Preferências e percepções de consumidores em relação às alegações nutricionais e ingredientes de snacks doces com apelo de saudabilidade

Abstract

The population interest in a healthier diet has increased in recent years. In this context, in order to meet the demands of consumers with health and wellness orientation, this study aimed to identify and understand the different profiles of these consumers, as well as their preferences and perceptions regarding the nutritional claims (article 1) and ingredients (article 2) of packaged ready-to-eat sweets and desserts (snacks), with health appeal. A descriptive study was carried out, with a quantitative approach, by means of an online questionnaire, with the participation of 520 respondents. From the data obtained, two different cluster analyses were performed. In the first analysis, three groups of health and wellness- oriented consumers (A1, B1 and C1) were identified, through their different levels of interest and preference for nutrition claims and willingness to pay extra for sweets with these claims on the label (Article 1). Groups A1 and C1, representing 79% of all respondents, showed a high level of general interest in nutrition claims. Group B1, with the lowest level of interest in claims, reported a less healthy diet, suggesting that eating habits have a strong impact on the level of interest in claims and that the better the eating habits, the greater the interest in products with nutrition claims. Most consumers in all three groups were willing to pay more for sweets and desserts that had their preferred claims on the label. Claims associated with reduced/no fat and sugar content were among the most interesting and preferred claims for all groups, respectively. In the second cluster analysis three groups of health and wellness-oriented consumers (A2, B2 and C2) were identified, through their different motivations for food choice and self-perceptions regarding their own diet, level of physical activity, weight and body composition (Article 2). Group B2, the largest group in the survey, differed from the others in making food choices motivated primarily by the "quality of life" factor. The food choices of groups A2 and C2 were more motivated by "weight" and "aesthetics" factors, respectively. All three groups preferred products made with natural ingredients and had a greater rejection of products made with additives or too many ingredients. Organic ingredients (mainly for groups A2 and B2), natural sugar substitutes (mainly for groups A2 and C2), and protein (mainly for group C2) were also among the most preferred ingredients for packaged sweets and desserts. Based on the findings of this research, it is concluded that a new generation of products with reduced sugar and fat content, made with few ingredients and natural ingredients, may therefore be one of the most promising responses by manufacturers of sweet snacks to the growing demand for healthier foods.