Investigating Greek Consumers' Attitudes Towards Low-fat Food Products: a Segmentation Study

The present study aims at gaining a first insight into Greek consumers' attitudes towards low-fat food products. Although Greece, and in particular Crete, have enjoyed a great popularity in terms of the Mediterranean diet, there has been an almost complete lack of low-fat-related surveys concerning the Greek food consumer. Using this as a research trigger, the current investigation evolves around the conflict between 'sensory appeal' and 'healthiness' of low-fat products, widely described in the international literature. Other crucial factors examined are consumers' awareness, occasional use and conscious purchase of, and willingness to pay for, food products with the 'low-fat' claim. Overall, the study has the objective to segment the Greek market in terms of users' perceptions of light products and to identify a number of well-described clusters with clear-cut socio-demographic and behavioural profile. Three clusters are identified, comprised of consumers with favourable attitudes towards low-fat foods and willing to pay premiums to purchase them.