Effects of Reduced-Sugar Messages on Chiffon Cake Ratings and Human Chewing Behavior

Abstract

Reducing sugar in baked goods has become a widely discussed healthy eating topic today. Reduced-sugar messages on product packaging can help consumers make smarter food choices and reduce their sugar intake. Therefore, the aim of this study was to investigate the effects of different types of reduced-sugar messages (including nutritional, taste, and social messages) and reduced-sugar interest groups on chiffon cake ratings and consumer chewing behavior over time. To assess public attitudes toward reduced-sugar foods and related information, we collected and analyzed 300 valid responses from an online survey. We then recruited 525 participants (aged 18–24) for an offline, five-week study. The results of the survey showed that the number of consumers who were influenced by the reduced-sugar message to purchase reduced-sugar products was significantly higher than those who were not influenced, with the possibility increasing by 4.502 times (Hazard Ratio = 4.502, p < 0.05). Expectations after the message intervention were significantly higher, being 4.418 times greater than those who were not influenced by the message (Hazard Ratio = 4.418, p < 0.05). There was no significant main effect of the reduced-sugar interest group on consumer chewing behavior. Reduced-sugar products with a social message had the lowest chewing time and chewing cycles. In addition, we did not find a significant association between purchasing behavior and chewing behavior. It is hoped that this study will lead to a better understanding of consumer behavior patterns and preferences, which will help companies to better formulate marketing strategies and product designs to meet consumer needs and expectations.