Analysing Clusters of Consumers Who Use Medicinal and Aromatic Plant Products

The trend towards health and environmental protection has led to an increase in the consumption of medicinal and aromatic plant (MAP) products. The market for MAP products is influenced by consumer behaviour and therefore the aim of this study was to identify consumer segments that use MAP products for phytotherapeutic, cosmetic and personal care purposes according to their perceptions, attitudes and consumption habits and possible correlations between consumption of MAP products and interest in a healthy lifestyle and sustainable behaviour. Data collection was performed by administering a questionnaire to Cluj-Napoca residents. The final sample consisted of two groups of MAP consumers: the first with 231 respondents who use these products for phytotherapeutic purposes, the second group—with 297 respondents who use them as cosmetic and personal care products. The collected data were statistically analysed using the k-means clustering model, resulting in two distinct clusters in both consumer groups: cluster 1, the “Curious”, and Cluster 2, the “Knowledgeable”. For the consumers of the second cluster, consumption was positively correlated with healthcare and environmental protection, while they exhibited a growing interest in environmentally certified MAP products. The results obtained contribute to a better understanding of the MAP products consumption behaviour while tackling the practical implications for stakeholders in the pharmaceutical and cosmetics industry through the development and innovation of products tailored to consumer needs.