Status : Verified
| Personal Name | Gregorio, Catherine Lloyd T. |
|---|---|
| Resource Title | Understanding low-calorie sweetener preferences among Filipino consumers: a conjoint analysis investigation of choice drivers |
| Date Issued | 9 June 2025 |
| Abstract | Amid rising global health consciousness, low-calorie sweeteners (LCS) have gained prominence as viable sugar alternatives. However, in the Philippine market, their adoption remains modest due to concerns over taste, price sensitivity, and limited consumer familiarity. This study aimed to assess Filipino consumers’ health-related attitudes and purchasing behaviors toward LCS and to determine which product attributes most influence consumer preference using Conjoint Analysis. A total of 247 LCS consumers participated in an online survey that evaluated their health practices, nutritional awareness, and sweetener usage. Results showed that a significant portion of respondents were health-conscious, with 90% reporting efforts to maintain a healthy lifestyle and 70% regularly checking nutrition labels. Despite this awareness, price concerns and taste expectations continue to affect LCS acceptance. To quantify consumer preferences, a conjoint analysis was conducted, evaluating five key product attributes: label claims, flavor, formulation, sweetener type, and price. Findings revealed that label claims (23.32%) and formulation (21.79%) were the most influential factors in consumer choice, with claims like “zero calorie” and “diabetic-friendly” serving as key decision cues. The optimal product profile comprised a powdered stevia sweetener with an original flavor, a “zero sugar” claim, and a price range of ₱56–203 per 50g. These results underscore the need for targeted product development and marketing strategies that prioritize natural LCS, such as stevia and monk fruit, employ blended formulations to enhance sensory appeal, implement strategic pricing, expand supermarket distribution, and engage digitally literate young women as the primary consumer segment to drive broader LCS acceptance in the Philippines. |
| Degree Course | Bachelor of Science in Food Technology |
| Language | English |
| Keyword | Low-calorie sweeteners; Marketing strategies; Nutrition surveys—Philippines; Food preferences—Philippines |
| Material Type | Thesis/Dissertation |
Preliminary Pages
911.85 Kb
Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access