Consumer Profiling Based on Preferences and Concerns Towards Fresh-cut Vegetables: A Cross-sectional Exploratory Study of Sri Lankan Urban Community

Fresh-cut vegetables (FCVs) offer convenience and nutritional benefits, meeting the demands of today’s fast-paced lifestyle. While the Sri Lankan FCV market is still emerging, many developed countries have already embraced FCVs. This study aimed to identify consumer profiles in urban communities in Sri Lanka based on their preferences in FCVs and purchasing concerns. A cross-sectional survey was conducted using both face-to-face interviews and online questionnaires, resulting in 1722 responses. Descriptive and inferential statistics were employed, including correspondence analysis, Kruskal–Wallis test, factor analysis, and cluster analysis. The findings revealed that convenience, freshness, and affordability are key factors motivating the choice of FCVs over whole vegetables. Consumers showed a strong preference for fruit-type FCVs, followed by root vegetables, while bulbs, tubers, and chillies were among the least preferred. Among labeling information, expiry date and preservation method were prioritized, while nutritional information was less emphasized. Correspondence analysis indicated that natural disinfectants (e.g., salt, vinegar, and baking soda) are more commonly associated with plastic and rigifoam trays. Factor analysis reduced the 12 purchasing concerns into 03 key components as quality, safety, and presentation, explaining approximately 62% of the total variance. Based on standardized factor scores, consumer segmentation was performed through hierarchical clustering fol-lowed by K-means clustering. The analysis revealed three distinct consumer segments: 1) less concerned about all three factors (the smallest cluster); 2) moderately concerned about all three factors and quality-driven consumers; and 3) highly concerned about all three factors and safety-driven consumers. These insights offer practical guidance for advancing the commercial viability of FCVs in Sri Lanka. Future research will expand to include non-urban populations to improve generalizability.