Consumer Preferences on Key Kombucha Attributes among Thais and Indonesians: A Conjoint Analysis Study for Advanced Food Product Development

Consumer preferences for healthier options have risen since post-pandemic COVID-19, thus consumers have increasingly consumed functional beverages, particularly “kombucha” due to its perceived health benefits. However, the key quality attributes that drive consumer choice when purchasing kombucha have not been well established. Hence, this study investigated the most preferred attribute of kombucha and its segmentation on consumer choices using conjoint-based rating analysis. A total of 241 participants from Thailand and Indonesia were involved in evaluating 27 concepts obtained from different combinations of each attribute level (e.g., sugar options, flavors, price, and health benefits). The results showed that consumers in both countries identified "reduced sugar content" as the most important kombucha attribute, although significant differences were found in other attribute preferences. Indonesians preferred the "original flavors" of kombucha and were willing to purchase at the "regular price" to gain the “antioxidant” benefits. Meanwhile, Thai consumers preferred kombucha with "natural fruity flavors" and sought more "affordable prices", as it was driven by the "gut health" benefits. Consumer segmentation from both countries was identified using hierarchical cluster analysis: reduced sugar-driven, healthier options, antioxidants seekers, price-driven, and sweet-tooth cravers. These insights facilitate food developers and manufacturers create kombucha that follows the most preferred attributes to meet specific market and consumer demands.