Sensory-based target groups for the organic food market

Sensory-based target groups for the organic food market Tim Obermowe1, Katia Laura Sidali1, Sarah Hemmerling1, Gesa Busch1, Achim Spiller1 In Collabor...
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Sensory-based target groups for the organic food market Tim Obermowe1, Katia Laura Sidali1, Sarah Hemmerling1, Gesa Busch1, Achim Spiller1 In Collaboration with: Anne-SophieThinnès , Cécile Lepers Frissur2, Hanna Stolz3, Otto Schmid3, Lukas Baumgart3, Erika Pignatti4, Daniele Asioli4, Maurizio Canavari4, Valesca Kooijman5, Adriaan Kole5, Stefanie Kremer5, Sylwia Zakowska-Biemans6 2

1

University of Goettingen, Department of Agricultural Economics and Rural Development, (UGOE), Goettingen, Germany 2 Syndicat national des transformateurs et distributeurs de produits naturels et de culture biologique, (SYNABIO), Paris, France 3 Research Institute of Organic Agriculture, (FiBL), Frick, Switzerland 4 University of Bologna, Department of Agricultural Economics and Engineering, (UNIBO), Bologna, Italy 5 Wageningen University & Research, Centre for Innovative Consumer Studies, (WUR), Wageningen, The Netherlands 6 Warsaw University of Life Sciences – SGGW, Faculty of Human Nutrition and Consumer Sciences, (WULS), Warsaw, Poland

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This document can be downloaded from http://osis.ecropolis.eu with the OSIS document-ID [Lukas will enter ID]

Imprint Obermowe, T., Sidali, K. L., Hemmerling, S., Busch, G., Spiller, A. (2011): Sensory-based target groups for the organic food market – Comparative report from quantitative consumer research. Deliverable No. 4.3 of ECROPOLIS Project. University of Goettingen, (UGOE), Goettingen, Germany. © June 2011 University of Goettingen (UGOE), Platz der Göttinger Sieben 5, 37073 Göttingen, Germany Tel. +49 551 3948 27, Fax +49 551 3912 122, E-mail: [email protected], Internet: www.agrarmarketing.uni-goettingen.de

Acknowledgements This report was produced with financial support from the Commission of the European Community under the 7th Framework Programme. We would like to thank all project research partners that participated in this report as well as the experts of the SME association, which supported the work.

Disclaimer The views expressed are those of the authors and do not necessarily reflect the views of the European Commission, nor do they in any way anticipate the Commission's future policy in this area. The contents of this volume are the sole responsibility of the authors. The information contained herein, including any expression of opinion and any projection or forecast, has been obtained from sources believed by the authors to be reliable but is not guaranteed as to accuracy or completeness. The information is supplied without obligation and on the understanding that any person who acts upon it or otherwise changes his/her position in reliance thereon does so entirely at his/her own risk.

This publication represents the deliverable D4.3 in task T4.3 in work package 4 “Market needs and solutions” of the Research Project No FP7 – 218477-2 ECROPOLIS – “Organic Sensory Information System (OSIS): Draft concept for OSIS: Draft output concept paper for the Organic Sensory Information System (OSIS).” Seventh Framework Programme for European Research & Technological Development of the European Commission. For further information please visit the project homepage at http://www.ecropolis.eu.

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Sensory-based target groups for the organic food market. Comparative Report from quantitative consumer research. Deliverable No. 4.3 of Ecropolis Project.

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Table of Contents Executive Summary ................................................................................................................... 7  1  Introduction .......................................................................................................................... 18  2  Objectives............................................................................................................................. 19  3  Background information ..................................................................................................... 19  3.1  Theoretical framework .................................................................................................. 19  3.2  Background information on organic consumption ........................................................ 28  3.3  Background information on sensory preferences ......................................................... 32  3.4  Knowledge on organic food consumers’ purchasing motives of organic food .............. 38  3.5   Review on quantitative consumer surveys concerning segmentation approaches of the organic food market ...................................................................................................... 45  3.6   Background information of food labeling and product information ............................... 56  4  Methodology ........................................................................................................................ 63  4.1  Survey design ............................................................................................................... 63  4.2   Recruitment .................................................................................................................. 65  4.3   Location and equipment ............................................................................................... 68  4.4   Implementation of the quantitative consumer survey ................................................... 71  4.5   Composition of the sample ........................................................................................... 73  5  Country-specific results...................................................................................................... 76  5.1  Purchasing behaviour towards organic food ................................................................ 76  5.2  Motives for buying organic food ................................................................................... 83  5.3  Dietary habits according to the Food-Related Lifestyle ................................................ 87  5.4  Sensory perception and preferences ......................................................................... 102  5.5  Relevance of product information and food labeling .................................................. 125  6  Cross-cultural results........................................................................................................ 138  6.1  Insights of core organic taste dimensions .................................................................. 138  6.2  Segmentation approach based on dietary habits and sensory preferences of organic food consumers .......................................................................................................... 141  7  Discussion and conclusions ............................................................................................ 149  References .............................................................................................................................. 156  Appendix ................................................................................................................................. 166 

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List of Tables Table 1: Overview of the organic food market in the participating countries in 2009 .................. 9  Table 2: Status quo of research activities on organic food consumption in the different countries ..................................................................................................................................... 9  Table 3: Relevance of sensory product evaluation and relevance of food labeling ................... 10  Table 4: Design parameters of the quantitative consumer survey ............................................. 11  Table 5: Relevance of retail channels for organic food consumption ......................................... 12  Table 6: Lead products of organic food consumption ................................................................ 12  Table 7: Shares of consumer segments in the different countries ............................................. 17  Table 8: Comparison of R&D approach and Marketing approach .............................................. 23  Table 9: Dimensions of the Food-Related Lifestyle .................................................................... 24  Table 10: Food-related lifestyle dimensions ............................................................................... 26  Table 11: Market share of organic products in 2009 .................................................................. 28  Table 12: Review on main motives for buying organic products in Germany ............................ 40  Table 13: Review on segmentation studies of the organic food market in Germany ................. 50  Table 14: Types of organic consumers in Italy ........................................................................... 51  Table 15: Five approaches of organic consumers in Italy .......................................................... 52  Table 16: Organic food consumption frequency in different product categories ........................ 66  Table 17: Composition of the sample in France ......................................................................... 73  Table 18: Composition of the sample in Germany ..................................................................... 74  Table 19: Composition of the sample in Italy ............................................................................. 74  Table 20: Composition of the sample in Poland ......................................................................... 75  Table 21: Composition of the sample in The Netherlands ......................................................... 75  Table 22: Composition of the sample in Switzerland ................................................................. 76  Table 23: Effect of organic and conventional labeling in the participating countries ................ 122  Table 24: Product specific effect of organic and conventional labeling in the participating countries................................................................................................................... 122  Table 25: Correlation between label effect and organic food consumption intensity ............... 123  Table 26: Product specific effect of organic and conventional labeling in France .................... 123  Table 27: Product specific effect of organic and conventional labeling in Germany ................ 123  Table 28: Product specific effect of organic and conventional labeling in Italy ........................ 124  Table 29: Product specific effect of organic and conventional labeling in The Netherlands .... 124  Table 30: Product specific effect of organic and conventional labeling in Poland .................... 125  Table 31: Product specific effect of organic and conventional labeling in Switzerland ............ 125  Table 32: Correlation between the intensity index of organic food consumption and the core organic taste dimensions ......................................................................................... 139  Table 33: Evaluation of core organic taste dimensions ............................................................ 140  Table 34: Factor analysis of the food-related lifestyle dimensions ........................................... 142  Table 35: Characterization of the clusters based on FRL- and geographical variables ........... 143  Table 36: Factors chosen as cluster describing variables (sensory and label related dimensions) ................................................................................................................................. 144  Table 37: Characterization of the clusters based on sensory and labeling related information 146 

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List of Figures Figure 1: Motives for buying organic food in the total sample .................................................... 13  Figure 2: Effect of organic and conventional labeling................................................................. 14  Figure 3: Evaluation of Core organic taste dimensions .............................................................. 15  Figure 4: Overview of the segments of the quantitative consumer survey of ECROPOLIS ....... 16  Figure 5: Exemplary food choice model ..................................................................................... 21  Figure 6: Comparison of Sensory Research and Consumer Research ..................................... 22  Figure 7: Cognitive categories of the Food-Related Lifestyle..................................................... 24  Figure 8: Simplified segmentation approach of the quantitative consumer survey .................... 25  Figure 9: Organic taste aspects ................................................................................................. 27  Figure 10: Products of the gourmet trade brand “REWE Feine Welt” ........................................ 33  Figure 11: Origin related claim in Poland ................................................................................... 36  Figure 12: Taste related claim in Poland .................................................................................... 37  Figure 13: “BioGourmet” label from Bio Suisse for market segmentation .................................. 38  Figure 14: Great Food Programme label.................................................................................... 61  Figure 15: Poland now label ....................................................................................................... 61  Figure 16: Quality and tradition label.......................................................................................... 62  Figure 17: Publicity of labels and labels of origin in Switzerland ................................................ 63  Figure 18: Organic shopping frequency in France ..................................................................... 77  Figure 19: Shopping places of organic food in France ............................................................... 77  Figure 20: Organic shopping frequency in Germany.................................................................. 78  Figure 21: Shopping places of organic food in Germany ........................................................... 78  Figure 22: Organic shopping frequency in Italy .......................................................................... 79  Figure 23: Shopping places of organic food in Italy ................................................................... 80  Figure 24: Organic shopping frequency in The Netherlands ...................................................... 80  Figure 25: Shopping places of organic food in The Netherlands ............................................... 81  Figure 26: Organic shopping frequency in Poland ..................................................................... 81  Figure 27: Shopping places of organic food in Poland ............................................................... 82  Figure 28: Organic shopping frequency in Switzerland .............................................................. 82  Figure 29: Shopping places of organic food in Switzerland ....................................................... 83  Figure 30: Motives for buying organic food in France ................................................................ 84  Figure 31: Motives for buying organic food in Germany ............................................................. 85  Figure 32: Motives for buying organic food in Italy ..................................................................... 85  Figure 33: Motives for buying organic food in The Netherlands ................................................. 86  Figure 34: Motives for buying organic food in Poland ................................................................ 87  Figure 35: Motives for buying organic food in Switzerland ......................................................... 87  Figure 36: Respondents’ nutrition behaviour in France.............................................................. 88  Figure 37: Respondents’ nutrition behaviour in Germany .......................................................... 89  Figure 38: Respondents’ nutrition behaviour in Italy .................................................................. 89  Figure 39: Respondents’ nutrition behaviour in The Netherlands .............................................. 90  Figure 40: Respondents’ nutrition behaviour in Poland.............................................................. 90  Figure 41: Respondents’ nutrition behaviour in Switzerland ...................................................... 91  Figure 42: Shopping behaviour of food products in France ....................................................... 92  Figure 43: Shopping behaviour of food products in Germany .................................................... 93  Figure 44: Shopping behaviour of food products in Italy ............................................................ 94  Figure 45: Shopping behaviour of food products in The Netherlands ........................................ 95  Figure 46: Shopping behaviour of food products in Poland ....................................................... 96  Figure 47: Shopping behaviour of food products in Switzerland ................................................ 97  Figure 48: Respondents’ cooking behaviour in France .............................................................. 98 

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Figure 49: Respondents’ cooking behaviour in Germany .......................................................... 99  Figure 50: Respondents’ cooking behaviour in Italy................................................................. 100  Figure 51: Respondents’ cooking behaviour in The Netherlands............................................. 100  Figure 52: Respondents’ cooking behaviour in Poland ............................................................ 101  Figure 53: Respondents’ cooking behaviour in Switzerland..................................................... 102  Figure 54: Respondents’ general sensory preferences in France ............................................ 103  Figure 55: Respondents’ general sensory preferences in Germany ........................................ 103  Figure 56: Respondent’s general sensory preferences in Italy ................................................ 104  Figure 57: Respondents’ general sensory preferences in The Netherlands ............................ 104  Figure 58: Respondents’ general sensory preferences in Poland ............................................ 105  Figure 59: Respondents’ general sensory preferences in Switzerland .................................... 105  Figure 60: Sensory perception of strawberry yoghurt in blind testing in the total sample ........ 106  Figure 61: Sensory perception of strawberry yoghurt in blind testing in France ...................... 106  Figure 62: Sensory perception of strawberry yoghurt in branded testing in France ................. 107  Figure 63: Sensory perception of cookies in blind testing in France ........................................ 107  Figure 64: Sensory perception of cookies in branded testing in France .................................. 108  Figure 65: Respondents’ stated sensory preferences in France .............................................. 108  Figure 66: Sensory perception of strawberry yoghurt in blind testing in Germany ................... 109  Figure 67: Sensory perception of strawberry yoghurt in branded testing in Germany ............. 109  Figure 68: Sensory perception of cookies in blind testing in Germany .................................... 110  Figure 69: Sensory perception of cookies in branded testing in Germany ............................... 110  Figure 70: Respondents’ stated sensory preferences in Germany .......................................... 111  Figure 71: Sensory perception of strawberry yoghurt in blind testing in Italy ........................... 111  Figure 72: Sensory perception of strawberry yoghurt in branded testing in Italy ..................... 112  Figure 73: Sensory perception of cookies in blind testing in Italy ............................................. 112  Figure 74: Sensory perception of cookies in branded testing in Italy ....................................... 113  Figure 75: Respondent’s stated sensory preferences in Italy .................................................. 113  Figure 76: Sensory perception of strawberry yoghurt in blind testing in The Netherlands ....... 114  Figure 77: Sensory perception of strawberry yoghurt in branded testing in The Netherlands . 114  Figure 78: Sensory perception of cookies in blind testing in The Netherlands ......................... 115  Figure 79: Sensory perception of cookies in branded testing in The Netherlands ................... 115  Figure 80: Respondents’ stated sensory preferences in The Netherlands .............................. 116  Figure 81: Sensory perception of strawberry yoghurt in blind testing in Poland ...................... 116  Figure 82: Sensory perception of strawberry yoghurt in branded testing in Poland ................. 117  Figure 83: Sensory perception of cookies in blind testing in Poland ........................................ 117  Figure 84: Sensory perception of cookies in branded testing in Poland .................................. 118  Figure 85: Respondents’ stated sensory preferences in Poland .............................................. 118  Figure 86: Sensory perception of strawberry yoghurt in blind testing in Switzerland ............... 119  Figure 87: Sensory perception of strawberry yoghurt in branded testing in Switzerland ......... 119  Figure 88: Sensory perception of cookies in blind testing in Switzerland ................................. 120  Figure 89: Sensory perception of cookies in branded testing in Switzerland ........................... 120  Figure 90: Respondents’ stated sensory preferences in Switzerland ...................................... 121  Figure 91: Importance of sensory aspects with regard to dietary attitudes in France .............. 126  Figure 92: Importance of sensory aspects with regard to dietary attitudes in Germany .......... 126  Figure 93: Importance of sensory aspects with regard to dietary attitudes in Italy ................... 127  Figure 94: Importance of sensory aspects with regard to dietary attitudes in The Netherlands127  Figure 95: Importance of sensory aspects with regard to dietary attitudes in Poland .............. 128  Figure 96: Importance of sensory aspects with regard to dietary attitudes in Switzerland ....... 128  Figure 97: Importance and perception of product information in France .................................. 129  Figure 98: Importance and perception of product information in Germany .............................. 129  Figure 99: Importance and perception of product information in Italy ...................................... 130  Figure 100: Importance and perception of product information in The Netherlands ................ 130  Figure 101: Importance and perception of product information in Poland ................................ 131  Figure 102: Importance and perception of product information in Switzerland ........................ 131 

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Figure 103: Importance of food quality labels in France .......................................................... 132  Figure 104: Importance of food quality labels in Germany ....................................................... 132  Figure 105: Importance of food quality labels in Italy ............................................................... 133  Figure 106: Importance of food quality labels in The Netherlands ........................................... 133  Figure 107: Importance of food quality labels in Poland .......................................................... 134  Figure 108: Importance of food quality labels in Switzerland ................................................... 134  Figure 109: Attitudes towards sensory labeling in France........................................................ 135  Figure 110: Attitudes towards sensory labeling in Germany .................................................... 135  Figure 111: Attitudes towards sensory labeling in Italy ............................................................ 136  Figure 112: Attitudes towards sensory labeling in The Netherlands ........................................ 136  Figure 113: Attitudes towards sensory labeling in Poland........................................................ 137  Figure 114: Attitudes towards sensory labeling in Switzerland ................................................ 137  Figure 115: Core organic taste preferences ............................................................................. 141  Figure 116: Stages of sensory marketing................................................................................. 149  Figure 117: Typology of processed organic products .............................................................. 151  Figure 118: Evaluation of core organic taste dimensions ......................................................... 151  Figure 119: Segmentation of organic consumers based on sensory dimensions and labeling related information ................................................................................................... 153 

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Sensory-based target groups for the organic food market. Comparative Report from quantitative consumer research. Deliverable No. 4.3 of Ecropolis Project.

