Speciality food orientation of food related lifestyle (FRL) segments in Great Britain

This paper provides an understanding of the degree to which six food related lifestyle (FRL) segments on the British market are speciality oriented with regard to their food beliefs and behaviours. A reduced form of the FRL questionnaire was used in this research, enabling the allocation of consumers to the six FRL segments identified by [Buckley, M., Cowan, C., McCarthy, M., & O'Sullivan, C. (2005). The convenience consumer and food-related lifestyles in Great Britain. Journal of Food Product Marketing: Quality Products: Production, Demand and Public Policy, 11(3)]. Additional speciality statements were created to assess the speciality orientation of the segments. Two segments, namely the adventurous and rational, together accounting for 41% of the British population, are identified as being more speciality orientated than the remaining four segments. The careless and snacking FRL segments are also interested in speciality foods but to a lesser extent than the previous two. Consumers in the two remaining segments, the conservative and uninvolved, are not identified as speciality orientated.