Next Article in Journal
The ALARP Principle in the Cost-Benefit Analysis for the Acceptability of Investment Risk
Next Article in Special Issue
Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry
Previous Article in Journal
Determining Soil Nutrients Reference Condition in Alpine Region Grassland, China: A Case Study of Hulun Buir Grassland
Previous Article in Special Issue
The Impact of Risk Perceptions of Food Ingredients on the Restaurant Industry: Focused on the Moderating Role of Corporate Social Responsibility
Article

Consumer Preferences for Superfood Ingredients—the Case of Bread in Germany

Department of Agricultural Economics and Rural Development, Marketing for Food and Agricultural Products, Georg-August-Universität Göttingen; 37073 Göttingen, Germany
*
Author to whom correspondence should be addressed.
Sustainability 2018, 10(12), 4667; https://0-doi-org.brum.beds.ac.uk/10.3390/su10124667
Received: 19 October 2018 / Revised: 25 November 2018 / Accepted: 4 December 2018 / Published: 7 December 2018
(This article belongs to the Special Issue Marketing of Sustainable Food and Drink)
Although there is no legal definition of the word ‘superfood’, in recent years exotic foods and ingredients have become popular in German food retailers. The aim of the study was to determine consumer preferences for superfood ingredients in different types of bread; to accomplish this, a choice experiment was set up with a representative sample of 503 German consumers. Respondents had to choose between products with varying attributes such as type of bread, superfood ingredient, nutritional information, production method, durability, and price. The results indicate that consumers value bread that serves a functional purpose through superfood ingredients such as linseed or chia. Using latent class segmentation, the respondents were divided into four segments, of which three groups valued bread with superfood ingredients. All in all, the type of bread is the most important factor when choosing a bread. Further market research could take into account different types of superfoods (processed/unprocessed), as well as regional deviations in Germany and the EU member states to analyze differences regarding the market potential of staple foods such as bread that serve a functional purpose through superfood ingredients. View Full-Text
Keywords: discrete choice experiment; latent class segmentation; functional foods; consumer behavior; health consciousness discrete choice experiment; latent class segmentation; functional foods; consumer behavior; health consciousness
Show Figures

Figure 1

MDPI and ACS Style

Meyerding, S.G.H.; Kürzdörfer, A.; Gassler, B. Consumer Preferences for Superfood Ingredients—the Case of Bread in Germany. Sustainability 2018, 10, 4667. https://0-doi-org.brum.beds.ac.uk/10.3390/su10124667

AMA Style

Meyerding SGH, Kürzdörfer A, Gassler B. Consumer Preferences for Superfood Ingredients—the Case of Bread in Germany. Sustainability. 2018; 10(12):4667. https://0-doi-org.brum.beds.ac.uk/10.3390/su10124667

Chicago/Turabian Style

Meyerding, Stephan G.H., Annemone Kürzdörfer, and Birgit Gassler. 2018. "Consumer Preferences for Superfood Ingredients—the Case of Bread in Germany" Sustainability 10, no. 12: 4667. https://0-doi-org.brum.beds.ac.uk/10.3390/su10124667

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop