Characterization of the Xylitol consumer market

Abstract

The growing demand for foods and beverages with an appeal for healthiness and well-being is reflected in the availability of products and natural compounds, such as xylitol. Thus, the aim of this study was to characterize the regular and potential consumers of xylitol, as well as to study its applicability as a natural sweetener in substitution for sucrose. In the market research, 413 respondents answered a semi-structured questionnaire to identify their sociodemographic characteristics and their behavior towards the product. Descriptive analysis and chi-squared test (α = 5%) were performed using SPSS 15.0® software. 58.8% of interviewees were women, with an average age of 27.0 years, 62.0% single and 88.6% with at least high school education. 32.4% of the participants reported consuming sweetener, and 75.0% of this total reported having a problem related to sugar intake, being diabetes (35.4%) the most frequently reported problem. As for xylitol, 69.9% of respondents said they did not know it, 60.5% of them believe that it may have health benefits and 62.8% would consume products sweetened with xylitol if available on the market. Thus, it appears that there is a potential audience for products sweetened with xylitol. This fact demonstrates an opportunity of investment in marketing actions, such as the promotion of information campaigns, in order to publicize the characteristics and benefits of this particular sweetener, motivating the increase in its consumption and arousing the interest of even those who do not yet consume it.