Consumer Acceptance of Fermented Drinks in Malaysia

Fermented beverages have become a powerful player in the global beverage sector because of the increased demand for health products and their nutritional benefits to societies. This study aimed to identify consumer acceptance and willingness to pay for fermented drinks developed by MARDI. It also will evaluate the market potential of products among industry players. In this study, the data was collected using structured questionnaire and face-to-face interviews focused on the population in Peninsular Malaysia. The population's selection by stratified random sampling technique and the major survey locations included mall and hypermarket. Exploratory factor analysis (EFA) was used to discover the underlying structure of observed variables. A total of 400 respondents had participated in the study. A field survey conducted showed that 54% of respondents knew about functional foods and 55% of these are aware of functional foods based on fruits were in the market. The survey found that 30% of respondents had taken fermented drinks before, while the rest had never known this drink. Age and income have a significant influence on consumers' willingness to pay fermented drinks at a reasonable price if this product is available in the Malaysian market. Government support is needed to encourage the cultivation of indigenous fruit in Malaysia. It can be done through the provision of seed subsidies and financial resources to farmers in expanding and increasing the supply of these raw materials for the production of value-added products

Consumer Acceptance and Willingness to Pay for Prebiotic Kuini Juice in Malaysia

Changing consumers' lifestyles and food consumption patterns provide an excellent opportunity to develop the prebiotics market in Malaysia. Therefore, Malaysia is trying to improve products based on local ingredients such as kuini juice developed by the Malaysian Agricultural Research and Development Institute (MARDI). The high fibre content found in kuini makes it suitable to be used as one of the essential ingredients in prebiotic drinks.  This research attempted to analyse consumer acceptance and willingness to pay for prebiotic kuini juice.  A survey was conducted in Peninsular Malaysia, where 400 respondents were interviewed using a structured questionnaire.  Exploratory factor analysis, Kaiser-Meyer-Olkin test and Bartlett's Test of Sphericity were utilised for objective analysis 1, while the Contingent Valuation Method was utilised for objective analysis 2.  The result showed that 73% of respondents had taken prebiotic juice in the past. The tendency to choose prebiotic kuini juice by MARDI was 52% compared to existing products in the market. Significant findings determined consumers' preference factors, including product marketing and promotion, which influenced the purchasing of prebiotic kuini juice. The willingness to pay by respondents was lower at RM4.10/300ml bottle than the actual price bid at RM5.70/300ml bottle. As consumer awareness of health increases, it was an opportunity for the health food industry to expand the functional food market. However, some improvements should be adjusted to ensure prebiotic kuini juice can compete with other similar products in the market. Government support is needed to encourage indigenous fruits cultivation and to produce value-added products