Consumers' preferences and willingness to pay for IMMUNEPLUS dairy products in Canada

Abstract

Given the role of diet in disease prevention, the dairy industry recently developed IMMUNEPLUS dairy products, which may potentially provide the human body with a higher level of immunity against diseases. However, due to fluctuating consumer preferences, it remains unknown whether there is a market for these products. This study used discrete choice experiment to examine consumer preferences, willingness-to-pay for, and the most preferred forms (pills and yogurt) of IMMUNEPLUS dairy products in Canada. The data was collected through an online stated preference survey and analyzed using conditional logit model. The findings revealed that there is a general consumer interest in IMMUNEPLUS dairy products, and consumers are willing to pay for them. The preferred form depended on consumer’s preference for either nutraceuticals or functional foods. The findings are useful in assisting dairy companies in taking informed decisions pertaining to the marketing strategies of IMMUNEPLUS dairy product.