The purpose of this study was to investigate the effect of nutrition and health claims on willingness to try and perceived healthiness of multiple cheese product concepts. Consumers (n = 603) from Ireland and the UK completed an online survey on cheese attitudes and usage. Factor analysis was used to generate constructs related to innovativeness, habits and health. These constructs were used in cluster analysis. Two clusters were identified: the “healthy and curious” (n = 363, health-interested, innovative and externally influenced) and the “traditional users” (n = 240, cost and convenience). Data analysis was conducted using SPSS v29 (IBM, USA). Consumers were most willing to try full-fat cheese, despite being perceived as less healthy (P < 0.001). Low-fat cheese was regarded as a healthier (P < 0.0001) option but had a lower willingness to try (P < 0.005). The addition of nutritional claims relating to protein, vitamins and health claims for muscle and bone health increased the perceived healthiness (P < 0.001) but decreased willingness to try relative to full-fat cheese (P < 0.05). The “healthy and curious” were more willing to try cheeses with nutrition and health claims (P < 0.01) than “traditional users” (P < 0.001). A moderate to strong positive correlation was observed between perceived healthiness and willingness to try (r = 0.504 to r = 0.626, P < 0.001). This study offers original insights into how consumers balance health perceptions and preferences, particularly within segmented consumer groups. Unlike previous research, it specifically examines the differential impact of nutritional claims across consumer segments for cheese. The findings highlight the importance of targeted and segment-specific population health strategies.
