Motivation for choice and healthiness perception of calorie-reduced dairy products. A cross-cultural study

Understanding consumers’ motives for selecting calorie-reduced dairy products are important to provide targeted communication to different consumer segments. The aim of this study was to identify motives for consumption of calorie-reduced dairy products among young consumers, and to identify how these consumers perceive the healthiness of such products compared to other food products. Consumers, aged 18–30 years, from Norway (n = 118), Denmark (n = 125), and California (n = 127) participated in this cross-cultural study. The respondents sorted 24 statements referring to motives for choosing calorie-reduced yoghurt and cheese. The study also assessed the aspect of perceived healthiness of these products in comparison with a selection of other food products using a two-step ranking procedure. The data were analysed using chi-square analysis, Friedmanʹs test and Principal Component Analysis (PCA). The results show that fat content, healthiness and taste were the most important motivators for choice of the calorie-reduced dairy products. In all three countries salmon was perceived as the healthiest among the products presented. The calorie-reduced dairy products were ranked as relatively healthy, with yoghurt ranked as healthier than cheese. Although cross-cultural differences existed in motives for choice and perceived healthiness of the products, the similarities between the countries were evident in this study.