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This study is motivated by the growing awareness among Indonesian consumers regarding healthy lifestyles, which has driven the demand for health beverages, including multigrain drinks that are rich in nutrients and benefits. In 2025, health product consumption in Indonesia is projected to reach USD 14.19 billion, reflecting a significant opportunity for innovation in this sector. The purpose of this study is to identify the most preferred combination of attributes by consumers, including health claims, nutritional claims, color, taste, and packaging, to better understand consumer preferences for functional multigrain health beverages. Consumer reviews from e-commerce and social media were scraped, modeled using Term Frequency (TF), and analyzed through conjoint analysis to identify actual consumer preferences. The results show that color is the most influential attribute in shaping consumer preferences for multigrain drinks, followed by packaging, health claims, taste, and nutritional claims, with respective values of 27.868; 20.494; 20.302; 16.970; and 14.365. This research contributes to the industry by serving as a reference for developing products that better align with market needs, while also enriching academic insight into product attributes that influence consumer preferences, thereby providing a foundation for further research.

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Consumer Preference Analysis Based on Health Claims, Nutrition Claims, Color, Taste, and Packaging Among Users of Multigrain Functional Health Drink Products in Indonesia: A Preliminary Study

  • 章节

  • 发表日期：

    2026年

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  • Hayes Abrar Garryansyah,
  • Indrawati

摘要

This study is motivated by the growing awareness among Indonesian consumers regarding healthy lifestyles, which has driven the demand for health beverages, including multigrain drinks that are rich in nutrients and benefits. In 2025, health product consumption in Indonesia is projected to reach USD 14.19 billion, reflecting a significant opportunity for innovation in this sector. The purpose of this study is to identify the most preferred combination of attributes by consumers, including health claims, nutritional claims, color, taste, and packaging, to better understand consumer preferences for functional multigrain health beverages. Consumer reviews from e-commerce and social media were scraped, modeled using Term Frequency (TF), and analyzed through conjoint analysis to identify actual consumer preferences. The results show that color is the most influential attribute in shaping consumer preferences for multigrain drinks, followed by packaging, health claims, taste, and nutritional claims, with respective values of 27.868; 20.494; 20.302; 16.970; and 14.365. This research contributes to the industry by serving as a reference for developing products that better align with market needs, while also enriching academic insight into product attributes that influence consumer preferences, thereby providing a foundation for further research.