Motives underlying food consumption in the Western Balkans: consumers' profiles and public health strategies.

Objectives: This study aims to identify subgroups of consumers based on the health motives underlying their food choice in Western Balkan Countries.

Methods: The survey (n = 2943) was based on the Food Choice Questionnaire (FCQ) and elicited information on socio-demographic characteristics, consumption frequency of healthy food products, nutrition knowledge and impulsiveness. Analysis of the FCQ data focused on items of "health and natural content" and "weight control" factors to identify clusters.