This focus area integrates complementary consumer research approaches strengthening the ability to provide insights into food choice. Profound knowledge of underlying drivers of food acceptance is pivotal for successful dietary change in the targeted consumer groups. With a view to overall health implications of marketing and public policy within the second funding period of enable, findings will be up-scaled to the market dimension. Consumer segments and market demand are identified using household scanner, observational and simulation data. Qualitative and experimental approaches, in collaboration with focus area "sensory aspects (FA 7)" and "fibre-enriched food (FA 3)", will facilitate interpretation of results.