Consumption Patterns and Importance-Performance Analysis of Home Meal Replacements by Level of Taurine-Related Nutritional Knowledge in Korean Adults

Abstract

The purpose of this study was to investigate consumption patterns and perform Importance-Performance Analysis (IPA) of selective attributes of Home Meal Replacement (HMR) products according to taurine-related nutritional knowledge levels in Koreans aged 40–64 years as a basis for developing additional HMR products. The study included 793 adults (297 males and 496 females) who had experience in consuming HMR products and who lived in Seoul and its metropolitan areas, Korea. Data were collected using self-administered questionnaires. Statistical analysis was performed by using the SPSS 18.0 program. The subjects were classified into a high-level group (HG, 467 adults) and low-level group (LG, 326 adults) based on their taurine-related nutritional knowledge scores. Analysis of HMR consumption patterns showed that the frequency of HMR consumption in the HG was one to two times a month in 41.1% of the subjects and once every 3–4 months in 22.7% of the subjects, whereas, in the LG, it was one to two times a month in 39.3% of the subjects and four to six times a month in 24.5% of the subjects. With regarding to the reasons for purchasing HMR products, there was no significant difference between HG and LG (p = 0.089). The IPA analysis of HMR selective attributes included factor analysis of 14 selective attributes that were divided into three factors: ‘convenience and taste’, ‘reliability and health’, and ‘brand and awareness’. The average importance scores of the first (p < 0.01), second (p < 0.001), and third (p < 0.01) factors in the HG were significantly higher than those in the LG. In addition, the average satisfaction with the first factor (p < 0.01) in the HG was significantly higher than that in the LG. Based on the IPA results, the selective attributes with low satisfaction and high importance were price, origin, food additives, and nutrient content in both the HG and LG. In the second IPA quadrant was safety, but only in the LG. Multiple regression analysis revealed that the importance of the reliability and health factor and the satisfaction with the convenience and taste factor were positively influenced by the subject’s taurine-related nutritional knowledge score. These results suggest that reliability and safety of HMR products need to be improved to meet the expectations of Korean consumers aged 40 years and older with a high level of taurine-related nutritional knowledge. Therefore, there is a need to produce HMR products that use safe and reliable food ingredients.