Study on the Importance and Satisfaction of Purchasing Desserts and the Demand for Vegan Dessert Development according to Age and Health Interest

Four hundred adult men and women aged 20 to 59 years were surveyed on the importance– satisfaction analysis (ISA) of selection attributes of dessert, attitude and awareness of vegans, and the need to develop vegan desserts. The analysis was conducted by dividing the participants into four groups based on age and two groups based on their level of health interest (high and low). More than 70% of people in all age groups and both health interest groups understood the concept of veganism. Among the individuals in their 30s to 50s and those with high health interest, the intention to purchase vegan desserts was significantly high, with more than half showing willingness. The intention to purchase vegan desserts was influenced primarily by health factors among people in their 20s, 40s, and 50s and in the high health interest groups (Ρ<0.01). Across all age groups and both health interest levels, the price was identified as a significant barrier to the continuous purchase of vegan desserts. Regarding the product types, bread was considered the most important, and taste was highlighted as the key product attribute. These results provide insights into consumer expectations and demands, offering foundational data for the food service industry to consider when developing and maintaining vegan desserts.