Segmenting and profiling seaweed consumers: A cross-cultural comparison of Australia, the United Kingdom and Croatia

Seaweed is increasingly recognised as a highly nutritious and sustainable food source. While it has a long tradition in many Asian countries, it still only plays a minor role in the Western diet. The aim of this study was to identify and describe consumer segments that are more likely to intend to consume seaweed. An online survey was conducted with 1,621 participants from three Western countries (Australia, the United Kingdom and Croatia) with different cultures, culinary traditions and levels of development in the seaweed industry. Two consumer segments were identified: Food Enthusiasts and Food Conservatives. The profiling of these segments is based on factors oriented to consumers’ food innovativeness, food neophobia, food involvement, food responsibility, health consciousness, and symbolic value. The segments differ significantly in terms of food innovativeness, food neophobia, food involvement, eating and dietary style, past behaviour around seaweed consumption, future intention to eat seaweed and socio-demographic characteristics. These results provide valuable insights for the seaweed industry to develop effective marketing strategies that will meet the demands of different Western consumers.