Understanding Preferences for Dietary Supplements and Fortified Food during Pregnancy: A Discrete Choice Experiment

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dc.contributor.authorMalek, L.
dc.contributor.authorUmberger, W.J.
dc.contributor.authorZhou, S.J.
dc.contributor.authorMakrides, M.
dc.contributor.authorHuynh, E.
dc.date.issued2019
dc.description.abstractUsing a discrete choice experiment, we examine pregnant women’s preferences to determine the relative importance they place on product attributes when choosing between nutritionally fortified food and beverage products, and supplement tablets. The choice experiment was included in a cross-sectional web-based questionnaire completed by 857 pregnant Australian women. Latent class analysis identified four distinct consumer segments: ‘Nulliparous information seekers’ (42% of sample), ‘Lower-income milk-lovers’ (22%), ‘Older multiparous tablet users’ (16%), and ‘Young juice-lovers’ (20%). While nutrient levels were a strong driver of choice in the largest segment, over one-third of pregnant women were not influenced by levels of recommended nutrients (folate or iodine) in supplement products. Pregnancy supplements endorsed by a reputable government science agency were most appealing in three of the segments. The information gained regarding product preferences of different consumer segments can aid in targeting pregnant women and those planning pregnancy with more appropriate nutrition information, advice, and products.
dc.description.statementofresponsibilityLenka Malek, Wendy J Umberger, Shao Jia Zhou, Maria Makrides, Elisabeth Huynh
dc.identifier.citationJournal of Food Products Marketing: innovations in food advertising, food promotion, food publicity, food sales promotion, 2019; 25(5):500-526
dc.identifier.doi10.1080/10454446.2019.1602094
dc.identifier.issn1045-4446
dc.identifier.issn1540-4102
dc.identifier.orcidMalek, L. [0000-0002-4973-959X]
dc.identifier.orcidUmberger, W.J. [0000-0003-4159-7782]
dc.identifier.orcidZhou, S.J. [0000-0003-4012-983X]
dc.identifier.orcidMakrides, M. [0000-0003-3832-541X]
dc.identifier.urihttps://hdl.handle.net/2440/140033
dc.language.isoen
dc.publisherTaylor and Francis
dc.relation.grantNHMRC
dc.rights© 2019 Taylor & Francis
dc.source.urihttps://doi.org/10.1080/10454446.2019.1602094
dc.subjectDiscrete choice experiment; pregnancy; dietary supplements; nutrition recommendations; functional food
dc.titleUnderstanding Preferences for Dietary Supplements and Fortified Food during Pregnancy: A Discrete Choice Experiment
dc.typeJournal article
pubs.publication-statusPublished

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