Aug 1st, 9:45 AM - 10:45 AM


Food-Related Lifestyle Segments and Mature Consumers’ Attitudes to Home Meal Replacement


The objectives of this study are to explore food-related lifestyle segments of the mature market, identify its socio-demographic characteristics and investigate differences in attitude to home meal replacement. A survey was conducted with adults 55 years of age and older living in Seoul. Out of 600 questionnaires distributed, 401 were retained for final analysis: a response rate of 67%. Cluster analysis identified five consumer segments. Significant differences were found among the five segments in terms of socio-demographic characteristics and attitudes to HMR. This study shows operators of HMR the patronage motives and attributes that each segment values when considering HMR.