The Analysis of Public Awareness on Fruit Juice Consumption and the Optimum Product Design: The Example of Antalya Province

Consumer perceptions toward sugar content of fruit juice products in a developing country

“…Hence, the continued dissemination of information by marketers on health benefits/ risks and sugar content of FJ products may prove effective at positively influencing consumer decisions to make healthier product choices. The aforementioned findings appear to indicate that consumers who have greater knowledge of sugar content of FJ products are able to make informed decisions on whether to purchase specific FJ products, which is in congruence with Akay et al's (2016) findings. Therefore, as mentioned in prior text, the dissemination of information and awareness campaigns by South African government departments on sugar content and health benefits/risks on different food products may be an effective strategy to address health issues such as obesity and diabetes (without the detrimental effect on the economy as a result of the implementation of a sugar tax).…”

“…This is logical notion, since consumers who drank FJ products for explicitly for its health benefits should be auspiciously disposed, as high sugar levels are not associated with being healthy. This result is congruent with the prevailing health trend experienced in a number of developing and developed countries (Atalay Oral, Akpınar, Gül, Akay, & Gülcan, 2016;Stanford, 2016), which provides an opportunity for marketers to capitalize on this trend in their marketing strategies. Consumers who preferred to drink tap water and sweetened beverages powder/syrup observed FJ products as having higher sugar content in comparison to soft drinks and diet soft drinks consumers.…”

“…Consequently, a number of South African consumers would prefer to increase their consumption of FJ products (probably owing to its health benefits), but are prevented from doing so by limited financial resources, which are prevalent in developing countries (Petzer & De Meyer, 2013). Gül, Akpinar, and Dağistan (2012) and Atalay Oral et al (2016) also found that consumers were price sensitive when considering the purchase of FJ products. Hence, the implementation of a sugar tax would be effective at decreasing the consumption of FJ products, especially 100% FJ, since the price of this commodity would increase proportionally in terms of the amount sugar content (added or naturally occurring) (Boseley, 2016;Boulton et al, 2016).…”