Cluster analysis for fruit consumption patterns: an international study

The purpose of this paper is to investigate the fruit consumer segmentations and compare the consumption patterns across North America, Europe and East Asia. This study aims to identify the key drivers for fruit consumption across segments and regions, in terms of socioeconomics and shopping behavior.

An international survey to collect information on fruit consumption, demographics and lifestyle factors was developed. Respondents from eight countries across North America, Europe and East Asia were recruited from online panels. A total usable sample of 7,793 respondents was collected.

Respondents can be clustered in three segments: low-frequency consumer, common fruit consumer and high-frequency consumer. These consumer segments are heterogeneous in socioeconomics and shopping behavior across regions. Overall, the high-frequency consumer cluster had more individuals who were older, married, not single/never married, self-reported healthy and physically active. The low-frequency consumer group had a larger number of individuals who were younger, living alone, single/never married, self-reported unhealthy and not active. Moreover, the high-frequency fruit consumers tended to focus on many fruit attributes, such as freshness, nutritional value, origin and in the season, but not focus on the price.

This study uses a unique data set covering eight countries and provides a comprehensive comparison of international fruit consumption patterns and identifying the important factors driving fruit purchase decisions.