniques (hierarchical and a k-mean), 6 distinct foodie segments were identified: Foodies (12.0 %), Light Foodies (21.5%), Average Nutrition Enthusiast (21.7%), Traditionalist (17.1%), Uninvolved (18.2%), and the Uninterested (9.5%). Findings are useful for marketers to develop new and innovative products and to reformulate existing products for specific segments of foodies.


Issue Date:
Aug 28 2017
Publication Type:
Conference Paper/ Presentation
Language:
English
Total Pages:
11




 Record created 2017-08-04, last modified 2017-11-12

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