Study of the consumers of ready-to-drink juices and fruit nectars

Abstract Juices and fruit nectars are an important segment of the beverage market in Brazil. The aim of this study was to analyze and characterize the profile of consumers of ready-to-drink juices and fruit nectars. A semi-structured questionnaire was applied to 389 patrons, intentionally and conveniently, when they approached the shelves. The chi-square test was applied to associate sociodemographic variables and consumption profile of the beverages with the type of establishment. Logistic regression models were developed to evaluate the variables associated with nectar acquisition. The level of education and knowledge about the beverages were significantly related. Practicality was the main reason that led respondents to consume these drinks, followed by quality and price, with the latter being associated with the level of education. Nectar was the most purchased option, and this choice was associated with increasing age and education, price and practicality. The consumption of juices and nectars with no added sugar was lower compared with traditional beverages. The information in the labels of these beverages was not sufficiently clear, for most of the participants. The most mentioned brand by the interviewed was the one with better sensory preference, regardless of flavour and the blinded or informed analysis.

摘要：果汁与果 nectar（fruit nectar）是巴西饮品市场的重要细分品类。本研究旨在分析并刻画即饮型果汁与果 nectar饮品的消费者画像。研究采用立意抽样与方便抽样相结合的方式，对389名途经货架的消费者进行拦截式半结构化问卷调查。采用卡方检验分析社会人口学变量、饮品消费特征与门店类型之间的关联；构建逻辑回归模型以评估与果 nectar饮品购买行为相关的影响变量。结果表明，消费者的受教育程度与该类饮品的认知水平显著相关。便利性是受访者选择饮用此类饮品的首要动因，其次为品质与价格，其中价格因素与消费者受教育程度存在显著关联。果 nectar饮品是最受青睐的购买选择，该选择与消费者年龄增长、受教育程度提升、价格因素及便利性均呈正相关。无添加糖的果汁与果 nectar饮品的消费量低于传统含糖饮品。多数受访者表示，此类饮品的标签信息不够清晰明确。无论风味差异、盲测分析或知情评价的场景如何，受访者提及最多的品牌均为感官偏好更佳的品牌。