Consumers preferences and segmentation in the digital purchase of Iberian ham

Purpose Recent trends of Iberian ham consumption indicate a sustained increase in consumption, with evidence suggesting that this growth trajectory will likely continue. For an enhanced online shopping experience, understanding the specific characteristics and requirements of various consumer segments is crucial. This study aims to scrutinize national Iberian ham consumption patterns, analyzing the main attributes of Iberian ham in pieces to obtain different profiles of online consumers based on their perception of these attributes. Design/methodology/approach Through survey methodology, the attributes of Iberian ham in pieces (sensory, internal and external appearance and additives) have been analyzed to investigate the preferences and needs of online consumers purchasing whole Iberian ham to identify the main segments of online shoppers. The sample consisted of 451 purchasers of Iberian ham in pieces. Factorial and latent class analysis (by Bayesian information criterion) have been used to analyze the responses obtained in a national survey of Iberian ham consumers in an online context. Findings Through latent cluster analysis, we have obtained three different types of Iberian ham online consumers based on their perception of different attributes (sensory, functional and additive consumers). Practical implications The subsequent cluster analysis will empower suppliers with insights to pinpoint business prospects and craft segment-specific online marketing strategies. Targeting younger, nontraditional consumers should emphasize content about ingredients and additives, which are often linked to nutritional and health considerations. In contrast, other segments may benefit from focusing contents on sensory attributes and their relation to the product’s appearance. Originality/value Iberian ham, a traditional Spanish meat product, is renowned for its unique nutritional and sensory attributes, gaining extensive recognition. It is one of the most outstanding Spanish gastronomic treasures, with exceptional nutritional and sensory properties that make it highly appreciated worldwide. The paper analyzes the specific segments of online consumers of this type of special food within an online context.