FSA Consumer segmentation
Consumer segmentation is a way of grouping consumers based on common characteristics. It is used by organisations, including the FSA, to better understand different groups and how to reach them.
For our audiences, it is important to find out how their attitudes and behaviours relating to food safety differ, in order to understand who is more likely to take food safety risks and in what context. This is essential for effective communications and helps us to shape food safety policy.
The audiences in these documents have been created using attitudinal and behavioural segmentation that categorises people based on their attitudes to food and their reported hygiene and food safety behaviours.