A number of well being issues have been related to the consumption of unhealthy snacks. This data has led to restricted consumption of unhealthy snacks/drinks and changing them with more healthy choices, akin to vegetables and fruit. A current PLOS ONE examine carried out an internet survey to find out the notion and choice of wholesome snacks/drinks amongst US customers.
Research: Notion and demand for wholesome snacks/drinks amongst US customers differ by product, well being profit, and colour. Picture Credit score: Lightspring / Shutterstock
Background
Globally, snacking is a standard follow amongst all age teams. Snacks are described as meals/drinks which are consumed past common mealtimes. Greater than 90% of adults residing within the US have reported consuming snacks no less than as soon as a day. A current examine has indicated that the speed of snacking has elevated considerably, however a big lower within the consumption of vegetables and fruit was noticed. In distinction, the next consumption of unhealthy snacks, which embody salty snacks, candy drinks, and sweet, has been noticed.
Increased consumption of unhealthy snacks/drinks results in weight acquire and weight problems. These situations are related to a number of well being situations, akin to sort 2 diabetes, cardiovascular illnesses, hypertension, and dyslipidemia. Unhealthy snacking additionally impacts the power to take care of a balanced weight loss plan. Due to this fact, following wholesome snacking that’s wealthy in vitamins and a calorie-balanced weight loss plan is crucial.
There was an increase in consciousness relating to the significance of weight loss plan for well-being and life expectancy, which has positively impacted wholesome meals/snack decisions. Prior analysis has revealed that the prevalence of unhealthy snacks in diets varies considerably throughout age teams.
In regards to the Research
The present examine aimed to find out customers’ preferences for wholesome snacking choices and components linked to those decisions. As well as, the important thing figuring out components influencing customers’ willingness to pay (WTP) for wholesome snacks/drinks, akin to Extraversion, Innovativeness, and socioeconomic/demographic components, have been evaluated.
Right here, three classes of merchandise, specifically, spreads, crackers, and drinks, have been chosen as a result of their excessive recognition as snacks. In 2020, an internet survey was carried out utilizing a nationally consultant pattern of US customers. This survey was pretested a number of instances to enhance the questions. All individuals have been above 18 years of age and have been main grocery buyers within the family. To keep away from respondent fatigue, the survey length was restricted to twenty minutes.
The eligible candidates supplied details about their snack and beverage consumption habits, preferences for various wholesome snack and beverage merchandise, sociodemographic traits, and attitudes in the direction of a well being/setting.
Research: Notion and demand for wholesome snacks/drinks amongst US customers differ by product, well being profit, and colour. Picture Credit score: Illustration of snack product options and manufacturing course of. / Shutterstock
Research Findings
Shoppers’ choice for wholesome spreads, crackers, and drinks was evaluated. Every of the snacks was differentiated by colours and well being advantages. A complete of six totally different well being advantages have been offered in every meals different, amongst which individuals have been extra inclined in the direction of two advantages, specifically, antioxidants and coronary heart protectors. Notably, they have been prepared to pay larger for the merchandise carrying these two advantages. It could possibly be as a result of responders have been extra conversant in these well being advantages and perceived them to be extra vital than others.
A correlation between varied sociodemographic/persona/behavioral components and shopper WTP for wholesome snack merchandise was established. Innovativeness was discovered to be a powerful issue that influenced the connection with WTP for a number of merchandise throughout the three classes. Modern customers are an vital group due to their willingness to check out new merchandise, and this group is the primary to unfold details about new merchandise to others.
Extraversion was discovered to be robustly linked with WTP for some spreads and drinks. Extraverted people have been seen to desire yellow (breastfeeding), pink (aphrodisiac), and inexperienced (heart-protector) drinks. This discovering signifies that persona traits may also affect customers’ differentiation of well being advantages.
The well being profit was discovered to be a powerful predictor of WTP for almost all of beverage merchandise. Taste strongly influences WTP for the pink (aphrodisiac) crackers and spreads solely. Curiously, customers for whom natural merchandise are vital are inclined to have the next WTP for the inexperienced (coronary heart protector) crackers. These findings point out a optimistic correlation between individuals’ notion of the healthiness of their diets and their WTP. A adverse correlation between age and WTP for all merchandise was noticed.
Innovativeness was discovered to be an vital attribute characteristic in all three product classes. Nonetheless, it primarily affected WTP for all of the cracker merchandise. Family revenue was discovered to not be related to WTP for the drinks however linked to crackers and spreads.
Conclusions
The authors declare this examine to be the primary to estimate shopper WTP for wholesome snack choices primarily based on look and well being advantages. The present examine contributes to the rising proof to enhance the diet high quality of customers primarily based on their preferences for wholesome snacking choices. It was noticed that US customers have a powerful choice for plant-based wholesome snacking. Nonetheless, this choice varies in accordance with particular well being advantages supplied by the product. The examine findings will positively profit policymakers in making applicable dietary suggestions for wholesome snacking.