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This study aimed to examine consumers' motives for eating and choosing sweet baked products (SBPs). A cross-cultural segmentation study on a South African (SA) and Swiss population sample (n = 216), was implemented using the Motivation for Eating Scale (MFES) and the Food Choice Questionnaire (FCQ). Cluster analyses provided three consumer segments for each population sample: the balanced and the frequenters for both countries, the deniers for SA, and the health conscious for Switzerland. Southdoi:10.3390/foods9121811 pmid:33297296 fatcat:glawpimscfahfdbtacwqcrhqhu