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Executive Summary Overview Objectives ƒ Development of an approach to (1) identify the sensory image of organic food and (2) to reveal target groups for sensory marketing in the organic market. Design and methodology ƒ Quantitative consumer survey in six countries (FR, IT, NL, PL, CH and DE). ƒ About 300 respondents in each country. ƒ Questionnaire and sensory testing; factor and cluster analysis. Innovation ƒ Cross cultural analysis of sensory expectations and preferences towards organic food. ƒ Multi-disciplinary approach bridging consumer research and product oriented sensory research. Main outcomes ƒ Different background situation of research and consumption of organic food in the participating countries. ƒ Only in some countries are consumers willing to get more information about sensory properties of food products (FR, DE, IT). ƒ Yoghurt with added aroma is significantly better evaluated than yoghurt with real strawberries (with the exception of FR). ƒ Different sensory images of organic products: especially good in CH and DE, bad in FR. ƒ Sensory deficits are a main barrier for organic consumption. ƒ The approach of the presented survey enables the identification of sensory-based target groups for the organic food market. Recommendations for organic actors ƒ In some countries (FR, IT), organic associations and companies have to improve the sensory quality of organic food, e.g. via sensory analysis (see Work Package 3 of ECROPOLIS). ƒ In countries with a positive sensory image (DE, CH), this image could be used to further strengthen the profile of organic food in marketing campaigns. ƒ Organic associations should develop the organic regulations. The following dimensions build the heart of a Core Organic Taste, preferred by most consumers: Using natural ingredients instead of natural or artificial flavours; less sugar; whole-grain; variations due to natural conditions; traditional ingredients, sorts, and varieties; artisanal and hand-crafted techniques. ƒ A large cluster of regular organic consumers expects the sensory attributes of organic food to be signalled, e.g., via labeling, personal selling, and degustation. Research limitations ƒ Limited sample size due to the complex survey design.

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Objectives This executive summary describes the main objectives and findings from a quantitative consumer survey that forms the basis for a cross-cultural segmentation stud of the European organic food market. The survey was conducted in the framework of the European Commission funded project ECROPOLIS in 2010 and 2011 in France (FR), Italy (IT), The Netherlands (NL), Poland (PL) Switzerland (CH) and Germany (DE). The objectives of this research are the following: ƒ To detect and to investigate the dimensions of dietary habits that can be used to differentiate between groups of organic food consumers. ƒ To reveal the dimensions of sensory preferences that can be used to differentiate between groups of organic food consumers. ƒ To define different target groups for sensory-based market strategies. ƒ To highlight the potentials of sensory labeling as well as additional information on production processes and sensory properties of organic products. The findings suggest that European consumers of organic food products can be segmented based on their nutrition behaviour and their dietary habits as well as their perceptions and preferences with regard to sensory aspects of food products. Furthermore, the outcomes of this study underline the differences between the organic food consumption situation in different European countries concerning both the findings of the reviewed literature as well as the concrete results of the quantitative consumer survey.

Background The background situation of organic food consumption in the participating countries differs in some aspects considerably. While some of the study countries such as Switzerland and Germany possess a well developed and mature market for organic products, other countries such as Poland are still in a very early stage of organic food market development. Dealing with some major key performance indicators Table 1 provides an overview of the organic food market situation in the participating countries of the survey.

Population in million Total food sales in million € Total organic food sales in million € Market share of organic products in %

France

Germany

Italy

The Netherlands

Poland

Switzerland

65.4

81.7

60.6

16.6

38.2

7.8

160,052

170,588

100,000

25,696

50,000

19,673

3,041

5,800

1,500

591

50

1,023

1.9%

3.4%

1.5%

2.3%

0.1%

5.2%

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Sensory-based target groups for the organic food market. Comparative Report from quantitative consumer research. Deliverable No. 4.3 of Ecropolis Project.

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France Per capita consumptio 47 n in € per year Status of the organic Emerging market Share of multiple retail 39% channels in the organic market in %

Germany

Italy

The Netherlands

Poland

Switzerland

71

25

36

1

132

Mature

49%

Emerging

25%

Emerging

43.4%

Developing

20%

Mature

75.7%

Table 1: Overview of the organic food market in the participating countries in 2009 (Willer and Kilcher 2011; Schaer 2009)

Corresponding to the differing background situations of the food markets, the level of effort with respect to research activities on organic food consumption varies notably in the investigated countries. Table 2 displays the intensity of research activity in the respective countries dealing with motives of organic food consumption on the one hand and segmentation of the organic food market on the other hand. In Germany and Italy extensive research has been done in both fields, while in Switzerland only the consumption motives have been analysed in depth. There are only few segmentation studies available for the Swiss organic market. For France, however, studies some segmentation studies for the organic market exist, but only few concerning consumption motives for purchasing organic food. In The Netherlands and in Poland there has been done hardly any research in neither of the fields. France

Germany

Italy

The Netherlands

Poland

Switzerland

Consumption motives of + +++ +++ + + +++ organic food consumption Segmentation approaches ++ +++ +++ + + + of the organic food market +++ = Extensive research done, ++ = Moderate research done, + = Hardly any research done, o = No research done Table 2: Status quo of research activities on organic food consumption in the different countries

Another differing aspect is the attention paid to sensory product evaluation as well as the relevance of food labeling. Table 3 illustrates the relevance of sensory product evaluation in the overall food sector and especially in the organic sector. In addition to that the relevance of food labeling is shown for each of the participating countries. Sensory product evaluation in the overall food sector plays an important role in Italy, while in Switzerland and Germany the relevance is only moderate. In France, The Netherlands and Poland sensory product evaluation in the whole food sector appears to be less important. Concerning the sensory product evaluation in the organic food sector the outcomes are nearly the same, except for its stronger

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importance in the German organic sector. While food labeling appears to be the most important in Germany, it is only of moderate relevance in France, Poland and Switzerland. In Italy and The Netherlands food labeling is of little importance.

France

Germany

Italy

The Netherlands

Poland

Switzerland

Relevance of sensory product + ++ +++ + + ++ evaluation in the overall food sector Relevance of sensory product + +++ +++ + + ++ evaluation in the organic food sector Relevance of ++ +++ ++ + ++ ++ food labeling +++ = Strong relevance, ++ = Moderate relevance, + = Weak relevance, o = No relevance Table 3: Relevance of sensory product evaluation and relevance of food labeling

Survey design After a one year conceptualization phase, the quantitative consumer survey was conducted from October 2010 to February 2011 with a total of n=1798 respondents in all participating countries. Table 4 provides an overview of major design parameters that describe the conduction of the survey.

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France

Germany

Sample size Recruitment

n=298 Sensory Analysis laboratory Agrotec via panel

n=294 Sensory Analysis laboratory ttz Bremerhaven; Marketing research agency Produkt&Markt Osnabrück via panel

Location of testing

Agrotec in Agen

Time

Jan/Feb 2011

Gender restriction (200 women, 100 men) Age restriction (150 18-45, 150 46-75) Mean age Consumption frequency (120 heavy users, 180 light users)

Italy

n=301 220 recruited by C.R.A. Customised Research and Analysis via panel; 80 by researchers of UNIBO via e-mail and internet ttz Lab. Bremerhaven; University Produkt&Markt of Bologna; Osnabrück Lab. Coop Italia Casalecchio di Reno Oct/Nov 2010 Nov/Dec 2010 Jan 2011

The Netherlands n=290 Market reserarch agency – Essensor via internet

Poland

Switzerland

n=319 Research agency Umbrella via personal interviews and announcements in organic food stores and at underground stations Umbrella, Warsaw; Organic Market store, Warsaw

n=296 Marketing Services of the Swiss association of milk producers – SMP via panel

Jan 2011

Nov/Dec 2010

Nov 2010

Essensor in Ede and Delft

SMP in Bern

191/107

209/85

197/104

196/94

209/110

199/97

136/162

148/146

150/151

140/150

160/159

157/139

47.44

45.42

43.25

47.23

44.28

44.62

93/205

164/130

108/193

102/187

120/199

135/160

Table 4: Design parameters of the quantitative consumer survey

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Results: Organic buying behavior and sensory image organic food Corresponding to the outcomes of the literature review the results of the quantitative consumer survey provide interesting information on the organic food consumption situation in the participating countries. With regard to shopping habits it can be stated that supermarkets as multiple retail channels account for the majority of organic food purchases in all participating countries. However, in most of the countries specialized organic retail channels may also play an important role in organic food purchase (see Table 5).

ƒ Supermarket

ƒ Supermarket

ƒ Supermarket

The Netherlands ƒ Supermarket

ƒ Farmers weekly market

ƒ Discounter

ƒ Specialized store

ƒ Special -ty shop

ƒ

33.63%

36.64%

34.87%

38.04%

31.26%

France The two most relevant retail channels of organic food consumption Multiple retail channels’ share of organic food consumptio n in %

Germany

Italy

Switzerland

Poland ƒ Specialty shop Supermarket

ƒ Supermarket ƒ Farmers weekly market

33.63%

Table 5: Relevance of retail channels for organic food consumption

Concerning the organic consumption frequency of different product groups, results show that besides eggs typical products such as fruits, vegetables, dairy as well as bakery products are the most frequently purchased in the participating countries. In this context, the difference in abstinence from meat products by consumers in the investigated countries is notable (see Table 6). France Two main lead products of organic consumption Share of abstinence of meat products in %

Germany

Italy

ƒ Eggs

ƒ Eggs

ƒ Eggs

ƒ Vegetables

ƒ Vegetables

ƒ Dairy products

2.0%

7.1%

0.3%

The Netherlands ƒ Eggs

Poland

Switzerland

ƒ Eggs

ƒ Eggs

ƒ Dairy products

ƒ Bakery products

ƒ Vegetables

1.0%

2.8%

4.4%

Table 6: Lead products of organic food consumption

A further important finding of the study is the different motivational structures of organic food consumers in the different countries measured by the importance that respondents ascribe to

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altruistic motives, such as environmental protection and animal welfare, compared to egoistic motives, such as taste of products and expected health benefits (the question was: I buy organic products because (i) they taste better than conventional food products (ii) they are healthier (j) they support the environment (jj) they mean animal welfare). For respondents in Italy, Switzerland and Poland environmental protection and animal welfare is significantly more important than in Germany and The Netherlands. While health appears to be an important motive in all countries, taste seems to play an inferior role, especially in France and The Netherlands. Figure 1 illustrates the importance that respondents ascribe to different motives for organic food consumption in the total sample.

‐3 Known from childhood

Motives for buying organic food ‐2

‐1

0

1

2

3

‐.49

Personal suitability

.85

Support of environment

1.40

Animal welfare

1.05

Health

1.64

Better taste

.83

I totally  disagree

I totally  agree

Figure 1: Motives for buying organic food in the total sample

All in all, taste is not really important for most organic consumers in Europe. Compared to health or environmental benefits, it is a secondary motive. Thus sensory aspects are sometimes more a barrier against organic consumption than a driving force. For that reason in the next step of the survey the taste image of organic food in the respective countries was analysed. One of the main objectives of the survey was to reveal the sensory image of organic food by comparing blind and label sensory tests. Thus, Figure 2 provides an overview of the label effects in each country. It illustrates that respondents in Switzerland, Germany, The Netherlands and Italy by trend show a positive reaction, when the organic information is provided, and evaluate products more negatively, when they are aware of the conventional quality of the product. Contrary to this, Polish respondents always show a positive reaction to both organic and conventional labeling. In comparison with the other countries, French interviewees display an opposite trend concerning organic labeling. Respondents in The Netherlands seem to be relatively indifferent, when it comes to the impact of organic and conventional labels.

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Figure 2: 2 Effect of organic o and convention nal labeling

Hence, just as advvertising afffects cognittion during food consu umption (Eld der and Kris shna 2009:: 755) the e findings of o this studyy show that also organic labeling can be considered as a cognitive e determinant of sen nsory perception at lea ast in some countries. In Germanyy and Switz zerland, the e mage of orrganic food d is a startting point for f using sensory s arg guments in marketing g good im campaig gns. Degusstation is a relevant instrumentt for point of sale m marketing. In contrast, especia ally in Francce companie es should be b aware off the slightlyy negative ttaste image e, building a notable barrier in a country, which w is well known for the relevan nce of senso ory aspects of food. French consumerss are charracterized by sophisticated sensory skills,, leading to a highlyy competitive environment for organic are forced to improve o pro oducts. The erefore, organic firms a e the sen nsory qualityy of organiic food via descriptive e sensory analysis a (se ee work package 3 off ECROP POLIS). In Italy, the effect e of orrganic labe eling is nea arly neutrall, thus indiicating thatt organic labeling do oes not influence conssumers’ sensory evalu uation. In b both countries, organicc does no ot provide a unique selling proposition for sen nsory marke eting. s: Sensory y preference es Results Anotherr research topic of the study wa as to inves stigate resp pondents’ preferences for certain n dimensiions of sen nsory attribu utes that arre typical fo or organic food consu umption (Orrganic food d

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was an innovation in the food market often positioned in contrast to traditional (conventional) food. Core organic taste refers to some of these aspects, e.g., whole food, less sweetened, without artificial flavour enhancer, etc.). Figure 3 displays the evaluated core organic taste dimensions for each country. While the German consumers state the highest preference for natural flavour (tested with strawberry yoghurt), the Dutch people even express a slight aversion to it. Regarding the sweetness of food products no peculiarities have been found, i.e. the majority of organic food consumers throughout all the studied countries prefers less sweet food. As to the fat content of dairy products, Italians appear to be in favour of low fat content, whereas Swiss consumers state the lowest preference for it. Concerning whole-grain cereal products, all Europeans are in favour of it, the Polish and Dutch consumers revealing the strongest approval. France and Italy, however, show a moderate preference for whole-grain products, which might be caused by cultural aspects regarding the consumption of bread in those countries. With regard to the intensity of aromas, European consumers appear to be in accordance with the preference for intensive aromas. Differences result in the preference for the naturalness of appearance: while Italian consumers prefer variation in size and colour at the most, Dutch organic food users reveal only a moderate preference for it. A similar tendency can be found for the taste preference of artisanal production with the Italians expressing the highest preference for it and the Dutch consumers the lowest, always being in favour of it, though. Except for the low preference for whole-grain cereal products, Italy almost always displays the highest evaluation. Therefore it can be hypothesized that Italian organic food consumers have of the strongest preference for core organic tastes among the six participating countries. While Switzerland, Poland and France reach an average position, The Netherlands and Germany achieve rather low mean values for the preference for core organic tastes.

Core organic taste preferences in the different countries Preference for hand-crafted products Preference for variability Preference for intensive flavour Preference for whole-grain Preference for natural fat content Preference for less sweetness Preference for natural flavour France

The Netherlands

Poland

Switzerland

Germany

Italy

Figure 3: Evaluation of Core organic taste dimensions

Results: Customer segmentation Results of the multivariate analysis of the data show that the quantitative consumer survey of ECROPOLIS is able to build a useful segmentation approach of the organic food market that enables actors of the organic food supply chain to get an idea of possible marketing and product positioning strategies. Based on elements of existing tools for discerning between different target groups according to their dietary habits, elements of sensory research have been integrated in order to consider aspects such as taste, odour and appearance preferences for the identification of different groups of organic food consumers. Interesting analogies compared to one of the underlying research tools can be stated, since in parts similar target

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groups can be fou und. All in all, seven groups of European organic foo od consume ers can be e identifie ed that sho ow varying characterisstics with regard to their t nutrition behavio or, sensoryy preferen nces, their awarenesss of food la abeling and d food prod duct information as well w as theirr organic food consumption background b d and their socio-dem mographic properties. Figure 4 providess an illustrrated overvview of the e identified d consumerr segmentss taking into accountt respond dents’ senssory prefere ence intensity as well as their lab beling usag ge and inte erest in thiss kind of product infformation. Additionally A y, Table 7 gives a de etailed overvview of the e shares off consum mer segments in the diff fferent coun ntries.

