From plate to policy: segmenting consumers’ food behaviours to tailor nutritional recommendations in African cities

Valentino Marini Govigli (), Fabrizio Alboni, Luca Mulazzani, Akwilina Mwanri, Rashid Suleiman, Evans Chimoita, Wambui Kogi-Makau and Marco Setti
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Valentino Marini Govigli: University of Bologna
Fabrizio Alboni: University of Bologna
Luca Mulazzani: University of Bologna
Akwilina Mwanri: Sokoine University of Agriculture
Rashid Suleiman: Sokoine University of Agriculture
Evans Chimoita: University of Nairobi
Wambui Kogi-Makau: University of Nairobi
Marco Setti: University of Bologna

Agricultural and Food Economics, 2025, vol. 13, issue 1, 1-29

Abstract: Abstract Malnutrition poses significant challenges to African food systems. Addressing these challenges requires synergistic strategies informed by a comprehensive understanding of consumers' food preferences and characteristics, which necessitates the identification of more homogeneous consumer groups. To help reach this objective, this article presents a novel segmentation of African urban food consumers from nine cities across Kenya, Morocco, Tunisia, and Tanzania. The segmentation is based on diet quality indicators and behavioural traits, gathered through structured surveys combined with incentivized in-lab behavioural experiments. Subsequent cluster analyses identified four primary consumer groups characterized by shared behavioural patterns, diet quality, and propensity to food change. These groups serve as the basis for tailored nutritional recommendations aimed at providing policymakers with practical solutions to reinforce the nutritional capacity of local food systems.

Keywords: Behavioural economics; Cluster analysis; Consumer profiles; Food security; Food value chain; Innovation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1186/s40100-025-00349-7

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