Factors Influencing the Increase in Consumption of Unprocessed and Minimally Processed Plant-Based Foods: An Empirical Research in Poland

The market for minimally processed foods in Poland is relatively unknown. The reason for addressing this topic is the need to understand the motives that could drive increased consumption of packaged plant-based UMPFs among individual buyers in Poland, which is essential for businesses seeking to adapt products to consumer needs. This article aimed to identify the factors driving the growth in consumption of plant-based unprocessed and minimally processed foods (UMPF) by individual buyers in Poland, taking into account their gender and age, and to segment these motives for the total number of respondents and for categories of respondents separated by gender and age. The study was conducted using CATI with a sample of 875 people. The collected raw data were subjected to quantitative analyses, including comparative analysis, mean score analysis, Pearson’s chi-square test of independence, Phi coefficient analysis, nonparametric Mann-Whitney U test results, and exploratory factor analysis. The factors that most increase consumption of this food category in Poland are lower prices, higher taste qualities, expanding the product range to include organic products, health benefits, a wider range, improved packaging functionality, extended shelf life, and higher income. Lower price was the most important factor driving consumption. Significant differences were observed by gender and age in the assessment of the importance of motivators for increasing UMPF consumption. The study identified five segments of potential consumers based on their assessment of specific factors and their level of UMPF consumption. These findings may prove useful to manufacturers and distributors of such products, enabling them, among other things, to tailor their offerings to the needs of various market segments.