Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Segmentation of the Home Meal Replacement Product Market by Food-Related Lifestyle of Japanese Consumers

일본소비자의 식생활라이프스타일에 따른 HMR 제품 시장세분화

  • Park, Si-Eun (Department of Foodservice Management and Nutrition, Sangmyung University) ;
  • Yi, Na-Young (Department of Food & Nutrition, Daejeon University) ;
  • Hong, Wan-Soo (Department of Foodservice Management and Nutrition, Sangmyung University)
  • Received : 2016.07.18
  • Accepted : 2016.08.05
  • Published : 2016.08.31
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Abstract

Purpose: The purposes of this study were to identify the segments of the Home Meal Replacement (HMR) market according to food-related lifestyle of Japanese consumers, and to investigate its demographic characteristics, the HMR purchase status and needs of new HMR product development. Methods: A total of 2,720 domestic consumers living in Japan were surveyed using a self-administered questionnaire and 488 responses were returned. Excluding responses with significant missing data, 467 responses were used for data analysis. Results: As a result of cluster analysis, three consumer segments were identified. The diet-highly concerned segment had the highest food-related lifestyle score, followed by the diet-moderately concerned segment, and the diet-unconcerned segment (p<0.001). A significant difference in demographic characteristics among the three segments was found with respect to the type of residence (p<0.05). There were significant differences in the main place (p<0.01) and average expense (p<0.001) for HMR purchases by food-related lifestyle segments. In the case of new HMR products that need further development, 'low-sodium products' had the highest demand scores in all three segments. In the diet-highly concerned segment, the mean scores of demand for new products were significantly higher than those in the other segments (p<0.001). Conclusion: The findings of this study can be used to develop new products for the Japanese' HMR market. The segments identified in this study should be updated and revised regularly to reflect changes in the characteristics of each food-related lifestyle segment.

Keywords

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