[Determinants of food consumption enriched in vitamins and minerals--selected aspects]

The aim of the research was to estimate to what extent the selected socio-cognitive variable, and subjective variables concerning the health status and the way of nutrition determine consumers' behaviours on the market of food enriched in vitamins and minerals. The survey was conducted in September 2008 within the group of 1005 consumers. The data were collected via Centre of Public Opinions Research (TNO OOP) within the representative group of Polish inhabitants aged over 15 years. The questionnaire was developed by the authors of this study. It includes closed-end questions concerning familiarity with food enriched in vitamins and minerals, frequency of eating it, and selected opinions on this food The level of consumers" innovativeness was also assessed. All variables, except of subjective variable concerning health status, significantly correlated with the familiarity and the frequency of eating enriched food and with the declared intention to eat it next 3 months. The strongest correlations were indicated between beliefs on health value, benefits and variables describing consumers' behaviours. There were observed stronger correlations between socio-cognitive and subjective variables concerning the way of nutrition in the case of the declared intention to eat compared to the familiarity and frequency of eating food enriched in vitamins and minerals.