FREQUENCY OF CONSUMPTION AND PURCHASING BEHAVIOR FOR HEALTH BEVERAGES AMONGST THE URBAN POPULATION OF VADODARA, INDIA

To estimate the frequency of consumption and factors affecting the purchase of health drinks including curd/buttermilk, fruit juices and probiotic beverages amongst the urban population of Vadodara. A total of 429 consumers were enrolled for the study in the age group of elderlies (>60 years) adults (40-59 years), young adults (20-39 years) and adolescents (10-19 years). Sample size was calculated based on the population census of Gujarat. The consumption frequency of health drinks including curd/ buttermilk, fruit juices and probiotic beverages was studied and factors affecting the purchase of current health drinks available in the market was determined using a structured questionnaire. Frequency of consumption of curd/buttermilk (95.2%) and fruit juices (93.3%) was observed highest among 40-59 years of age and of probiotic beverages available commercially was observed highest (52.6%) in the age group of 10-19 years. Results revealed that one of the major factors affects the purchase are taste (67%) and nutrition (65%). Other factors affecting the purchase behavior are price (45%), brand (37%) and appearance (29%). The results of the present study will be useful to analyze changes in consumer habits in the food markets of a region or a country with similar traditional eating habits, in the future research. With the increasing demand for health beverages in India, this sector seems to have a bright future. Consequently, the future of Indian health food market is an account to be at a thriving pace for a long time.