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Segmenting Foodies in Germany: Actionable Insights for Agro-food Marketers

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  • Gunarathne, Anoma
  • Hemmerling, Sarah
  • Krestel, Naemi
  • Zühlsdorf, Anke
  • Spiller, Achim

Abstract

The rise of the Foodie movement around the globe has attracted some research attention in the sociology, but little research attention in marketing research. The present study is an important first attempt to empirically identify foodie features and examine their relevance in segmenting German consumers. Using two different cluster analysis techniques (hierarchical and a k-mean), 6 distinct foodie segments were identified: Foodies (12.0 %), Light Foodies (21.5%), Average Nutrition Enthusiast (21.7%), Traditionalist (17.1%), Uninvolved (18.2%), and the Uninterested (9.5%). Findings are useful for marketers to develop new and innovative products and to reformulate existing products for specific segments of foodies.

Suggested Citation

  • Gunarathne, Anoma & Hemmerling, Sarah & Krestel, Naemi & Zühlsdorf, Anke & Spiller, Achim, 2017. "Segmenting Foodies in Germany: Actionable Insights for Agro-food Marketers," 2017 International Congress, August 28-September 1, 2017, Parma, Italy 261422, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae17:261422
    DOI: 10.22004/ag.econ.261422
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    References listed on IDEAS

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    1. Graham Riches, 1999. "Advancing the human right to food in Canada: Social policy and the politics of hunger, welfare, and food security," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 16(2), pages 203-211, June.
    2. Caswell, Julie A., 1998. "How Labeling of Safety and Process Attributes Affects Markets for Food," Agricultural and Resource Economics Review, Cambridge University Press, vol. 27(2), pages 151-158, October.
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    Cited by:

    1. Meyerding, Stephan G.H. & Bauchrowitz, Alexander & Lehberger, Mira, 2019. "Consumer preferences for beer attributes in Germany: A conjoint and latent class approach," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 229-240.
    2. Stephan G.H. Meyerding & Annemone Kürzdörfer & Birgit Gassler, 2018. "Consumer Preferences for Superfood Ingredients—the Case of Bread in Germany," Sustainability, MDPI, vol. 10(12), pages 1-20, December.

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    Keywords

    Agricultural and Food Policy; Marketing;

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