Consumer Perception Toward “Superfoods”: A Segmentation Study

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