Consumer behaviour towards light products in Belgium

Presents the results of recent empirical research on the increasing consumer sensitivity to health issues in Belgium. Focuses on factors that determine consumer behaviour in relation to light products, using both quantitative and qualitative research techniques. In‐depth diagnostic interviews are used qualitatively to develop a structured questionnaire, and quantitatively, a mail survey was organized through which the questionnaire was completed by 1,891 households. Analyses the results of the questionnaire by means of the Triandis model to determine behaviour towards light products. Eight components are analysed to explain behaviour: cognitive; affective; moral; social; behavioural control; willingness to change behaviour; facilitating conditions; and habits. Results reveal that dairy products are the most popular of the “light” products, though they do not have a far from “light” image. Behaviour is dominated by a preoccupation with weight control and illness prevention, and is highly influenced also by the household’s view. However, the “light” focus on the slim figure is now less appreciated by consumers, while a more dominant role is being allocated to health aspects. From a marketing point of view, a dramatic switch in product development and communication is needed.