LONGITUDINAL STUDY OF FOOD-RELATED LIFESTYLE OF CROATIAN CONSUMERS

The aim of this paper is to report longitudinal changes in the market segments concerning a food-related lifestyle in the Republic of Croatia during a ten-year period. In the course of 1997, 2000 and 2006, three personal surveys were conducted. A cross-culturally tested instrument, i.e. Food-Related Lifestyle (FRL) Instrument was used. This instrument measures consumers' attitudes with regard to food products. The principal dimensions that determine the food-related lifestyle are as follows: ways of shopping, quality aspects, cooking methods, consumption situations and purchasing motives. Using cluster analysis, five different food-related lifestyle segments of Croatian consumers were identified: Relaxed, Experimentalists, Modern, Concerned Nutritionists and Traditionalists. In 1997 and 2000, the characteristics of food-related lifestyle segments remained the same but their size changed. In the latest research (in 2006) major changes refer to certain characteristics of the Modern segment. Some Modern consumers became a part of the Concerned Nutritionists segment. Traditionalists, Concerned Nutritionists and Experimentalists appear to be the most stable segments. This longitudinal study provides insights into a change of the consumer lifestyle and identifies the size of individual segments. It may be of substantial help to food producers, enabling them to adjust their food products to new lifestyle segments and their respective preferences in buying and consuming food products.