Table 2 The commercialization patterns...

Table 2

The commercialization patterns for PBA. Factor matrix, cluster analysis and cluster profiling

Factor matrix*
	Factor 1	Factor 2	Factor 3	Factor 4	Factor 5
	Dietary lifestyle	Eco-credibility	Health	Sensory and novelty appeal	Food preparation
Other nutritional claim FOP	−0.115	−0.005	0.534	0.057	0.063
Other nutritional claim RETWEB	−0.208	0.047	0.947	0.192	0.144
Certification visible FOP	0.228	0.379	−0.087	−0.018	−0.306
Certification visible RETWEB	−0.014	0.509	0.044	0.098	0.125
Environmental claims FOP	0.185	0.669	−0.070	−0.166	−0.373
Environmental claims RETWEB	−0.033	0.751	0.037	0.029	−0.048
Sensory claim RETWEB	−0.316	0.137	0.005	0.492	0.235
Emotional and novelty claim RETWEB	0.007	−0.013	0.167	0.601	0.044
Free from statements FOP	0.481	0.020	−0.177	−0.246	0.173
Serving suggestion FOP	0.354	0.042	−0.141	−0.212	0.268
Cooking time and mode RETWEB	−0.015	−0.076	0.199	0.158	0.617
Dietary pattern FOP	0.663	0.043	−0.091	−0.153	−0.182
Dietary pattern RETWEB	0.821	0.089	−0.142	0.208	−0.106

Factor matrix*
	Factor 1	Factor 2	Factor 3	Factor 4	Factor 5
	Dietary lifestyle	Eco-credibility	Health	Sensory and novelty appeal	Food preparation
Other nutritional claim FOP	−0.115	−0.005	0.534	0.057	0.063
Other nutritional claim RETWEB	−0.208	0.047	0.947	0.192	0.144
Certification visible FOP	0.228	0.379	−0.087	−0.018	−0.306
Certification visible RETWEB	−0.014	0.509	0.044	0.098	0.125
Environmental claims FOP	0.185	0.669	−0.070	−0.166	−0.373
Environmental claims RETWEB	−0.033	0.751	0.037	0.029	−0.048
Sensory claim RETWEB	−0.316	0.137	0.005	0.492	0.235
Emotional and novelty claim RETWEB	0.007	−0.013	0.167	0.601	0.044
Free from statements FOP	0.481	0.020	−0.177	−0.246	0.173
Serving suggestion FOP	0.354	0.042	−0.141	−0.212	0.268
Cooking time and mode RETWEB	−0.015	−0.076	0.199	0.158	0.617
Dietary pattern FOP	0.663	0.043	−0.091	−0.153	−0.182
Dietary pattern RETWEB	0.821	0.089	−0.142	0.208	−0.106

Cluster analysis
	Cluster 1	Cluster 2	Cluster 3	F	Sign
	Sustainability strategy	Dietary strategy	Health and taste-driven strategy	F	Sign
Dietary lifestyle	−0.41392	0.67258	−0.36287	137.527	<0.001
Eco-credibility	0.40649	−0.47676	0.08142	69.653	<0.001
Health	−0.60468	−0.47590	1.65224	3701.369	<0.001
Sensory and novelty appeal	−0.30329	0.09169	0.33434	35.151	<0.001
Food preparation	−0.29150	0.13469	0.25167	30.435	<0.001

Cluster analysis
	Cluster 1	Cluster 2	Cluster 3	F	Sign
	Sustainability strategy	Dietary strategy	Health and taste-driven strategy	F	Sign
Dietary lifestyle	−0.41392	0.67258	−0.36287	137.527	<0.001
Eco-credibility	0.40649	−0.47676	0.08142	69.653	<0.001
Health	−0.60468	−0.47590	1.65224	3701.369	<0.001
Sensory and novelty appeal	−0.30329	0.09169	0.33434	35.151	<0.001
Food preparation	−0.29150	0.13469	0.25167	30.435	<0.001

