Egészséges étkezés a fogyasztói tudatban I.

The Suvet Research, on behalf of Univer Product PLC, examined what kind of images and attitudes are linked to the concept of “healthy eating” in Hungarian consumers’ consciousness and how this is manifested in their decisions and actions. The research, backing product development, lasted from November 2009 to January 2010 in two steps. Focus group research irst explored consumers' spontaneous opinions and then had them ill out an extensive questionnaire. This survey was given to a representative sample from Hungarian households. This paper contains the major results of that research about consumers’ beliefs and habits regarding healthy nutrition, the importance of health in eating, different ways of healthy eating, preferred and avoided foods and food ingredients. Additionally, it explored respondents' opinions about the relationship between traditional Hungarian cuisine and healthy eating. A second part of this publication will describe the methodology (cluster analysis) and the results of a market segmentation in order to support the development process of a speciied vegetable product. A basic nutritional awareness, unchanged for decades, is dominant in Hungarian consumers’ minds, but some new information and beliefs has penetrated it. Certain new scientiic discoveries about nutrition scarcely register in consumers’ consciousness. Attitudes like love of traditional foods and the ambition to be healthy exist side by side, and, for most of the respondents, these two attitudes are not mutually exclusive.