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Consumer preferences for naturally high-fiber and fiber-fortified foods: a preliminary segmentation study

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Abstract

Despite the high health relevance of fiber consumption, there is a shortfall in the recommended dietary fiber intake. The present study aimed to gain a deeper insight into the consumer perspective on dietary fiber. A quantitative consumer survey was conducted using an online questionnaire (cross-sectional study, primary study). The sample (611 German consumers) drawn from an online access panel is approximately population representative regarding the quotation variables (age, gender, and education). The associations with dietary fiber were recorded by means of an open-ended question. In addition, the preferences for naturally high-fiber foods and two types of fiber-enriched products were recorded by means of statements. In addition, diet-related health orientation, skepticism toward fiber enrichment, and sociodemographic variables were collected. A content-structuring content analysis was used to evaluate the open queried associations. A cluster analysis was performed to identify consumer segments regarding the preference for the different types of fiber-containing foods. The analyses of the openly queried associations show that 83.8% of the consumers named at least one association. The most frequently mentioned associations were related to grain (products) (29.5%), fruit/vegetables/potatoes (14.7%), and health/healthy eating (12.6%). Regarding the preference for the three types of fiber-containing foods, four consumer segments could be identified by cluster analysis. The originality of the study lies in the fact that consumer associations with dietary fiber in relation to food were recorded unaided and general consumer preferences for naturally fiber-rich and fiber-enriched foods were assessed. Based on the findings of the study on fiber-related associations and preference structures of consumers, implications for target group-specific consumer information to promote adequate fiber consumption can be derived.

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Funding

The present study was carried out within the project “Bioeconomy 2.0: Innovation potentials of secondary streams of food production”. It was funded by the Ministry of Science and Culture of Lower Saxony (the so-called “Niedersächsisches Vorab”).

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Correspondence to Sina Nitzko.

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Ethical standards

The study was performed in full accordance with the principles of the Declaration of Helsinki. At the time that the data were acquired, it was not customary at the University of Göttingen to seek an approval from an ethics committee for questionnaire studies on food-related consumer preferences and attitudes. The confidentiality of the collected data was assured by the online access panel provider in accordance with the General Data Protection Regulation. Furthermore, data acquisition, data processing, and utilization of personal data were conducted in full accordance with the guidelines of the Federal Data Protection Act. The study exclusively makes use of anonymous questionnaires. No personal data can be identified and/or linked to individual participants.

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Before filling out the questionnaire, the participants were informed in writing about all relevant aspects of the study. Participants were also informed about their right to reject participation and to revoke consent once given at any time without giving reasons and without disadvantages. A written informed consent was obtained from the participants.

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Nitzko, S. Consumer preferences for naturally high-fiber and fiber-fortified foods: a preliminary segmentation study. J Consum Prot Food Saf 18, 119–132 (2023). https://doi.org/10.1007/s00003-023-01429-w

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