Exploring customer segmentation for food products with additional health benefits: A case study on iron-biofortified vegetables, functional foods, and dietary supplements

Iron deficiency is a widespread global health concern affecting women, in particular, but also individuals adhering to vegan or vegetarian diets, as well as athletes. Inadequate iron intake can lead to various diseases, necessitating an iron-rich diet or dietary supplements. In addition to existing iron-enriched functional foods and supplements, the potential emergence of iron-biofortified vegetables, high in vitamin C, could enhance iron absorption in the future. As these vegetables are not established in the German food market, identifying the target group before market launch is crucial. To address this, a quantitative online survey of 1000 German consumers was conducted, focusing on purchase and consumption motives such as sustainability, naturalness, fitness, fresh food, convenience, preventive medical care, and pleasure. The analysis revealed four health-oriented consumer clusters. The "holistically committed" cluster pursued a comprehensive health approach, including active self-care, medical precautions, and environmental considerations. The "fitness pragmatists" cluster, primarily composed of young consumers, prioritized external health aspects with a focus on physical appearance. The "simply provisioners" cluster viewed preventive health care as integral to medical attention, emphasizing the need for quick and easy health solutions. Despite initially appearing unrelated to health concerns, the "hedonist" cluster, valuing pleasure-driven food choices, regularly cooked and appreciated variety and naturalness, indirectly supporting a health-oriented lifestyle. The cluster analysis showed high purchase potential for biofortified foods among sustainability- and naturalness-focused innovators, as well as pleasure-oriented consumers. Their broad acceptance highlights the demand for healthy, minimally processed foods. However, biofortified foods compete with dietary supplements and functional foods, resulting in an individualized product mix among target groups.