Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (SGGW-WULS), Nowoursynowska 159C, 02-776 Warsaw, Poland.
Nutrients. 2022 Jun 29;14(13):2710. doi: 10.3390/nu14132710.
Fruit and cereal bars are the response to the changing needs of consumers seeking health-promoting and convenient products. A cross-sectional study was conducted using the CAWI (Computer-Assisted Web Interview) method, with 1034 respondents consuming products of this kind. The aims of the study were (1) to identify consumer segments based on the importance they attached to the selected attributes of fruit and cereal bars and (2) to characterize the identified segments in terms of frequency and reasons for the consumption of fruit and cereal bars, views on their impact on health, and consumer behavior related to the selected lifestyle elements. Five distinct consumer clusters were identified. Involved and Health-oriented were more likely to consume bars, perceiving them as nutritious products, with a positive impact on health. Frugal and Visual consumed fruit and cereal bars the least frequently. They paid little attention to choosing healthier products in daily diet and physical activity. The Information seekers consumed bars to reduce stress and to improve their mood.
水果和谷物棒是满足寻求促进健康和方便产品的消费者不断变化需求的产物。本研究采用横断面调查方法（CAWI，计算机辅助网络访谈），对 1034 名食用此类产品的消费者进行了调查。研究目的是（1）根据消费者对水果和谷物棒的选择属性的重视程度，确定消费群体；（2）根据食用水果和谷物棒的频率和原因、对其健康影响的看法以及与所选生活方式元素相关的消费行为，对确定的消费群体进行特征描述。确定了五个不同的消费群体。投入型和健康导向型消费者更有可能食用这类棒，他们认为这些棒是有营养的产品，对健康有积极影响。节俭型和注重形象型消费者食用水果和谷物棒的频率最低。他们很少关注在日常饮食和体育活动中选择更健康的产品。信息寻求型消费者食用棒是为了减轻压力和改善情绪。
