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Using a Choice Design to Screen Nutraceutical-Rich Juices


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Availability of functional foods containing nutraceutical compounds has increased because of growing demands for health-oriented products. Choice surveys, which present hypothetical choice sets to participants, can be used to assess the market potential for products like nutraceutical-rich juices. An online choice survey (n = 1,035) was used to identify a preferred juice blend and factors that influenced choice for juice blends of açaí, black cherry, blueberry, Concord grape, cranberry and/or pomegranate juice. Participants were given potential health-oriented information (ranking of antioxidant composites) during the survey. Participants indicated perceived overall liking of individual juices and answered attitudinal statements for time preference and antioxidant information. Concord grape juice was the most liked, followed by cranberry, pomegranate, black cherry, blueberry and açaí. Liking of juice was positively correlated to presence of Concord grape and cranberry juice. Unfamiliarity of juices was negatively correlated to liking of juices. Analysis indicated that black cherry, Concord grape and pomegranate juice blend had the highest marginal utility as well as high overall liking and high antioxidant levels. Choice surveys can be used as screening designs for product development to determine the ingredients that drive consumer choices for nutraceutical-rich products.

Practical Applications

Screening designs are necessary to maximize research resource potential and to select the most suitable products for further development. Screening designs can be used for other products to facilitate the selection of the best profiles.