Fig 1.
Illustration of snack product alternatives and production process.
Table 1.
Description of snack product alternatives.
Table 2.
Definition of personality trait statements.
Table 3.
Summary of demographic and behavioral characteristics (n = 402).
Fig 2.
Consumption frequency of food and beverage products.
Notes: Frequency: 1 –Almost never. 2 –Several times a year, but not every month. 3 –Monthly. 4- Several times a month, but not every week. 5- Weekly. 6- Several times a week, but not every day. 7 –Daily. 8 –More than once per day.
Fig 3.
Important health benefits when purchasing food products.
Notes: Each bar represents the fraction of the respondents that selected the corresponding health benefit.
Fig 4.
Important factors that influence the purchase of healthy beverages/snacks.
Notes: Y-axis represents mean ratings. Ratings—1 = Extremely unimportant. 2 = Unimportant. 3 = Slightly unimportant. 4 = Neither important nor unimportant. 5 = Slightly important. 6 = Important. 7 = Extremely important.
Fig 5.
Notes: Friedman test was used to test for significant differences between products in each category (p<0.000).
Table 4.
Willingness-to-pay for healthy drink regression.
Table 5.
Willingness-to-pay for healthy crackers regression.
Table 6.
Willingness-to-pay for healthy spread regression.