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Understanding consumer food-related lifestyles (FRLs) is key to grasping mezcal perception. Four consumer segments emerged, revealing distinct associations with traditional activities, craftsmanship, or lack of product knowledge.

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Area of Science:

  • Consumer Behavior
  • Food Science
  • Sensory Analysis

Background:

  • Product perception, particularly for geographically-linked items like mezcal, influences consumer acceptance.
  • Consumers' food-related lifestyles (FRLs) offer insights into the role beverages play in their lives.

Purpose of the Study:

  • To investigate the conceptualization of mezcal based on diverse consumer food-related lifestyles (FRLs).

Main Methods:

  • Surveyed 400 mezcal consumers in Mexico regarding experiences, consumption habits, and FRL constructs.
  • Utilized hierarchical cluster analysis and multiple factorial analysis to segment consumers and visualize relationships.

Main Results:

  • Identified four distinct mezcal consumer segments.
  • Segments included 'social and involved' (linked to tradition/food), 'price-quality fixed' (linked to craft), 'uninvolved' (no specific terms), and 'uninformed/unaware' (novice, negative connotations).

Conclusions:

  • Consumer food-related lifestyles (FRLs) significantly shape mezcal conceptualization.
  • Tailoring marketing and product development to specific FRL segments can enhance consumer understanding and acceptance.