Zachowania konsumentów na rynku produktów zbożowych pełnoziarnistych i ich uwarunkowania na przykładzie makaronu i herbatników
Consumers’ Behaviours in the Market for Wholegrain Products and Determinants Thereof on the Example of Pasta and Biscuits

Summary/Abstract: An aim of the research was to determine in what degree the socio-demographic traits, self-perception in the context of lifestyle and nutritional knowledge determine frequency of consumption of pasta and biscuits made of wholegrain flour. The research was carried out in 2013 in the whole-Poland group of 1000 adult consumers. Almost 2/5 of the respondents had never consumed pasta and biscuits made of wholegrain flour and some 15% of the interviewees consumed them with frequency of 3 or more times a week. Statistically significantly more men (42.8%) than women (33.5%), the least number of people with higher education (27.1%) and individuals most positively evaluating their income (25.0%) had never consumed wholegrain pasta. For the people declaring paying attention to naturalness specific was more frequent consumption of both pasta (18.8%) and biscuits (16.3%). The greater frequency of consumption of pasta was declared by the individuals oriented (16.9%) than not oriented at pleasure (10.5%). The individuals representing their great knowledge on grain products and dietary fibre constituted the lowest per cent of individuals consuming pasta (7.8%) and biscuits (5.1%) made of wholegrain flour with higher frequency. Diversification of frequency of consumption of wholegrain products indicates the need to take into account those differences while undertaking measures aimed at growth of consumption of wholegrain products. The article is of the research nature.

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