Food-related lifestyle segmentation and beverage attribute' selection: toward understanding of sugar-reduced beverages choice

Purpose: As the risks associated with sugar-sweetened beverages (SSBs) increase, various policies require sugar to be reduced in beverages. This paper segmented consumers according to food-related lifestyle (FRL), analyzed beverage selection attributes and preference for sugar-reduced beverages (SRBs) for each group and presented basic data for the strategies of SRBs for each consumer group. Design/methodology/approach: In total, 1,000 Korean consumer panels responded to the online survey. The questionnaire consisted of FRL, beverage selection attributes and attitude toward SRBs. Findings: Consumer groups were divided according to FRL: rational, value seeking and careless consumer. Rational consumers tended to be in their 30s or 50s and women, and they focused on product quality/hygiene when choosing beverages. Value seeking consumers were mainly in their 40s and 50s and were characterized by high education and income. They showed high scores in quality/hygiene, economy and sensory traits. Careless consumers were more likely to be in their 20s–30s, unmarried men and considered sensory traits as the most important factor. Research limitations/implications: The main limitation of this study is the lack of generalization of consumer panels to represent the entire population because they were part of an online research firm. Originality/value: This study implies that segmenting consumers according to FRL allows detailed analysis of consumer attitudes and behaviors. Using this analysis, the complex consumer pattern can be used as basic data for promoting sugar-reduced beverages.