A food-related lifestyle segmentation: understanding consumer interest in farmers markets in the US

Purpose This study explored how farmers markets are perceived across lifestyle-based consumer segments in the United States. Design/methodology/approach This study used survey data from a nationally representative sample of U.S. consumers (N = 5,141). Segments were identified with Food-Related Lifestyle (FRL) variables and further compared with farmers market measures. Regression analysis was also used to identify factors most strongly associated with farmers market interest. Findings Highly Engaged, Health-Focused, and Emerging Interest segments showed the strongest interest in farmers markets, while the Convenience, Practical and Uninvolved segments showed less interest. In the regression, motivations, barriers, social norms and FRL segments were significant predictors of farmers market interest. Practical implications Top motivations to attend markets were healthy and fresh food, supporting local farmers and doing something fun. Segment-specific strategies include providing opportunities for more involvement with markets for the Highly Engaged segment, emphasizing social aspects of markets for the Emerging Interest segment and highlighting nutrition-related benefits of farmers market products for the Health-Focused segment. Originality/value This study examined lifestyle-based segments using a comprehensive set of variables focused on farmers markets, enabling nuanced comparisons across segments. The Emerging Interest segment, not previously identified in U.S. studies, may highlight a generational trend toward valuing convenience but also seeking to enjoy and learn about food.