This paper uses a choice experiment with 661 respondents in two large cities in Zambia to evaluate urban consumers’ preferences for nutrient‐fortified wheat cookies. Our results indicate that both nutrient fortification and marketing messaging tied to taste, health and energy are important attributes for discretionary food selection among urban consumers in Zambia. Using a latent class model, we identify two types of consumers: price sensitive consumers strongly interested in nutrient fortification, who respond to different types of marketing messages and are unlikely to select the opt out option; and a smaller (24%) proportion of consumers who would rather not buy cookies at all, but exhibit strong demand for nutrient fortification, and are to some extent influenced by marketing messages that highlight the taste characteristics of the product. This suggests that while demand for fortified discretionary items is high among a significant proportion of the population promoting such foods on their health or energy characteristics might be counterproductive to some consumers, potentially due to health fortification stigma previously identified in the field. Taste messaging is identified as the most effective marketing appeal across our participants.

中文翻译：

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赞比亚城市消费者偏爱营养强化小吃

本文使用了一项在赞比亚两个大城市的661名​​受访者进行的选择实验，以评估城市消费者对营养强化小麦饼干的偏好。我们的研究结果表明，与口味，健康和能量相关的营养强化和营销信息都是赞比亚城市消费者自由选择食物的重要属性。使用潜在类别模型，我们确定了两种类型的消费者：对营养强化非常感兴趣的价格敏感型消费者，他们对不同类型的营销信息做出反应，不太可能选择退出选项；较小的消费者比例（24％）根本不愿购买饼干，但对营养强化要求很高，并且在一定程度上受到强调产品口味特征的营销信息的影响。这表明，尽管在相当一部分人口中出于健康或能量特性而推广此类食品的需求中，对强化全权委托食品的需求很高，这可能对某些消费者适得其反，这可能是由于该领域先前确定的健康强化污名。味觉消息传递被认为是对我们参与者最有效的营销吸引力。