Superfoods : an investigation of attitudes and awareness

Abstract

Purpose: The purpose of this paper is paper is to review attitudes and awareness of Superfoods in Malta. The research assesses motivation behind food purchase behaviour by analysing personal factors such as preferences and lifestyle. Design/Methodology/Approach: The study adopts an exploratory research approach to gain insight into the Superfoods niche market in Malta. The research included Primary and secondary data collection methods. Primary data collection took the form of an online questionnaire. Secondary data collection includes analysis of journals, articles, books and statistics from the NSO (National Statistics Office). Findings: Following analysis of results, the main findings included that the awareness level of Superfoods relatively high. High levels of awareness are due to increased attention towards health factors and nutritional benefits. Females showed more interest in Superfoods and have a large influence on purchasing habits. Results also showed that information about Superfoods is also predominantly sourced from online media. Research Limitations/Implications: The research was limited to online media. Therefore, a representative sample of the Maltese population could not be attained. The anonymity of participants did not allow for further probing and detailed responses. Practical Implications: The study shows that the target demographic is highly responsive to information sourced from online media. Nutritional Benefits and Taste are two factors well received by the target audience. Originality/Value: It would be wise for companies to invest in online media and create relevant content about Superfoods. This improvement increases the potential for audience trust and in turn increase company sales.