NEXT GENERATION HEALTHY SOUP: AN EXPLORATION USING CONJOINT ANALYSIS

Abstract

ABSTRACT This paper presents results on consumer attitudes towards healthy soup, using conjoint analysis, executed on the Internet. The results show moderate interest in new ideas for the total panel, but reveal three concept‐response segments. The first segment responds to nutrition and functional ingredients. The second segment responds to packaging and convenience. The third segment responds to taste and ingredients. Statistical analysis confirms the idea that they represent different ‘mind‐sets’. The segmentation based on psychographic variables is a useful tool to identify the features of the next generation “healthy soups” and to design custom products on the basis of consumer requirements.