Figure 4: 4 Overview of the segm ments of the e quantitativ ve consumerr survey of E ECROPOLIS S

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Italy Passionate cooks Slow living convenience opponents Speedy qualityconscious Opulents Priceoriented Desperate cooks Gourmets with money restraints Total

Germany Switzerland

The Poland Netherlands

France

Total European consumers (n =1,798)

3.11%

2.28%

2.78%

5.12%

2.28%

3.62%

19.19%

4.62%

2.45%

1.84%

4.39%

2.39%

3.00%

18.69%

0.89%

0.61%

0.61%

2.34%

0.22%

0.50%

5.17%

1.84%

3.84%

5.17%

2.73%

3.17%

1.56%

18.30%

2.39%

3.11%

2.39%

2.50%

3.17%

3.95%

17.52%

2.22%

2.56%

2.17%

0.56%

3.39%

2.11%

13.01%

1.67%

1.50%

1.50%

0.11%

1.50%

1.84%

8.12%

20.55%

18.49%

18.49%

1.37%

18.49%

22.60%

100.00%

Table 7: Shares of consumer segments in the different countries

The seven clusters are derived by using two types of information: (I) sensory intensity and (II) labeling usage and interest. The first embraces the stated preference for the following sensory dimensions: bitterness, sourness, heat and intensive aroma. The second type of information is related to attitudes towards food product information and interest in sensory labeling. Each of the seven clusters is positioned differently according to its sensory sensitivity and interest in labeling. For instance, the passionate cooks (cluster 1) and the gourmets with money restraints (cluster 7) are placed in the upper part of the y-axis. Both consumer segments are characterized by a high appreciation of intensive sensory dimensions. However, with respect to the usage of and interest in labeling they diverge, as it is shown by their diametrical positions along the x-axis. Members of cluster 1 are already likely to use labels in their food choice and they would probably welcome the introduction of sensory labels. On the contrary, consumers of cluster 7 are neither very keen to use labels for their food choice nor is their interest in sensory learning very high. The opulents (cluster 4) and the speedy quality-conscious (cluster 3) present similar patterns of behaviour to the previous clusters. Whereas members of both segments show values of sensory intensity close to the sample mean, they totally differ in the appreciation of labeling and its use. The opulents dispose of a very little interest in food labeling. On the contrary, the speedy quality-conscious consumers score this factor very high. This is particularly interesting for the organic food industry since cluster 3 encloses the highest share of intensive organic food buyers. The slow-living convenience opponents (cluster 2) and the price-oriented (cluster 5) show similar patterns regarding sensory dimensions: both clusters display values of appreciation of sensory intensity, which are below the sample average. Regarding labeling, the price-oriented display values close to the sample average, whereas the slow living convenience opponents score it higher. Finally, the desperate cooks (cluster 6) are placed in the bottom part of both axes. This indicates that they not only do not appreciate intensive sensory attributes, but they show also the least interest in receiving sensory information through labeling, since they rarely search for food-related information.

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1

Introduction

The European market for organic food and drink is the largest worldwide and accounts for almost half of global sales of organically grown products. Furthermore, it can be identified as a fast developing and highly competitive market as evidenced by the large number of companies that are acting within the organic food supply chain (Willer and Kilcher 2011). This situation is associated with changing market structures and the alternating relevance of distribution channels as well as a differentiation of expectations and motives of organic food consumers. Recent developments of the European organic food market partially based on changing consumer needs show not only a high potential but also a necessity for new target group specific marketing strategies. The respective literature suggests the importance of sensory properties of organic products such as odour, appearance and particularly taste has been increasing continuously for the last couple of years for both researchers and consumers. During the last decade extensive research has been done on organic food consumption behavior in different European countries, investigating aspects such as the impact on purchasing decisions in favour of or against organic foods as well as consumers’ needs and motives. Since consumers ascribe more and more importance to sensory properties of organic food products when making a purchase decision, a multidisciplinary market segmentation that uses sensory preferences to determine different target groups seems to be an appropriate approach. In order to fill this existing gap, the present study’s scope is the development of a consumer typology based on a segmentation model that takes into account not only consumers’ lifestyles in connection with their dietary habits, but also sensory properties of organic food. Therefore a market segmentation approach, that (beyond the common segmenting variables such as lifestyle, nutritional behavior and socio-demographics) uses sensory preferences to describe different target groups for organic food products, seems to be a new opportune approach. During the last few years, several segmentation studies focusing on the detection of target groups of organic food consumers have been conducted in different European countries (Bruhn 2008; Pellegrini and Farinello 2009; blue eyes marketing 2010; Reinders et al. 2009). While in most of the studies organic consumers were particularly distinguished based on a variety of determinants of their organic food consumption behavior, their purchasing motives as well as their socio-demographic characteristics and sensory aspects were not the focus of those surveys or were not considered at all when differentiating between groups of organic food consumers. Although the consumers’ sensory preferences represent an important distinctive feature for organic food consumption, this aspect has very rarely been considered in foodrelated consumer segmentations so far. A possible reason for this could be the lack of integration of the two different approaches to sensory analysis in practice: the product oriented and the consumer oriented approach. Against this background, the quantitative consumer research of ECROPOLIS is supposed to bridge those two research fields, proposing a combination of methods of traditional sensory analysis and consumer research focusing on sensory properties of organic food. In the framework of a multidisciplinary approach, in Work Package 4.3 of ECROPOLIS a standardized consumer survey (using personal and computer-assisted interviews) was conducted in France (FR), Italy (IT), Netherlands (NL), Poland (PL) Switzerland (CH) and Germany (DE). The objective of the study was to develop an approach for the identification of target groups of the organic food market for sensory marketing in the participating countries.

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The detailed objectives are listed in chapter 2 of this report. In chapter 3 background information on the theoretical framework as well as on country-specific characteristics such as organic food consumption, sensory marketing, and corresponding research activities are presented. Furthermore, the relevance of sensory aspects and communication initiatives related to sensory properties of organic food is described. The methodological background and the design of the survey are discussed in chapter 4 of this report. In chapter 5 and 6 results are presented in detail. Finally, in chapter 7 the main findings of the survey are discussed and conclusions are drawn.

2

Objectives

The overall objective is to develop an approach to identify target groups of the organic food market for sensory marketing in the participating countries, broken down into the following detailed objectives: ƒ To detect and to investigate the dimensions of dietary habits that can be used to differentiate between groups of organic food consumers. ƒ To detect and to explore the dimensions of sensory preferences that can be used to differentiate between groups of organic food consumers. ƒ To define different target groups for sensory-based market strategies. ƒ To highlight the potentials of sensory labeling as well as additional information on production processes and sensory properties of organic products.

3

Background information

3.1

Theoretical framework

The following chapter aims at the description of the theoretical framework of the quantitative consumer survey. Thus, food choice models, which illustrate the diversity of factors influencing a consumer’s food choice, will be presented. Subsequently, the present study will be positioned in the research context by examining the two research fields sensory analysis and consumer research. With respect to this, a multidisciplinary approach, which combines both research areas, will be suggested. Before discussing the conceptualization of a cross-cultural segmentation model, based on food-related lifestyles and focused on sensory aspects, the segmentation instrument FRL (Food-Related Lifestyle) developed by Grunert et al. (1993) will be presented. 3.1.1 Food choice In order to influence consumers’ food choices with the objective of both increasing sales and directing consumers to a healthy diet, nutritionists, food producers and marketers need to understand why people take certain buying decisions. For this reason, numerous models have been developed in the past with the intent of illustrating the diversity of factors that determine a person’s food choice. Whereas many researchers based their approaches on Ajzen’s and Fishbein’s theory of planned behaviour (TPB) and theory of reasoned action (TRA) aiming at

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the explanation of consumers’ behaviour through the influence of beliefs and attitudes (Shepherd and Raats 1996: 346ff.), this chapter concentrates on a selection of models and approaches that present the various influences on food choices in a qualitative manner. Starting with a rather fundamental model, Gains (1994: 55) proposes a categorization of the determinants of food choices into the food itself, the consumer and the context or situation which again are influenced by a variety of factors. Besides nutrients, image and packaging of a product the sensory properties taste, smell and texture affect the component food (ibid.). Conner (1993: 27f.), however, stresses an individual’s sensory perception and its physiological processes that together result in their attitude towards the food. Those three aspects are externally affected by food characteristics as well as economic and social factors and build the basis for food acceptance or rejection and hence the food choice. An approach that combines the considerations of those two models is presented by Shepherd (1985). He also distinguishes the three factors food, social-economic environment and the individual, which interact with each other and finally result into the food choice. The sensory perception of food such as appearance, texture, smell and taste together with social-economic and psychological factors influence the attitudes towards sensory properties, health and nutrition as well as prices and values, finally impacting a person’s food choice (ibid.: 11). The food choice model proposed by Furst et al. (1996) provides a holistic perspective of the factors which influence a person’s process of choosing food (see Figure 5). Based on an individual’s life course and experiences it emphasizes the impact of a variety of influences (ideals, personal factors, resources, social framework and food context) on the personal system of strategies for making choices, where different values such as sensory perceptions, quality, health and nutrition are negotiated (ibid.: 251ff.). Although the importance of the different factors influencing food choice cannot be quantified by these qualitative models, it has become clear, that sensory aspects theoretically form the consumer’s food choice to a considerable degree. Empirical proof is given in chapter 3.3.

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Figure 5: Exemplary food choice model (Furst et al. 1996)

3.1.2 Placement in the research context Despite the impact that sensory properties have on the consumers’ food choice, in the past insufficient importance has been attached to them either in theory or in practice. Even if many studies recognized the need for an approach that efficiently integrates traditional sensory analysis and consumer research, very little research has been carried out on this issue so far in order to segment the market with a focus on sensory preferences and to guarantee target specific product development and marketing (Sidel and Stone 1993: 72; Van Trijp and Schifferstein 1995: 127, 143f.; Piper and Scharf 2004: 18, Moskowitz 1983: 439; Meiselman 1993: 35; Nielsen et al. 2002: 136). In the following, the two research fields will be discussed and compared. Additionally a multidisciplinary approach, that combines both, will be presented. The Sensory and Consumer Sciences Division of the Institute of Food Technologists defines sensory and consumer sciences as a scientific discipline used to evoke, measure, analyse and interpret consumers’ reactions to the characteristics of food as they are perceived by the senses of sight, smell, taste, touch, and hearing (IFT 2011). At its early stage sensory evaluation has been conducted in a product oriented manner, dealing exclusively with the core product, i.e. with all of chemical-physical properties of the relevant product (Scharf 1996: 136). Therefore it is conceived as the systematic analysis of the relation between the physical-chemical components of a product, its sensory properties resulting from those and the consumers’ reactions in terms of perception and evaluation processes based on visual, acoustical, haptic, olfactory and gustatory sensations (ibid.). According to Meiselman (1993) traditionally it is a

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science of measurement due to its analytical testing procedures aiming at precision, accuracy and sensitivity. However, Van Trijp and Schifferstein (1995: 132) conclude that next to the product oriented approach to sensory analysis, also known as objective or analytic testing, a second basic mainstream has emerged, which takes into account the consumer’s food preferences (Kemp 2008: 1507). Whereas the product oriented sensory evaluation is among the responsibilities of the R&D department of a food manufacturer focusing on the product and its development process, the consumer oriented sensory analysis is mainly the task of marketers, whose scope it is to market new products according to the consumers’ needs (Van Trijp and Schifferstein 1995: 129f.; Ptach 2003: 460). Figure 6 gives a simplified overview of the stages in the process from food production to the consumer’s food choice and stresses the contrasting starting points of the two approaches: While sensory researchers start the production process with the development of a product formulation by varying different ingredients and evaluating it, the marketing department considers the consumers’ food choice behaviour and preferences in the first place, which is influenced by the perception of both intrinsic and extrinsic product characteristics. The former are part of the physical product such as colour, size and taste. Examples of extrinsic cues are price, packaging or brand name (Van Trijp and Schifferstein 1995: 129f.).

Figure 6: Comparison of Sensory Research and Consumer Research (Van Trijp and Schifferstein 1995)

Besides the different foci of the two approaches a major contrast is the type of validity (Van Trijp and Schifferstein 1995: 134). A method is valid when the measurement does not show any systematic errors (Homburg and Krohmer 2006: 256).The R&D approach stresses a high internal validity of a sensory method that is given when there are no confounding variables that cannot be controlled and thus the results of sensory evaluation can unambiguously be traced back to the variables that were manipulated, e.g. the variations in product composition (ibid.; Van Trijp and Schifferstein 1995: 134; Moskowitz 1983: 478). External validity, on the other hand, has the highest priority for marketers, who try to generalize results beyond the research context in order to explain and predict actual food choice behaviour in the market (ibid.). According to Schutz (1988) both depend on the choice of subjects, the type of stimuli, the measurement procedure and the test circumstances. To obtain a high external validity naive, untrained consumers are chosen to evaluate stimuli that resemble as closely as possible the available product in the market (Van Trijp and Schifferstein 1994: 135ff.; Moskowitz 1983: 477ff.). Moreover, a consumer oriented approach should adapt to the consumers’ terminology used in the product evaluation and provide realistic testing conditions, which do not exclude

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other influencing factors such as human contact, in order to guarantee a consumer’s reaction that is as close as possible to real behaviour. In contrast to this, high internal validity requires trained consumers or experts, who use a specialized terminology when evaluating products, which are limited to their core properties, i.e. their intrinsic cues. Usually testing takes place in laboratories or other strictly controlled ambiances in order to eliminate any kind of influencing factors (ibid.). Van Trijp and Schifferstein (1995: 138) summarize the contrasting characteristics of the R&D and marketing approaches to sensory evaluation (see Table 8).

Primary focus Criterion Type of sensory characteristics Subject product Terminology Test circumstances

R&D approach product or production process internal validity ‘perceptible’

Marketing approach consumer behaviour external validity ‘perceived’

trained or expert core product specialized terminology strictly controlled

naïve augmented or generic product consumer terminology moderately controlled

Table 8: Comparison of R&D approach and Marketing approach (Van Trijp and Schifferstein 1995)

On the one hand data from analytic testing panel members may lack representativeness due to their insufficiently direct relation to the product as a whole, yet on the other hand marketing data does not reveal enough information about the actual reasons for liking or disliking a product. A multidisciplinary approach, however, might mitigate these negative aspects, maximizing the effectiveness of each research field (Kemp 2008: 1507; Köster 2002: 53). In spite of the awareness of the need for a closer integration between the product and consumer oriented approach to sensory analysis, hardly any research has been dedicated so far to the segmentation of consumers based on their sensory preferences (Sidel and Stone 1993: 72). Moskowitz (1983: 458) as a pioneer revealed that individuals segment into different demographic, attitudinal and lifestyle groups, which vary in their sensory preferences for food products. He also found that sensory properties that attract one group to a product may repel another group, even though both groups share an identical set of sensory perceptions of the specific product (ibid.). These findings prove the importance of linking sophisticated techniques of traditional sensory analysis with marketing research methods in order to optimize product development, gain a more complete knowledge about the consumer and differences among consumers and better satisfy their needs. Since marketing research is product independent and is characterized by its focus on a high external validity, combining it with traditional sensory analysis seems to be a reasonable approach to generate generalizable sensory data about the consumer. This idea forms the basis of the quantitative consumer survey conducted within the framework of the EU-funded research project ECROPOLIS, which is presented and described in detail below. 3.1.3 Food-Related Lifestyle For the conceptual development of a segmentation model for organic consumers based on their sensory preferences within the quantitative consumer survey of ECROPOLIS, the Food-Related Lifestyle (FRL) was applied. This segmentation model developed by Grunert et al. (1993) intends to describe and discriminate between consumers on the basis of their lifestyles in combination with their nutrition behaviour, in order to identify cross-national segments in European food markets. Grunert et al. (ibid.: 213f.) understand lifestyle as a cognitive construct, which does not correspond to the actual behaviour but rather explains it. The FRL consists of the five cognitive categories ways of shopping, cooking methods, quality aspects, consumption

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situations and purchasing motives, which are related to each other and contribute to linking food products to values, as displayed in Figure 7 (ibid.: 216f.).

cooking methods

purchasing motives

values

quality aspects

consumption situations

concrete attributes/ product categories

ways of shopping

Figure 7: Cognitive categories of the Food-Related Lifestyle (Grunert et al. 1993)

These categories are broken down to a total of 23 dimensions, each operationalized by three items (ibid.). An overview of the categories and their corresponding dimensions gives Table 9. Shopping Significance of production information Attitude to advertising

Food preparation Interest in cooking

Quality aspects Health

Motive for buying Self-fulfilment

Type of food consumption Snack vs. Full meal Social Event

Search for new ways of cooking

Priceperformance ratio

Security

Social relationships

Pleasure associated with shopping Specialty shops

Comfort

Degree of novelty

The whole family

Organic products

Price

Planning

Taste*

Shopping list “A woman’s job *identified by experts

Freshness*

Table 9: Dimensions of the Food-Related Lifestyle (Grunert et al. 1996; Grunert et al. 2001)

The model aims to explain how consumers use food products to fulfill certain life values, (Bredahl and Grunert 1997: 1). It is characterized by its capability to validly identify crossnational consumer segments, which are not product specific, but nonetheless tailored to applications in the food sector due to the intermediate placement of the lifestyle construct between highly abstract human values and more concrete product specific beliefs and attitudes (Grunert et al. 1993: 215, 223). Moreover, it represents a flexible approach, with an ability for adaption and enhancement that has been proven by numerous studies (Bruhn 2008; Sparke

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and Menrad 2007; Bech 1999; Pflüger 2009). Bruhn (2008: 2) extended the FRL by investigating the link between lifestyles and preventive and health related consumption habits. In the study conducted by Sparke and Menrad (2007: 3f.) the FRL was used as a basis for a segmentation that sheds light on the consumers’ disposition for purchasing new products. In addition to that they had the test subjects evaluate the images of real food products instead of answering statements about their consumption behaviour. Bech (1999: 8f.) segmented the Danish market by means of the FRL, using aspects of organic purchasing as describing variables. Furthermore, Pflüger (2009: 1f.) verified an approach that links sensory to lifestyle research by adding consumers’ sensory preference to the FRL. Because of its flexibility, its ability to cross-nationally segment markets as well as its product independency the FRL is well suited for building a consumer typology in the European organic food markets that focuses on sensory aspects. The FRL constitutes only one element of the aspired multidisciplinary approach that has to be extended by the sensory component. The following chapter explains in more detail why the FRL was used as basis for the conceptualization of the questionnaire and describes how a combination with sensory research methods can be implemented by presenting the conceptual development of a cross-cultural segmentation model for organic consumers. 3.1.4 Conceptualization of a cross-cultural segmentation model that focuses on sensory aspects In order to develop a cross-culturally valid segmentation model that takes into account the consumer’s sensory preferences and generates standardized and comparable data, information and ideas were gathered in each of the participating countries in four different ways: First of all the respective literature was reviewed to shed light on the state of the art. Secondly, focus group interviews were conducted with consumers who frequently purchase organic food as well as consumers who occasionally buy organic products. Additionally the expertise of sensory and marketing researchers as well as actors of the organic food market was integrated into the conceptualization process. Lastly, an intuitive approach was necessary at some points during the conceptualization, since the linkage between sensory and marketing research for segmenting organic food consumers has never been the focus of research before. By combining the input of these information sources the following conceptual model was developed (see Figure 8).

