It became obvious that it is possible to define the Hungarian consumers’ segments according to the characteristics of the foodrelated lifestyle model.
By using the 69 lifestyle variables, five clusters were defined, covering almost three-fourths of consumers.
In general, the characteristics of these five segments fitted those of the lifestyle segments described in the literature, thus proving our hypothesis.
Outside of the five clusters, 258 people could not be fitted to any single one of the segments.
Among them were large percentages of men (53.1%), people over 60 years of age (21.8%), pensioners (27.9%), and students (12.8%).
Many of these were non-primary food-shoppers (51.2%).
These consumers probably do not consume or buy functional foods and they do not know them