Careless food consumers are less attractive for functional food producers.
These consumers are not really health conscious.
Despite this, effective communication and enhancement of responsibility may help to reach this segment, especially considering their low price sensitivity.
Another possibility is that, since the majority of them avoid complex cooking activities, it may be possible to motivate them to buy ready-to-eat functional meals.
If the lifestyle of this cluster changes and functional foods can be integrated with social life, this segment may become consumers of health protective foods.