Abstract:

Societies are currently undergoing numerous economic, social, demographic, cultural, and food-related changes, which are reflected in research indicating an increase in interest in, among other things, consumer motives and behaviors in various markets. The market for minimally processed foods in Poland is relatively unknown. This article aimed to identify the factors driving the growth in consumption of plant-based unprocessed and minimally processed foods (UMPF) by individual buyers in Poland, taking into account their gender and age, and to segment these motives for the total number of respondents and for categories of respondents separated by gender and age. The study was conducted on a sample of 875 people, using a survey method with the CATI technique. The data were subjected to quantitative analysis. Significant differences were noted in terms of gender and age in the assessment of the importance of motivators for increasing UMPF consumption. The study identified five segments of potential consumers, differing in their assessment of individual factors motivating increased consumption of UMPF. The results of the study may be useful for manufacturers and distributors of this type of product in terms of ensuring, among other things, a product range tailored to different market segments.