Effects of Consumers’ Dietary Lifestyles on Preference for Alternative Noodle Products : Protein-Enhanced vs. Calorie-Reduced Products

In recent years, the food market has seen the introduction of alternative food products that focus not only on veganism and sustainability but also on health and wellness. For example, alternative staple foods are prepared by replacing plant-based ingredients originally used in staple foods with other, more beneficial, plant-based ingredients to alter their nutritional content. This study analyzed consumer preferences for alternative staple foods in relation to their dietary lifestyle from a health and wellness perspective. A nationwide survey was conducted from July 20 to 24, 2023, among 640 consumers in their 20s to 50s. Noodle products made with soy and seaweed instead of wheat flour to enhance the protein content or reduce calories respectively were presented to them as a proxy variable to determine their preferences for alternative staple foods. Female and older respondents had a higher preference for both alternative noodle products. Protein-enhanced alternative noodle products were more likely to be preferred by consumers who performed strength-training exercises frequently and used delivery services less than they dined out. Calorie-reduced alternative noodle products were more likely to be preferred by consumers who engaged in frequent daily exercise and who purchased their groceries at department stores as compared to those who purchased from retailers. This suggests that there are differences in consumers’ dietary lifestyles that influence their preference for alternative staple foods based on their nutritional content.