Understanding the motives of consumers employed at a nutrition company for choosing sugared dairy products

Abstract

Sugar consumption has been proven to be too high worldwide, with statistics indicating sugar consumption within South Africa to be similarly problematic. A constant high intake of sugar can lead to obesity, which increases the risk for developing type 2 diabetes. Dairy products are popularly consumed and viewed by consumers as a nutrient-dense staple food which forms part of a healthy diet. High concentrations of sugar (sucrose) are however added to these products, posing a risk to its healthfulness. Food choice is the process of decision making within the consumer involving the selection and consumption of food and beverages, further concerning their eating behaviour. Consumers will not make a food choice or behave in a certain way without being motivated to do so. The motivation of a consumer to choose or to eat a specific food product will therefore act as the reason why the consumer makes this choice. This research study aimed to explore the motivations of consumers employed at a nutrition company - therefore consumers with health awareness - to choose and to eat sugared dairy products. The study was conducted through the distribution of online questionnaires containing questions regarding food choice, eating behaviour and the socio-demographic influence on the food choice of flavoured milk, yoghurt and drinking yoghurt as sugared dairy products. The sample consisted of males (53.3%) and females (46.7%) from a high socio-economic group. The sample is health conscious as frequent physical exercise was reported, BMI scores were normal, none of the respondents were diabetics and the majority of respondents showed a high awareness regarding sugar intake and its related non-communicable diseases. Motives to eat were Physical and Social eating. Motives to choose were Sensory appeal, Convenience and Price. Correlations between motives to choose and motives to eat were found and the influence of the socio-demographic characteristics of respondents on their motives to choose and motives to eat was determined. Gender, population group and marital status were found to influence the food choice and eating behaviour of sugared dairy products. Significant correlations (p<0.001) were present between Physical eating and Health, Sensory appeal, Natural content, Familiarity, Convenience, Ethical concern and Price; between Environmental eating, Health, Natural content and Price; Emotional eating, Familiarity and Mood; and Social eating and Familiarity. Results from this study indicate the lack of knowledge regarding the sugar content of sugared dairy products among health-conscious consumers. Information obtained as the first of its kind within a South African context can be used as a basis to educate consumers regarding their choice of sugared dairy products and aid in the development of health and wellness programs, as well as provide useful information to the dairy industry. Dit is bewys dat suikerinname wêreldwyd te hoog is en statistiek van suikerinname in Suid-Afrika dui 'n soortgelyke probleem aan. 'n Konstante hoë suikerinname kan lei tot vetsug, wat ook die risiko vir die ontwikkeling van tipe 2 diabetes verhoog. Suiwelprodukte word algemeen verbruik en word deur verbruikers beskou as 'n voedingsryke stapelvoedsel wat deel vorm van 'n gesonde dieet. Hoë konsentrasies suiker (sukrose) word egter by hierdie produkte gevoeg, wat 'n gesondheidsrisiko inhou. Voedselkeuse is die besluitnemingsproses van die verbruiker wat die keuse en verbruik van voedsel en drank behels, en sluit ook eetgedrag in. Verbruikers sal nie 'n voedselkeuse maak of op 'n sekere manier optree sonder om gemotiveerd te wees om dit te doen nie. Die motivering van 'n verbruiker om 'n spesifieke voedselproduk te kies of te eet, sal dus dien as die rede waarom die verbruiker hierdie keuse maak. Hierdie navorsingstudie het ten doel gehad om die motivering van verbruikers wat vir 'n voedingsmaatskappy werk - dus verbruikers wat gesondheidsbewus is - te ondersoek om suikerversoete suiwelprodukte te kies en te eet. Die studie is uitgevoer deur die verspreiding van elektroniese vraelyste wat vrae bevat rakende voedselkeuse, eetgedrag en die sosio-demografiese invloed op die voedselkeuse van gegeurde melk, jogurt en drinkjoghurt. Die steekproef het bestaan uit mans (53,3%) en vroue (46,7%) vanuit 'n hoë sosio-ekonomiese groep. Lede van die steekproef is gesondheidsbewus - gereelde fisiese oefening is aangemeld, LMI-tellings was normaal, geen respondente was diabete nie en die meerderheid respondente het 'n hoë bewustheid van suikerinname en die betrokke leefstylsiektes getoon. Respondente se motiewe om te eet was Fisies en Sosiaal van aard. Motiewe om te kies was Sensoriese aspekte, Gerief en Prys. Korrelasies tussen motiewe om te kies en motiewe om te eet, is gevind en die invloed van die sosio-demografiese eienskappe van respondente op hul motiewe om te kies en om te eet, is bepaal. Dit is bevind dat geslag, bevolkingsgroep en huwelikstatus die voedselkeuse en eetgedrag van suikerversoete suiwelprodukte beïnvloed. Betekenisvolle (p<0.001) korrelasies was teenwoordig tussen Fisiese eetgedrag en Gesondheid, Sensoriese aspekte, Natuurlike inhoud, Bekendheid, Gerief, Etiese besorgdheid en Prys; Omgewingseetgedrag, Gesondheid, Natuurlike inhoud en Prys; Emosionele eetgedrag, Bekendheid en Bui en tussen Sosiale eetgedrag en Bekendheid. Resultate van hierdie studie dui op gesondheidsbewuste verbruikers se gebrek aan kennis rakende die hoë suikerinhoud van suikerversoete suiwelprodukte. Hierdie inligting is die eerste in sy soort in die Suid-Afrikaanse konteks en kan gebruik word as 'n basis om verbruikers op te voed rakende hul keuse van suikerversoete suiwelprodukte. Verder kan dit gebruik word in die ontwikkeling van gesondheids- en welstandsprogramme, en dit kan ook nuttige inligting aan die suiwelbedryf verskaf.