Convenience food products. Drivers for consumption

Convenience is one of the big trends in the food business. The demand for convenience food products is steadily increasing: therefore, understanding convenience food consumption is an important issue. Despite being vital properties of convenience food, saving time and effort have not been very successful constructs for predicting convenience food consumption. To examine a wide range of possible drivers for convenience food consumption, the present study uses a convenience food frequency questionnaire that asks about consumption behavior. A paper-and-pencil questionnaire was sent out to a representative sample of people in German-speaking Switzerland and yielded N = 918 complete datasets from persons mainly responsible for buying and preparing food in the household. The various convenience food products could be categorized into four groups, which we labeled as highly processed food items, moderately processed food items, single components, and salads. Fifteen drivers were found to have a significant impact either on total convenience consumption or on one of the identified categories. Strong predictors were age, concern about naturalness, nutrition knowledge, and cooking skills. (C) 2010 Elsevier Ltd. All rights reserved.