Key Factors Influencing Shopping Habits and Challenges
Living with gluten sensitivity can make everyday tasks, like grocery shopping, a bit more complicated. A recent study aimed to understand what factors influence the buying habits of people with gluten sensitivity in Slovakia and Hungary. The researchers surveyed 862 individuals to get a clearer picture of what drives their purchasing decisions when it comes to gluten-free products.
Key Findings
- Diverse Decision-Making: One major takeaway is that gluten-sensitive consumers don’t base their buying choices on a single factor. Instead, their decisions are influenced by a mix of elements that were grouped into four categories: “common,” “conscious,” “healthy lifestyle,” and “price.”
- Common Factors: This group includes the general aspects that most people consider when shopping, like product selection, availability, taste, and overall health benefits. Gluten-sensitive individuals look for products that are easily accessible, taste good, and are perceived as healthy, just like any other consumer.
- Conscious Factors: Being conscious about their diet is a key influence for gluten-sensitive shoppers. This category highlights the importance of reading ingredient labels, focusing on nutrient content, and avoiding pre-made or semi-finished products. These consumers are more vigilant about what goes into their bodies, given the direct impact on their health.
- Healthy Lifestyle: Gluten-sensitive individuals also prioritise a broader healthy lifestyle. This includes ensuring sufficient intake of vitamins, fluids, and fresh fruits and vegetables. These factors suggest that many in this group are not just avoiding gluten but are also making holistic dietary choices to support overall well-being.
- Price Sensitivity: Price is a significant concern for gluten-sensitive shoppers. The study found that these consumers often find gluten-free products to be expensive, which adds a financial burden to maintaining their diet. Many are willing to travel extra distances to find cheaper options, although this isn’t always the case due to time and travel costs.
Shopping Patterns and Challenges
Most gluten-sensitive shoppers in the study were consistent about their diets, with 99.4% sticking strictly to gluten-free products. However, the majority weren’t particular about where they bought their food. Hypermarkets were the most popular shopping locations, but many also shopped in organic stores and online.
Despite the availability of gluten-free products increasing, particularly during the COVID-19 pandemic, satisfaction with the product range was moderate. Consumers often face challenges like limited product variety and high prices, making the shopping experience less satisfying.
The Social and Economic Landscape
Gluten sensitivity affects roughly 1% of the population in Slovakia and Hungary, and its economic impact is significant. The cost of a gluten-free diet can be 1.5 to 4 times higher than a traditional diet. This increased cost creates barriers for many, making adherence to the diet difficult, especially for those with lower incomes.
On a social level, gluten-sensitive individuals often seek community and support through online groups and forums. These platforms provide a sense of belonging, allowing people to share tips, recipes, and coping strategies, which is crucial given the challenges they face.
Limitations of the Study
While the study provides valuable insights, it also has some limitations. The survey was self-reported, which means there’s a chance that responses might not be entirely accurate. For instance, participants might overestimate how strictly they follow their diet or misremember their past purchasing habits.
Moreover, the gender distribution in the survey was heavily skewed, with 92.3% of respondents being women. This discrepancy may reflect the fact that women are more likely to seek medical help for symptoms, potentially underrepresenting the experiences of men with gluten sensitivity.
Conclusion and Future Directions
The study sheds light on the complex decision-making processes of gluten-sensitive consumers. It highlights that their choices are not driven by one factor alone but are influenced by a blend of common consumer needs, conscious dietary choices, healthy lifestyle goals, and economic considerations.
For brands and retailers, understanding these factors can help tailor their offerings to better meet the needs of this growing consumer segment. Further research could expand this understanding by comparing the habits of gluten-sensitive individuals with those of non-sensitive consumers, offering a broader view of how dietary needs shape shopping behavior.
Ultimately, improving access to affordable and diverse gluten-free options could greatly enhance the quality of life for those living with gluten sensitivity, helping them navigate their dietary needs with less stress and greater satisfaction.
Zsigmond, T., Feher, L., Machova, R., & Kovacs, Sz. (2023). Factors Affecting the Consumer Behaviour of Gluten Sensitive Consumers – A Pilot Study. Marketing and Management of Innovations, 14(4), 212–222. https://doi.org/10.21272/mmi.2023.4-16