Segmenting the convenience and health trends in the British food market

Convenience and health trends are arguably the two most prevailing consumption trends in the British food market, with single‐adult households as keener followers than many other household types. Two portfolios of food products have been developed as proxies of the twin trends respectively, and the Poisson regression technique is employed to segment these two trend markets. Results confirm some previously held views, challenge others, and make some serendipity that has not been found in previous studies. Marketers are informed of greater accessibility in the health trend market vis‐à‐vis the convenience trend market for segmentation purpose, and are advised to treat the two trend markets as non‐overlapping. A number of future research directions, including a multivariate measure of the aspiration intensity of the two food trends and a measure of the twin trends for a wider range of typical products within the consumer market, are suggested.