Figure 8: Simplified segmentation approach of the quantitative consumer survey

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Being based on the FRL-instrument developed by Grunert et al. (1993) it aims to differentiate consumer groups based on their dietary habits and sensory preferences for organic food products. Due to the specific background and the research topics the study concept represents an adapted approach of the original FRL-concept of Grunert et al. (1993). Since further aspects concerning the characterization of the nutrition behaviour, e.g. food choice behaviour, have been considered, the underlying approach represents an enhancement of the original FRLconcept. According to the literature, different dimensions that together build a food-related lifestyle have to be considered when segmenting consumers (Pollard et al. 1998; Lüth et al. 2005; Scholz 2005): ƒ Slimness consciousness

ƒ Functional Food

ƒ Health

ƒ Quality vs. Price

ƒ Tradition

ƒ Brand orientation

ƒ Enjoyment in eating/gourmet

ƒ De-Ritualization (fast food)

ƒ Freshness

ƒ Sophisticated expertness

ƒ Shopping convenience

ƒ Variety seeking/Neophobia

ƒ Cooking convenience

ƒ Quality knowledge

ƒ Cooking competences Table 10: Food-related lifestyle dimensions

Depending on the impact that each dimension has on a certain consumer type, different consumer segments with varying needs and behaviours can be formed. In order to create target specific sensory marketing strategies for every single segment, the emerging consumer groups will then be described not only by the consumers’ sensory preferences for organic food, but also by socio-demographic criteria, the organic food consumption behaviour and the consumers’ attitudes towards product information and sensory labeling. With regard to the consumer’s sensory preferences for organic food, displayed on the vertical axis in Figure 8, according to the results from the focus group interviews and the expertise of sensory researchers the following aspects must be considered (Figure 9):

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Figure 9: 9 Organic ta aste aspects s

It is pre esumed tha at consume ers who reg gularly buy organic foo od (i.e. hea avy users) prefer p a so o called core c organicc taste and d a natural appearanc ce of organiic products obtained by b applying g tradition nal processing methods without using pesticides, preservatives and flavour en nhancer forr example e. Core orrganic taste e is define ed by the attributes natural n flavvour, less sweetness,, freshness, the flavvour of milkk products with a nattural fat content, the fflavour of whole-grain w n productts, less flavo our enhanccer, intense flavours, home-made h flavour and d the flavou ur of eating g like in former fo timess. Some of the listed attributes a arre not necesssarily onlyy preference es for taste,, but can n also be assigned a to o the prope erties texturre and app pearance su uch as preference forr natural fat content or preferen nce for whole-grain as well as pre eference forr home-mad de food and d eating liike in forme er times. Otther aspectss, which be elong to core organic ssensory properties, are e natural appearance, traditiona al processin ng methods s, traditiona al varieties, acceptance for minorr visual defects d and d variabilityy in production. Som me of these e attributess cannot or can onlyy indirectlly be relate ed to the prroperty tastte and requ uire more detailed exp planations. It demandss delicate e sensory skkills for the perception of the attrib bute traditional processsing method ds, which iss mostly a matter of information n behaviour.. In this con ntext, it has to be mentioned that some s of the e core org ganic taste aspects are e affected by b the corresponding re egulatory fra amework co onsisting off EU rule es, governm mental rules and private e standards s for organicc food production (Sch hmid 2009).. Neverth heless, it is assumed that t informa ation as we ell as variou us kinds of product lab bels has an n influencce on the se ensory percception of fo ood. Variability in produ uction descrribes a prod duction thatt is not fu ully standarrdized (e.g. raw cane sugar) s and//or uses va arious sorts or differenttly matured d raw fruit and vegetables (e.g.. apple juice e). These aspects a do not only aff ffect the tas ste but mayy also be perceptible e in their texxture and ap ppearance. Minor visual defects m means bruis ses, naturall marks or imperfecct colouring g and form m, which are a visually perceptible e. This de escribes forr example e the natura al appearan nce of meatt products and a sausage es, whose ccolour beco omes ratherr greyish when preservatives such as nitrites are not used. The attribute ho ome-made is meant to o expresss a contrast to the flavour, te exture and appearancce of high hly industrialized and d standarrdized food products. A preferen nce for eatting like in former tim mes refers to sensoryy experiences that almost everyybody has had h during his h or her ch hildhood. Furtherm more it is presumed that consume ers who occ casionally (ii.e. light use ers) or neve er purchase e organic, however, do not atta ach much im mportance to t core orga anic taste a and other co ore organicc

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sensory properties. The more relevant core organic sensory properties are to a consumer segment, the higher it will be positioned along the vertical axis. 3.2

Background information on organic consumption

In this chapter, some information about the organic consumption in the different countries is given. Therefore, the retail channels and the average amounts of organic products purchased are shown. Additionally, the main organic product groups are named. To give a short overview of organic consumption, the percentages of market share of organic products in the different countries in 2009 are shown in Table 11.

Market share of organic products

France

Germany

Italy

The Netherlands

Poland

Switzerland

1.9%

3.4%

1-1.5%

2.3%

0.1%

5.2%

Table 11: Market share of organic products in 2009 (Willer and Kilcher 2011)

In the following, the situation in the participating countries is described in detail. France (FR) In France, the market for organic products has grown consistently since 1999. It grew at a rate of approximately 10% per year between 1999 and 2005, and more rapidly still after 2006. According to estimates provided by AND International and Agence Bio, in 2008 and 2009, end consumers purchased a total of 19% more organic products. With a turnover of 3 billion Euros (including taxes) in 2009 (compared to 1.6 billion in 2005), the organic market represents 1.9% of the total food market. Growth was observed in all channels of distribution, but especially in supermarket chains and specialized stores. In France in 2009, the highest turnover was recorded for grocery (non-perishable) products, followed by fresh fruit and vegetables; these categories represented 18% and 17% respectively of total turnover. Dairy represented 12% while baked goods followed closely, accounting for 11%. Increases in organic purchases were achieved across the board. Since 2005, the biggest increase in sales has been recorded for organic grocery products, growing from 364 to 727 million Euros. In the same 4-year period, the turnover for organic dairy and eggs more than doubled. Fruit and vegetables are the products most often purchased by consumers of organic products: this is true for 80% of customers buying organic products. The next largest category is dairy (72%), followed by eggs (57%), grocery products (including oil, pasta and rice is at 53%), drinks (43%), meat (41%) and bread (35%). With regard to frequency of purchase, in the CSA 2010 study, 43% of consumers declared that they purchased an organic product at least once a month, whereas in 2007 the percentage was only 37%. Indeed, in 2010, according to Agence Bio’s key figures publication, just over one out of four people regularly consume one or several organic products: ƒ 46% at least once a month, ƒ 26% at least once a week, ƒ 9% at least once a day. According to the Agence Bio key figures publication, consumers could be divided into two groups: long-standing consumers (defined by Agence Bio as those who have been buying organic for over 10 years) and new consumers. The latter group represented 20% of total

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organic consumers in 2009. In 2009, 84% of buyer-consumers maintained or increased their consumption of organic products. However, according to the 2010 CSA study the category of organic products purchased depended on the type of consumer. On the one hand, new consumers (the CSA study defined these as consumers who had been buying organic for less than one year) primarily purchased drinks (fruit juice, herbal and regular tea, coffee), and dairy and grocery products. On the other, long-standing consumers’ (buying organic for over five years) main organic purchases were meat and eggs, followed by groceries, fruit and vegetables. Germany (DE) Regarding both domestic production and imports, Germany is still the largest retail market for organic products in Europe. Apart from a temporary stagnation due to a financial crisis, the development of the German organic food market is characterized by a boom concerning the demand for organic products along with a notable structural change of the distribution channels during recent years. The turnover of organic food products was about 5.8 billion Euros in 2009, while the per capita consumption reached 70.7 Euros (Willer and Kilcher 2011) While the sales of organic products via direct marketing stagnated, multiple retailers became substantially important for organic food sales. However, the current development shows that specialized organic food stores by trend are able to defend their market. This situation goes along with a weak tendency of expansion within the segment of specialized organic retail channels. Against the background of this development, retailers like supermarkets and discounters accounted for more than 50% of organic sales in 2007. German households’ average expenses for organic food bought at retailers gained in importance. Particularly, dairy products including cheese (+28%) as well as dry products (+27%) were often sold via the retail sector. Irrespective of the distribution channels, the most important organic products in Germany are milk and dairy products, followed by vegetables, bread as well as meat and meat products (Willer et al. 2009; Willer and Kilcher 2011). Italy (IT) Italian organic agriculture grew in terms of hectares cultivated and operators involved during the 90’s. After that time, in the three year period 2002-2004 a significant reduction in importance of areas cultivated and operators involved occurred, while during 2005-2006 operators and hectares cultivated increased again. According to Sinab (2009) in 2008, 49,654 organic operators (primary producers, processors, importers, etc.) were involved in the Italian organic supply chain. The fluctuations of the number of operators and hectares involved in the Italian organic sector has been determined by market demand as well as government support (EU regulations 2078/92; 1257/99; 1698/05) which fostered the adoption of organic agriculture practices. The most relevant organic crops cultivated in Italy are: cereals and rice (231,569 hectares), meadows and pasture (224,601 hectares), forage (205,758 hectares), olive oil (114,472 hectares) and grapes (40,480 hectares) (Sinab 2009). In terms of market sales, Italy is the third European country for organic retail after Germany and the United Kingdom, with a annual turnover of 1.6 billion Euros in 2006 (Abitabile and Povellato 2010). With regard to the Italian organic market structure, it is highly fragmented and complex with many kinds of organic market operators. In particular, the organic farms play a very important role in the distribution of organic products. The main organic food marketing distributors in Italy are wholesalers, large retailers and specialized organic shops. Wholesalers purchase organic food from primary producers, co-ops and consortia, reselling products to specialized organic food shops, restaurants, etc. (ISMEA 2005). Wholesalers match producers and retailers by managing and organizing, transport and other logistic activities. The main organic products traded are pasta, rice, olive oil and bakery products. Low prices, difficulties in finding clients and the maintenance of a constant quality level of the food products are the critical points of wholesalers’ activities.

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Despite the current world economic crisis, Italian consumers are increasing their consumption of organic food (ISMEA 2010). During 2007, the organic food consumption increased by 10.2% compared to 2006. Organic food represents less than 2% (1-1.5%) of the overall Italian food consumption (Bio Bank 2009). Another study about the organic food consumption in Italy (Pellegrini and Farinello 2009) indicates that 53.1% of Italian families buy both conventional and organic products. Only 2.3% buy only organic products, while 44.7% of the families interviewed buy only conventional food. With regard to the over what time period Italian consumers buy organic food, the investigation shows that the Italian organic food market has greatly enlarged in the last ten years. In fact, three out of four organic consumers have started to consume organic food over the last ten years. With regard to the different kinds of organic food products purchased by Italian consumers, the study by Pellegrini and Farinello (2009) indicates that more than half of the consumers interviewed (54%) prefer to consume both fresh and processed fruit and vegetables, followed by rice and pasta (23.8%), milk and dairy products (4%), eggs (4.2%) and oils (3.7%). Despite the fact that many years have passed since the first studies on organic food consumption, there has been little research conducted at the national level and the majority of studies are explorative and conducted at local level (ISMEA 2005). The Netherlands (NL) In The Netherlands the turnover for organic products reached 537 million Euros in 2008 (Schaack and Willer 2010). The organic market share is currently around 3% (Biologica 2009), while the per capita consumption of organic food of 33 Euros in 2008 is rather low (Schaack and Willer 2010). The market share of organic foods in supermarkets increased about 11% between 2008 and 2009. In 2009, 44% of the organic foodstuffs were sold in supermarkets, 39.2% in organic stores, 8.7% in catering and 7.9% through other channels like farmer shops, farmer markets and delivery services. In 2009, 22.9% of organic food expenditure was on fresh potatoes, vegetables and fruit; 21.7% on fresh dairy products and eggs; 14.6% on fresh meat, meat products and meat alternatives; 9% on fresh bread; and 31.8% on other food products and ready-meals (Biologica 2009). These days, most supermarkets sell organic products, mainly consisting of dairy products, meat, fruit and vegetables. The majority also sells a limited assortment of ‘dry’ products, e.g. biscuits, sweets, cereals, rice, etc. Interestingly, the sales of organic have quite recently been picked up and promoted in supermarket magazines. This is an indication that organic products might be perceived to add to the (quality) image of some supermarket chains. Organic products in Dutch supermarkets in general are positioned as mainstream products. Although usually separately labeled, they blend in on the same shelves as more conventional products. In organic stores products are positioned as ecological/organic or bio-dynamic products. The brands sold in supermarkets are often extensions of the regular brands. This is usually not the case for the organic specialty shops, that sell their own more specific brands. According to Biologica (2009) 98% of Dutch consumers have heard of organic food, and the products that first come to their mind are vegetables (55%), meat (33%) and fruit (31%). Dry products are hardly mentioned in the context of organic food. Organic fresh products (i.e. vegetables, fruit, potatoes, eggs, meat, dairy and bread) seem to be more popular and more readily associated with ‘organic’ than processed products (Tacken et al. 2007; Reinders et al. 2009). Poland (PL) In the last decade, Poland experienced considerable growth in the number of organic farms and area under organic production but the domestic organic market is still considered as immature. At present, there are more than 285,000 ha under organic production and the number of organic

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farms exceeded 15,000 in the year 2008 (Główny Inspektorat 2007, Główny Inspektorat 2008). According to data from 2008, in Poland organic farms mostly had up to 5 ha of land (36.5%), with farms from 5 to 10 ha constituting the next largest group with 23.5%. However, farms with a surface over 100 ha running large scale organic production constituted only 3%. In 2009 277 organic processing units were operating in Poland, mainly dealing with fruit, vegetables and cereals. As a result, the supply of organic foods is steadily increasing but the assortment of domestic organic products is still limited. The majority of the domestic supply available in Poland consists of fresh fruit and vegetables, unprocessed and supplied only in season. Animal products constitute a small percentage of the organic food assortment. There is no precise data on market size and structure but specialized organic food shops have a high share in organic food sales. However, organic food shops have several disadvantages such as unfavourable locations, low share of organic certified food and high prices due to relatively high gross margins (Zakowska-Biemans 2008). Most of the specialized organic food shops operate independently. There is no trend towards vertical integration in the organic retail sales observed, resulting both from the organizational weakness as well as reluctance to cooperate due to negative experiences in the past. Large retail stores have low share in organic food sales because of supply related constraints. However, supermarkets will likely continue to gain market share at the expense of organic food shops, given the consumer trend toward one-stop shopping and increasing prices of food. At present, supermarkets offer only processed organic food and some basic fresh products like vegetables (carrots, parsley, celery and potatoes). However, these vegetables are available for only a few months per year. There are no fresh products available all year around. Organic products in large retail stores are sold in a special section with healthy food where products for people with diseases like diabetes are also included. Organic products hardly ever accompany their conventional counterparts on the shelves. Direct sale is still a common way of selling organic food. There is no data that could allow any estimates on the share of direct sale but many organic producers get involved in various promotional activities such as occasional fairs and farmers markets. Home deliveries are offered mainly by retailers and there are just a few initiatives run by producers. Schemes like the box scheme are not popular in Poland but their relevance could grow in future. Internet organic shops are playing an important role in targeting young and open-minded consumers. The number of shops is increasing and their offer is becoming more and more diversified. Compared to other countries covered by the research within the ECROPOLIS project, the organic market in Poland is relatively small. There are still many barriers to overcome to stimulate consumption and boost the domestic organic market. An underdeveloped processing industry, dispersed agricultural production, lack of appropriate infrastructure and organization of trade in organic products together with low market orientation of Polish organic producers are all considered factors hampering development of domestic organic market in Poland. Switzerland (CH) Since 2006 the organic market in Switzerland has grown after several years of stagnation (Padel et al. 2009). Even during the financial crisis in Europe this growth continued without any backlash (Kilcher 2011). The organic market share of 5.2% was the third-highest share within Europe after Denmark and Austria in 2009 (Willer and Kilcher 2011). More than two thirds of Switzerland’s organic products are sold in stores of the two biggest multiple retailers Coop (49.4%) and Migros (23.6%), whereas the direct marketing share of 5.2% (Kilcher 2011) is comparatively small. The market for organic products has a long tradition in Switzerland. However, the establishment of the new organic brand “Naturaplan” by the retailer Coop in 1993 induced a significant growth in the organic market (Coop 2008). As a consequence, the organic market was opened to new consumers. The relaunch of the brand “Naturaplan” in 2008 has led to a new image and positioning of organic products towards mainstream consumers. Additionally the Bio Suisse

