Perception and demand for healthy snacks/beverages among US consumers vary by product, health benefit, and color

PLOS ONE · 8 authors, 2 centres

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TL;DR

An online survey of 402 US adult grocery shoppers found that willingness-to-pay for hypothetical vegetable-based snacks and beverages varies by product type and health claim, with personality traits and health consciousness positively associated with preference.

Full summary

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This cross-sectional study used an online survey in 2020 to estimate willingness-to-pay (WTP) and consumer perceptions for novel, vegetable-based crackers, spreads, and beverages among 402 US adults who are primary grocery shoppers. The survey elicited WTP via a payment card method for products differentiated by color and health benefit (e.g., heart protector, antioxidant). Results show consumer preferences vary significantly by product type, with health benefits like 'heart protector' and 'antioxidant' most attractive. WTP is positively associated with personality traits (Innovativeness, Extraversion), health consciousness, and certain demographics (e.g., income, having children), but negatively associated with age. The study is limited by its hypothetical setting and relatively small sample size for nationwide generalizations. Implications suggest that marketing campaigns should target innovative consumers and clearly communicate familiar, physiological health benefits to promote healthy snacking.

STUDY TYPE

cross-sectional

SPECIALTY

nutrition

SUMMARISED BY

AI pipeline

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100% · A

ORIGINAL PAPER

PMC10275438

Perception and demand for healthy snacks/beverages among US consumers vary by product, health benefit, and color

PLOS ONE

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ABSTRACT

Concerns about the numerous health problems associated with unhealthy snacks prompted recommendations to steer individuals toward healthier eating habits. One such recommendation advises limiting unhealthy snacks and replacing them with more fruits and vegetables with significant health benefits. This study investigates US consumers’ perceptions and preferences for healthy (vegetable-based) snacks/beverages. An online survey was designed to estimate consumer perception and willingness-to-pay (WTP) for vegetable-based crackers, spreads, and beverages. A sampling company sent the survey to its national consumer panels in 2020, resulting in a sample of 402 US consumers. Eligible participants were adults, primary grocery shoppers who consumed crackers, spreads, and beverages. Consumer WTP for healthy snacks/beverages, the dependent variable, was elicited using a payment card method. Independent variables include personality traits (Innovativeness and Extraversion) and the important factors affecting healthy snack purchases, health consciousness, and demographic variables. Results show that consumers’ preferences for healthy snacking vary by product, even when the products have similar health benefits. Significant positive associations exist between WTP for healthy snacks/beverages and personality traits, health consciousness, and some demographics. This study provides critical insights to policymakers and informs marketing campaigns to promote healthy snacking in the US more effectively.

CITATION EXPORT

Glory Esohe Okpiaifo, Bertille Dormoy-Smith, Bachir Kassas et al.. Perception and demand for healthy snacks/beverages among US consumers vary by product, health benefit, and color. PLOS ONE. (2023). https://doi.org/10.1371/journal.pone.0287232

AUTHORS

8 · 2 CENTRES

Glory Esohe Okpiaifo, Bertille Dormoy-Smith, Bachir Kassas, Zhifeng Gao, Charles Odilichukwu R. Okpala, Charles Odilichukwu R. Okpala, Charles Odilichukwu R. Okpala, Charles Odilichukwu R. Okpala

Food and Resource Economics Department, University of Florida, Gainesville, Florida, United States of America
Wroclaw University of Environmental and Life Sciences: Uniwersytet Przyrodniczy we Wroclawiu, POLAND

EDITOR / REVIEWER

Charles Odilichukwu R. Okpala