Selected Consumer Behaviours in the Bread Market: Does Dietary Fibre Labelling Influence Consumer Decisions? A Preliminary Study

TL;DR

This study explores how dietary fibre labelling affects consumer choices in the bread market and identifies different consumer segments based on their preferences and perceptions.

Contribution

The study introduces a segmentation approach to understand how different consumer groups respond to dietary fibre information on bread labels.

Findings

The 'Enthusiastic' segment showed the most positive attitude towards fibre-enriched bread and label information.

The 'Ultra-Involved' segment was 54% less likely to pay attention to fibre information compared to the 'Enthusiastic' group.

Clear and comprehensible label design is crucial for effective communication of health-related information.

Abstract

Background/Objectives: The current study aimed to identify consumer segments based on bread-choice motives and to examine (1) differences between segments in terms of the information provided on product labels, including information on the bread label, and (2) consumers’ perception of bread enriched with fibre, as well as the importance of fibre in the diet. Methods: Data were collected in 2025 using a computer-assisted web interview (CAWI) on a sample of 289 respondents. A k-means clustering segmentation method was applied, resulting in four consumer segments: “Enthusiasts”, “Ultra-Involved”, “Involved”, and “Neutral”. To quantitatively determine the impact of selected factors on the importance of information provided on product labels, a logistic regression model was developed. Results: The “Enthusiastic” consumers expressed the most positive opinions regarding most types of information presented on bread labels and supported the addition of fibre to bread to enhance its health benefits. Membership in the “Ultra-Involved” segment reduced the likelihood of paying attention to fibre information on the label by approximately 54% compared with the “Enthusiastic” segment. Conclusions: The effectiveness of information provided on food labels depends on the clarity and comprehensibility of the content, as well as on consumers’ knowledge and motivation to use such information. These findings emphasise the importance of label designs that support efficient information processing, even among highly motivated consumers. Communication strategies for fibre-enriched products should address both health benefits and sensory concerns, particularly among consumers sceptical about taste.