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growers association has supported a quality oriented image and marketing over years. In 2009 Bio Suisse pushed this approach and introduced a new label ("Gourmet-Knospe") for "Bio Suisse" products which have to fulfill a defined superior sensory quality (see also in chapter 1.2). Nearly 50% of all Swiss consumers buy organic food products at least once a week (GfK 2009). Nevertheless, heavy users still contribute to the biggest turnover in the Swiss organic market. Data from the Swiss organic market from 2009 showed that eggs, bread and vegetables achieved the highest organic share of the total food market with 17.2%, 16% and 10.7% of sales respectively (Bio Suisse 2010). 3.3

Background information on sensory preferences

In the following section, literature reviews provide information about studies dealing with sensory preferences in each case study country. France (FR) Within the framework of the national program for food and agricultural modernization, the public authorities produced for the first time in France a report in December 2010 on the current situation of individuals’ knowledge concerning the taste of food. It is the most recent document on this topic to date in France. In April 2009, within the scope of the Program National Nutrition Santé or PNNS (a national program to promote better health through better nutrition), the Directorate-General of Food within the French Ministry of Agriculture, Food, Fisheries, Rural Affairs and Spatial Planning (MAAPRAT), was asked to lead the working group and to draft the report. The main points of the report concerned the taste of food, the difference between a quantitative analysis and a qualitative analysis, and the analysis of preferences. MAAPRAT interviewed a large number of experts in order to determine whether the sensory qualities and the nutritional values of a product were compatible. More specifically, a study was carried on the sensory impact that reducing the levels of fat, salt and sugar in food products would have. The aim was to develop new approaches for increasing the acceptance of foods with low levels of these ingredients. This part of the study was carried out as a direct result of the goal of the Politique Nationale de l’Alimentation (national food policy) to reduce the consumption of foods that contain high levels of fat, sugar or salt. In addition, the link between taste and the conditions under which products are distributed was examined in depth in order to manage, on the one hand, issues brought about by food subsidies and, on the other hand, those relating to restaurants and caterers. Germany (DE) Within the framework of the National Nutrition Survey II (Nationale Verzehrsstudie II), almost 20,000 consumers (aged 14—80 years) were questioned between November 2005 and January 2007 to their nutritional and dietary habits (Max-Rubner-Institut 2008: XV, 2ff.). The results of this survey show that taste is the most important or at least very important to 97.2% of the people interviewed (97.5% women and 96.9% men). This was followed by freshness with 96.9% (98.5% vs. 95.3%), minimum durability with 86.7% (89.6% vs. 83.7%) and healthiness with 83% (89.2% vs. 76.7%). In comparison to these aspects, ethical motives such as speciesappropriate husbandry (total 69.8%) and being free of gene technology (total 67.7%) played a less important role in consumer decisions (Max-Rubner-Institut 2008: 118). As to the conventional food sector, currently there are numerous marketing initiatives that emphasize the sensory quality of food products. For instance, actors in the multiple retail sector such as supermarkets and discounters are developing their own lines of gourmet trade brands that among other things take into account sensory aspects of those products. To exemplify this

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development, Figure 10 shows some products of gourmet trade brands from REWE (bbdo 2010)

Figure 10: Products of the gourmet trade brand “REWE Feine Welt” (bbdo 2010)

Regarding the organic sector, actors ascribe increasing importance to the consideration of sensory aspects when it comes to product positioning and marketing strategies. One initiative that should be mentioned in this context is the German research project “ÖkoGeschmackssiegel”. The main aim of this survey was the development and implementation of a sensory evaluation model for organic food. Within the whole German food sector this initiative was the first attempt to investigate sensory differences between processed conventional and organic food by developing sensory descriptions by descriptive sensory analysis methods in order to visualize potential differences. For example, sensory properties of seven different products (e.g., ketchup, toast) were evaluated by sensory testing. The study revealed that there are differences in the sensory properties of the products, depending on recipes, ingredients and production methods (Buchecker and Mahnke-Plesker 2003). Another initiative that has to be mentioned in this context is the dissemination activities of the German organic association Bundesverband Naturkost Naturwaren Herstellung und Handel e.V (BNN). In collaboration with experts from specialized sensory laboratories the opportunity to learn the basics of sensory product evaluation is given. Participants of the seminars are shown how to implement sensory aspects into the process of quality assurance and product development and get a first idea of how to use the sensory evaluation of their products for marketing as well as product positioning (BNN 2011). Italy (IT) Food sensory science in Italy appears to be a subsidiary tool of investigation of classical sciences like chemistry and/or physics. However, various Italian universities are starting to investigate this field in many areas such as food science, food marketing, statistics, etc. Furthermore, there are some private initiatives and centers aiming to promote the development

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and the use of food sensory analysis which offers advice about sensory aspects of food to industries, universities, etc.. Sensory aspects have gained increasing importance in food habits and consumers’ preferences. In the 8th annual report (AA.VV. 2001) the results of a survey performed by INRA Eurobarometer are shown: the report underlines that for the Italian consumers, sensory aspects are fundamental attributes to determine the quality of food products together with brand, production methods and natural aspect of the products themselves. The first pillar of the platform, concerning consumer science, aims at enhancing the research and the technological innovation in the food industry, in order to increase the development and the competitiveness of the small and medium enterprises (SSICA 2010). In this framework, the evaluation of consumers’ eating habits and eating choice models are closely connected with sensory analysis, performed by SIQUAL, the Italian laboratory for food safety and quality. In its activities, SIQUAL develops sensory analysis and consumer science techniques in order to perform more effective food quality control and assurance, with the main objective to detect interrelations and cause-effect relationships between chemical and physical parameters and the sensory properties of different kinds of food (SSICA 2010). For several years now in Italy many food operators (e.g. industry, retailers, etc.) have started to take into account sensory attributes in the development of new food products. In a framework which involves industrialization and standardization of food production according to quality and safety standards, the relevance of sensory aspects aiming to highlight the differences of special food products (like traditional and organic products) is becoming fundamental. This is due to the perception of such aspects by the consumers (Cayot 2007), who seem to consider them as higher quality detectors. Sensory cues, even if not more important than other extrinsic cues associated with food (like origin or price), can be seen as a valid instrument to be measured and taken into account when talking about consumers stated choices (Egan et al. 2008). Italian food specialties seem to be a very good target for sensory analysis. In some studies, suggestions for technicians and panelists were given concerning sensory features of typical and traditional products (Sinesio et al. 2009; Scintu et al. 2010). Moreover, changing the focus of analysis from technicians to consumers, a literature review shows the results from studies focusing on consumers’ preferences and perceptions concerning sensory aspects of well known Italian products, like olive oil and wine, or niche products. Varese and Bonadonna (2009) discuss the promotional strategies for extravirgin olive oil from Piedmont. In the study, some strategies involving the communication of superior sensory features as distinctive elements and the use of a specific brand (“Super Premium Olive Oil”) are proposed. However, the authors note the fact that focusing on sensory features (which are extremely subjective) could subtract importance from the valorization of the local attribute. The link between sensory dimension and typical products is present also in the study of Caporale et al. (2006), concerning consumers’ expectations of sensory properties in virgin olive oil. In this study, researchers explored the appropriateness of sensory descriptors in evaluating the typicality of certain extra virgin olive oils, the influence of information on sensory perception and the effect of sensory expectations on liking and on responses concerning typicality. Results revealed that there are well defined expectations for sensory properties of the typical olive oil tested; information evoking the origin of food creates favourable hedonic expectations in familiar consumers. However, the study showed also that when sensory expectations are not fulfilled, there could be a loss of product reputation. Sensory features are also the main subject of the study from Parpinello et al. (2009), who tried to connect instrumental analysis and sensory attributes in order to characterize Novello wine and map out consumers’ preferences as a function of product descriptors. Instrumental and sensory analyses were performed on 15 Italian Novello wines by expert panelists and the results were linked with the preference score of 300 consumers. It emerged that, concerning sensory attributes, the 15 wines not always fully matched the Novello style in terms of colour and olfactory characteristics; moreover, consumers’ colour preferences revealed that high coloured wines were associated with high quality ratings. In Italy there have been some initiatives aiming to enhance sensory analyses and focus on the sensory aspects of typical processed products (both organic and conventional), like wine, extra-

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virgin olive oil and cheese (e.g., Parmigiano-Reggiano). With reference to this, for example, Lombardia Region produced a report in 2008 to describe the sensory characterization of PDO products (Protected Denomination of Origin). PDO products are deeply connected with territory and origin; their characterization depends also on peculiar sensory features which make them appreciated by consumers and become drivers in purchase decisions. In the report, the results from a research project (SENSDOP) are shown, aiming to define precise methods to describe sensory properties of products and set specific verification activities for the conformity to sensory standards. In the framework of a regional project concerning the supply chain of the ”Abate Fetel” PGI pear from Emilia-Romagna, some public and private institutes organized ”Laboratories of taste” for consumers, aiming to define the distinguishing sensory aspects of this product and consumers’ preferences, in order to enhance the value of typical regional productions. Similarly, the Province of Macerata (Italy) defined an agreement with the CIAS (Centro Italiano di Analisi Sensoriale) in order to use sensory analyses on local food products with the aim of communicating to consumers the intrinsic quality of the products and their link with the territory and the local traditions. The final objective of the agreement is to add value to traditional and local productions, to enhance consumer trust and to allow a better positioning of the products on the market. Many initiatives such as SLOW FOOD, AIAB (Associazione Italiana per l’Agricoltura Biologica – Italian Association for Organic Agriculture) or FEDERBIO (Federazione Italiana Agricoltura Biologica e Biodinamica – Italian Federation for Organic and Biodynamic Agriculture). address sensory aspects of Italian food. The different activities that are going along with these initiatives are multifaceted and cover a multitude of dissemination activities, degustations and various campaigns in order to move Italian consumers to a more conscious exposure and sensory perception of food products (SLOWFOOD 2009; AIAB, 2010, FEDERBIO, 2010a; FEDERBIO, 2010b; FEDERBIO, 2010c; SANA 2010; Newsfood.com 2009, BIOLFISH 2009; ICEA 2009) The Netherlands (NL) Little is known about general sensory preferences in The Netherlands. Most studies address sensory preferences in specific situations and products. A few examples of such studies are described here. Usually these studies are not cross-cultural ones, therefore it is hard to find out whether sensory preferences found are country specific. Weijzen et al. (2008) found that initial acceptance and pleasantness ratings of soup products were related to intake. Taste therefore appeared to play a large role. As only Dutch consumers were tested it is not clear to what extent this is country-specific or general. Hoek et al. (2011) related lack of consumer acceptance of meat substitutes to their lower sensory attractiveness by non- and light-users of such products. Again, however, it is not clear how specific these results are to the Dutch situation. The main differences between the UK and The Netherlands analysed in this study were the demographic characteristics of the participants. Sensory attractiveness of meat substitutes seems to be more related to the frequency of consumption than to country of origin of the users. In a 2001 survey by Roininen et al. on health and taste attitudes between Dutch, British and Finnish consumers, the Dutch and British consumers scored higher on the Taste-subscales of the Health and Taste Attitude Scales (HTAS) than the Finnish. Again, however, countryspecificity may not necessarily be related to the sensory characteristics itself. No products were tasted in this study. Based on current literature, it is therefore difficult to say anything specific about the importance of sensory aspects with regard to food consumption and eating habits in The Netherlands. Even less is known about sensory aspects of organic products. From our own experience we can say that differences in sensory perception between regular and organic products for Dutch consumers can be large. However, most of the time, differences can be (qualitatively) attributed to quality differences. Organic products are usually of different composition and processing origin, hence difficult to compare to their regular counterparts.

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Additionally, it has been shown that sensory perception and preferences are susceptible to cognitive factors, for example information about the production background of products (e.g. Kole et al. 2009). In every-day life this effect usually modifies sensory perception and preferences. Poland (PL) Taste and freshness are the most important determinants of Polish consumer food choices (Babicz-Zielińska 1999; Gutkowska and Ozimek 2005, Łuczka-Bakuła 2007). The results of our own research using face to face interviews with a sample of 1005 Poles show that when buying food they pay attention to aspects such as information on best before date (4.6 on a 5 point scale), taste (4.5 on a 5 point scale) and price (4.3 on a 5 point scale) (Ozimek and ZakowskaBiemans 2011). The least important were features such as: packaging type (3.5 on a 5 point scale) and the country of origin of the product (3.6 on a 5 point scale). Other aspects like nutritional value, country of origin, commercial labels are of less relevance. However, Poles tend to be ethnocentric in their behaviour towards food (Sajdakowska and Gutkowska 2000). Best before date is an attribute of freshness, so freshness and sensory aspects could be considered as key determinants of Polish consumer food choices. Despite the fact that sensory aspects remain one of the main determinants of Polish consumers’ food choices there are hardly any initiatives related to sensory marketing. On the labels of non food products like wine, chocolates, sweets there are certain sensory claims. In case of food products more often consumers are confronted with information on origin and claims related to processing method than sensory aspects. Reference to taste properties does not go beyond indicating intensity of taste (spicy, mild etc.) and similarities to other tastes. However, according to the PMR Report (2007) taste related innovation is more and more popular among Polish food manufacturers. The most popular new tastes are based on more or less exotic cuisines, such as Thai but also Italian and Spanish. These products are addressed to specific categories of consumers who are ready for new sensations. The second category of innovations refers to ‘home cooking’, ‘old Polish’, ‘traditional’ recipes. These kinds of products contain claims relating to taste and Polish origin (Figure 11 and Figure 12). Also products with additional health or dietary values are becoming increasingly popular in Poland. The food processing sector in Poland is responding to consumers’ search for products processed using traditional processing methods that result in specific taste properties. Such claims are to be found on many food labels. Other dimensions of sensory properties are rarely communicated.

Figure 11: Origin related claim in Poland (Sobik 2011)

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Figure 12: Taste related claim in Poland (Bakoma 2011)

Switzerland (CH) Within the European project QLIF, consumer perception and evaluation of different quality criteria of organic versus conventional food was investigated in Germany and Switzerland (Stolz et al. 2009). The research focused on eggs, apples, bread, tomatoes and yoghurt. In both countries, sensory attributes were considered as important criteria for evaluating food products. Taste was the most important criterion regarding all products considered within the study, except for eggs. The quality of eggs was rather determined by the production system in which they were produced than by sensory attributes. In the case of apples, consumers linked the taste to the variety while in contrast in the case of tomatoes the variety was often unknown. Opinions about sensory properties of organic yoghurt were controversial: some consumers expected organic yoghurt to be more savoury than conventional. Others did not expect differences in taste of organic compared to conventional yoghurt. Sensory attributes were also very important for bread; participants described the ingredients as the most determining factors. Egger et al. (2010) tested sensory preferences and acceptance of 11 apple varieties among Swiss consumers. The focus was on the expectation of appearance and taste of different apple varieties that were recently developed, introduced or already well-established on the fruit market. Another focus was on the identification of preferences based on certain sensory apple characteristics and on clustering of consumers related to these preferences. New varieties showed significantly higher acceptance ratings than traditional Golden Delicious and Jonagold. Three consumer clusters could be identified that showed differences in their variety preferences: one cluster preferred sweet to rather acidic, aromatic and crisp apples with a firm fruit flesh, tolerating a slightly lower fineness of the fruit flesh. A second cluster favoured sweeter, fruity and aromatic apples, partially with a floral aroma and a higher fineness of the texture, whereas they were less demanding on firmness. The preferences of the third group were intermediate. In the same way, all groups rejected soft and mealy apples with low aroma intensity and a tendency to a grassy aroma. Within the organic sector there are several communication initiatives. Bio Suisse, the Swiss organic farmers’ association, has several expert commissions that advise and support the executive board. One of them is the “Brand commission” which is responsible for all issues concerning food processing, e.g. sensory standards and labeling. The association has formulated processing principles that are implemented in the Bio Suisse regulations and that strongly influence the sensory properties of the products. One principle is that a product should

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be authentic and contain only ingredients of which consumers may expect being used. One example for this restrictive principle is Bio Suisse fruit yoghurt: organic beet root juice as a colouring agent is not allowed in the production of organic fruit yoghurt. The second principle demands minimal processing to sustain the sensory characteristics of the respective product. To give an example, only ingredients or additives that are indispensable are allowed to be used, while substituting an expensive processing step with a cheaper additive is forbidden. In the past, there was high variation in the sensory quality of organic products, which ranged from excellent down to products that were unpalatable. Nowadays the sensory quality level of Bio Suisse products has risen since the association actively promoted a quality approach. Another activity of Bio Suisse to promote the sensory quality of organic products is an annual sensory award. Four years ago, Bio Suisse established such a testing procedure for all its products (the products are divided in three product groups; every year one group is tested). It is still too early to prove the success of this approach with objective sensory data. However, the independent feedback of the sensory results should motivate the producers to improve the sensory quality of their products. As the marketing department of the association is convinced that sensory marketing is a promising strategy, Bio Suisse introduced a new label ("Gourmet-Knospe") for Bio Suisse products in 2009 with a defined superior sensory quality (see Figure 13). The growers association is the first within Europe that developed a segmentation approach based on superior sensory attributes. The new label aims to communicate superior sensory properties of the respective product. Only products that pass sensory testing can use the label.

