(P05-009-25) Differentiating Added-Protein Preferences: Consumer Demand for Added-Protein Across Product Types

Objectives: Consumer demand for health and nutrition labels, especially protein, is increasing. In response, food companies have begun incorporating protein into a wide variety of products, even those not traditionally associated with it. Added-protein often alters the nutritional and flavor profile, with consumer preferences varying by product type and attributes. Yet, research on this trend remains limited. This study aims to examine consumer preferences for added-protein across products, such as yogurt (naturally high in protein) and pancake mix (typically low in protein), as well as differences between hedonic (e.g., chocolate-flavored) and utilitarian (e.g., unflavored) options.

Methods: A total of 1,025 U.S. participants were recruited to complete an online survey and experiment via Qualtrics. We designed a discrete choice experiment (DCE) to examine consumer preference and willingness to pay for two food product categories that increasingly include added-protein: pancake mix and yogurt. Products varied across three attributes: product type (utilitarian, hedonic), price (low, medium, high), and added-protein label (label vs. no label). Participants were randomly assigned to one product category and completed 12 choice tasks, where they chose between two alternatives (e.g., Yogurt A and Yogurt B) and an opt-out option. Data were analyzed using a mixed logit model.

Results: On average, we find that consumers were willing to pay a $0.234 premium for added-protein yogurt and unwilling to pay more for pancake mix, however, preferences showed considerable consumer-level heterogeneity. Consumers were, on average, willing to pay a higher premium for the added protein label when applied to hedonic versions of the products (yogurt or pancake mix flavored with chocolate) compared to utilitarian versions (unflavored).

Conclusions: Consumers are increasingly seeking out food options with added protein, and product options with added protein have proliferated on grocery shelves. The results reveal nuanced consumer preference for added-protein, which depends on the product type. The findings offer insights for food manufacturers to enhance their product marketing strategies and for policymakers to shape labeling standards that align with evolving health-conscious trends.

Funding Sources: This study did not receive any specific funding source.