The Four Segments of Yogurt Consumers: Preferences and Mind-Sets

Abstract

Yogurt, a food already considered to be healthy, can benefit from health messaging and promotion. A market exists for yogurts containing added health benefits. This paper presents the results of Healthy You! 2002, an online conjoint study of yogurt consumers, which identified patterns of preference of marketing statements in the areas of health information, sensory communications, emotional benefits and endorsements. Yogurt consumers were categorized into four segments, based on the pattern of their utility values. Health Seekers (33%) want healthy yogurts, but are not willing to sacrifice taste, the Product Lovers (24%) eat yogurt because of the health benefits, Anti Healthy Devotees (36%) are driven by the total taste, textural, and situational experience of consuming yogurt, whereas Flavor Cravers (7%) are loyal to their brand, and influenced by endorsements from health agencies.

Key Words:

• Consumer preference
• market segmentation
• conjoint analysis
• yogurt