Effectiveness of nutritional information in increasing demand for enriched yoghurt among poor households in Kenya: Implications for agribusiness marketing strategies

November 9, 2022 - David L. Ortega, Vincenzina Caputo<vcaputo@msu.edu>, Mywish Maredia<maredia@msu.edu>

Ortega, D. L., Caputo, V., & Maredia, M. (2022). Effectiveness of nutritional information in increasing demand for enriched yoghurt among poor households in Kenya: Implications for agribusiness marketing strategies. Agribusiness.

Abstract

The yoghurt market represents one of the most dynamic consumer segments in Kenya's dairy industry. Product innovation like yoghurt enriched with nutrients is increasingly promoted to address the challenges of micro-nutrient deficiencies, especially among children and women of poor households. Using data from 383 in-household interviews in predominantly poor neighborhoods in Nairobi, we focus on evaluating features that can make this healthy product more desirable to increase demand and inform agribusiness marketing efforts. More specifically, we elicit preferences and willingness to pay (WTP) for health and nutrition-related yoghurt product attributes, and find that information connecting product enrichment to health can increase consumer desirability and consumer WTP. [EconLit Citations: D12, Q10, Q13].

Authors

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Department of Agricultural, Food, and Resource Economics Food Security Group