Sustainability issues pose an important challenge to contemporary dietary patterns. Scientists more and
more emphasize the importance of consumers shifting their dietary patterns towards consumption levels
that are not only healthy but simultaneously consider sustainability. Therefore, the aim of the current
study is to identify consumer segments based on importance consumers attach to a range of foodcategory
attributes, with a special focus on sustainability attributes. In addition, the study aims to explore
differences between the identified segments in their perceptions of synergy between healthiness and sustainability
of food products. Three segments were identified: a pro-self, an average and a sustainable conscious
segment. Synergy between perceptions of healthiness and sustainability differed across segments.
The findings indicate the importance of taking food category differences into account. In addition, this
study shows that importance attached to food-category attributes forms a valuable segmentation basis,
as the segments relate to the perception of healthiness and sustainability of products. Implications for
future studies are presented.