Individual differences in starchy food consumption: The application of preference mapping

In this study, we applied the technique of Internal preference mapping to examine the individual UK consumer intentions to eat each of 12 common starchy food dishes, and consider how individual opinions varied or clustered into similar groups. The results showed that subjects overall tend to 'prefer' (measured as reported frequency of consumption) the most familiar starchy foods, but it was also possible to identify two subject sub-groups, characterised by a different 'preference' for these foods. Subjects with traditional food habits prefer potatoes more than any different starchy food and in particular they prefer roast and chipped potatoes. In contrast there is another group composed with subjects who are interested in the health properties of starchy food, who prefer a varied intake of many kinds of starchy products (potato, rice and pasta). The 'traditional' group seems to be associated with greater degree of overweight and, to some extent, males more than females, but were no consistent group associations with age or measures of socio-economic status.;the existence of these two consumer sub-groups may help to explain the finding of previous research on consumer perceptions of starchy foods, which shows that consumers hold divergent views about the importance and desirability of increasing starchy foods consumption, and about the role of these foods in weight control. This has implications for the communication of dietary recommendations to increase consumption of starchy food rich in complex carbohydrates (for example, boiled potatoes or boiled rice) rather than focusing on generic starchy food. (C) 1998 Elsevier Science Ltd. All rights reserved.