Figure 13: “BioGourmet” label from Bio Suisse for market segmentation (Bio Suisse 2009)

In general Bio Suisse is trying to convince consumers with honest and authentic products (see e.g. standards for the use of aromas and colourants) but the effects of this long-term strategy are difficult to measure. The strategy is mainly based on a differentiation from conventional processing and sensory as an adaption of conventional taste is not intended by the association. In the conventional food sector there are also examples demonstrating the use of sensory information marketing. E.g. the Swiss producer Lindt provides sensory information and consumption advice for chocolate with 99% cacao content. 3.4

Knowledge on organic food consumers’ purchasing motives of organic food

In this part, the consumers’ motivation to buy organic food is described. By reviewing the literature, several motives for the consumption of organic food could be found. The abundance of the existing literature in the countries is quite diverse. While on the one hand in France, Germany and Switzerland there is quite a variety of studies in this field, on the other hand in Italy there are only a few studies on an international level, in Poland no extensive literature could be found and in The Netherlands there are no peer-reviewed papers available. The results of the literature review are described in detail in the following. France (F) According to the CSA 2010 study, the primary motivation for purchasing organic products is environmental. Indeed, out of the 43% of consumers buying organic, 53% state that they do it

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for environmental reasons, followed by 48% who give health as the primary reason. In addition, consumers of organic products appear to pay attention to the taste (sensory quality) of the products that they eat, as 43% buy organic products for their quality. The importance they give to taste means that it would be worthwhile to compile the supporting elements which would help identify the taste specificities of organic products. Reasons for consuming organic products According to the CSA 2010 study, the reasons given by buyer-consumers for eating or drinking organic products are diverse. The main reasons are linked to the qualities of the products with regards to health and safety, and their organoleptic characteristics. For 91% of organic consumers interviewed, looking after my health is given as their primary reason for consuming organic products. The quality and taste of the products (89%) and safety (87%) follow closely in order of importance. Preserving the environment is in 4th place with 86%, compared to 94% in 2009. While buyers of organic products are aware of the fact that organic farming respects the environment – this is, as previously mentioned, the primary motivation for buying organic – the primary reasons for eating or drinking organic products are more personal, namely looking after my health and the quality and taste of organic products. With regards to health as well as quality and taste, little research has been carried out to date. ECROPOLIS is therefore a starting point to better understand taste as perceived by the consumer. Identification of organic products In 2010, for 81% of buyer-consumers, the French AB (Agriculture Biologique or organic farming) logo was the first means of identifying organic products in shops. For half of the consumers interviewed, the phrase products produced using organic farming methods was the second criterion for identification, followed by the shelf label. In 2010, 15% of buyer-consumers stated that the European logo was a means to identify organic products. Germany (DE) In Germany, several studies on organic food have been conducted (Worner and Meier-Ploeger 1999; Siriex and Schaer 2000; Schultz et al. 2003; Baker et al. 2004; Sinus Sociovision 2006) (see Table 12). The market for organic food in Germany may be characterized as mature. As a consequence, information about motivations to purchase organic food is quite extensive. The consumer survey conducted by the German Organic Processors and Traders Association (BNN) in 1999 identified health as a central motivation in organic food purchase across the country, followed by better taste and concern for the environment. A cross-cultural study regarding organic food consumption in Germany and France was conducted by Sirieix and Schaer (2000). Data were collected by telephone interviews and statistically analysed by means of univariate statistical-frequencies and cross tables. As a result, five drivers for organic food purchase could be identified. The highest frequency of answers was found in [concern for the] environment, followed by health, and animal welfare. A difference mentioned regarded taste, which was more important for the Germans. Finally, trustworthiness [in organic food products] was investigated: French people scored organic food as very trustworthy and, only in the second place, as tasteful. The study by Baker et al. (2004) provides an in-depth understanding of the purchase of organic food by means of a cross-cultural comparison of attitudes, motivations and values in organic food buying behaviour between Germany and the UK. Focusing on the motivations for purchasing organic food on the German market, the following motivations were derived from the interviews conducted in specialized stores and farmer’s markets with consumers of organic food: health/enjoyment, concern for nature and animal welfare. In the German group, the construct health referred to the product attributes. Enjoyment was the second motivation that strongly correlated with concern for nature. Animal welfare was the least stated motivation. Interestingly, the only attribute shared by German and English consumers of organic food was not genetically modified, which suggested a similarity with the concept of food security

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previously quoted by Squires et al. (2001). Furthermore, the study by Baker et al. (2004) shows that the motivation to buy organic food because of the absence of pesticides and chemicals scored higher in Germany than in the UK. Whereas earlier reports and studies emphasize environmental reasons, and support for organic farmers/organic farming (Worner and Meier-Ploeger 1999) recent reports mention that the frequencies reported for these motivations have decreased while wellness, quality and lifestyle are gaining importance (Sinus Sociovision 2006; Haccius 2005). Two recent governmental reports of the Ministry of Food, Agriculture and Consumer Protection contain interesting insights into the motivations of buyers of organic products as well. The report on Dynamics of purchase behaviour for organic products (Buder et al. 2010) is based on a representative survey of the two consumer panels “ConsumerScan” (n=20,000) and “ConsumerScan FreshFood” (n=13,000) with the aim of discovering the characteristics of the purchase of 41 baskets of food products of both organic and conventional production. It refers to the timeframe 2004-2008. Data were collected by means of scanning methods (ScanIT) or electronic diary and statistically analysed by means of univariate statistics. According to the report, consumers buy organic products because they taste better, contain fewer pesticide residues and are considered to be healthier. The second report focuses on the dietary habits and health-related beliefs of Germans (NVS II, 2010). It is based on a consumer survey with a representative sample of 20,000 people who were interviewed via administrated questionnaires during 2006. Data were analysed by means of a structural equation model (PLS) in order to derive the drivers of the purchase of organic products. The most influential motivations were the importance of ecological means of production of food products, a positive attitude toward sustainability-related issues and food convenience. With the exception of the latter, all mentioned motives displayed a significant and positive influence on the consumption behaviour. Regionality as well as food specialties have a positive though weaker influence on the purchase of organic products. Motive

Author and year BNN 1999; Sirieix and Schaer 2000; Sinus Sociovision 2006; Haccius 2005; Baker et al. 2004; Hamm et al. 2010

Health and food safety

Better taste

BNN 1999; Sirieix and Schaer 2000;Hamm et al. 2010

Environmental concern and animal welfare

Worner and Meier-Ploeger 1999; Sirieix and Schaer 2000; NVS II 2010

Support for organic farming

Worner and Meier-Ploeger 1999

Wellness and lifestyle

Sinus Sociovision 2006; Haccius 2005

Quality

Worner and Meier-Ploeger 1999

Table 12: Review on main motives for buying organic products in Germany

Italy (IT) Although it is clear from the literature that the increase of organic food consumption in the Italian market has been driven by concerns about food safety (Carboni et al. 2000), human health protection and environmental issues, relatively few studies have been conducted at a national level focusing specifically on consumers’ sensory experiences and preferences for organic food. In a study performed by Valli and Molinari (2008) a survey on a sample of 200 staff members of

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the University of Bologna was carried out, with the aim of investigating purchase and consumption preferences of consumers regarding organic products. The results of the survey highlighted that for consumers of organic products, the most important motivations for purchasing are safety, healthiness, superior quality and goodness, in terms of taste and flavour. Considering attributes which define quality and safety for organic products (ranked using a 5point semantic scale), both consumers and potential consumers of organic products considered quality and superior taste as very important attributes to define organic food quality, while the appearance did not seem to be relevant for both the groups. Results from a survey performed by ISMEA (2005) partly confirm what has been previously said about organic food purchase motivations: individual motivations, such as health, wellbeing and personal satisfaction tend to prevail, while altruistic motivations, such environment protection, seem to be weaker in affecting purchase behaviour. In more detail, the survey highlighted that consumers’ drivers for purchase are mainly represented by the naturalness of products and their positive influence on health, genuineness, higher levels of control and monitoring. Only a minority of respondents indicated taste as outstanding motivation for buying organic products; differently from other studies, data analysis revealed a low interest in the environment and animal welfare. Finally, it is interesting to note that few consumers, generally the occasional ones, affirmed that curiosity is a driver for organic product purchase. Experimental attitude towards organic food has been highlighted as a purchase driver also in Farinello (2008). A survey conducted during the RISBIO project explored consumers’ behaviour towards organic food products, and produced some useful findings. When purchasing, consumers pay greater attention to freshness, respect of hygienic requirements, product origin, information on raw materials and certification. The weights of the mentioned factors change significantly if heavy or light consumers are considered. Concerning motivations that orient consumer choices, data analysis led to the definition of three main groups of factors: health motivations, connected with the perception of higher safety; factors connected with the dimension of taste and the desire to experiment with food; and finally ethical motivations, such as environment and animal protection or sustainability. It is interesting to note that in RISBIO’s survey both light and heavy consumers of organic food are driven by the same motivations, with exception of taste, which is of greatest importance for heavy users. Naspetti and Zanoli (2005) highlighted in their study that personal satisfaction is even more important as motivation for organic food purchase among occasional organic consumers, who seem to have a more hedonistic approach and to pay greater attention towards products visual aspect and taste compared to regular organic buyers. In Bracco et al. (2009) another survey performed on a random sample of 1.000 Italian consumers is presented. The survey tried to investigate consumers’ behaviour and perceptions concerning organic extra virgin olive oil. Data were collected in various metropolitan areas through face-to-face interviews; data analysis considered only the responses of organic extra virgin oil consumers. The survey highlighted that healthiness and safety are the most important drivers for consumption choices, and that flavour is the most relevant intrinsic characteristic for organic extra virgin oil, while other sensory aspects, such as vision, odour and colour, are less important than origin. Interesting results emerged from a study aiming at assessing the effect of information about organic production on “Pecorino” cheese preference (Napolitano et al. 2009). The survey involved a panel of 150 consumers, selected from three Italian cities on the basis of age and education. The respondents were asked to taste two products (conventional and organic Pecorino cheese) and to express their liking (using a 9-point semantic scale), without any further information about the products (blind acceptability). In the second step of the study, consumers were informed about the two production systems (conventional and organic) and were asked to express their expected liking (using a 9-point semantic scale) for both products. In the third step, consumers tasted only the organic Pecorino cheese, for which they received information about breeding techniques, animals welfare, use of chemical inputs, GMOs and medicines, grazing adoption and environmental impact (real acceptability). The product has been evaluated using again a 9-point semantic scale. Finally, the willingness to pay was

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checked using the Vickrey experimental auction technique. Variance analysis was performed on data concerning acceptability. The results of the study showed that, considering blind acceptability, there is no difference in consumers’ preferences between the two products. This may be due to the fact that cheese processing reduces the sensory differences between the organic and the conventional counterpart. Looking at the subsequent steps of the study, consumers’ expectations of organic Pecorino cheese appeared to be superior, but the tasting test on organic Pecorino cheese, with information about the production system, highlighted that the cheese was worse than expected by consumers. The significance and the negative sign of the difference between blind acceptability and expectations on one side, and the significance of the difference between expected and real acceptability on the other side, showed that even if information and expectations can positively affect and orient consumers’ behaviour towards organic product consumption, sensory aspects seem to be still very relevant in filling the gap between expected and real acceptability (Napolitano et al. 2009). Some further results emerged from an exploratory qualitative analysis performed by means of focus groups in 2007 (Vairo and Zanoli 2009). The study aimed at analyzing the quality of processed organic vegetable baby food, and involved both regular and occasional female consumers of organic food. The five focus groups (made up of 8-12 individuals each) were carried out in Italy and in Germany, and aimed at highlighting the drivers for purchase motivations. What emerged from the whole analysis is that concerning sensory elements, such as vision, colour, shape, odour and flavour, the Italian mothers involved in the focus groups did not note any particular specifications, while they showed a higher attention for origin, ingredients, label and packaging. Finally, it is interesting to include the results of a section of the QualityLowInputFood project (QLIF), in which some European countries, including Italy, were involved (Midmore et al. 2005). In this section of the project, consumer attitudes to quality and safety of organic and low food inputs were investigated, through a review of available literature, datasets and results from other international projects. Considering information from six focus groups performed in Italy in 2002 and comprising both regular and occasional consumers of organic food, it emerged that for all the consumers the higher quality of organic food is recognizable through taste, which is considered authentic and appetizing. Together with taste, good texture seems to be a peculiar attribute which gives consumers pleasure in eating organic products. Also appearance of organic food was considered during these focus groups: organic food appearance was perceived as poor, but despite this impression, the evaluation for the taste of organic food (especially fresh products) is positive, and reminded some people how fresh products used to taste (Midmore et al. 2005). Canavari (2007) summarizes the results of some studies regarding motivations for buying organic food. In particular, Italian consumers seem not to prioritize the appearance of products, thus suggesting that they use other quality cues to evaluate organic food (Meier-Ploeger and Roeger 2004). Health is the strongest driver, even more than the environmental-friendly attitude, when Italians’ self perception of their reasons for buying organic food is investigated. Health is deeply connected with worries about safety, which come from the use of pesticides in agricultural production. Canavari affirms that consumers buying organic food appear to be more idealistic and ethically concerned than conventional food products oriented consumers. Netherland (NL) To date and to our knowledge no peer-reviewed papers are available on the organic food consumers’ motives in The Netherlands. There are several internal papers at Wageningen UR on this topic which were reviewed in an internal publication by Reinders et al. 2008 (not publicly available). The authors found a consistent pattern in the results of the reviewed studies in consumer motivations: taste, health, and more environmentally and animal friendly (e.g. Borghuis et al. 2005; Meeusen et al. 2008; Meeusen et al. 2003). Consumers of organic products seem to be mainly motivated by individualistic values and not altruistic, social ones (Weening 2005; see also Reinders et al. 2009; Van der Heijden et al. 2005). For instance a

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number of studies recommend that in the marketing of the organic products, the trends of healthy, pleasurable and varied food should be appealed to (De Jong 2004). Price was generally mentioned as the main barrier to buying organic food (Borghuis et al. 2005; Meeusen et al. 2003). However price reductions have shown to be of limited effect in boosting sales (Baltussen et al. 2006; Wijnands et al. 2005). The most promising target group seems to be people who consume deliberately, i.e., who pay a lot of attention to their food consumption; the most typical profile of a organic consumer is a highly educated woman of middle age, married or living together with a partner, and with a high disposable income. Organic fresh products (i.e. vegetables, fruit, potatoes, eggs, meat dairy and bread) seem to be more popular and more readily associated with ‘organic’ than processed products. The lack of peer-reviewed papers prevents us from drawing any strong conclusions about organic food consumers’ purchasing motives in favour of organic food. Poland (PL) There is no extensive literature on the organic consumers’ motives available in Poland. The results of research using quantitative approach show that Poles are motivated to buy organic food due to health concern (Żakowska-Biemans and Gutkowska 2003, Tyburski and ŻakowskaBiemans 2007, Łuczka-Bakuła 2007). The factors determining organic food consumption were covered in the research projects run by Department of Organization and Economics of Faculty of Human Nutrition and Consumer Sciences of Warsaw University of Life Sciences in the years 2004-2008 (Zakowska-Biemans 2009). There were three surveys conducted using face to face interview techniques, each on a representative in terms of gender, age, education and place of residence sample of at least 1000 Poles using CAPI (Computer Assisted Personal Interviews) technique. The fieldwork took place from 18 till 19 December 2004, from 17 till 30 December 2005, from 15 December 2007 till 20 January 2008. To identify the motives to buy organic food the respondents in all three surveys evaluated six items that represented different domains of organic food concept: healthiness, safety, taste, environmental impact, contribution to animal welfare and appearance. The questions were addressed to the consumers who declared that they knew the term organic food and bought such food products. The share of such consumers was similar in all the surveys and amounted approx. 20%. The questions were constructed using either 5- or 7- non comparative point interval rating scales of Likert-type agreement scales. The 5-point scale was applied in the surveys conducted in the years 2004 and 2005 while 7-point scale was used for the survey in the year 2007/2008. The scales were balanced with an odd number of response categories, and with the midpoint representing a neutral category. The results show that health and safety concerns are the primary motives for purchasing organic foods regardless the year in which the survey was conducted. Subsequently mentioned in the hierarchy of motives to buy organic food were hedonic aspects such as sensory properties (taste) and environmental concern. The analysis of Polish consumer motives to buy organic food in the years 2004-2007 shows that moral concerns of consumers, like environmental care are ranked high and should be more used in communicating the attributes related to organic farming and organic food. Issues like animal welfare are less pronounced but Poles are becoming increasingly concerned with ethical aspects of food production, distribution and consumption. Switzerland (CH) According to a survey from the GfK marketing research institute, 48% of Swiss respondents stated that they would purchase organic food to support local products and producers (GfK 2009). According to Nielsen (2008) about one third (37%) of Swiss organic consumers purchase

