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Won, Lee, Kwak, Kim, Kim, and Kwon: Study on purchase and intake patterns of individuals consuming dietary formula for weight control or health/functional foods
Research Article
Korean Journal of Nutrition

Korean Journal of Nutrition 2012; 45(6): 541-551.

Published online: 31 December 2012

DOI: https://doi.org/10.4163/kjn.2012.45.6.541

Study on purchase and intake patterns of individuals consuming dietary formula for weight control or health/functional foods

Hye Suk Won1, Hyo Jin Lee2, Jin Sook Kwak3, Joohee Kim3, Mi Kyung Kim3, Oran Kwon3, 4

1Department of Food & Nutrition, Dongnam Health College, Suwon 440-714, Korea.

2Ewha Graduate School of Clinical Health Sciences, Seoul 120-750, Korea.

3BiofoodCRO, Seoul 120-160, Korea.

4Department of Nutritional Science and Food Management, Ewha Womans University, Seoul 120-750, Korea.

To whom correspondence should be addressed. (orank@ewha.ac.kr)

Received 15 October 2012       Revised 31 October 2012       Accepted 5 December 2012

© 2012 The Korean Nutrition Society

(open-access):

This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

In our previous work, we reported consumers' perceptions of body shape and weight control. In an ongoing effort, we analyzed the purchasing behavior, intake patterns, future purchasing decisions, and degree of satisfaction in individuals consuming dietary formula for weight control (DF) or heath/functional foods (HFFs) by using the same survey questions. Portfolio analysis for marketing strategy was also investigated. Subjects were divided into two groups according to consumption of DF or HFF during the previous year : DF group (n = 89) and HFF group (n = 110). Average intake frequency was 1.7 ± 0.7 per day for HFFs and 1.5 ± 0.9 per day for the DF, and the most prevalent form was pill (58.2%) for HFFs and bar (42.7%) for DF. Duration of intake was 3.1 ± 2.3 months for HFFs versus 3.9 ± 3.5 months for DF. The average degree of satisfaction was 3.6 ± 0.6 on a 5-point scale, meaning 'relatively satisfied'. For the weight control method to be used in the future, 44.5% of the HFF group selected 'HFFs' while 47.2% of the DF group selected 'DF', showing a tendency to use the current product type in the future. The average planned period for the intake was 3.8 ± 3.7 months for HFFs and 3.0 ± 2.4 months for DF (p < 0.05). The HFF group emphasized efficacy, functional ingredients of the products, reliable products, and higher satisfaction, whereas the DF group emphasized the added materials in addition to weight control effects.

Keywords: dietary formula for weight control, health/functional food, purchasing behavior, intake patterns, satisfaction, portfolio analysis

Figures and Tables

Fig. 1
Consumer satisfaction and relative importance of product efficacy by product type.
kjn-45-541-g001
Fig. 2
Consumer satisfaction and relative importance of product ingredient and its origin by product type.
kjn-45-541-g002
Fig. 3
Consumer satisfaction and relative importance of Brand, manufacture, type, packing design, price, advertisement, sales promotion, and so forth by product type. 1: Recommended and recognized by peers, 8: Polished and high quality package design, 12: Affordable price, 13: Worth paying for, 14: Less expensive compared to other product with the equal function, 16: Frequent promotion such as 2 for 1 deal and freebies give away, 19: No side effect, 20: No yo-yo effect, 23: Can be taken regardless of age.
kjn-45-541-g003
Table 1
Weight control methods in addition to the consumption of Health/Functional food (HFF) or dietary formula (DF) for weight control during the last year2)
kjn-45-541-i001

1) n (%) 2) Multiple response

Table 2
Purchasing behaviors of individuals consumed Health/Functional food (HFF) or dietary formula (DF) in the last year
kjn-45-541-i002

1) n (%) 2) Types of pill (soft capsule, hard capsule) 3) Liquid types (bottled beverage, liquid concentrate, ampoule) 4) Powder (powdered, mix with water to drink) 5) Fisher's Exact test 6) Mean ± SD 7) Months of duration in purchase

*: p <0.05, **: p <0.01, ***: p <0.001 by χ2-test or Student's t-test

Table 3
Consumption behaviors of individuals consumed Health/Functional food (HFF) or dietary formula (DF) in the last year
kjn-45-541-i003

1) Mean ± SD 2) n (%) 3) Fisher's Exact test

*: p < 0.05, **: p < 0.01, ***: p < 0.001 by χ2-test or Student's t-test

Table 4
Future's 1st choice of weight control method and stance on Health/Functional foods
kjn-45-541-i004

1) n (%) 2) Types of pill [soft capsule, hard capsule, (soft) gel capsule] 3) Liquid types (bottled beverage, liquid concentrate, ampoule, pouch packaged) 4) Powder (powdered, mix with water to drink, granular) 5) Mean ± SD 6) Months of duration in purchase (KRW) 7) Fisher's Exact test

*: p < 0.05, **: p < 0.01, ***: p < 0.001 by χ2-test or Student's t-test

Table 5
Reason for future 1st choice on weight control method2)
kjn-45-541-i005

1) n 2) Multiple response

Table 6
Reasons for not planning to take Health/Functional food (HFF) or dietary formula (DF) for weight loss2) and suggestions for their improvement3)
kjn-45-541-i006

1) n (%) 2) Multiple response, Responses from more than 2 people are indicated 3) Multiple response, Responses from more than 3 people are indicated

Notes

This research was supported by a grant Ministry of Knowledge Economy for the Regional. Innovation System program in 2010 (No.B0012328).

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