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Master of Consumer Sciences, North-West University, Potchefstroom Campus, 2017 Sugar consumption has been proven to be too high worldwide, with statistics indicating sugar consumption within South Africa to be similarly problematic. A constant high intake of sugar can lead to obesity, which increases the risk for developing type 2 diabetes. Dairy products are popularly consumed and viewed by consumers as a nutrient-dense staple food which forms part of a healthy diet. High concentrations of sugar (sucrose) are however added to these products, posing a risk to its healthfulness. Food choice is the process of decision making within the consumer involving the selection and consumption of food and beverages, further concerning their eating behaviour. Consumers will not make a food choice or behave in a certain way without being motivated to do so. The motivation of a consumer to choose or to eat a specific food product will therefore act as the reason why the consumer makes this choice. This research study aimed to explore the motivations of consumers employed at a nutrition company – therefore consumers with health awareness – to choose and to eat sugared dairy products. The study was conducted through the distribution of online questionnaires containing questions regarding food choice, eating behaviour and the socio-demographic influence on the food choice of flavoured milk, yoghurt and drinking yoghurt as sugared dairy products. The sample consisted of males (53.3%) and females (46.7%) from a high socio-economic group. The sample is health conscious as frequent physical exercise was reported, BMI scores were normal, none of the respondents were diabetics and the majority of respondents showed a high awareness regarding sugar intake and its related non-communicable diseases. Motives to eat were Physical and Social eating. Motives to choose were Sensory appeal, Convenience and Price. Correlations between motives to choose and motives to eat were found and the influence of the socio-demographic characteristics of respondents on their motives to choose and motives to eat was determined. Gender, population group and marital status were found to influence the food choice and eating behaviour of sugared dairy products. Significant correlations (p |