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organic food because they think it is better for health. Other important buying motives for organic products are better for the environment (23%), as well as better for the animals (15%; Nielsen 2008). On the other hand, price is the strongest argument of non-buyers: 39% of the respondents stated that too high prices are an obstacle to buying organic products (Nielsen 2008). A paper published by Stolz et al. (2009), already presented in the previous chapter, deals with the question how consumer perceive and evaluate different quality criteria in the case of organic food products. The consumers’ perception is based on a selective system of information collection and assimilation. Therefore, consumers prefer specific characteristics of organic food products, such as animal welfare more than the organic agricultural system in general. Complex contexts like organic farming are only communicable in a limited way. Furthermore, Stolz et al. (2009) found that the consumers’ interest in food is focused mainly on the last step of the production process. In both countries, Germany and Switzerland, sensory attributes are ranked as important for the judgment of food products. Therefore, taste was the most important criterion in all the considered products, apart from eggs. The quality of eggs was not determined mainly through sensory attributes, but also by the system in which they were produced. In the case of apples, consumers link taste to the variety, while in tomatoes the variety is often unknown. Consumers in all discussion groups had controversial opinions about organic yoghurt: some consumers expect organic yoghurt to more savoury than conventional. Others do not think that there is a difference in taste. Sensory attributes are also very important for bread; participants described the ingredients as the most determining factors. Sanders and Richter (2003) investigated the influence of socio-demographic factors on consumption and purchasing motives with respect to organic dairy products. The data source of this research was the “Household budget survey from the Swiss Federal Statistical Office”, which provided information about income and consumption of 3.642 private households. Furthermore, data from a Swiss household panel was used dealing with information on consumption, market development, brand sales, retail trade and competition. Additionally, 105 interviews based on the laddering approach were conducted and interpreted. One main finding of the study of Sanders and Richter (2003) is that the most important motive for buying organically produced dairy products is animal welfare, followed by personal health. Furthermore, environmental concerns as well as positive sensory attributes (genuine taste) and the preference for organic food in general could be identified as relevant buying motives. With regard to socio-demographic impacts, the results show that the buying decision and the motivational profile depend on income and the existence of children. Households with a high income buy organic food mainly due to altruistic and hedonistic reasons such as environmental awareness and animal welfare as well as food quality and taste. Compared to this, households with a lower income primarily buy organic food for animal welfare and health reasons. Contrary to other consumer studies, the results of Sanders and Richter (2003) were not able to confirm the finding that families with children buy organic food in order to improve the health of their children. However, households with children have in general a wider range of motives when it comes to their organic food consumption. The authors conclude that animal welfare is in general the most important motive for the consumption of organic dairy products, whereas the motives vary for different groups of consumers. It has to be presumed that the presented buying motives might have changed over recent years, however there are no recent studies available that are comparable.

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3.5 Review on quantitative consumer surveys concerning segmentation approaches of the organic food market France (FR) In France there are several studies analysing the organic food market. There are hardly any studies focusing on a segmentation of organic food consumers. In the following a study that among other things deals with the characterization of organic consumers will be presented. The survey of the perception of official quality labels by consumers was carried out by CREDOC (research and survey organization working for the different actors of the economy and society) in June 2008. A representative sample of the French population - a total of 1013 individuals was interviewed by telephone. Among the outcomes of the study consumer profiles were elaborated on the basis of criteria such as knowledge of and confidence in labels of quality. Two main groups of similar sizes emerged: trusting, committed consumers (52%) and uninvolved consumers (48%). The former (52%) believe in the quality of products claimed by labels. They embrace the "trusting" (29%), the committed-to-organic (15%) and the pro-local and protraditional (8%) consumers. The trusting consumers are generally willing to pay more for food items, when there is a label of quality. 48% of consumers are not affected by or do not trust labels. These include the uninvolved (16%), the resistants (19%) and the anti-label (13%) consumers. The majority of the uninvolved consumers were young adults, retirees, consumers without an educational degree. The resistant consumers were often men (56% of men compared to 48% of the total population) of a high socio-professional category and well-aware of all the different labels of quality. This group of consumers does not share the values represented by the official label of quality and, furthermore, does not consider that a product without a brand is of poor quality. The anti-labels were often consumers without degree and/or artisans (or shopkeepers). Additionally, the presented study provides further information with regard to the sensory perception of organic vegetables (perceived as more tasty and safer) as well as of organic eggs, which are considered different in terms of taste. It also provides a useful breakdown of consumers on the basis of knowledge and trust with regards to labels of quality. Germany (DE) Segmentation studies with a focus on organic consumption are quite numerous and differ from each other with regard to the variables employed to build the clusters which are attitude and motives, lifestyle, food-related lifestyle variables and socio-demographic criteria. With regard to the first type of clusters, Lüth et al. (2004) conducted a survey by using an administrated questionnaire and a sample of 1,150 respondents. Within the six clusters, Lüth et al. (2004) identified a segment of potential organic buyers called conscious and critical. Respondents of this cluster differ from the others by reduced meat consumption as well as a lower propensity to consume ready-to-eat foods. In the study of BAC (BURDA ADVERTISING CENTER 2005), 20,095 respondents were classified into five clusters. Out of these, two matched particularly well with organic consumption: the enjoyers and the nutrition conscious. Respondents of both clusters are particularly aware of the importance of a balanced diet. The two clusters figure opposite attributes in relation to some aspects. For instance, the enjoyers are fond of cooking; accordingly their consumption of ready-to-eat products is relatively low. Interestingly, the enjoyers are characterized by a high desire to lose weight. The same characteristics have been analysed for the conscious respondents, which show opposite tendencies. Based on an analysis of organic food consumption, the study of Niessen and Hamm (2006) identified three suitable clusters which were compared with a control group of non organic food

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consumers. Among the three identified clusters, only few and weak differences were found with regard to the consumption of vegetables and fruit. The study of NESTLE DEUTSCHLAND AG (2009) analysed the attitude towards organic products of 3,848 consumers who were clustered into six groups. The study identified a cluster of potential organic buyers called health idealists. Respondents of this cluster differed from the others by a high passion for cooking and a propensity to try new taste combinations. With regard to the segmentation studies based on lifestyle related variables, most of them embrace consumers of organic products. Furthermore, they use several methods to operationalize the lifestyle items. On the one hand some studies use patent protected survey questionnaires, e.g. Sinus Milieu ® by Socio Vision or ISOE as in the case of Empacher and Götz (1999) and of Stieß and Hayn (2005). On the other hand, lifestyle was operationalized by means of manifest behavioural characteristics as in the study of Giegler (1994). The latter investigated the lifestyle patterns of 168 consumers of organic products who were grouped into six clusters. They found two clusters of potential organic food consumers, i.e. the alternative asquetes and the alternative hedonists. Both clusters are characterized by a high consumption of fruits and vegetables as well as a low consumption of meat. Despite this, only for the alternative asquetes significant differences concerning food consumption patterns could be discerned. In fact, respondents of this group differ significantly from the other clusters by their low consumption of fish, beer and ready-to-eat foods. Similar findings were also revealed in the qualitative study by Empacher and Götz (1999) who interviewed 50 consumers. They identified one cluster of potential organic consumers (out of six) which was called healthy and natural because the members of this cluster had a high preference for natural taste and rejected functional and convenience food. In 2002 the SINUS SOCIOVISION surveyed 2,047 respondents. Within the six identified clusters, the segments ecological consumers and gourmets were identified as potential organic food buyers. In accordance with the above mentioned studies, respondents of both clusters displayed a high consumption of fruits and vegetables as well as a preference for natural taste and food free of preservatives. However, the ecological consumers differ significantly from the gourmets since the latter display higher meat consumption and a propensity to consume readyto-eat food. Furthermore, they are more likely to eat at restaurants. Finally, the study by Stieß and Hayn (2005) investigated the lifestyle of 2,039 consumers by using a representative sample. Two clusters out of seven were identified as potential organic food buyers, i.e. the demanding nutrition conscious and the fitness oriented ambitious. Respondents belonging to the first cluster were characterized by regular cooking activities, high consumption of fruit, vegetables and dairy products, low meat consumption and selective consumption of functional foods (probiotic yoghurt, vitamin capsules, etc.), and a preference for natural taste. The fitness oriented ambitious differ from the former in the following aspects: they consume fat-reduced meat products and an above-average quantity of probiotic yoghurt types. Two studies segment the market of organic products by using food-related lifestyle variables. Bredahl and Grunert (1997) surveyed a representative sample of 1,000 consumers and identified six clusters. Out of these, the adventurous, the hedonistic and the enthusiastic food consumers were identified as the clusters with the highest affinity toward organic consumption. Among these, the adventurous and the enthusiastic share similar food consumption patterns such as the preference for fresh products, natural taste as well as high cooking activities. Despite this, the former are relatively little convenience-oriented whereas the enthusiastic are rather highly convenience-oriented as well as interested in product-related information. Finally, the hedonistic differ from the other clusters because of a high preference for ready-to-eat food, snacks and low interest in cooking. The study by Bruhn (2008) focused on the food-related lifestyle of 512 consumers who were clustered into four groups. Two clusters out of four were identified as potential organic food buyers: the quality-oriented consumers and the highly interested consumers. Both groups share a preference for natural taste and fresh products, followed by a limited interest in convenience foods. The highly interested consumers are characterized by the highest consumption of fruit and vegetables, the lowest meat consumption and a relatively high interest in cooking as well as

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product-related information. With regard to consumption of fruit and vegetables, the qualityoriented consumers score second after the highly interested consumers. Concerning meat consumption they scored lowest after the highly interested consumers. The NVS II study of 2010 encompasses four cluster analyses which had been conducted using a two-stage approach. Firstly, 13,059 consumers were divided according to their gender into two sub-samples of male (n=5,957) and female (n=7,102) consumers. In a second step, the male sub-sample was divided into 2,297 organic food buyers (OFB) and 3,660 non organic food buyers (N-OFB). The same procedure was applied to the female sub-samples (OFB=3,571 and N-OFB=3,531). For all four cluster analyses the cluster building variables were the same, e.g. consumption figures related to meat, fruit and vegetables. Six segments of male OFB were identified within which three displayed a high interest in health and sustainability issues. The cluster analysis regarding male N-OFB also revealed six segments. As with the male OFB, the respondents of three clusters showed a high interest in health and sustainability issues Thus, the two male sub-samples of both consumers and non consumers of organic products displayed similar behavioural patterns (although scored differently) even though the cluster analyses had been calculated separately. A similar outcome was also found for the female subsamples of OFB and N-OFB, although the final number of clusters was five for two analyses respectively. Both the subsamples of OFB and N-OFB displayed three clusters of high health and sustainability conscious respondents for each sub-sample. All in all, the most important outcomes of the four analyses are the following: Among non organic food consumers male and female individuals strongly differ in their dietary patterns, whereas among organic food buyers it is possible to discern similar food consumption patterns. For instance, both male and female buyers choose similar food combinations. However, they do differ in the intensity of product consumption as in the case of meat or fruit. The highest consumption of meat is displayed by male N-OFB, followed by male OFB and, at a much lower level, female N-OFB and female OFB. There is an opposite trend for the consumption of fruits and vegetables, although for the latter there are no significant differences among the four groups. Sample size, data collection, Relevant sensory characteristics methods of market (food habits, cooking preferences, Author and segmentation, total number of etc.) of potential organic buyers Year clusters as well as clusters of potential organic buyers (in parentheses) Cluster building variables: Attitude towards organic products Lüth et al. 2004

BURDA ADVERTISING CENTER 2005

1,150 consumers, administrated questionnaire, factor and cluster analyses Clusters: 6 (1) 20,095 respondents, consumer survey with representative sample, factor and cluster analyses Clusters: 5 (2)

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Reduced meat consumption. Lower propensity to consume ready-to-eat food. First cluster: great interest in cooking; low propensity to consume ready-to-eat food high desire of losing weight. Second cluster: respondents are analysed for the same characteristics, though they display opposite tendencies.

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Author and Year Niessen and Hamm 2006

Sample size, data collection, methods of market segmentation, total number of clusters as well as clusters of potential organic buyers (in parentheses) 941 households with organic buyers, representative household panel

Relevant sensory characteristics (food habits, cooking preferences, etc.) of potential organic buyers

Among the three identified clusters, only few and weak differences were found with regard to the consumption of vegetables and fruit

Clusters: 3 (3) Nestlé Deutschland AG 2009

3,848 respondents, consumer survey with representative sample, no details on methodology provided

High passion for cooking and propensity to try new taste combinations

Clusters: 6 (1) Cluster building variables: Lifestyle Giegler 1994

168 consumers, administrated questionnaire Clusters: 6 (2)

Bredahl and Grunert 1997

1,000 consumers, administrated questionnaire Clusters: 6 (3)

Empacher and Götz 1999

50 consumers, interviews, qualitative analysis

Both clusters are characterized by a high consumption of fruits and vegetables as well as a low consumption of meat. Only one cluster presents significant differences concerning food consumption patterns such as low consumption of fish, beer and readyto-eat foods. Clusters 1) and 2) share similar food consumption patterns such as the preference for fresh products, natural taste as well as high cooking activities. Despite this, respondents of the first cluster are relatively little convenience-oriented whereas respondents of the second cluster are relatively strongly convenienceoriented as well as being interested in product-related information. Finally, the third cluster differs from the others because of a high preference for ready-to-eat food, snacks and low interest in cooking. High preference for natural taste as well as rejection of functional and convenience food.

Clusters: 6 (1)

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Author and Year Sinus Sociovision 2002

Sample size, data collection, methods of market segmentation, total number of clusters as well as clusters of potential organic buyers (in parentheses) 2,047 consumers, representative, administrated questionnaire Clusters: 5 (2)

Stieß and Hayn 2005

2,039 consumers, representative, administrated questionnaire Clusters: 7 (2)

Bruhn 2008

512 consumers, administrated questionnaire Clusters: 4 (2)

Relevant sensory characteristics (food habits, cooking preferences, etc.) of potential organic buyers

High consumption of fruit and vegetables as well as a preference for natural taste and food which is free of preservatives. However, one cluster displays higher meat consumption and a propensity to consume ready-to-eat food. Furthermore, the members of this cluster are more likely to eat at restaurants. One cluster is characterized by regular cooking activities, high consumption of fruit, vegetables and dairy products, low meat consumption and selective consumption of functional foods (probiotic yoghurt, vitamin capsules, etc.), preference for natural taste. The second cluster differs from the former in the following aspects: respondents of this group consume fat-reduced meat products and an above-average quantity of probiotic yoghurt types. One cluster consumes fruit and vegetables most whereas the second displays the second highest score of consumption of fruit and vegetables. Correspondingly, the first cluster consumes the least meat whereas the other has the second lowest share of meat consumption.

