Executive summary 1. This report contains the main results of a survey of food-related lifestyle in Spain, based on a representative sample of 1000 Spanish households. 2. Generally speaking, Spanish food consumers are very interested in shopping for food and cooking. Compared with other European food consumers, however, they are also very conservative, both in their choice and use of food. 3. Spanish food consumers can be divided into five segments, which differ both in the way they use food and in the importance it has for their attainment of central life values. The segments can only to a small extent be described by means of demographic characteristics. 4. The adventurous food consumers constitute 20% of the population. These are involved food consumers who like both shopping for food and cooking, and who are constantly on the lookout for new products and recipes. They attach a lot of importance to the social role of food. 5. The conservative food consumers constitute 26% of the population. Security is an important purchasing motive for these food consumers, which is reflected in the fact that they only buy familiar products, and cook and eat food traditionally. Apart from this, they are not particularly interested in either shopping cooking. 6. The uninvolved food consumers constitute 16% of the population. These food consumers are neither interested in shopping, cooking, nor the quality of the food they eat, and food is not an important element in their lives. The most important purchasing criterion for these food consumers is that food should be easy to cook. 7. The rational food consumers constitute 26% of the population. These are highly involved food consumers who are both price conscious and check product information when they go shopping, and who generally attach a lot of importance to food quality. They have a practical-rational attitude to cooking and eating, while at the same time stressing the social importance of food. 8. The enthusiastic food consumers constitute 12% of the population. These food consumers have the strongest purchasing motives of all the segments. They put a lot of energy into shopping and cooking, both of which are highly planned. These food consumers go after high quality natural product keep a watchful eye on prices. 9. The enthusiastic food consumers, followed by the rational food consumers, care most about ecology, animal welfare and genetic engineering in connection with food. Including political considerations in purchasing decisions is most widespread among the uninvolved food consumers, however.
|Bidragets oversatte titel||Food-related life style in Spain|
|Status||Udgivet - 1996|