Consumer Preferences for Attributes in Sweet Beverages and Market Impacts of Beverage Innovation

Jørgen Dejgård Jensen, IFRO
Professor Jørgen Dejgård Jensen, IFRO

Open online seminar with Jørgen Dejgård Jensen, Department of Food and Resource Economics.

Consumption of sugar-sweetened beverages is considered as an important risk factor for the development of overweight and obesity in populations worldwide, not least for children and adolescents.

Innovation-based approaches such as the development of sugar-free or sugar-reduced versions of established beverages and development of new beverage products have been proposed to reduce this challenge, but the effects of such innovation on sugar intake are not well understood from the literature.

This study investigates the potential effectiveness of product innovation as a strategy to affect consumers’ energy intake from sweetened non-alcoholic beverages by developing a hedonic pricing approach to estimate the influence of product attributes (for example sweetness, sourness, flavor, brand, etc.) on consumers’ utility.

The study suggests that such a methodological approach can be useful for assessing product innovations’ market effects as well as derived impacts.

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