Multiple health problems have been related to the consumption of unhealthy snacks. This data has led to limited consumption of unhealthy snacks/beverages and replacing them with healthier options, equivalent to fruit and veggies. A recent PLOS ONE study conducted a web-based survey to find out the perception and preference of healthy snacks/beverages amongst US consumers.

Study: Perception and demand for healthy snacks/beverages amongst US consumers vary by product, health profit, and color. Image Credit: Lightspring / Shutterstock

Background

Globally, snacking is a typical practice amongst all age groups. Snacks are described as foods/beverages which are consumed beyond regular mealtimes. Greater than 90% of adults residing within the US have reported consuming snacks not less than once a day. A recent study has indicated that the speed of snacking has increased substantially, but a major decrease within the consumption of fruit and veggies was observed. In contrast, a better intake of unhealthy snacks, which include salty snacks, sweet beverages, and candy, has been observed. 

Higher consumption of unhealthy snacks/beverages results in weight gain and obesity. These conditions are related to multiple health conditions, equivalent to type 2 diabetes, cardiovascular diseases, hypertension, and dyslipidemia. Unhealthy snacking also affects the flexibility to take care of a balanced weight loss plan. Subsequently, following healthy snacking that’s wealthy in nutrients and a calorie-balanced weight loss plan is imperative.

There was an increase in awareness regarding the importance of weight loss plan for well-being and life expectancy, which has positively impacted healthy food/snack decisions. Prior research has revealed that the prevalence of unhealthy snacks in diets varies significantly across age groups. 

In regards to the Study

The present study aimed to find out consumers’ preferences for healthy snacking options and aspects linked to those decisions. As well as, the important thing determining aspects influencing consumers’ willingness to pay (WTP) for healthy snacks/beverages, equivalent to Extraversion, Innovativeness, and socioeconomic/demographic aspects, were evaluated.

Here, three categories of products, namely, spreads, crackers, and beverages, were chosen because of their high popularity as snacks. In 2020, a web-based survey was conducted using a nationally representative sample of US consumers. This survey was pretested several times to enhance the questions. All participants were above 18 years of age and were primary grocery shoppers within the household. To avoid respondent fatigue, the survey duration was limited to twenty minutes.

The eligible candidates provided details about their snack and beverage consumption habits, preferences for various healthy snack and beverage products, sociodemographic characteristics, and attitudes towards a health/environment.

Study: Perception and demand for healthy snacks/beverages amongst US consumers vary by product, health profit, and color. Image Credit: Illustration of snack product alternatives and production process. / Shutterstock

Study Findings

Consumers’ preference for healthy spreads, crackers, and drinks was evaluated. Each of the snacks was differentiated by colours and health advantages. A complete of six different health advantages were presented in each food alternative, amongst which participants were more inclined towards two advantages, namely, antioxidants and heart protectors. Notably, they were willing to pay higher for the products carrying these two advantages. It might be because responders were more aware of these health advantages and perceived them to be more essential than others. 

A correlation between various sociodemographic/personality/behavioral aspects and consumer WTP for healthy snack products was established. Innovativeness was found to be a robust factor that influenced the connection with WTP for several products across the three categories. Modern consumers are a vital group due to their willingness to check out recent products, and this group is the primary to spread details about recent products to others.

Extraversion was found to be robustly connected with WTP for some spreads and beverages. Extraverted individuals were seen to prefer yellow (breastfeeding), red (aphrodisiac), and green (heart-protector) beverages. This finding indicates that personality traits may influence consumers’ differentiation of health advantages.

The health profit was found to be a robust predictor of WTP for nearly all of beverage products. Flavor strongly influences WTP for the red (aphrodisiac) crackers and spreads only. Interestingly, consumers for whom organic products are essential are inclined to have a better WTP for the green (heart protector) crackers. These findings indicate a positive correlation between participants’ perception of the healthiness of their diets and their WTP. A negative correlation between age and WTP for all products was observed.

Innovativeness was found to be a vital characteristic feature in all three product categories. Nevertheless, it mainly affected WTP for all of the cracker products. Household income was found to not be related to WTP for the beverages but linked to crackers and spreads.

Conclusions

The authors claim this study to be the primary to estimate consumer WTP for healthy snack options based on appearance and health advantages. The present study contributes to the growing evidence to enhance the nutrition quality of consumers based on their preferences for healthy snacking options. It was observed that US consumers have a robust preference for plant-based healthy snacking. Nevertheless, this preference varies in accordance with specific health advantages provided by the product. The study findings will positively profit policymakers in making appropriate dietary recommendations for healthy snacking.