Understanding Preferences for Dietary Supplements and Fortified Food during Pregnancy: A Discrete Choice Experiment |
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| Authors: | Lenka Malek Wendy J Umberger Shao Jia Zhou Maria Makrides Elisabeth Huynh |
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| Affiliation: | 1. Centre for Global Food and Resources, Faculty of the Professions, The University of Adelaide, Adelaide, Australia;2. The Discipline of Paediatrics, The University of Adelaide, North Adelaide, Australia;3. School of Agriculture, Food and Wine, The University of Adelaide, Glen Osmond, Australia;4. Healthy Mothers, Babies and Children, South Australian Health and Medical Research Institute, Women’s and Children’s Hospital, North Adelaide, Australia;5. Department of Health Services Research and Policy, School of Population Health, ANU College of Health and Medicine, Australian National University, Canberra, Australia |
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| Abstract: | Using 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. |
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| Keywords: | Discrete choice experiment pregnancy dietary supplements nutrition recommendations functional food |
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