Perception, acceptability and decision-makingdeterminants of Soft Seltzer, a novel winegrapenon-alcoholic carbonated beverage categoryto health-conscious College students in California

Angelos K. Sikalidis (), Aleksandra S. Kristo, Anita H. Kelleher and Adeline Maykish
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Angelos K. Sikalidis: Department of Food Science and Nutrition, California Polytechnic State University
Aleksandra S. Kristo: Department of Food Science and Nutrition, California Polytechnic State University
Anita H. Kelleher: Department of Food Science and Nutrition, California Polytechnic State University
Adeline Maykish: Department of Food Science and Nutrition, California Polytechnic State University

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2020, vol. 2, issue 11, 33-54

Abstract: The beverage industry is a significant market that is seeing a growth albeit certain types of beverages such as wine and soda-type drinks are seemingly declining. There is certainly seen a growing interest for novel beverages, especially when creating healthy options aiming to support health via enhanced functional food/beverage properties. Furthermore, understanding how the public perceives and makes purchasing decisions towards novel and unconventional options is of key importance. The Soft Seltzer category is an emerging category defined as a sparkling water-based low calorie, no added sugar, no artificial sweetener, non-alcoholic, carbonated beverage. In our pilot study herein, we aimed to assess interest and willingness to pay for such a product produced in Sonoma, California, specifically H2O/H2?, a dealcoholized wine-type beverage enriched with vitamins, potassium, and calcium, using a perception and acceptability study to health-conscious college students in California. Respectivelly, healthy college students were provided an on-line acceptability questionnaire with 38 questions to evaluate the concept of the H2O beverage. Our participants indicated that they would be significantly interested in purchasing such a beverage, while as for willingness to pay, a price for $9.99/4x16oz cans was deemed less than or about what is expected from a majority of participants. Our results taken together demonstrate that there is substantial interest and traction for such a beverage, especially given its natural origin and potential health benefits. Further research including tasting and health-related functional properties for the beverage in discussion is suggested. Additionally, lifestyle aspects and nuances beyond alcohol that are important to wine drinkers and other consumers could be delivered by novel beverages, hence aid in their success in the beverage market.

Keywords: Consumption; Purchase decision making; Soft Seltzer; Sparkling Water; Wine Grape Infused; Fruit-Flavored Functional Beverage; California Wine Grapes (search for similar items in EconPapers)
JEL-codes: L1 M3 O3 Z1 (search for similar items in EconPapers)
Date: 2020
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