Factors Influencing Willingness to Consume Low Glycemic Index Foods Among Filipino Millennial and Gen Z Consumers

Glycemic index (GI) is a measure of how quickly food increases blood sugar level. This study examined the factors influencing willingness to consume low-GI foods among Filipino Millennial and Gen Z consumers, who make up the majority of the country’s population. A total of 316 Millennial and Gen Z individuals were surveyed online utilizing Google Forms. Results showed that the commonly consumed foods by the respondents are rice, bread, pasta/noodles, and root crops. The top 3 attributes they look for in buying food products are satiety, taste, and nutritional value. Filipino Millennial and Gen Z consumers are familiar with low glycemic index; however, they were unsure if their understanding about GI in foods is precise. Moreover, they demonstrate strong interest to consume food products with a low GI. Their willingness to consume low-GI foods is moderately associated with awareness of the glycemic index of foods. The findings further demonstrated strong associations between intention to consume and prediabetes diagnosis, taste, nutritional and health value, and satiety. It can be inferred that there is a large potential for Filipino millennial and Gen Z consumers to consume low-GI foods. However, continued efforts to educate them about the benefits of low-GI food consumption should be steered to attract them to utilize these healthier dietary choices. Product developers should prioritize taste, nutritional value and satiety-inducing foods by ensuring they are palatable, nutrient-dense, and formulated with ingredients that promote satiety. Furthermore, policy makers can target food and nutrition policies to improve production and consumption of low GI foods among the Filipino young generations.