Cluster building variables: Nutritional behaviour

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Author and Year NVS II 2010

Sample size, data collection, methods of market segmentation, total number of clusters as well as clusters of potential organic buyers (in parentheses) Consumer survey with representative sample, factor and cluster analyses 1st male sample: 2,297 organic food buyers (OFB) Clusters: 6 (3)

Relevant sensory characteristics (food habits, cooking preferences, etc.) of potential organic buyers

Organic food buyers: - Gender differences in the consumption intensity of some food typologies (e.g., meat and fruit consumption) - Similar food consumption patterns whatever the gender (e.g. food combinations)

2nd male sample:3,660 non organic food buyers (N-OFB) Clusters: 6 (3) 3rd female sample: 3,571 organic food buyers (OFB) Clusters: 5 (3) 4th female sample: 3,531 non organic food buyers (N-OFB) Clusters: 5 (3) Table 13: Review on segmentation studies of the organic food market in Germany

Italy (IT) A literature review shows quite a few quantitative studies investigating Italian organic consumers (Pellegrini and Farinello 2009; Mauracher 2007; Canavari et al. 2005; Gracia and De Magistris 2008). Within the framework of Risbio project by Observa – Science in Society, Pellegrini and Farinello (2009) conducted a quantitative survey in Italy based on a representative sample of 1,019 people aged between 18 and 65 years, interviewing subjects responsible for household food purchasers. The interviews were conducted in February 2007 with the CATI method using professional phone interviewers. The segmentation approach was carried out among organic purchasers and consumers of conventional products. The main outcomes reveal that the percentage of upper-secondary diploma holders is larger among organic consumers (48% compared with 43% of consumers purchasing only conventional products) and so does the proportion of graduates (20.6% against 11.2%). Typical Italian organic consumers live in households composed of two to four members (Pellegrini and Farinello 2009). Another interesting finding is the apparent positive association between the consumption of organic food and fair trade food. In fact, half of the organic consumers declared that they buy fair trade products, compared to only 36.8% of consumers eating only conventional food. In addition, there is no association between the consumption of regional products (e.g. geographical Indications products) and the consumption of organic products (30% of organic consumers compared to 22.8% of consumers of conventional products). Furthermore, organic consumers

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are characterized by particular socio-cultural values such as more reflection, being responsible, autonomous and rather predisposed as to the management of their health as well as to protect environment (Pellegrini and Farinello 2009). With regard to the behaviour of organic purchasers, two different patterns were noted: first, there are consumers who eat organic products, use nonconventional medicines and non-polluting and biodegradable products that are called ideological purchasers. However, even if ideological consumers do not buy fair trade products, and do not frequently use non-polluting and biodegradable products, they also pursue environmental protection goals when making ethical choices outside the dietary sphere. On the other hand there are organic consumers who adopt more instrumental and pragmatic purchase and consumption behaviour which has nothing to do with an ideological construct or complex vision of the world (Pellegrini and Farinello 2009). Another quantitative survey was conducted by ISMEA – Nielsen in 2004 using the CATI system through a structured questionnaire on a sample of 1,000 organic consumers collected at national level regarding domestic consumption (ISMEA 2005). Both organic (700) and nonorganic consumers (300) were surveyed: the choice was based on knowledge, no-knowledge and partial knowledge of organic products. Others variables for segmentation were: frequency of purchase, knowledge of organic product, involvement and affectivity and socio-economic and demographic parameters. The results revealed that organic Italian consumers could be divided into four typologies: Unsure occasional consumers, Potential organic consumers, Occasional supporters and Heavy consumers (see Table 14). Cluster 1

2

Name “Unsure casual consumers” “Potential organic consumers”

Weight (%) 23

40

“Occasional supporters” 3

4

37 “Heavy consumers”

Not available

Description Sometimes eat organic foods. Unsure consumption. Stable quota of consumption. Perceive organic foods as having a lower level of monitoring than other food products. Sometimes purchase organic food, but their intention is to increase consumption. Perceive organic foods as having a greater level of monitoring than other food products. Organic food is better than conventional food in all attributes. Their intention is to increase consumption. 40% of them are heavy consumers. Perceive organic foods as being more monitored than other food products. Always buy organic food.

Table 14: Types of organic consumers in Italy (ISMEA – Nielsen 2005)

In terms of organic consumption, 57% of the interviewees indicated stable consumption in the last two years, 38.5% increased their consumption (heavy consumers) while 4.5% indicated a reduction in organic food consumption. The most significant organic products purchased are fruit (60%), vegetables (56%), rice and pasta (11.5%) and milk and cheese (8.7%). The motivations underlying the decision to buy organic food are naturalness (34%), health (31%), authenticity (25.5%), more food monitoring by food safety agencies (18.7%), absence of preservatives or additives (6.7%), better taste (5%) and environmental friendly production and animal welfare (3%). Basically, heavy consumers are motivated to purchase organic food because it is healthy and does not contain chemical preservatives. Naturalness and authenticity are weak motivations for unsure casual consumers while they represent the most significant motivations for occasional supporters. Finally, Potential consumers seem to be attracted by all the previously reported motivations. Table 15 shows five approaches of organic consumers

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Name “Conscious” “Idealist” “Anxious” “Distinctive” “Hedonistic”

Description Strong consumers. Critical and pay great attention that food will not damage health. Highly informed. They are “Heavy and occasional supporters” Look for simple life. Environmental-friendly. Do not like GM food and multinationals. They are “Heavy and occasional supporters” Difficult to rationalize a logical food choice Food choice is emotive Safe health. They are “Heavy users” Buy organic to safeguard health and social status. They are “Potential organic consumers” Sensory experiences. Eating is a pleasure Unsatisfied with conventional foods. They are “Unsure users”.

Table 15: Five approaches of organic consumers in Italy (ISMEA 2005)

The above mentioned approaches describe five types of organic consumers, for whom it is possible to draw a profile. The typical Italian organic consumer lives in North Italy (55.4%) and generally in small towns of less than 100,000 inhabitants (78% of cases). He/she is 35-44 years old, with a medium-high cultural level and lives in a family composed of 2-4 people. The health safeguard, especially for kids, is one of the most relevant motivations for purchasing organic food. 30.7% of the consumers interviewed are professors, but a significant role is played also by entrepreneurs, managers and consultants (18.5%). The typical organic consumer is environmentally aware, as well as valuing a good quality life associated with a simple lifestyle. In addition, the typical Italian consumer is curious and highly informed about the characteristics of organic food. He/she is idealist, coherent and prefers freshness and taste of foods as the most important sensory attributes. Mauracher (2007) focused their study on role played by determinants in consumer demand of organic food in Italy. She analysed both socio-demographics - such as age, educational level, job level of responsible purchase household, geographical location, number of people of family, socio-economic level - and economic variables such as income and price. The research focused on fruit and vegetable organic products since they represent the most purchased category of organic products in the Italian market. The study was conducted during 2004 using data collected by Observatory IHA1 concerning domestic purchase of food of households. Data collection was conducted in the Italian hypermarkets and supermarkets interviewing the family member responsible for buying food from each of 5,367 families using a questionnaire. Questions referred to: date of purchase, quantity, price, types of products and source. Further, the data was analysed using the “Cluster Two-Steps” technique, while an artificial neural network was applied to estimate demand and elasticity. The results indicate that 586 out of the 5,367 families interviewed purchase organic fruit while 614 purchase organic vegetables. In addition, all the families who purchase organic fruit and vegetables also purchase conventional products. With regard to the age, the household purchasers are middle-aged (44-54 years) with a high level of education (minimum high school) and live in the North of Italy. With regard to the level of income, the 42.8% of consumers of organic fruit and 41.7% of organic vegetables receive a medium-high income. The consumption of organic fruit and vegetables is 2.6% and 2% respectively of the overall consumption of fruit and vegetable. The main products purchased are: apples, oranges and bananas for fruit and potatoes, carrots, aubergine and zucchini for vegetables. 1

The IHA is a society which conducts quantitative surveys on consumer panels.

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Cluster analysis identified segments based on quantity and frequency of consumption. For fruit the significant variables were: level of education, income and location. The typical consumer lives in the North and has high level of education. On the other hand, the significant variables regarding the consumer segment are: presence of children, age of consumer and number of family members. The analysis of the demand and elasticity shows that the demand of organic fruit and vegetables is more sensitive than conventional counterparts. In particular, the demand of fruit both organic and conventional is more inelastic than vegetables. Finally, the study has calculated the elasticity of some socio-demographic variables. Regarding fruit, the most influential variable of elasticity is the level of education of purchase responsible: higher levels of education correspond to minor levels of elasticity. Furthermore, families with a small number of children present higher variation in terms of price. Asciuto and Schifani (2007) conducted research into the characteristics of consumers of large retailers and the perception of food risk in the Italian food market. In the first study the main characteristics of consumers shopping in large retail stores (age, level of education, household composition, profession, income, etc.) and consumer behaviour depending on geographical location and sub-sample of organic consumers were analysed. Questions were linked to consumer habits, purchase of food products with different levels of food safety, environmental impact and level of information have been analysed. The analysis considered a sample of 848 families mostly composed of three (28.9%) or four members (39.8%). The results of the first study showed that 62% of sample was composed of consumers of 35 – 54 years with a low level of education (only 8% had attained a Bachelor degree). In terms of type of job, the position manager/teacher was the most relevant (38.9% in the North-West) while with regard to the income almost 1/3 of the consumers declared an income below 1,250 Euro/month/family. Results indicate that 50% of the consumers interviewed consume organic food. Those consumers have a high income and the majority is employees. 16% of consumers buy organic food at least once a week, while occasional consumers, who buy it less than once a month, make up 2/3 of the sample. Elements of major importance to consumer purchase are the origin of the product, ingredients and brand. Belliggiano et al. (2007) investigated the role played by the brands of large retailers in the purchase of organic products and to verify the number and types of different clients of large retailers. A sample of 1,000 Italian families was interviewed using a questionnaire. The data was analysed using descriptive analysis and multivariate data analysis such as Multiple Correspondence Analysis (MCA). The multivariate analysis regarded a sub-sample of 287 families. The main outcomes indicate that the weight of organic food in food sales is low: in 62% of the sample the importance of organic sales is less than 20% while the most relevant categories of organic products purchased at large retailers are fruit and vegetables, eggs and yogurt while only fruit and vegetables and fresh meat are regularly purchased. The MCA analysis found two main factors. The first axis is determined by variables which measure the level of loyalty to large retailers while the second axis represents the level of involvement of interviewees with organic products. A cluster analysis was subsequently applied, finding five profiles of consumers of large retailers of organic products: 1. Loyal and interested in organic products (11% of the sample): they purchase fresh food at large retailers and organic large retailers; 2. Loyal (6% of the sample): they know and buy products of large retailers, but not organic large retailers. Basically, they purchase processed conventional animal products; 3. Unselfish (16% of the sample): consumers know products of brand of large retailers, but do not buy them. They know organic large retailers buying only fresh products. The 73% of clients do not consider the importance of brand when purchase organic products; 4. Indifferent (36% of the sample): they do not know in-depth products of large retailers;

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5. Conditionable (31% of the sample): consumers know, but do not buy all categories of organic large retailers’ products such as fresh vegetables. However, these consumers are sensitive to organic products and they are geared to brands when purchasing organic products. The Netherlands (NL) Most segmentation studies in The Netherlands have been done in a generic marketing context focusing on a range of marketable aspects to promote the sales of organic. Two main segmentation typologies emerged: one (most often referred to) is based on consumption frequency. The typical consumer group that is put forward as an interesting target group is the light users. Light users typically acknowledge some value in organic food, but for several reasons stay low in their consumption. The general assumption is that these consumers should be relatively easy to persuade to increase their organic consumption. The second typology stems from the market research agency MarketResponse. They consider the Cultural Creatives the main target group to increase organic food consumption. Cultural creative are concerned about other people and the world around them. To them the aspects of organic that fit these concerns can be assumed to valuable. Especially the latter typology is not very focused on sensory aspects. Consultancy agency MarketResponse performed two studies aiming at cultural creatives in The Netherlands (‘From niche to mainstream’, 2004 and ‘From watching to buying’, 2005), in their view the most important target group for organic products. The first study presents results of 233 respondents (out of 500 questionnaire requests), the second of 223 respondents (out of 1084 questionnaires requests). Cultural creatives are more often women than men compared to the average Dutch consumer, older than average, have higher income, households with children between five and 14 or one- or two person households with children that left the house, and they are more than average unemployed. They are concerned about the ecological problems in the world, about the weaker position of women and children, critical about materialism and economic profits as drivers, aim at better living environments with attention for others, and at an individual lifestyle. They are not so much interested in politics. They read more media than average and watch less television, are more interested in arts and culture than average, have slightly more interest in cooking. Their awareness of responsible or sustainable entrepreneurship (e.g. food production such as organic) is higher than average, they feel this is relevant for society and would be more willing to try these products, pay a higher price and to recommend this to others. According to MarketResponse in 2005 the percentage of cultural creatives was 15% of the Dutch population and they claim this percentage is growing. Almost 100% of them feel it is urgent to take action for a better world and ecology against 80% in 2004 (respectively 61% and 43% for the average Dutch consumer). Willingness to pay increased from 86% to 94% (53% to 65% average). Among the cultural creatives 52% expresses interest in organic food compared to 28% average. Based on four group discussions with at least one cultural creative in every group, four organic concepts were created: Nostalgia (respect for nature, like before) appealing to 80% of the cultural creative with 40% high willingness to pay ratings (versus 35% and 23% average); Bio creative concept (experimental with food, organic is tasty and healthy and offers variation), appealing to 45% of the cultural creative with 36% high willingness to pay (18% and 15% average); Chain guarantee concept (like control, EKO label guarantees correct food production) appealing to 50% with 19% high willingness to pay (26% and 16% average); and the healthy thinking concept (authentic experience, living according to the rules of nature works better for physical and mental health) appealing to 41% of the Cultural creatives, with 29% of high willingness to pay scores (against 17% and 6% average). According to the general interest in organic food, 53% of the Cultural creative finds at least one of the concepts appealing against 24% average. 63% Feels organic food should be stimulated more against 42% average. However, they also feel that organic food as it is does not cover consumer needs enough, which is not specified in the presentation. Taste as added value seems only explicitly part of the Bio

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creative concept, not of the others. No specific preferences for sensory characteristics were mentioned in the reports. Reinders et al. (2009) specified four consumer segments with respect to organic consumption and opportunities for organic specialty shops: light and heavy users, buying either in organic specialty shops, or at supermarkets. These groups were studied using focus groups aiming at light users that visit specialty shops and heavy users that shop in supermarkets. Next they performed a survey of over 1000 respondents. Of the total sample, 30% was heavy user – 5% buying at supermarkets and 25% in specialty shops. Out of the 70% light users, half of them shops at the supermarket, the other half in specialty shops. This seems not representative of The Netherlands. According to the qualitative results, consumers think of self-values, i.e. health and taste as most important purchasing motives before animal welfare and environment. According to the quantitative survey, health, taste, animal welfare and environment are equally important. Heavy users rate all motives higher than light users, except for price (lower). Barriers were identified to be a higher price, but also the lack of added value and other routines. Clients of specialty shops associate the shops among other aspects, with products that taste as they look, in the sense of no false expectations. Apparently these consumers realize that they are subject to their expectations, also in taste perception. Non clients also associate specialty shops with better taste, without specifications. Recommendations are for specialty shops to differentiate on knowledge, reliability, taste and quality, but also location, promotions and broad assortment. At this abstraction level of market segmentation, taste (read: sensory aspects) is usually mentioned as a generic quality of food, but not very specified. Apparently there is an unspoken expectation or assumption that organic food might taste differently, but that expectation is never explored in Dutch (semi-) public segmentation studies. This is an interesting finding, since also marketeers will realize that repeat purchases are extremely important to increase sector sales. According to the aim of the ECROPOLIS project, in food products sensory perceptions are crucial characteristics to drive repeat purchases. This is one of the aims to be achieved with ECROPOLIS. Poland (PL) There are no published results of studies with a solid statistical background that deal exclusively with segmentation of organic food consumers. One of the attempts to portray organic food consumers with reference to lifestyle variables was made within a project on Polish consumer food choices run by Warsaw University of Life Sciences. They identified the food-related lifestyle segments of pragmatists, careless, uncommited, conscious, traditionalists, which were profiled according declared consumption of organic food (Zakowska-Biemans 2011). The share of consumers who said they bought organic food was 21.6% out of the total sample and there were two segments that differed from the others in terms of share of organic food consumers: traditionalist and conscious. Consumers allocated to the segment conscious were more open, innovative and willing to accept new products while traditionalists in their food choices were more conservative. Organic food consumption is a new trend in the Polish food market and innovative consumers seem to be more likely to consume such products. Traditionalists appreciate the aspects of organic food that resemble food as it used to be, like naturalness, often conceptualized as lack of additives. It is worth noting that information included on the food label is far more important for conscious than for traditionalist consumers. Conscious could be considered as consumers searching for quality labels and concerned with information on organic origin included on the label. Moreover, consumers allocated to the segment of conscious are less price-sensitive than consumers in any other segment identified. In the segment of the traditionalist there is the highest share of consumer with very low incomes unable to purchase more expensive foodstuffs.

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Traditionalists pay more attention in their food choices to the product origin and value produce from their own region higher than conscious. Among the identified segments the lowest share of organic food consumers was found in the segment of careless that is characterized by low food involvement and price sensitivity. Careless consumers were also more oriented towards convenience of food products than consumers in the other segments. Among pragmatists the share of organic food consumers was lower than in the segments of conscious and traditionalist but significantly higher than among uncommitted and careless. Pragmatists are more positive towards convenience food but pay less attention to the information included on the food label that is crucial to distinguish organic food. Convenience is not a trend contradictory to organic but many consumers perceive convenience food as highly processed and produced with the use of preservatives that is not in line with the image of organic food. Switzerland (CH) One segmentation approach that focuses on organic consumers is presented in the following paragraph. A recent study (blue eyes marketing 2010) analysed data of a Swiss online survey of 2,304 respondents (data source used: Brand Media Monitor 2010). In particular the brand Bio Suisse and its label “Knospe” were investigated with a focus on publicity, sympathy and consumption of the brand. A total of 4 consumer segments were identified in the sample. One consumer segment matched particularly organic consumers that have a high sympathy for the Bio Suisse label: progressive people with consciousness, the highest share of these people with a high affinity for Bio Suisse was male, 45-59 years; and female,