Abstract:
Healthy food and/or supplements may be used in the context of a healthy
lifestyle or as a means to compensate for an unhealthy lifestyle. Consumers are
increasingly taking charge of their health and manipulate food choices or use
dietary supplement regimes. By analysing usage across segments, marketers
can determine the optimum audience for any specific health and wellness
product. Marketers can develop marketing plans to the common motives, beliefs
and behaviours of the optimal target segment, and communicate with them
through common sources of influence with meaningful messages that speak to
their motivations. Healthcare professionals can mount high quality, targeted
education and intervention programmes for consumers by getting to know their
clients' beliefs. It is, therefore, important to identify healthy food and supplement
use of South African consumers.
Objective: The purpose of this study was to determine which demographic
factors and other beliefs are associated with an individual's choice between the
usage of supplements or the eating of healthy food.
Subjects/Setting: A random sample of 1997 metropolitan consumers
representative of the gender distribution, age distribution and population groups
in South Africa was chosen. The data were weighted, so that they would be
representative of the total South African metropolitan consumer population.
Questionnaires consisting of 17 food related sections were designed by
researchers in cooperation with business partners. One of the sections
contained a number of statements about food, dietary supplements, health and
disease. MARKINOR, a marketing research company, was contracted to collect
the data. Consumers preferring healthy food were compared with supplement
choosers with regard to demographic and belief factors. Explanatory variables
included gender, age group, monthly income, race, living standard measure
(LSM), education and children, as well as different eating habit and food related
statements.
Statistical analysis: The quantitative data produced by the survey were
analysed by using the Statistica -programme in order to generate the relevant
tabulations, descriptive statistics and statistical tests.
Results: About 61% (n= 6 526) of the respondents reported healthy food
preference, while 20% (n= 2 086) stated they preferred supplements. Especially
males, people older than 50 years, individuals with a monthly income of R9 000
- R17 999, Indians, LSM 7 or 8 respondents, individuals with secondary
schooling and people with no children indicated a preference for healthy food.
These individuals indicated the belief that food is not only for enjoyment but also
for health maintenance. The South African consumer preferring supplements
included: females, 18 to 49 year olds, people with a monthly income of up to
R2999, blacks, LSM 2, people with no or primary schooling and/or people with
children. The main focus of dietary supplement choosers was the medicinal
value of supplements and the enjoyment value of food.
Applications/Conclusions: To our knowledge, this study was the first attempt
to characterize the healthy food and supplement choosers in South Africa.
Further research is needed to identify which supplements or healthy foods are
used by South African consumers in order to ensure their health. It is
recommended that a suitable scientific instrument be developed to this effect.
