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Consumer segmentation based on the level and structure of fruit and vegetable intake: an empirical evidence for US adults from the National Health and Nutrition Examination Survey (NHANES) 2005–2006

Published online by Cambridge University Press:  28 January 2011

Tetyana Demydas*
Affiliation:
Institute of Agricultural Policy and Market Research, Justus Liebig University Giessen, Senckenbergstr. 3, 35390 Giessen, Germany
*
*Corresponding author: Email tetyana.demydas@agrar.uni-giessen.de
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Abstract

Objective

To identify consumption patterns of fruit and vegetables within a representative sample of US adults with a focus on degree of produce processing and to explore sociodemographic, lifestyle and nutritional profiles associated with these patterns.

Design

Cross-sectional analysis. Fruit and vegetable (F&V) consumption data were collected using two non-consecutive 24 h recalls. For the purpose of the study, F&V intakes were aggregated into seven subgroups indicating degree of processing, which afterwards were used as inputs into cluster analysis.

Setting

The 2005–2006 National Health and Nutrition Examination Survey.

Subjects

The sample consisted of 2444 adults aged 20–59 years.

Results

Total average F&V intake of the adults was below the recommended level. Thereby, 20 % of the respondents consumed fruit only in the form of juice. Three F&V consumption patterns were identified: ‘low-intake F&V consumers’ (74 % of respondents), ‘consumers of healthier F&V options’ (13 %) and ‘intensive fruit juice consumers’ (13 %). These groups differed markedly in terms of their sociodemographic, lifestyle and health characteristics, such as gender, age, race/ethnicity, education, smoking, weight status, etc. Differences in nutrient profiles were also found, with the ‘consumers of healthier F&V options’ showing better nutritional quality compared with other clusters.

Conclusions

Only a small share of US adults combines high F&V intakes with healthier F&V options that lead to a better nutritional profile. This raises discussion about a need to deliver more specific F&V promotion messages, including advice on healthier preparation methods, especially for the specific population groups.

Information

Type
Research paper
Copyright
Copyright © The Author 2011
Figure 0

Table 1 Classification of F&V by degree of processing

Figure 1

Table 2 Intakes (g) of F&V by degree of processing across the clusters of adults from NHANES 2005–2006*

Figure 2

Table 3 Sociodemographic and behavioural characteristics across the clusters of adults from NHANES 2005–2006*

Figure 3

Fig. 1 Percentage of adults with adequate nutrient intakes (, low-intake F&V consumers, n 1802; , consumers of healthier F&V options, n 323; , intensive fruit juice consumers, n 319; , all adults, n 2444). Source: National Health and Nutrition Examination Survey 2005–2006. Recommendations of the Food Guide Pyramid of the US Department of Agriculture were used as a reference. They were reached if index of nutritional quality (INQ) was <1 for total fat, saturated fat, total sugar, Na and cholesterol, and if INQ was >1 for fibre, vitamins A and C, Ca, Mg and K.

Figure 4

Fig. A1 Percentage of adults consuming exclusively one fruit/vegetable subgroup. Source: National Health and Nutrition Examination Survey 2005–2006 (fruit (n 1733): , only raw; , only juice; , only canned/frozen/dried/desserts; , several subgroups; vegetables (n 2362): , only raw; , only cooked; , only in mixed dishes; , only fried; , several subgroups)