Cluster profile
	Cluster 1 Sustainability-focused products		Cluster 2 Dietary products		Cluster 3 Healthy and tasty products		Test result (⁠ $χ^{2}$ = Chi-square test; F = one-way ANOVA test)	p-Value
	N	%	N	%	N	%		p-Value
Country
Germany	45	21.1	94	45.9	8	5.8	$χ^{2}$ (6) = 228.307	<0.001
Spain	39	18.3	74	36.1	0	0.0
Italy	37	17.4	15	7.3	72	52.6
Netherlands-Belgium	92	43.2	22	10.7	57	41.6
Animal analogue
Beef	51	23.9	41	20.0	49	35.8	$χ^{2}$ (8) = 58.664	<0.001
Chicken	52	24.4	66	32.2	39	28.5
Fish	7	3.3	20	9.8	4	2.9
Pork	71	33.3	68	33.2	15	10.9
Vegetable focused	32	15.0	10	4.9	30	21.9
Product format
Burger and meatballs	68	31.9	61	29.8	76	55.5	$χ^{2}$ (6) = 50.383	<0.001
Chuck and fillet	43	20.2	48	23.4	18	13.1
Cutlets	31	14.6	26	12.7	31	22.6
Sausage and sliced meat	71	33.3	70	34.1	12	8.8
Online category
Fresh pasta and ready meals	67	31.5	88	42.9	18	13.1	$χ^{2}$ (10) = 99.328	<0.001
Meat, fish and vegetarian products	92	43.2	99	48.3	63	46.0
Vegetarian, vegan and plant-based	33	15.5	7	3.4	19	13.9
Frozen food	10	4.7	3	1.5	22	16.1
Gastronomy	5	2.3	1	0.5	15	10.9
Others	6	2.8	7	3.4	0	0.0
Brand type
Commercial brand	133	62.4	182	88.8	86	62.8	$χ^{2}$ (2) = 44.299	<0.001
Private label	80	37.6	23	11.2	51	37.2	$χ^{2}$ (2) = 44.299	<0.001
Product recipe
Contain soy	117	54.9	97	47.3	98	71.5	$χ^{2}$ (2) = 19.797	<0.001
Contain gluten	104	48.8	88	42.9	69	50.4	$χ^{2}$ (2) = 2.273	Not significant
Contain peas	64	30.0	77	37.6	40	29.2	$χ^{2}$ (2) = 3.649	Not significant
Contain other plant protein	79	37.1	56	27.3	55	40.1	$χ^{2}$ (2) = 7.254	<0.05
Price**	20.38 ± 7.47		19.89 ± 6.18		18.41 ± 6.91		F = 3.558	<0.05

Cluster profile
	Cluster 1 Sustainability-focused products		Cluster 2 Dietary products		Cluster 3 Healthy and tasty products		Test result ( $χ^{2}$ = Chi-square test; F = one-way ANOVA test)	p-Value
	N	%	N	%	N	%		p-Value
Country
Germany	45	21.1	94	45.9	8	5.8	$χ^{2}$ (6) = 228.307	<0.001
Spain	39	18.3	74	36.1	0	0.0
Italy	37	17.4	15	7.3	72	52.6
Netherlands-Belgium	92	43.2	22	10.7	57	41.6
Animal analogue
Beef	51	23.9	41	20.0	49	35.8	$χ^{2}$ (8) = 58.664	<0.001
Chicken	52	24.4	66	32.2	39	28.5
Fish	7	3.3	20	9.8	4	2.9
Pork	71	33.3	68	33.2	15	10.9
Vegetable focused	32	15.0	10	4.9	30	21.9
Product format
Burger and meatballs	68	31.9	61	29.8	76	55.5	$χ^{2}$ (6) = 50.383	<0.001
Chuck and fillet	43	20.2	48	23.4	18	13.1
Cutlets	31	14.6	26	12.7	31	22.6
Sausage and sliced meat	71	33.3	70	34.1	12	8.8
Online category
Fresh pasta and ready meals	67	31.5	88	42.9	18	13.1	$χ^{2}$ (10) = 99.328	<0.001
Meat, fish and vegetarian products	92	43.2	99	48.3	63	46.0
Vegetarian, vegan and plant-based	33	15.5	7	3.4	19	13.9
Frozen food	10	4.7	3	1.5	22	16.1
Gastronomy	5	2.3	1	0.5	15	10.9
Others	6	2.8	7	3.4	0	0.0
Brand type
Commercial brand	133	62.4	182	88.8	86	62.8	$χ^{2}$ (2) = 44.299	<0.001
Private label	80	37.6	23	11.2	51	37.2	$χ^{2}$ (2) = 44.299	<0.001
Product recipe
Contain soy	117	54.9	97	47.3	98	71.5	$χ^{2}$ (2) = 19.797	<0.001
Contain gluten	104	48.8	88	42.9	69	50.4	$χ^{2}$ (2) = 2.273	Not significant
Contain peas	64	30.0	77	37.6	40	29.2	$χ^{2}$ (2) = 3.649	Not significant
Contain other plant protein	79	37.1	56	27.3	55	40.1	$χ^{2}$ (2) = 7.254	<0.05
Price**	20.38 ± 7.47		19.89 ± 6.18		18.41 ± 6.91		F = 3.558	<0.05

Note(s): *The variables included in the factor analysis are 13. FOP: front-of-pack; RETWEB: retailer website. Extraction method: Unweighted least squares. Rotation method: Varimax with Kaiser normalization. Rotation converged after 13 iterations. Test KMO: ∼0.7 Sign. <0.001. Total variance explained: 48%. Variable coding: all the variables were coded as presence of the claim (1) and absence of the claim (0). **Price is indicated in mean and standard deviation

Source(s): Authors’ own work

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