Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh, North Carolina, USA.
J Food Sci. 2024 Jan;89(1):596-613. doi: 10.1111/1750-3841.16805. Epub 2023 Nov 22.
This study evaluated the factors that motivate US consumers (18-65 years) to choose protein products derived from specific protein sources. An online survey was conducted. Participants who purchased protein products (n = 673) were shown agree/disagree questions, along with maximum difference (MaxDiff), constant sum, and Kano questions on factors surrounding protein choice. Last, follow-up qualitative interviews were conducted with 51 survey participants to further investigate consumer motivations behind protein choice. Survey participants conceptually desired a protein product or protein-fortified food that was a good source of protein, tasted great, and was healthy. Three clusters of consumers with distinct motivations for protein purchases were identified. Cluster 1 (C1) consumers (n = 176) desired plant-based, environmentally friendly products and valued sustainability label claims more than flavor/taste. Cluster 2 (C2) consumers (n = 271) were nutritionally conscious and desired high-protein healthy products that were also high in vitamins/minerals. Cluster 3 (C3) consumers (n = 226) showed the most loyalty to the products they currently purchased and were also most willing to try new products based on the recommendations. Cluster 1 consumers placed importance on protein sources, while C2 valued price most and C3 gave the highest value to flavor. In side-by-side protein comparisons, plant-based proteins were considered superior to dairy proteins in sustainability, health, ethics, and digestibility, while both protein types were at parity for naturalness, satiety, and taste across all consumers, but differences were documented among consumer clusters. Results from this study demonstrate that there are many different motivations for consumers to purchase protein products. These motivations can be applied to consumer education as well as the strategic positioning of protein products. Practical Application: This study investigated consumer perception of different protein types and the drivers of choice for protein types among distinct consumer groups. Further application of findings from this study may help guide the development and formulation of new products with a diverse range of protein sources.
本研究评估了促使美国消费者（18-65 岁）选择特定蛋白质来源的蛋白质产品的因素。进行了在线调查。向购买蛋白质产品的参与者（n=673）展示了同意/不同意的问题，以及围绕蛋白质选择的最大差异（MaxDiff）、恒定总和和 Kano 问题。最后，对 51 名调查参与者进行了后续定性访谈，以进一步调查消费者选择蛋白质背后的动机。调查参与者从概念上希望蛋白质产品或强化蛋白质的食品是蛋白质的良好来源，味道鲜美，且健康。确定了具有购买蛋白质动机的三个不同消费者群体。第一组消费者（C1）（n=176）希望使用植物性、环保产品，并且比口味/味道更重视可持续性标签声明。第二组消费者（C2）（n=271）营养意识较强，希望购买高蛋白、健康的产品，同时富含维生素/矿物质。第三组消费者（C3）（n=226）对他们目前购买的产品忠诚度最高，也最愿意根据推荐尝试新产品。C1 消费者重视蛋白质来源，C2 重视价格，C3 则最重视口味。在并排的蛋白质比较中，植物性蛋白质在可持续性、健康、道德和消化方面被认为优于乳制品蛋白质，而所有消费者对自然性、饱腹感和口味方面两种蛋白质类型的评价相当，但在消费者群体中记录了差异。本研究的结果表明，消费者购买蛋白质产品的动机有很多种。这些动机可以应用于消费者教育以及蛋白质产品的战略定位。实际应用：本研究调查了消费者对不同蛋白质类型的看法以及不同消费者群体对蛋白质类型选择的驱动因素。本研究结果的进一步应用可能有助于指导具有多种蛋白质来源的新产品的开发和配方。
