title: Assessment of heterogeneity in types of vegetables served by main household food preparers and food decision influencers.
abstract: OBJECTIVE
  While vegetables are often studied as one food group, global measures may mask variation in the types and forms of vegetables preferred by different individuals. To explore preferences for and perceptions of vegetables, we assessed main food preparers based on their preparation of eight specific vegetables and mushrooms.
  
  
  METHODS
  An online self-report survey.
  
  
  METHODS
  Ontario, Canada. Measures included perceived benefits and obstacles of vegetables, convenience orientation and variety seeking in meal preparation.
  
  
  METHODS
  Of the 4517 randomly selected consumers who received the invitation, 1013 responded to the survey (22·4 % response). Data from the main food preparers were analysed (n 756).
  
  
  RESULTS
  Latent profile analysis indicated three segments of food preparers. More open to new recipes, the 'crucifer lover' segment (13 %) prepared and consumed substantially more Brussels sprouts, broccoli and asparagus than the other segments. Although similar to the 'average consumer' segment (54 %) in many ways, the 'frozen vegetable user' segment (33 %) used significantly more frozen vegetables than the other segments due to higher prioritization of time and convenience in meal preparation and stronger 'healthy=not tasty' perception. Perception of specific vegetables on taste, healthiness, ease of preparation and cost varied significantly across the three consumer segments. Crucifer lovers also differed with respect to shopping and cooking habits compared with the frozen vegetable users.
  
  
  CONCLUSIONS
  The substantial heterogeneity in the types of vegetables consumed and perceptions across the three consumer segments has implications for the development of new approaches to promoting these foods.
authors: 1Department of Marketing and Consumer Studies,University of Guelph,Guelph,ON N1G 2W1,Canada.
authors: Sunghwan
authors: S
authors: Yi
authors: 1Department of Marketing and Consumer Studies,University of Guelph,Guelph,ON N1G 2W1,Canada.
authors: Vinay
authors: V
authors: Kanetkar
authors: 2Department of Family Relations and Applied Nutrition,University of Guelph,Guelph,Ontario,Canada.
authors: Paula
authors: P
authors: Brauer
mesh_terms: D000328:Adult; D019607:Brassicaceae; D003296:Cooking; D003657:Decision Making; D004032:Diet; D004034:Diet Surveys; D005191:Family Characteristics; D005247:Feeding Behavior; D005260:Female; D005518:Food Preferences; D005615:Freezing; D006801:Humans; D008297:Male; D008875:Middle Aged; D009864:Ontario; D014675:Vegetables
keywords: Food preparation; Segmentation; Vegetables