Food Pleasure Profiles—An Exploratory Case Study of the Relation between Drivers of Food Pleasure and Lifestyle and Personality Traits in a Danish Consumer Segment

A greater comprehension of factors contributing to pleasure from food-related experiences could increase understanding of underlying processes around different eating behaviours. We explored drivers of food pleasure and whether certain consumer characteristics were associated with specific food pleasure profiles. This study aimed to investigate (1) how Danish consumers vary in terms of primary drivers of food pleasure, and (2) how differences in food pleasure are related to specific sociodemographic, lifestyle, health and eating behavioural personality traits. Three-hundred and fifty-five respondents (mean age 33.3 years) rated the importance of different drivers of food pleasure, along with sociodemographic, lifestyle, health and eating behaviour variables. Segmentation analysis was performed based on emerging food pleasure dimensions, and profiling of segments was conducted by multivariate regression analysis and calculations of odds ratios. The results demonstrated that five specific consumer segments could be defined, ‘Sensory-pleasure Seekers’ (50%), ‘Internal-pleasure Seekers’ (34%), ‘Contextual-pleasure Seekers’ (17%), ‘Exploratory-pleasure seekers’ (13%) and ‘Confirming-pleasure seekers’ (5%), each with specific characteristics. Importantly, this research indicates that a link between mental health, personality, eating behaviour and perceived food pleasure is evident. These insights contribute to the comprehension of the complex nature of food choices of importance to accommodating public health issues.